Job Purpose:

The Sales Manager is responsible for leading and managing the sales performance, retail operations, and commercial growth of the company across the assigned country. The role ensures achievement of sales targets, operational excellence, brand standards, team productivity, and customer experience across all stores and sales channels.

Key Responsibilities:

Sales & Business Performance

• Develop and execute country sales plans aligned with regional and group objectives.

• Achieve monthly, quarterly, and annual sales targets across stores and channels.

• Monitor sales performance by store, area, product category, and team.

• Identify growth opportunities and recommend actions to increase revenue and market share.

• Analyze sales trends, customer behavior, and competitor activities.

Retail Operations Management

• Oversee daily retail operations across all stores in the assigned country.

• Ensure stores are operating according to company policies, procedures, and brand standards.

• Monitor store readiness, product availability, merchandising, stock levels, and customer service.

• Conduct regular store visits and provide performance feedback to store teams.

• Coordinate with operations, supply chain, marketing, HR, and finance to resolve business challenges.

Team Leadership

• Lead, coach, and develop Area Managers, Store Managers, and sales teams.

• Set clear KPIs and performance expectations for the country sales team.

• Drive a high-performance sales culture focused on accountability and customer experience.

• Support recruitment, onboarding, training, and succession planning for key retail roles.

• Address performance issues and ensure proper people management practices.

Customer Experience & Brand Standards

• Ensure consistent delivery of excellent customer service across all locations.

• Monitor customer feedback and implement corrective actions where needed.

• Maintain strong brand image, store presentation, and visual merchandising standards.

• Ensure all employees represent the brand professionally.

Commercial & Financial Management

• Manage country sales budgets, forecasts, and performance reports.

• Monitor store profitability, expenses, productivity, and sales conversion.

• Recommend promotions, campaigns, and local initiatives to improve sales.

• Work with marketing teams to implement country-specific sales activities.

Compliance & Reporting

• Ensure compliance with company policies, labor regulations, and internal controls.

• Prepare regular sales, operations, and market performance reports.

• Provide insights and recommendations to senior management.

• Ensure proper implementation of pricing, discount, inventory, and cash handling procedures.

Qualifications:

• Bachelor’s degree in Business Administration, Sales, Marketing, or a related field.

• +5 years of experience in sales or retail operations.

• Minimum +2 years in multi-store sales leadership role.

• Experience in retail, beauty, fashion, FMCG, or consumer goods is preferred.