MAIN PURPOSE
The Sales Manager is responsible for leading the commercial performance of assigned brand(s) across all distribution channels. This role drives sales growth, market share, profitability, inventory management, and distribution excellence through strong partnerships with retail partners and effective cross-functional collaboration.
The incumbent leads channel strategy execution, retail activation, merchandising excellence, and day-to-day business operations to achieve brand sales plans and financial objectives. Working closely with the Senior Brand Manager / Brand Manager, retail partners, and internal stakeholders, the Sales Manager plays a key role in strengthening brand presence, supporting successful product launches, and delivering sustainable business growth.
In addition, the role collaborates with the Digital Marketing and E-Commerce teams to develop integrated omnichannel strategies that enhance customer experience and accelerate online sales performance.
KEY RESPONSIBILITIES
Channel Management
- Drive short- and long-term strategies to meet and exceed brand sales objectives by partnering with cross-functional teams.
- Lead processes to ensure successful execution of business plans.
- Own budgeting and forecasting at both channel and product levels.
- Maximize retail sales in assigned areas to grow market share, improve ranking, and enhance the productivity of every counter under responsibility.
- Build best-in-class partnerships with retail partners to maximize collaboration and achieve sales targets.
- Develop strong and effective relationships with internal teams supporting inventory planning, training, and field operations.
- Supervise and execute promotional activities developed by the Marketing team.
- Prepare and compile monthly sales reports for management, including commercial line and new launch reports.
Brand Activation
- Partner with and support global, regional, and local marketing teams to develop 360-degree activation plans for key brand launches, including in-store and digital animation, education, sampling, visual merchandising, and other relevant activities.
- Plan and control expense budgets for retail activities, including transportation and meeting expenses.
- Ensure the company's brand image and standards of executional excellence are maintained at all POS locations.
- Drive a digital marketing and E-Commerce mindset to create a seamless omnichannel experience for customers.
Product Merchandising
- Drive visual merchandising excellence by managing in-store presentation, hero and core assortment visibility, and enhancing the customer shopping experience.
- Oversee channel product assortments to maximize productivity, product mix, and presentation.
- Drive strategic channel-specific product requests in partnership with the brand team.
- Enforce regular and strict controls for POS merchandising, decoration, and operating conditions in accordance with PCD standards and central guidelines.
Team Leadership
- Build and develop a strong support team with a clear vision of goals, roles, responsibilities, and success metrics.
- Foster a supportive and positive work environment that promotes motivation, collaboration, and teamwork across the brand team.
- Recruit, retain, supervise, coach, and motivate Counter Managers and Beauty Consultants (BCs).
QUALIFICATIONS
- Bachelor's degree with more than 5 years of relevant business experience, preferably within a counter brand environment, or a strong passion for the cosmetics and beauty industry.
- Proven track record of success in luxury cosmetics and skincare sales.
- 5–10 years of strong experience in Commercial Management or Account Management.
- Thrives in a fast-paced, dynamic, customer service-oriented environment.
- Ability to build collaborative relationships and work cross-functionally with Sales, Marketing, Trade Marketing, Retail Partners, Demand Planning, and Supply Chain teams.
- Able to manage multiple priorities while consistently meeting objectives.
- Strong team player who builds effective partnerships.
- Positive, dynamic, and analytical mindset.
- Strong interpersonal and presentation skills.
- Proactive and willing to challenge the status quo constructively.
- Strong sense of beauty, aesthetics, and creativity.
- Proficient in both English and Thai at a business communication level.
- Demonstrated leadership capability to effectively manage and develop frontline teams in achieving monthly and annual targets.
- Strong understanding of how to maximize and balance the sales portfolio across sales, credit notes (CN), and operations to drive both sales performance and profitability.
- Practical understanding of retail business operations and the ability to manage daily operational activities effectively.
