Senior Retail Manager

Job Title:    Senior Retail Manager

Reporting to: Classic Division Brand Manager

Location:  Mistral House, Woking / UK Airports

Responsible for:

This role will be responsible for supporting the Shiseido team in UK Airports.

Overview:

CSA is a privately owned business dedicated to nurturing and developing high selective brands in the UK Travel Retail channel. Established in 1991, it is the foremost fragrance and cosmetics agency in the UK TR market. CSA’s strength lies within its outstanding personnel team reflecting the company’s ethos of retail excellence, passion, humanity, and fun.

The purpose of the Senior Retail Manager role is to develop and drive sales across the UK and Ireland, whilst adhering to Shiseido’s policy. You will be responsible for the management of the Senior Beauty Ambassadors/Hub co-ordinators and overall responsibility for the team of Beauty Ambassadors. Detailed financial analysis, ROI and management of the P&L.

Main Duties and Accountabilities

KEY TASKS:

Sales Performance 

•Working with Hub/Co-ordinators planning rostering, ensuring the Beauty Ambassador budget is used effectively to maximised coverage in stores.

•Analysing BC’s performance to insure ROI. 

•Detailed weekly/monthly analysis of figures, trends, competitors, promotions and stock situation. Compiling reports for Shiseido and Brand Manager, to include SWOT analysis.

•Setting qualitative and quantitative monthly sales targets according to the brands market situation, the previous year sales figures, plus the current, following the years promotion plan.

•Making regular on-site visits to ensure sales performance are achieved. Meeting store management, assisting with Shiseido visits and facilitating trainings.

Merchandising & Stock

•In conjunction with Hub Co-Ordinator monitor, manage, and provide feedback to the Shiseido Brand Manager on stock levels (OOS, Overstock, MDQ levels, discontinued products, etc.)

•Lead on any counter issues/maintenance, obtain quotes for Shiseido’s approval.

•Ensure retail excellence across all brands, respecting specific guidelines.

•Discussing assortment per retailer with the Brand Manager.

Marketing Activities: Launches & Promotions

•Overseeing and coordinating the successful launch of all product novelties, ensuring alignment with broader marketing objectives.

•In collaboration with the hub coordinators, managing timely distribution of POSM to effectively highlight new products.

•Driving the achievement of both qualitative and quantitative targets for each promotion, closely monitoring performance indicators.

•Working alongside the Brand Manager to strategically allocate sales assistants for each promotion, ensuring optimal support and coverage.

•Engaging with promotion agencies to assess business performance and identifying and exploring growth opportunities.

•Leading training efforts for sales staff on promotions.

•Ensuring, in conjunction with the hub coordinators, that all BCs are equipped with GWPs, testers, and defined sales targets before promotions and new launches.

•Reviewing and approving promotional event decor to maintain alignment with brand guidelines.

•Conducting daily monitoring of sales results during promotional periods to track progress and make any necessary adjustments.

•Providing the Brand Manager with a detailed analysis report on promotions, including insights and recommendations for future campaigns.

Team management:

•Overseeing and also providing training for Beauty Ambassadors, including new product knowledge, merchandising standards, and the promotion of existing lines, with additional coaching on sophisticated sales techniques, in collaboration with the hub coordinators.

•Gathering and analysing insights from sales assistants to better understand and anticipate evolving customer needs.

•Establishing monthly targets for Beauty Ambassadors and monitoring performance through structured weekly and monthly check-ins.

•Strengthening team loyalty and engagement with CSA and Shiseido Group brands through initiatives that promote alignment with company values and goals.

•Leading the recruitment and selection of new Beauty Ambassadors, working with the hub coordinators to ensure alignment with brand standards and team needs.

•Managing salary negotiations and pay increases for Beauty Ambassadors within approved budgets, securing final Brand Manager approval.

•Conducting annual performance appraisals for direct reports, providing constructive feedback and development goals.

•Organising and coordinating BC seminars together with the Operational Marketing Department and hub coordinators to ensure consistency and quality in training.

•Ensuring grooming standards are maintained in accordance with CSA and brand policies.

Relationship with local teams and competition

•Establishing and nurturing strong relationships with key airport stakeholders (e.g., Beauty Trading Manager, Outer Stores Leader, Customer Service Leader) to facilitate seamless operations and brand presence.

•Collaborating with local teams, including the hub coordinators, to address merchandising, assortment, and logistics challenges effectively.

•Negotiating enhanced visibility and prime space for promotions, TREX, and tactical products, ensuring optimal brand positioning within airport retail environments.

•Conducting ongoing competitor analysis, tracking market shifts, competitor products, and merchandising approaches to inform strategic decisions.

•Providing the Brand Manager with regular, insightful updates on competitor activity and consumer sentiment, including recommendations.

Person Specification

Qualifications:

•Educated to GCSE standard of English and Maths (or equivalent).

Relevant Experience:

•Retail sales experience in a supervisory or account manager position 

•Experience of managing a team

•Working with budgets (up to P&L level) and targets

•Analysis of the retail market

•Resource management including recruitment

•Relationship management with brand and retailer

Aptitude, Skills and Abilities:

•Key financial acumen in terms of managing and implementing P&L

•Ability to develop a robust business plan for Shiseido

•Excellent people management skills with the ability to generate credibility and respect

•Ability to motivate others to achieve overall targets

•Aptitude for coaching and mentoring 

•Good organisational skills with the ability to multitask

•Excellent administration and presentation skills (including Excel, Word, Power Point, Outlook)

•Ability to build relationships with people at all levels

•Aptitude for strategic thinking and planning

•Leadership skills

•Problem solving skills with an aptitude for being solution driven

•Aptitude for marketing creativity and ideas for promotions and incentives

•Excellent communication skills, both verbal and written (English language)

Behavioural Competencies:

•Passionate about travel retail and a customer service champion

•Demonstrates enthusiasm and drive for excellence

•Leads by example 

•Motivated by team achievements and development of others

•Shows a proactive approach to problems, always looking for the best solution

•Demonstrates confidence in own ability 

•Involves others in decision making 

•Open to feedback and ideas for improvement

•Uses strategies achieve personal and team goals

•Personable with a professional approach