Retail Sales Manager – Country Operations

About the role

The Retail Sales Manager will lead sales performance, retail operations, and commercial growth for the company across an assigned country. This role is responsible for achieving sales targets, ensuring operational excellence, maintaining brand standards, and delivering a superior customer experience across all stores and sales channels.

Key responsibilities

• Develop and execute country sales plans aligned with regional and group objectives.
• Achieve monthly, quarterly and annual sales targets across stores and channels.
• Monitor sales performance by store, area, product category and team, identifying growth opportunities.
• Analyze sales trends, customer behavior and competitor activities.
• Oversee daily retail operations, ensuring compliance with company policies, procedures and brand standards.
• Monitor store readiness, product availability, merchandising, stock levels and customer service.
• Conduct regular store visits and provide performance feedback.
• Lead, coach and develop Area Managers, Store Managers and sales teams, setting clear KPIs.
• Drive a high‑performance sales culture focused on accountability and customer experience.
• Manage country sales budgets, forecasts and performance reports, monitoring profitability and expenses.
• Recommend promotions, campaigns and local initiatives, collaborating with marketing.
• Ensure compliance with company policies, labor regulations and internal controls, preparing regular performance reports.

Required profile

• Bachelor’s degree in Business Administration, Sales, Marketing or a related field.
• Minimum 6 years of experience in sales or retail operations.
• At least 3 years in a multi‑store sales leadership role.
• Experience in retail, beauty, fashion, FMCG or consumer goods is preferred.

Required skills