Head of Retail (fashion/ cosmetics)
Manpower
- Ho Chi Minh City
- Permanent
- Full-time
- Lead the formulation of the Affiliate's total sales strategy for brick-and-mortar (B&M) channels.
- Collaborate closely with Brands, Online, and Enterprise Marketing & Data teams to align strategies with the overall brand vision.
- Aim for sustainable, long-term profitable growth.
- Partner with Brand, Enterprise Marketing & Data, and Online Leads to establish annual commercial strategies and targets.
- Drive the commercial team to achieve key performance indicators (KPIs), including retail and net sales, Returns % to NS, Demo % to NS, and Discounts/Bonification, as well as CRM KPIs.
- Lead monthly Sales LE reviews, consensus meetings, and Integrated Business Planning (IBP) meetings in coordination with Finance, Brand, and Online Leads.
- Cultivate collaborative and trust-based relationships with retail partners to position ELC as the preferred business partner.
- Proactively identify major business opportunities through early engagement.
- Lead bi-annual and quarterly JBP meetings with Retailers in close conjunction with Brand, Online, and Enterprise Marketing & Data Leads.
- Stay informed about market trends, commercial developments, and competitive landscape.
- Identify distribution and commercial opportunities.
- Provide guidance, coaching, and development to the Commercial team to ensure efficient field operations.
- Assist in achieving monthly sell-through targets and enhancing sales force productivity.
- Instruct Sales Personnel in building retailer relationships for stock maintenance and partnership opportunities.
- Collaborate with brand teams to design and implement Joint Business Plans (JBPs).
- Negotiate with retailers to meet monthly and quarterly retail and wholesale targets.
- Manage returns and discounts within budgetary limits.
- Guide Commercial Planning Personnel in collaborating with Retail Operations Manager and Online Center of Excellence (COE) to provide comprehensive omni-channel sales planning analysis.
- Track and communicate trade and promotional activity planning to Demand Planning, Customer Service, and Brand Marketing.
- Analyze data for trends, risks, and opportunities, and provide reporting and presentations.
- Foster collaboration among Brand teams, Commercial team, Enterprise Marketing & Data team, and Online team to ensure alignment.
- Lead regular Commercial forums to share and leverage best practices.
- Drive continuous improvement of commercial processes, aiming for excellence.
- Ensure compliance with policies and procedures in all aspects of Commercial operations.
- Plan and control the Commercial department's Opex budget effectively.
- Negotiate with retailers for store opening and renovation to secure prime space and location for ELC representation.
- Collaborate with the Regional Design Centre to ensure timely and budget-conscious counter and store development with a focus on sustainability.
- Manage Company Cosmetic/Corporate stores to drive profitable retail sales.
- Work proactively with DPIM and Customer Service to achieve targets and reduce stockholding.
- Achieve financial goals, delivering on net budgets while enhancing profitability through collaboration with customers/retailers and internal stakeholders.
- Develop and execute strategic plans to meet wholesale targets, keeping net shipment plans updated based on trade and promotional activity.
- Ensure timely updates of all financial trackers, including wholesale, retail, discount rebates, and returns.
- Oversee retailer collaboration with Wholesale Stock and Sales Inventory (WSSI) and Monthly Sales Stock Inventory (MSSI), and cascading of Open to Buy (OTB) plans to relevant brand teams.
- Gain a comprehensive understanding of store operations and activities for each retailer, collaborating with the field-based store team to optimize wholesale and retail results dynamically.
- Actively participate in promotional and New Product Development (NPD) launch planning processes, working collaboratively with Brand Marketing and Demand Planning teams.
- Continuously analyze wholesale and retail data to identify strengths and weaknesses, as well as spot trends.
- Interpret and analyze data to formulate contingency plans for critical business issues in alignment with the Brand General Manager.
- Conduct regular store visits with the Sales team to gain insights into the commercial and retail environment.
- Solicit feedback on challenges and successes to inform future planning and best practices development.
- Effectively communicate retailer strategy and opportunities to maximize wholesale and retail sales with the field team.