Area Sales Manager

About the role

The Area Sales Manager leads the retail sales performance, operations and commercial growth across the assigned country. This role is responsible for achieving sales targets, ensuring operational excellence, maintaining brand standards and delivering an outstanding customer experience in 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.
• Oversee daily retail operations, ensuring compliance with company policies, product availability, merchandising and customer service standards.
• Conduct regular store visits, provide performance feedback and coordinate with operations, supply chain, marketing, HR and finance to resolve challenges.
• Lead, coach and develop Area Managers, Store Managers and sales teams, setting clear KPIs and fostering a high‑performance culture.
• Ensure consistent delivery of excellent customer service, monitor feedback and maintain strong brand image and visual merchandising.
• Manage sales budgets, forecasts and performance reports, monitor profitability and recommend promotions or local initiatives.
• Ensure compliance with company policies, labor regulations and internal controls, preparing regular performance reports for senior management.

Required profile

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

Required skills