The Estee Lauder Companies is recruiting a Commercial Sales & Education Manager for The Ordinary. This role will be based in Singapore and will work closely with the Senior Commercial Director of DECIEM APAC as well as the Commercial Director of the Singapore Affiliate for the achievement of The Ordinary retail sales and operational efficiencies across all doors and counters while increasing brand awareness through localized content creation and delivery. The successful incumbent will also be responsible for the recruitment, development and in-store coaching support to the retail consultants and counter managers to support Retail Sales, product knowledge, client recruitment and retention, and counter operational procedures on an ongoing basis.
What You Will Achieve:
1. Commercial Sales Management:
a) In-Store Coaching:
- Coach each door to ensure that the highest customer service standards are maintained at the point-of-sale
- Coach each Consultant team on service, selling behaviours, and connecting with clients
- Lead by example via counter coaching – work alongside each Consultant team to provide on-going Education (service and selling skills/product knowledge) and reinforcement of Key Performance Indicators (KPI’s)
- Review on a monthly basis each Counter/Store manager’s KPI’s – which may include Hourly Productivity, client growth YOY, MOB, and Booked Appointments (or variations by brand)
- Enhance performance and address concerns via in-store coaching
- Where required, drive the recruitment and performance development process, with the support of HR for all employees, in line with Company recruitment techniques and philosophies
- Provide support, advice and direction to Counter / Store Managers and Consultant teams in all matters pertaining to their roles and activities in-store
- Counter Manager development / Leadership Programs, inducting new managers & retail staff in-store with regards to sales and service skills
- Ensuring team members are aware of upcoming activities, marketing support and sales support
- Instructions and directions on action plan, supervision and staffing issues
- Receiving and communicating feedback from team with regards to promotional mechanics, store activities, competitors’ activities
- Assist in set up of promotional sites and new counters, conduct quarterly team assessments in conjunction with the Counter / Store Managers
- Recommend and implement course of action – training needs, succession planning etc.
- Supporting Counter / Store Manager during key trading and promotional activities
- Lead the orientation of Counter / Store Manager / New Consultants in-store
- Participate in the driving of digital learning (where available) for all Consultants and Beauty Advisors, to develop retail capabilities, register new and update existing ‘eLearning’ users, maximize participation and reinforce key learnings.
- Ensure Consultant / Beauty Advisors gain thorough understanding and knowledge of Brand principles, including the importance of Signature Services / Purpose and excellence in customer service and sales achievement Lead by example, whilst on counter, at all times
- Ensure all Consultants / Beauty Advisors attend education seminars as required and according to curriculum guidelines Liaise with Retail partners to negotiate attendance as required
b) Sales Management:
- Support Head of Commercial in planning and execution of marketing and visual merchandising activities
- Collaborate with Counter/Store Manager to develop weekly and monthly targets (both quantitative and qualitative) and action plans
- Drive Retail Sales, Service and Marketing activities in line with Brand Strategy implementation
- Develop and maintain Retailer Relationships in order to secure appropriate labour planning and operational efficiencies to achieve specific goals and strategies
- Manage and deliver demonstration costs to targets Where necessary ensure rosters meet business needs and productivity measures
- Prepare and update for review and discussion – achievement of sales targets, key business issues, opportunities, education plans, etc when required
- Maintain an ongoing awareness of the performance of the Brand in each door versus competition Plan and implement improvement and recommendations for a course of action
- Ensure that all counters / stores follow merchandising, grooming and hygiene standards as directed by the Brand
- Participate in all appropriate Management meetings and training seminars
- Review Module and Category Mix every 6 months based on POS sell through to maintain healthy counter inventory
- Verify Consultants’ paperwork relating to staff purchase / incentives claim approval of Annual / Unpaid Leave Forms
- Consult with ELC Human Resources on any potential people issues
- Ensure Counter Managers are maintaining adequate levels of stock on hand, and are utilizing store processes to address stock issues
- Provide assistance and coaching where necessary
- Ensure all return authorizations are completed in each Store by date required
- Ensure quarterly tester orders are placed by all accounts
- Input information to Payroll within specified timeframes
2. Education Management:
