Senior Manager

Senior Manager – Retail & Brand Activation (Jewelry)

Location: Mumbai

Experience: 5–8 years

Function: Retail Operations, Channel Development & Brand Activation (EBO/MBO)

Role Overview

Lead the end-to-end execution of brick-and-mortar retail for a premium Jewelry brand across Exclusive Brand Outlets (EBOs) and Multi-Brand Outlets (MBOs). Drive counter sales productivity, build high-performing store teams, establish SOPs, expand retail footprint, and activate the brand across physical touchpoints to achieve revenue, margin, and brand KPIs. Key Responsibilities

1. Store Operations (EBO & MBO)

• Own P&L for assigned stores/counters; deliver NSV, gross margin, and EBITDA

targets.

• Implement daily/weekly SOPs: opening/closing, cash & inventory controls, gold/Jewelry handling protocols.
• Manage assortment health: AUR, option depth, core vs. novelty mix, size/karat/stone matrix; coordinate RTV/stock rotation.
• Ensure VM compliance: windows, backwalls, focal tables, lighting, planograms, price ticketing.

2. Counter Sales Excellence

• Lead through floor walks and coaching; drive UPT, ATV, conversion %, traffic-to-bill ratio, and attachment metrics.
• Run clienteling & CRM programs: capture rate, repeat %, WhatsApp outreach, appointment selling, HNI/VIP books.
• Conduct daily role-plays: discovery, storytelling, objection handling, cross-sell/upsell, ethical selling.

3. Staffing, Hiring & Training

• Plan workforce and rosters; recruit store managers, stylists/advisors, cashiers, and security.
• Conduct structured interviews; validate jewelry retail references.
• Induct and certify staff on product knowledge, SOPs, POS/ERP systems, grooming, and etiquette.
• Design incentive programs: tiered targets, quality gates (NPS, SOP audit), and compliance riders.

4. Channel Development

• Retailer Onboarding (MBO): Identify and onboard regional retailers; negotiate margins, shelf fees, visibility, SOQs, returns.
• Shop-in-Shop (SIS): Secure premium placements; finalize planograms, fixture specs, promoter models, KPIs.
• Franchise Expansion: Evaluate prospects, term sheets, store opening playbooks, and compliance audits.
• Exhibitions & Pop-ups: Plan trade fairs and bridal shows; manage inventory, booth design, lead capture, and on-site sales.

5. Brand Activation & Physical Advertising

• Develop and execute local media plans: mall media, OOH/DOOH, transit, high-street hoardings; ensure permits and brand CI compliance.
• Coordinate in-mall activations: fashion walks, styling sessions, trunk shows, influencer meet-ups, HNI previews.
• Manage brand placement in partner stores: end-caps, backwalls, lightboxes, counter toppers, mirror decals, QR codes.
• Liaise with landlords/concessionaires for visibility barter, co-op marketing, and performance reporting.
• Track ROI: cost per footfall, voucher redemption, event impact, brand awareness metrics.

6. Compliance, Quality & Security

• Enforce hallmarking and assay documentation; manage buyback/exchange and repair

policies.

• Conduct surprise audits: cash, inventory, billing, CCTV, gold movement registers; lead shrinkage investigations.

Candidate Profile

Must-Have

• 5–8 years in premium/luxury jewelry or adjacent high-ticket categories (watches, accessories).
• Strong foundation in counter sales and progression into multi-store management.
• Proven experience in EBO & MBO operations, including new store openings.
• Hands-on hiring, training, SOP creation, and incentive program design.
• Demonstrated brand activation across physical channels: mall media, VM, exhibitions, SIS fixtures.
• Skilled in stakeholder negotiation and comfortable with term sheets and SLAs.

Good to Have

• Jewelry certifications (GIA/IGI basics), lab-grown diamond policy exposure.
• Experience in HNI clienteling and airport/travel retail environments.

Tools & Systems POS/ERP, CRM/Clienteling apps, Workforce Management tools, Google Workspace, Excel