MAIN JOB OBJECTIVES
• Maximize retail sales in assigned doors to grow market share, ranking and productivity of each counter in the dedicated markets (Singapore, Malaysia, Vietnam, Indonesia, Philippines, Cambodia).
• Manage, supervise, coach and motivate BC’s and GS.
• Ensure excellence in the execution in POS and guarantee the brand image in POS aligned with the brand’s standards and guidelines.
• Coordinate in-store promotions and events execution.
• Build strong relationships with retailers at shop floor and at office level to facilitate the day-to-day operations, to maximize our performance and to negotiate extra support.
ESSENTIAL DUTIES AND JOB RESPONSIBILITIES
- Retail Sales Development:
Build the sell-out objectives by brand and by category for the area and per door.
Identify and build the yearly sell-out strategy to gain in market share.
Propose and recommend proactively corrective sell-out actions to improve the business and seize potential opportunities.
Be on the floor to drive sales along with Retail Supervisor (in Singapore) and be pro-active in sharing feedback to RM/AM and action plan to boost sales
Build a close relationship with the Perfumes & Cosmetics airport/terminal/store retail management.
Provide monthly sell out reports & analyze POS Performance (Sell Out, market share, share of space, pricing…)
Conduct field analysis: gather and communicate information about our sell out as well as competition activities and make recommendation to the Team.
- Management of Sales Force:
Manage >10 BC or advanced BC or specialist with individual and collective meeting, adapting expectation and being fair and motivating in the way they are managed
Recruit, follow, develop, and evaluate BC (& promoters), monitoring their motivation, skills, and performance (quantitative and qualitative)
Create a team spirit getting the right person at the right place at the right moment
Organize their planning and zoning in order to maximize the sell out and profitability
Communicate monthly sales target to BCs and follow-up on their achievement.
Work, implement and follow-up on an incentive plan aligned with the sell-out objectives.
- Brand Image, Marketing & Merchandising:
Visit the POS on a regular basis to monitor stock levels, merchandising displays, product mix and take corrective measures when necessary.
Implement the Merchandising and Marketing strategy: be fully responsible for Merchandising execution, implement the planograms per door according to the agreed assortments, ensure the marketing guidelines are applied.
Ensure all POSM, testers and GWP are ordered on time and in a controlled way with the support of Commercial Executive and Retail Supervisor
Liaise with the contractors on the promotion set up and order transparencies for the POS and promotion sites.
Install new counters ensuring qualitative execution and follow up.
Coordinate the animations implementation to achieve the objectives: prepare the brief based on competition activities and field experience, coordinate with the visual merchandising the set-up installation, set the sell-out target with the Senior Retail Manager/ Area Manager and build effective 360 activation plan to achieve the target in respect with the given budget, in charge of animations report.
Recommend extra opportunities to have extra space, visuals, promotion events etc.
Collaborate with Regional Train to train BCs on new product, sales techniques, product knowledge, and coach them on performance skills.
Ensure grooming standards, sales techniques, product knowledge are well respected.
Conduct store visits to ensure training & coaching are optimal and identify future training needs.
Assess Beauty Consultants performance on a yearly basis.
POSITION WITHIN THE ORGANISATION
Reports to: Senior Retail Manager
Direct Reports: Retail Brand Supervisor (Singapore)
CONTACTS AND RELATIONSHIPS
Internal:
Senior Retail Manager, Senior Area Manager, Regional trainer, Field Supervisor, Senior Commercial Executive, Customers Service Executive, Marketing & Product Manager, Visual Merchandiser
External:
TR Operators and their operational teams, Agency, BC/GS
