Job Description
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
•\tWorking with Hub/Co-ordinators planning rostering, ensuring the Beauty Ambassador budget is used effectively to maximised coverage in stores.
•\tAnalysing BC’s performance to insure ROI.
•\tDetailed weekly/monthly analysis of figures, trends, competitors, promotions and stock situation. Compiling reports for Shiseido and Brand Manager, to include SWOT analysis.
•\tSetting 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.
•\tMaking regular on-site visits to ensure sales performance are achieved. Meeting store management, assisting with Shiseido visits and facilitating trainings.
Merchandising & Stock
•\tIn 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.)
•\tLead on any counter issues/maintenance, obtain quotes for Shiseido’s approval.
•\tEnsure retail excellence across all brands, respecting specific guidelines.
•\tDiscussing assortment per retailer with the Brand Manager.
Marketing Activities: Launches & Promotions
•\tOverseeing and coordinating the successful launch of all product novelties, ensuring alignment with broader marketing objectives.
•\tIn collaboration with the hub coordinators, managing timely distribution of POSM to effectively highlight new products.
•\tDriving the achievement of both qualitative and quantitative targets for each promotion, closely monitoring performance indicators.
•\tWorking alongside the Brand Manager to strategically allocate sales assistants for each promotion, ensuring optimal support and coverage.
•\tEngaging with promotion agencies to assess business performance and identifying and exploring growth opportunities.
•\tLeading training efforts for sales staff on promotions.
•\tEnsuring, in conjunction with the hub coordinators, that all BCs are equipped with GWPs, testers, and defined sales targets before promotions and new launches.
•\tReviewing and approving promotional event decor to maintain alignment with brand guidelines.
•\tConducting daily monitoring of sales results during promotional periods to track progress and make any necessary adjustments.
•\tProviding the Brand Manager with a detailed analysis report on promotions, including insights and recommendations for future campaigns.
Team management:
•\tOverseeing 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.
•\tGathering and analysing insights from sales assistants to better understand and anticipate evolving customer needs.
•\tEstablishing monthly targets for Beauty Ambassadors and monitoring performance through structured weekly and monthly check-ins.
•\tStrengthening team loyalty and engagement with CSA and Shiseido Group brands through initiatives that promote alignment with company values and goals.
•\tLeading the recruitment and selection of new Beauty Ambassadors, working with the hub coordinators to ensure alignment with brand standards and team needs.
•\tManaging salary negotiations and pay increases for Beauty Ambassadors within approved budgets, securing final Brand Manager approval.
•\tConducting annual performance appraisals for direct reports, providing constructive feedback and development goals.
•\tOrganising and coordinating BC seminars together with the Operational Marketing Department and hub coordinators to ensure consistency and quality in training.
•\tEnsuring grooming standards are maintained in accordance with CSA and brand policies.
Relationship with local teams and competition
•\tEstablishing 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.
•\tCollaborating with local teams, including the hub coordinators, to address merchandising, assortment, and logistics challenges effectively.
•\tNegotiating enhanced visibility and prime space for promotions, TREX, and tactical products, ensuring optimal brand positioning within airport retail environments.
•\tConducting ongoing competitor analysis, tracking market shifts, competitor products, and merchandising approaches to inform strategic decisions.
•\tProviding the Brand Manager with regular, insightful updates on competitor activity and consumer sentiment, including recommendations.
Person Specification
Qualifications:
•\tEducated to GCSE standard of English and Maths (or equivalent).
Relevant Experience:
•\tRetail sales experience in a supervisory or account manager position
•\tExperience of managing a team
•\tWorking with budgets (up to P&L level) and targets
•\tAnalysis of the retail market
•\tResource management including recruitment
•\tRelationship management with brand and retailer
Aptitude, Skills and Abilities:
•\tKey financial acumen in terms of managing and implementing P&L
•\tAbility to develop a robust business plan for Shiseido
•\tExcellent people management skills with the ability to generate credibility and respect
•\tAbility to motivate others to achieve overall targets
•\tAptitude for coaching and mentoring
•\tGood organisational skills with the ability to multitask
•\tExcellent administration and presentation skills (including Excel, Word, Power Point, Outlook)
•\tAbility to build relationships with people at all levels
•\tAptitude for strategic thinking and planning
•\tLeadership skills
•\tProblem solving skills with an aptitude for being solution driven
•\tAptitude for marketing creativity and ideas for promotions and incentives
•\tExcellent communication skills, both verbal and written (English language)
Behavioural Competencies:
•\tPassionate about travel retail and a customer service champion
•\tDemonstrates enthusiasm and drive for excellence
•\tLeads by example
•\tMotivated by team achievements and development of others
•\tShows a proactive approach to problems, always looking for the best solution
•\tDemonstrates confidence in own ability
•\tInvolves others in decision making
•\tOpen to feedback and ideas for improvement
•\tUses strategies achieve personal and team goals
•\tPersonable with a professional approach