Area Sales Manager - US Retail Brand

Hiring /US Retail Brand/ Gurgaon - ASM

Position : ASM

Location : Delhi

MBA From reputed college

Brand/Store Standards :

- Ensures Stores adhere to Brand guidelines (Store Operations Manual) in terms of store merchandise layouts, store standards, policies & procedures, Customer Service standards and Corporate look.

- Ensures that all Store Managers and Sales Staff are following and complying with all documented Business/Operational Processes timely

- Ensures that all Store Staff are adequately trained on Brand Knowledge and the Store Operations Manual and that each one is adhering to the Store Operations Manual.

- Ensures Sales Staff are completely aware of the VM display and maintenance Standards.

- Ensures consistency in implementation of all such above mentioned activations across all assigned Stores.

- Provide continuous/consistent feedback to stakeholders on all the above - suggesting/recommending any issues/concerned areas which needs to be prioritized as per the business requirement.

- Manages the customer feedback, complaints, Mystery Audit Survey results improvement areas for each of the assigned Stores and take appropriate plus timely actions.

- Recommends and decides the need for driving understanding of Brand/Store Standards across all stake-holders through consistent review and interaction with the Stores.

- Recommends/Suggests in-store mini-refits, changes to fixtures, as per the requirement of the Brand/Store and the demands of the ongoing business.

- Decides on the Action Plans to improve on the areas of improvement called-out by the Mystery Audit Report and other feedbacks

- Managing Staff - Recruitment, Training & Development, Motivation, Delivering excellent Customer Service, Productivity, Efficiencies in POS and Systems usage and updates, and Process Compliance

- Directly influences the recruitment of Store Managers and Store Sales Staff through involvement in the recruitment process. Ensures to interview Store Managers without exception.

- Ensures that the basic qualifications of all concerned Staff are vetted and mapped against LSIL benchmark during the recruitment process.

- Ensure staff is trained on an ongoing basis to deliver expectations and targets.

- Ensures that all Sales Staff including the Store Managers are trained on the JTB - MUST- Modules (as specified by LSIL) in coordination with Training.

- Ensures to provide continuous feedback on the performance of the Staff to Retail/Training identifying strengths, weaknesses and areas of improvement which will lead to:

- Training Needs Assessment that will serve as a catalyst to ongoing reinforcement of training wherever required

- The future development path and succession planning of the Staff.

- Continuously assesses and addresses the Staffing Need versus Fulfillment of the Stores with the Franchisees and Geo Retail and ensures adequate staffing at all times at all assigned Stores.

- Holds regular Store Managers meeting and addresses all Store related issues - past/ongoing Store Performance, IT issues, HR & Staffing issues, Merchandise issues as well as other Retail/Marketing activations

- Regularly intervenes to roll-out monthly - 5 to Drive- and ensuring the Store Staff is consciously executing what is being emphasized.

- Regularly intervenes to rationalize and sort-out any issues that may be hindering smooth Store Operations in areas of Staffing, Systems, Goods Receipts discrepancies, and Customer Service.

- Ensures selection and development of productive and high-performing store employees to meet staffing requirements through close liaison and co-planning with HR function.

- Implements a Staff Development and Retention Program

- Ensures to regularly interact and communicate with the Sales Staff to keep the motivation level high and

- Ensures efficiencies in POS and Systems Usage and Updates by assigned Store Staff as well as by himself/herself. (Pre-requisite - proficiency in usage of Raymark POS and the XEIS Reporting Tool).

- Ensures all IT related updates on the POS at the Stores are completed in a timely manner so as to maintain data accuracy at the Store Level.

- Maximizing Sales and Through-Put

- Drives and delivers sales performance of stores in line with agreed Business Plan.

- Manages sales objectives (sets Store Targets and drives achievement) and operational costs, in line with agreed Business Plan.

- Implements Store's course of action which clearly communicates personal responsibility at all levels at the Stores for achievement of weekly/monthly sales targets.

- Determines and implements specific Store-Level interventions to correct sales under performance or to exploit sales opportunities. (Incentives!!!)

- Ensures to apply the learning's from the Retail Competency Building Program in driving Store Commerciality

- Ensures Stock Levels are efficiently controlled across all Stores and across all Sub-Brands within each Store (Influencing the management of the Merchandise Mix in the Store in line with the Sell-Out)

- Ensures to allocate the right spaces within the Store to the merchandises proportionate to the investments made (as per the buys), which means prominent space to be given to merchandises where investments made are higher (more risk in terms of investments but more salability features identified by the buyers/concerned persons).

