Area Sales Manager

Role overview

This position is responsible for leading the commercial and operational performance of several retail stores in a designated area for one or more brands. The role focuses on revenue growth, strong customer service, team capability building, compliance with company standards, and coordination with senior leadership and brand stakeholders to deliver business targets. It also involves market review, inventory oversight, in-store campaign execution, and financial monitoring.

Operations management

• Supervise the daily functioning of multiple fashion retail stores across the assigned territory.
• Make sure each store runs smoothly and follows company expectations, including opening and closing routines.
• Allocate work, assign duties to store managers, and track execution.
• Apply and enforce company SOPs, policies, procedures, and loss-prevention audit standards across all stores, while putting controls in place to ensure employee compliance.
• Use judgment to decide on operational and visual presentation standards based on store and customer requirements.
• Serve as the main liaison with brand teams to roll out business initiatives, marketing actions, and other strategic plans consistently across stores.

Financial management

• Track and evaluate sales figures, KPIs, and overall financial results, with particular attention to P&L and EBITDA, to spot improvement opportunities.
• Review financial statements and use insights from the data to improve productivity and profitability.
• Oversee budgets, expenses, and store-level financial outcomes.
• Introduce cost-control measures that support stronger margins without compromising quality.

Customer experience

• Coach teams to deliver excellent customer service and maintain high service standards in every store.
• Make routine store visits to review service quality and resolve issues quickly.
• Work with store managers to act on customer feedback and improve the overall shopping journey.

Market analysis and growth strategy

• Use market intelligence to identify expansion and performance opportunities.
• Keep up with market shifts, consumer preferences, and competitor activity.
• Create and implement area-level sales and marketing plans that increase footfall and drive revenue.

Communication and reporting

• Provide regular performance updates and area progress reports to senior management.
• Share key business drivers, product or quality concerns, and related updates with the Retail Operations Manager, Retail Buying Team, and Corporate Office when needed.
• Prepare detailed area performance reports covering achievements, challenges, and growth opportunities.

Team leadership and development

• Hire and train staff on sales methods, customer service, collaboration, and etiquette aligned with company and brand expectations.
• Review employee performance annually and maintain strong communication through coaching and motivation.
• Identify further training needs to support stronger in-store performance.
• Build a positive workplace that encourages teamwork, creativity, and professional growth.
• Create succession plans to maintain a pipeline of qualified talent for critical roles in the area.

Experience required

The ideal candidate will bring 5 to 7 years of retail management experience, including 2 to 3 years in a multi-store leadership role such as Area Manager or District Manager. A proven record of managing several retail outlets, especially in fashion or a related sector, is expected.