- Collaborate with the Head of Commercial and Head of Partnerships on the regional consumer education strategy to deliver a best-in-class experience for our people and our retailers
- Localize and execute the Global Consumer Education strategy within the region
- Assessment of internal and external learning engagement and needs, owning the plan to close relevant gaps within the market
- Collaborate with the Global Consumer Education team, understanding and delivering global objectives and KPIs while relaying feedback on market trends that impact global content generation/refinement
- Facilitate impactful education sessions among diverse audiences at cadence/frequency required, including delivery to large groups in a classroom-style setting
- Support all NPD launches through facilitation of Key Product Knowledge and educational content delivery across multiple channels in the market
- Lead and drive the promotion of a customer-focused culture within the retail teams by providing in-store, in-person support and motivation
- Work with the Area Managers on delivering education-based KPIs that serve the total business needs
- Monitor service and education standards in DECIEM staffed locations, identify development needs within our teams and partner with retail team to execute and measure success
- Train retail staff on in store promotions and how to execute selling methods effectively
- Support local Communications and Brand Marketing teams in key Brand Equity building projects/tasks on an as-needed basis
- Support pop-ups/events throughout the region
- Be the market and regional expert on education, training and facilitation. Maintain in-depth knowledge of market trends, demographics and consumer needs
What You Will Need:
- Minimum 4 years of experience managing commercial sales & education management retail at a managerial level
- Excellent interpersonal and communication skills
- Excellent coach and communicator
- A good listener, skilled at winning people over
- Team player, inspires and mentors a team, likes to lead by example, inspires enthusiasm
- Self-reliant with the ability to make solid business decisions independently
- Ability to relate with different stakeholders and enjoys the fast-paced retail environment
- Ability to manage multiple responsibilities
- Proactive in problem-solving and taking initiative to improve business
- Passionate desire to make sales targets
- Ability to motivate others to achieve specific goals and strategies
- Numeric ability essential - Computer literate in Excel and Word
- Experience in building impactful training programs that deliver results
- Must have exceptional leadership and coaching skills to develop people internally and externally
- Must be an excellent networker in order to grow relationships with Retail Partners
- Personal grooming must reflect/promote grooming and hygiene standards
What We Offer:
We provide market-competitive packages and trainings to our staff to ensure they are well-rewarded with room to excel in their career:
- Opportunities to learn and lead: we provide on-the-job trainings to ensure employees are equipped with the most up-to-date skillsets and knowledge.
- Career development: we work with you to advance your career through short-term assignments, relocations and new experiences.
- Work-life balance as a priority: we offer benefits and implement policies to help employees balance their personal and professional priorities, including flexible working hours and enhanced parental leave.
Who We Are:
We are the global leader in prestige beauty —delighting consumers with transformative products and experiences, inspiring them to express their individual beauty through our high-touch offerings. We are a brand-led business and the only company focused solely on prestige makeup, skin care, fragrance and hair care with a diverse portfolio of 25+ brands sold in approximately 150 countries and territories. Infused throughout our organization is a passion for creativity and innovation — a desire to push the boundaries and invent the unexpected — as we continue the bold work of our founder Estée Lauder.
We are a values-driven organization. Our actions are rooted in the Lauder Family values of respect for the individual, uncompromising ethics and integrity, generosity of spirit and fearless persistence. Building on these core values we also abide by the following principles:
- Unwavering commitment to quality and excellence.
- Infusing creativity and innovation throughout all aspects of the business.
- Nurturing and developing world-class talent.
- Cultivating an inclusive and diverse workplace.
- Acting responsibly and caring for the communities we serve.
There are exciting opportunities in the Asia-Pacific region. Over the last few years, APAC has become a powerhouse for growth and a core “center of gravity” for our company. We are the market leader in APAC and the region continues to lead global growth. Today, we employ more than 16,500 full time staff in the APAC region, where the company operates 13 affiliate offices and pioneering R&D facilities. There are thousands of points of sale, including our free-standing stores and e-commerce sites catering to consumers offline and online.
