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.