Area Manager

The Area Manager is responsible for the day-to-day operational, commercial, and team performance of a defined group of retail stores within an assigned area. The role is execution-focused, ensuring stores meet sales targets, maintain brand and service standards, and operate efficiently with engaged team

Role Responsibilities Sales & Commercial Execution Drive store-level sales by implementing seasonal visual merchandising and layouts as per brand guidelines. Monitor daily sales performance across stores; support store teams with corrective actions where needed. Assist in merchandise planning and provide inputs to improve assortment and stock mix. Leverage local store data (footfall, conversion, product performance) to support revenue growth. Ensure timely execution of promotions, markdowns, and pricing changes. Store Operations & Compliance Ensure operational consistency and compliance with standard operating procedures. Conduct frequent store visits to assess stock accuracy, service standards, and visual merchandising. Support store openings and minor refurbishments within the assigned area. Guide stores in implementing marketing and brand initiatives at the ground level. Ensure stores comply with audit, hygiene, and mystery shopper expectations. Profitability & Cost Control Review store-level P&L reports with managers and identify cost-saving opportunities. Monitor key expense heads such as manpower, utilities, and consumables. Recommend and oversee small-scale store maintenance or repair spends within approved limits. Ensure shrinkage is minimized by reinforcing stock management processes and loss prevention protocols. Team Management & Support Supervise and support Store Managers in day-to-day operations. Act as a coach to build team capability and ensure optimal staffing across stores. Encourage recognition and accountability, promoting a positive work environment. Collaborate with HR to support hiring, onboarding, and training within the area. Customer Service & Brand Standards Promote a strong customer-first culture across all stores. Review store feedback and customer complaints to drive service improvements. Maintain brand integrity through consistent store presentation, grooming, and adherence to VM standards.

Key Deliverables Achievement of sales and service metrics across the area. Strong store-level operational compliance and SOP adherence. Improved profitability through cost controls and low shrinkage. Engaged and trained teams with high performance and low attrition. Positive customer experience and consistent brand presentation.