Develop and execute long-term commercial strategies to achieve sales targets, profitability, and operational KPIs across all store formats (Full Price Bangkok stores, UPC, Outlet, Travel Retail) .
Analyze business performance, market trends, and customer insights to create strategic action plans.
Partner with Merchandising, Marketing, CRM, and Product teams to optimize product mix, pricing strategy, promotions, and seasonal campaigns.
Lead sales forecasting, target setting, and monthly performance review across Full Price, UPC, Outlet, and Travel Retail.
Ensure consistent operational excellence across all stores including staffing, service standards, inventory management, and compliance with SOPs.
Strengthen store productivity through process improvement, operational efficiency, and loss prevention initiatives.
Oversee and ensure premium brand presentation through effective visual merchandising guidelines and store activation alignment.
Lead strategic in-store activation, seasonal launches, and retail campaigns to maximize foot traffic and customer engagement.
Collaborate with the VM Team to ensure all stores reflect the brand identity, product focus, and storytelling standards.
Evaluate VM execution and store layout effectiveness to enhance conversion and customer experience.
Lead, coach, and develop Area Managers, Store Managers, and frontline staff to foster a high-performance retail culture.
Drive capability building through structured training programs including selling skills, product knowledge, customer service, and leadership development.
Implement succession planning and talent pipeline development for key retail positions.
Conduct regular performance evaluations with clear KPIs and improvement plans.
Lead and manage key retail projects such as new store openings, renovations, operational improvements, and customer experience enhancements.
Ensure all projects are executed on time, within scope, and aligned with brand and business objectives.
Collaborate cross-functionally with Marketing, Merchandising, Supply Chain, Finance, and HR to ensure seamless project delivery.
Oversee Travel Retail operations with strong understanding of airport policies, passenger traffic trends, and tourism-driven sales.
Optimize Outlet business performance through markdown planning, inventory flow, commercial calendar, and promotional activities.
Build strong relationships with airport authorities, mall operators, and business partners to support commercial growth.
Ensure consistent delivery of premium customer service across all store formats.
Implement customer feedback and mystery shopper programs to elevate service standards.
Drive initiatives that enhance customer journey, loyalty, and brand affinity.
Qualification
sBachelor's degree in business, Retail Management, Marketing, or related field; master's degree is a plus
.Minimum 10 years of experience in fashion retail, with at least 5 years in multi-store or senior retail leadership roles
.Strong knowledge across Full Price, UPC, Outlet, Travel Retail and Store Activationbusiness models
.Proven experience in strategic sales planning, commercial analysis, and retail operations management
.Excellent leadership, communication, and people development skills
.Strong project management skills with experience managing cross-functional initiatives
.Fluent in English, both written and spoken
.Strong analytical, problem-solving, and decision-making capabilities
.Passion for fashion, customer experience, and premium retail standards
