Area Sales Manager

Role mission

Leadership and commercial performance

• Act as a brand ambassador and role model a client-centric mindset across the retail network.
• Coach, supervise, and develop Store Managers; ensure store organization and staffing suit business volume and operating days.
• Implement annual sales and commercial action plans and set short- and long-term performance roadmaps for each store.
• Monitor and challenge Store Managers on sales, discounts, service, mystery shopping, CRM, and other store KPIs.
• Own area retail P&L performance and report insights and improvement recommendations to the Retail Experience Director.
• Recommend targeted incentive initiatives within the company framework.

Retail network and client development

• Propose store openings, closures, relocations, and retail-perimeter changes in line with strategy and profitability.
• Assess competition, market dynamics, rental conditions, locations, and tourist flows to identify opportunities.
• Support location selection, negotiate rents, and maintain relationships with local authorities and organizations.
• Ensure consistent client experience, foster client development and CRM, identify sales opportunities, and manage customer complaints.
• Collaborate with Marketing and Store Managers on in-store activities, events, and retail marketing plans.

Merchandising and operations

• Support store typology, assortment, product offer, and pricing decisions; ensure assortments support store sales targets.
• Maintain visual merchandising, display quality, store condition, and maintenance standards with relevant teams.
• Visit and communicate with stores to support smooth operations and implementation of grooming and brand guidelines.
• Monitor back-office processes and stock management; ensure compliance with company policies, health and safety, security, facilities, and legal operating requirements.
• Control store costs through budget, supplier, contract, and bid management.
• Partner with the Sales Trainer on training plans covering the brand, collections, products, tools, and selling skills, and follow up on performance impact.

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

• Leadership, team management, and people development; client orientation and brand sensitivity.
• Business and commercial awareness, entrepreneurial growth mindset, and results orientation.
• Influence and negotiation, forward thinking, proactivity, flexibility, and resilience.