Role purpose
To oversee the local retail operations and implement strategies that grow sustainably market share and brand’s reputation, improve customer experience and drive growth through retail excellence and wholesale distribution expansion.
The key duties and responsibilities of the role are as follows:
- Drive growth across the markets to deliver the international vision and strategy.
- Develop strategic direction and plans for the company with regard to all commercial functions including sales, marketing, business development and customer support/customer experience.
- Responsible for the implementation and achievement of Business Area’s mission, goals and financial objectives.
- Responsible for the day-to-day people management, monitoring and driving performance, developing sales teams in a professional, authentic sales environment.
- Drive change and acting as an ambassador internally and externally.
- Set individual objectives and KPIs, guidance and appraisal for direct reports ensuring development and growth of talent.
- Work closely with supply chain to ensure full oversight for inventory, and taking appropriate actions as required.
- Responsible for controlling operating costs and expenses, responding to market dynamics, achieving customer service standards and targets & implementing corrective action when and where required.
- Oversee the analysis of branding activities offline and online and work on the modification of strategy and methods to increase effectiveness whilst monitoring the P&L overall and by store
- Drive a relentless customer-focused culture in the sales team
- Continuously review competitor activity and monitor sales trends in the market and present key findings to sales and managing director
- Involved in developing budgets based on previous performance of the stores
- Build, develop and manage new and existing distribution arrangements with key partners and retailers
- Look for opportunities to grow a business, whether through partnerships or new initiatives, and works to take advantage of those opportunities
- Review, analyse and provide feedback on sales activity, demands of the market and customer perception at retail stores
- Work closely with Customer and Brand Marketing to ensure alignment of activities
- Develop a strong commercial department in terms of planning, process & procedure, team and delivery
- Ensure that the wholesale unit of the business is growing and expanded as per forecast
- Leading the country organization and franchisees to maximize sales and customer satisfaction and to ensure that the right organization and structure is in place for delivering the objectives.
- Build strong relationships with the Multiple Franchisees.
- Oversees brand managers and ensure that the team is aligned with brand objectives.
- Executes direction given by Brand Director of the direct brands
- Leads direct reports taking care of customer care, marketing, operations and brand management
- Conducts trade calls to understand the performance of the stores and take appropriate action which would arise from feedback.
- Conducts weekly store visits to ensure that retail outlets are in order.
- Involved in retail store openings and involved in VM in-store including layout to ensure increase of footfall.
- Ensures that digital platforms and operational systems (ERP) address the business needs.
- Negotiate with brands, suppliers and landlords to obtain the best outcome for the organization.
- Deliver yearly and seasonal major brand KPI(s) like top line Sales, Gross margin and EBIDTA for store fleet and Wholesale budgeted KPI(s)
- Take brand ownership and provide the vision, mission, goals and strategies to match up to
- Participate to brand seasonal meetings bringing back marketing, Product and Sales initiatives that will be translated into Go to Market strategies for retail and Wholesale.
- Work with GM and Wholesales team and Retail OPs on establishing budgets), targeting and tracking main KPI for retail stores.
- Through Retail KPI management and tracking: establish seasonal Open To Buy for each store and create merchandising Buy plan accordingly. Establish the buy plan and place the orders with the brand.
- Map the market and create local differentiated merchandising plans by dimension/channel.
- Monitor market trends, research consumer markets and competitors’ activities to identify opportunities and key challenges.
- Oversee and coordinate marketing and advertising activities to ensure consistency with brand and company guidelines.
- Be the ambassador and contact person for the brand within the country organizations, HQ organizations and the brand.
- Responsible for Store Coverage, getting the feedback from the Stores, merchandising standards and implementation of the whole store activities.
- Develop seasonal and yearly forecasting in order to track and deliver budget
- Responsible for preparing all the periodic (Monthly, Quarterly, Semi Annual and Annual) reports on the progress of retail commercial activities
- Ensure systems and procedures necessary to the smooth operation of the department
KPIs
- Retail and wholesale
- P and L ratio (Budgeted)
Core competencies, knowledge, and experience
- Demonstrable ability to think on your feet and make smart decisions based on facts, mastering Retail mathematics
- Budget-management skills and proficiency
- Deliver reporting in phase with business requirement
- Retail, brand, fashion, sport industry, buying and merchandising experiences required
- Strong planning and time-management skills
- Self-starter with ability to manage multiple tasks in a deadline-driven environment
- Highly skilled at communicating ideas effectively, both verbally and in writing
- Excellent spoken + written English level required with a strong attention to detail is essential
- High computer literacy, with ability to learn new systems quickly. Masters Excel and Power point