- Ensures to keep track of Weekly Top Sellers within each Sub-Brand and focus on driving them week after week.

- Ensures to identify Slow Sellers and take immediate actions on them through appropriate interventions and by applying the - Store Merchandising Management Strategy.

- Ensures to work closely with the VM Team in driving the Commercial aspect within the VM activities/executions through applying eye for detail and alleviate customer interception at the Stores.

- Ensures stores optimize use of space, anticipating and advising changes to layout based on sales or seasonal history.

- Supervises and guides Store teams on driving the Space Efficiency within the Stores through the Viability Analysis that helps in determining the merchandises that needs to be on display and those that needs to be off-display.

- Influences Brand/Buyers/Business Manager on range profile, allocation, depth and width through a regular and deep analysis of the Merchandise Performance Reports and the details of the Top Sellers over a period of time. (By finding out the reasons of why they are selling fast.)

- Managing Stock Efficiencies through MIS Reports and Analysis

- Ensures to generate and look at a set of weekly and monthly MIS Reports without fail within the specified time-frame.

- Ensures to conduct a thorough analysis of the Reports in line with an overall knowledge that is acquired /collected from consistently engaging with the activities at the Stores.

- Ensures to maintain a healthy Stock Level 8 to 10 weeks forward cover at Retail Value.

- Ensures to maintain a healthy Merchandise-Mix week on week through a routine weekly monitor with reference to the following:

- % contribution of Sales by each sub-category

- Target AVU

- Ensures to identify the Top Performing Styles Fast Movers/Sellers and subsequently focus on the availability of the same at the Stores to maximize sales.

- Ensures that fast-sellers/movers are never out of stock.

- Ensures that maximum styles/merchandises are available in full size sets.

- Ensures effective replenishment of fast moving core and fashion merchandise.

- Ensures that at least 60% of the merchandise is in full size sets and are fast sellers/movers (F classification).

- Ensures to follow the 6 Steps Flush (Merchandise Management) without fail every week.

- Ensures to optimize the Store Space by displaying and selling the Fast Movers/Sellers which means maximum of the Styles on display must be the Fast Movers/Sellers.

- Ensures to track Merchandise Performance across assigned Stores and execute Inter-Store Stock Transfers to ensure - Stock Consolidation so that majority of the merchandise/styles are in full size sets in Stores where they are selling-out faster.

- Ensures Store Staff are completely aware and taking actions to maintain the Merchandise Efficiency at their Stores by referring to a weekly Stock Level Report.

- In case of any Marketing or Merchandising Activations ensures all merchandises related to it are sufficiently stocked.

Retail KPIs :

- Ensures to monitor Retail KPIs on an ongoing basis (weekly) and inform SBU Team on areas of concern

- Addresses areas of concerns on an ongoing basis with specific interventions such as incentive programs, special buys, and Staff trainings

- Focuses on any such KPIs which is showing a de-growth week after week and prioritizing between them by identifying the most critical one in line with current business scenario

- Implementation of Store Marketing & Merchandising Activations

- Ensures all Store Marketing & Merchandising Activations are executed on time and appropriately:

- All related d-cor/visuals/POP are ordered adequately and that they are delivered on time and are implemented correctly as per the specific VM guidelines.

- All merchandises related to such activations are ordered on time and are made available at the Stores with complete compliance to the specific VM guidelines.

- All Staff are completely aware of the Activations/Programs/Promotions and are able to communicate the same to the Customers

- Ensures to educate the Staff on the Objective, Purpose, and Mechanics of any such Activations prior to the effective date or the date of implementation.

- In coordination with the determines and implements the

- Ensures to maintain a Customer Database on an ongoing manner to enable & analysis of Customer Profile for efficiency in Marketing initiatives as well as in determining future Buying Plans efficiency in Content and Reach for any activations such as SMS or emails effectiveness in determining

- Assists KAMs and MSF Org in Store Footfall drives by collaborating in the following initiatives:

- Adequately stocking and driving sales of GVs at non-competing Brand Stores

- SMSs and emails to the select/target audience

- Any other activities at our Stores

- Ensures to track performances of such Activations and send in Reports as per requirement.