Area Sales Manager

Key leadership role within a dynamic and evolving region, requiring strong commercial vision, people leadership, and operational excellence.

Maximize sales and profitability across the assigned geographical area through strong, visible leadership, inspiring, motivating, and developing high-performing Store Managers. Lead by example to drive commercial strategy, operational excellence, client development, and sustainable retail network growth, while shaping a culture of accountability, collaboration, and consistent delivery of an exceptional brand experience across all stores.

Act as a brand ambassador and role model a client-centric mindset across the retail network.

Coach, supervise, and develop Store Managers, strengthening their sales, leadership, and management capabilities.

Ensure store organization and staffing are appropriate for business volume and operating days, recommending corrective actions when required.

Promote collaboration and the sharing of best practices across stores.

Implement annual sales and commercial action plans in line with company strategy and revenue targets.

Set a clear short- and long-term performance roadmap for each store.

Define, monitor, and challenge Store Managers on sales, discounts, service, mystery shopping, CRM, and other store KPIs.

Monitor performance and provide Retail Experience Director with reports, insights, and recommendations for improvement.

Own the retail profit and loss performance for the assigned geographical area.

Recommend targeted incentive initiatives in line with the company incentive framework.

Guide the development of the retail network by proposing openings, closures, relocations, and changes to the retail perimeter in line with commercial strategy, company guidelines, profitability, and communication priorities.

Assess competition, market dynamics, rental conditions, locations, and tourist flows to identify opportunities and recommend commercial actions.

Support the Retail Experience Director in anticipating changes in the retail environment and selecting the most suitable cities, areas, and locations.

Negotiate rents for locations within the assigned area.

Maintain effective working relationships with relevant local authorities and organizations.

Ensure a seamless and consistently excellent client experience across all stores.

Foster a strong client development and CRM mindset, proactively identifying business opportunities to maximize sales.

Ensure appropriate and timely management of customer complaints.

Collaborate with Marketing and Store Managers on in-store activities, events, and retail marketing plans.

Support the Retail Experience Director and local Merchandising team in defining store typology, product assortment, offer, and pricing strategy.

Ensure each store has the most appropriate assortment to achieve its sales targets.

Ensure the highest standards of visual merchandising, display quality, store condition, and maintenance in cooperation with local and central Interior Design and Visual Merchandising teams.

Maintain close relationships with stores through regular visits and communication, ensuring smooth operations and consistent implementation of grooming and brand guidelines.

Monitor the effectiveness and efficiency of back-office processes and stock management.

Ensure compliance with company policies and procedures, health and safety, security, facilities, and legal operating requirements.

Control store costs through effective management of budgets, suppliers, contracts, and bid negotiations.

Partner with the Sales Trainer to define training plans covering the brand, collections, products, tools, and selling skills.

Follow up on training delivery and ensure learning is translated into improved store performance.

Knowledge and Experience Strong knowledge of point-of-sale operations, store processes, procedures, and guidelines. Sound understanding of retail P&L, budgets, cost control, and commercial performance indicators. Knowledge of incentive plans and governance rules. Strong awareness of the competitive landscape, market dynamics, and retail location economics. Strong knowledge of the brand’s products, collections, and training tools. Core Competencies Caring for leadership, team management, and people development Client orientation and brand sensitivity Business and commercial awareness Entrepreneurial and growth mindset Impact and results orientation Influence and negotiation Forward thinking and proactivity Flexibility and resilience