Area Sales Manager

Overall Role Purpose:
The Area Sales Manager – NSW is responsible for driving sales performance, retail execution and team capability across SK-II doors in NSW. The role manages retailer and store-level relationships, leads and develops Counter Managers and Beauty Influencers, and ensures consistent execution of national commercial, service and operational standards.

The role reports directly to the National Field Manager, working closely with the wider Area Manager team to ensure national business priorities are consistently implemented. A dotted-line relationship to the Retail Operations Manager (ROM) ensures alignment with SK-II operational and EQR standards.

Key Roles & Responsibilities:

Sales & Commercial Performance

• Manage key relationships across all retailers, including Department Stores and Specialty Stores, in line with the national retailer partnership approach.
• Drive sales performance across NSW doors, ensuring stores achieve agreed sales targets and commercial objectives.
• Interpret and analyse sales data to maximise sales and profitability, providing store-level insights and recommendations to the National Field Manager and Operations team.
• Maintain store-level control against business targets and budgets, including staff costs, store expenses, stock levels, stock turn days, theft and loss, and NPL (Non-Productive Loss).
• Identify opportunities to grow sales through effective promotions, events, clienteling and store-level commercial initiatives.
• Monitor competitor activity closely and conduct regular store visits to identify market opportunities and maintain competitive advantage.
  
  

Retail Team Leadership & Capability

• Lead the hiring, onboarding, coaching, performance management and development of Counter Managers and Beauty Influencers across NSW doors.
• Drive productivity, engagement and accountability across retail sales teams.
• Uphold the highest standards of customer service and ensure Counter Managers and Beauty Influencers consistently deliver the required SK-II customer experience.
• Deliver product and selling skills training to retail sales teams as required, reinforcing national training and capability plans.
• Provide ongoing coaching and feedback through regular field visits and performance discussions.

 SK-II Service & Client Experience

• Drive implementation of the SK-II SDC (Service Delivery Centre) model across Department Store counters, ensuring consultation and service standards are consistently embedded.
• Build a strong appointment culture and ensure clienteling and CRM routines are effectively implemented at counter level.
• Monitor and coach teams on service quality, consultation standards, customer engagement and client retention.

Store Execution & Operational Standards

• Ensure all stores are presented to the highest retail standard — clean, easy to shop, logically laid out and visually attractive.
• Ensure VM, promotional execution and store standards are consistently maintained in line with SK-II requirements.
• Ensure store layouts reflect consumer demand and maximise commercial opportunities.
• Drive compliance with promotional activities, including correct POSM, displays, pricing, product availability and campaign execution.
• Monitor stock turn days, stock availability and NPL, identifying risks and taking corrective action with relevant teams.
• Work closely with the ROM to ensure operational execution is aligned with SK-II EQR (Execution Quality & Retail) standards.
• Escalate operational risks, compliance issues and opportunities to the National Field Manager and ROM as appropriate.

Events & Local Activations

• Assist the National Field Manager in organising and executing brand events, trainings, conferences and other local initiatives.
• Organise and execute out-of-store promotional events and Hot Spots, including:
• Staffing and roster coordination
• VM and POSM set-up
• Product and stock requirements
• Communication and coordination with shopping centres and retail partners
• Co-op arrangements with centres and retailers
• Post-event follow-up and performance review
• Ensure events and activations are executed consistently with national brand and commercial guidelines.
  
  

Stakeholder Management & Communication

• Work closely with Sales, Marketing, Retail Operations and other relevant teams to ensure strong alignment and execution across NSW.
• Communicate actively with the NSW retail team to foster a collaborative, engaged and high-performing team environment.
• Align with the National Field Manager and other Area Managers to ensure consistent implementation of national business directions, priorities and initiatives.
• Provide timely store-level feedback, market intelligence, risks and opportunities to the National Field Manager and relevant stakeholders.

Field Leadership & Ways of Working

• Maintain an autonomous field-based working schedule, with responsibility for managing own calendar and prioritising store visits, team coaching and commercial activities.
• Maintain regular store presence through planned field visits, with weekly store visits across the NSW network.
• Remain responsive to reasonable requests from floor teams during weekend store operating hours from time to time, particularly where operational or customer-facing support is required.
• Balance field autonomy with strong communication, visibility and accountability to the National Field Manager.

Key Deliverables & KPIs

• Sell-out vs target by door and channel (NSW); growth vs LY
• SK-II SDC (Department Store doors only): consultations delivered, appointments booked/served, event uplift
• Retail Productivity – sales productivity by counter / beauty influencer
• Store execution standards: VM, promo compliance, stock turn days, NPL
• Team KPIs: retention, capability & performance across Beauty Influencers and Counter Managers
• Events & Activations – execution quality, budget adherence and ROI

Key Qualifications & Requirements

• Proven experience in Area Sales, Field Sales, Key Account Sales, Retail Management or a similar commercial retail role, preferably within the beauty, cosmetics or premium/luxury retail industry.
• Demonstrated track record of growing sales and achieving commercial targets across Department Store, Specialty Store or other premium retail channels.
• Experience developing and executing customer, account or store-level plans, translating commercial strategies into effective retail execution.
• Proven experience in leading, coaching and developing frontline retail teams, such as Counter Managers, Beauty Advisors or Beauty Influencers, with a strong focus on sales productivity, service excellence and engagement.
• Experience with consultation-led, appointment-based or clienteling service models, such as skin diagnostics, SDC, CRM or personalised selling, is highly regarded.
• Strong understanding of retail execution, including visual merchandising, promotional compliance, product launches, stock management and maintaining high store presentation standards.
• Strong commercial and analytical capability, with the ability to interpret sales data, identify trends and opportunities, and translate insights into practical actions to improve sales and profitability.
• Experience working effectively with retailers, distributors and internal cross-functional teams, with strong communication, influencing and negotiation skills.
• Strong interpersonal skills, a positive and collaborative demeanour, and the ability to coach, challenge and provide constructive feedback to frontline teams and stakeholders.
• Highly organised and self-directed, with the ability to manage an autonomous field-based calendar, prioritise store visits and respond effectively to changing business needs.
• Willingness and ability to travel regularly across NSW to visit stores, attend and host retailer meetings, conduct coaching, support events and undertake other field activities.
• Proficient in Microsoft Excel, including VLOOKUP/XLOOKUP and Pivot Tables, with the ability to analyse sales and retail performance data; proficient in PowerPoint for reporting and presentations.
• Commercially minded and ROI-focused, with strong accountability, resilience and adaptability to perform effectively in a fast-paced and results-oriented retail environment.
• Passionate about beauty, customer experience and premium retail, with a strong appreciation for delivering high standards of brand, service and commercial excellence.

• Complimentary goods
• Exposure to multiple brands
• Diverse team