Job Purpose
The Sales Operations Manager is responsible for driving regional sales performance, operational excellence, profitability, customer experience, and people effectiveness across assigned stores or territories. The role ensures the execution of business strategies, achievement of sales targets, optimization of retail operations, and delivery of a premium brand experience while maintaining compliance with company standards and driving sustainable growth.
Key Responsibilities
Sales Performance & Revenue Growth
Deliver regional sales targets across all assigned stores and territories.
Drive revenue growth and maximize regional portfolio profitability (ROI by region/store cluster).
Monitor and improve store conversion rates (footfall to transactions).
Increase average basket size and Average Order Value (AOV).
Develop and execute regional action plans to address sales gaps and capitalize on opportunities.
Ensure achievement of commercial KPIs and business objectives.
Business Performance & Operational Excellence
Drive regional cost control and productivity optimization initiatives.
Monitor and improve operational efficiency scores through audits and service excellence.
Ensure full compliance with SOPs and operational policies across all stores.
Maintain high standards of visual merchandising and consistent brand execution.
Monitor stock accuracy through effective inventory control processes.
Lead shrinkage and loss prevention initiatives to minimize business risk.
Ensure efficient store operations and resource utilization.
Strategic Execution & Regional Growth
Translate national sales, operations, and marketing strategies into regional execution plans.
Ensure alignment and implementation of company commercial initiatives.
Lead regional expansion projects and support new store openings.
Execute regional campaigns, partnerships, promotional activities, and events.
Drive local market adaptation initiatives and identify opportunities for innovation.
Provide strategic recommendations based on regional business performance.
Customer Experience & Commercial Excellence
Drive customer acquisition growth across assigned regions.
Expand and strengthen customer database and loyalty initiatives.
Improve customer satisfaction metrics and Net Promoter Score (NPS).
Ensure timely resolution of customer complaints within agreed SLAs.
Drive customer retention through CRM and engagement initiatives.
Maintain and elevate premium customer experience standards across all locations.
Talent Management & Leadership
Lead, coach, and develop Store Leads (SLs) and Assistant Store Leads (ASLs).
Build succession readiness for critical retail leadership positions.
Drive staff productivity and optimize sales per employee.
Partner with HR to support recruitment and workforce planning.
Improve employee engagement and retention across assigned regions.
Foster accountability, ownership, and performance culture.
Governance, Reporting & Stakeholder Management
Deliver market intelligence and regional insight reports to support business decisions.
Conduct periodic business reviews and performance analysis.
Track and report key commercial and operational KPIs.
Build strong cross-functional collaboration across Sales, Operations, HR, Marketing, Finance, Supply Chain, and Customer Experience teams.
Ensure leadership ownership and effective stakeholder management.
Qualifications & Experience
Bachelor's Degree in Business Administration, Sales, Retail Management, Marketing, or related discipline.
Master's Degree or professional certification is an advantage.
Minimum of 8 - 10 years' experience in Retail, Sales Operations, Commercial Operations, or Multi-site Store Management.
Proven experience managing regional sales performance and retail operations.
Strong analytical, commercial, and leadership capability.