The Retail Operations Manager is responsible for driving the overall sales performance, operational excellence and continuous development of the retail channel. The role leads Area Managers and Outlet Supervisors to achieve sustainable sales and profitability targets while ensuring consistent operational and customer service standards across all outlets.

Roles & Responsibilities

1. Retail Business Performance & Target Management

· Develop annual, quarterly and monthly retail sales and performance targets together with Top Management, Area Managers and Outlet Supervisors.

· Translate company business objectives into practical outlet-level targets, action plans and priorities.

· Closely monitor the performance of areas and individual outlets against their business plans, sales targets and key performance indicators.

· Identify performance gaps and work with Area Managers and Outlet Supervisors to develop practical recovery and improvement plans.

· Conduct regular performance reviews and ensure appropriate follow-up actions are implemented.

· Drive accountability among Area Managers and Outlet Supervisors for achieving their respective targets.

2. Retail Outlet Development & Business Expansion

· Work closely with the Brand Development and Business Expansion Department in developing new and existing retail outlets.

· Provide retail operational input for outlet location, size, layout, product presentation, manpower requirements, customer journey and operational requirements.

· Support new outlet planning, setup, pre-opening preparation and operational readiness.

· Develop appropriate sales and operational plans to accelerate the performance of new outlets after opening.

· Identify opportunities to improve existing outlets based on sales performance, customer behaviour, operational requirements and market potential.

3. Campaign & Commercial Execution

· Work closely with the Merchandising Department to develop and execute sales campaigns, product initiatives and promotional activities.

· Work with suppliers and the Merchandising Department to align sales plans with purchase plans, ensuring that inventory commitments are supported by appropriate sales activities.

· Maintain a balanced sales and promotional calendar that supports healthy inventory levels across categories, brands and outlets.

· Translate campaign objectives into clear targets and execution plans for Area Managers and outlets.

· Ensure retail teams understand campaign mechanics, product focus, selling propositions and expected outcomes.

· Monitor campaign performance across outlets and take corrective actions where performance is below expectations.

· Closely monitor ageing inventory at outlets and drive appropriate sales and clearance activities to ensure ageing stocks are cleared promptly.

· Provide feedback from the retail channel to Merchandising and other departments to continuously improve future campaigns.

4. Sales Capability & People Development

· Develop a professional, knowledgeable and highly skilled retail sales organization.

· Establish structured training, coaching and performance development programs for Area Managers, Outlet Supervisors and retail sales staff.

· Develop employees’ capabilities in consultative selling, product knowledge, cross-selling, up-selling and solution-based selling.

· Build a strong service culture that consistently delivers exceptional customer experiences.

· Develop Area Managers and Outlet Supervisors into effective leaders who can independently manage their teams and business performance.

· Identify high-potential employees and develop a strong internal talent and succession pipeline for future retail leadership positions.

· Work with relevant departments and brand partners to continuously strengthen product and sales knowledge.

5. Retail Operations & SOP Development

· Develop, review and continuously improve retail SOPs to ensure smooth, consistent and scalable outlet operations.

· Ensure SOPs are effectively communicated, implemented and enforced across all outlets.

· Conduct regular outlet visits and operational reviews to verify compliance and identify improvement opportunities.

· Establish clear workflows, responsibilities and escalation processes for recurring retail operational activities.

· Ensure retail processes provide both operational efficiency and a consistent customer experience.

· Promote discipline, accountability and continuous improvement throughout the retail organization.

6. Cross-Department Integration & Continuous Improvement

· Work closely with Top Management and other departments to ensure smooth end-to-end retail operations.

· Identify operational bottlenecks and develop practical solutions together with relevant departments.

· Work closely with the Service Department to ensure product issues involving both inventory and customer units are resolved systematically and promptly, minimizing disruption to retail operations and customers.

· Work closely with the Customer Service Department to provide customers with a seamless multi-channel experience and jointly resolve customer issues to achieve high levels of customer satisfaction.

· Ensure retail requirements and customer feedback are effectively communicated to supporting departments.

· Represent the retail channel in cross-functional projects and business improvement initiatives.

· Continuously identify opportunities to improve productivity, customer experience, sales effectiveness and operational efficiency.

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