Ho Chi Minh City, Vietnam





Job ID


Purpose: The Manager Brand Retail will be an integral member of the team to strategize, develop and execute retail design plans and activities to upscale in-store consumer experience, build brand equity. Strive for efficiencies, revenue generation and customer satisfaction in every retail outlet and simultaneously plan and rationalize the growth and expansion of the store network. This position will ensure high level of collaboration with global retail groups to achieve a consistent global brand vision & strategy for the retail channel. Key accountabilities: - Channel Strategy & Planning o Assess overall commercial potential for direct retail in the entire market based on customer insights and determine operation model. o Lead the development of retail activity plans in order to communicate and elevate the product brand equity and positively impact consumer experience/journey. o Ensure that the framework and plans are approved from local senior management aligned with other stakeholders/workstreams. - Work with distributor/salesforce on territory segmentation, new channels segmentation to select and test new locations for formats like boutique/ pop-ups/product counters/shop in shop - Retail Operations Management o Lead the execution of all approved retail activities including construction, system set-up, opening, merchandising events and promotions. Ensure compliance with global guidelines, standards, and practices o Develop and implement store operating procedures for all relevant formats. Work with Local Business Partner/Commercial Operations team to ensure execution excellence at retail stores. o Develop business partner audit and technical assistance programs and approaches. Work with Commercial Operations team on compliance check of store operation and program implementation. o Manage store supply chain along with Operations team & planning team to ensure no stock issues o Assess and drive financial performance of all stores in the network o Ensure optimum and capable staffing of the channel staff through third party/ distributor/JV staff (working with Commercial Operation team) - Brand Retail Experience Management (Boutique, Pop-up & Shop in Shop) o Develop and elevate retail experience standards and ongoing in-store initiatives in line with the broader company strategy. o Regularly monitor assigned projects to ensure that timelines are met as required. Ensure execution achieves business KPIs. Analyse retail traffic flow to maximize customer interaction. Conduct retrospective surveys against set KPIs for improvement plans where necessary. o Elevate NPS in retail channels and foster competitive advantages to grow brand loyalty and customer's retention o Plan and implement crisis management and customer recovery principles, protocols and procedures o Provide feedback to the Consumer Journey, Customer Care and Marketing team on based on consumer observations and insights - Project & Budget Management: o Together with the project team, set clear & measurable project goals, establish comprehensive project tasks and a realistic timeline for completion by assigned parties, evaluate progress and make the right adjustments as needed to ensure that clients, internal or external, achieve their desired results. o Coordinate closely with PMO team for project development, deployment, assessment, work with finance & HR in terms of budget, resource requirement. o Manage budgets in the area of responsibility, ensuring that all development & creative cost for agencies are for approved commercial activities. - Build and develop the organization (including distributor staff), acquiring talent with expertise and experience Illustrative Key Performance Indicators (not exhaustive): - In-Store NPS - Retail Sales Volume and Revenue - Share of Market - Individual Store Profitability and overall Retail Operating Income - In-store Conversion Success Rate - % of registered customers - Store network Experiences required - At least 5+ years leading retail operations in an omnichannel setup and with multiple store formats. (Retail / Consumer Electronics / Apparel and fashion / FMCG) - At least 3+ years of actual store management in brands with strong customer experience practices. Candidate must have experience in running the brad retail stores, training staffs as well as the ability to communicate design vision in visual, verbal and written. - Negotiation skills and partner management. Candidate must be able to negotiate terms and conditions with lessors, suppliers/vendors, and potential business partners. - Strong people management and development. Good leadership & people skill to work effectively with different business stakeholders and develop the right talents for retail channels. Analyzing large-scale, multi-channel consumer data The omnichannel retail environment generates a significant amount of data on consumer behavior, preferences, concerns, etc. - Be able to analyze this data in terms of its implications to direct retail. - Experience of working in lean, test & learn environment(s). Constant improvement mode is critical, not only for the specific role but for the entire organization. (Inner and outer loop). - Fluency in consumer centricity and efficiency. Agile ways of working experience is a plus.