Job Description
Overall Role Purpose:
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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.
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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.
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Key Roles & Responsibilities:
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Sales & Commercial Performance
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Manage key relationships across all retailers, including Department Stores and Specialty Stores, in line with the national retailer partnership approach.
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Drive sales performance across NSW doors, ensuring stores achieve agreed sales targets and commercial objectives.
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Interpret and analyse sales data to maximise sales and profitability, providing store‐level insights and recommendations to the National Field Manager and Operations team.
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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).
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Identify opportunities to grow sales through effective promotions, events, clienteling and store‐level commercial initiatives.
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Monitor competitor activity closely and conduct regular store visits to identify market opportunities and maintain competitive advantage.
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Retail Team Leadership & Capability
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Lead the hiring, onboarding, coaching, performance management and development of Counter Managers and Beauty Influencers across NSW doors.
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Drive productivity, engagement and accountability across retail sales teams.
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Uphold the highest standards of customer service and ensure Counter Managers and Beauty Influencers consistently deliver the required SK‐II customer experience.
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Deliver product and selling skills training to retail sales teams as required, reinforcing national training and capability plans.
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Provide ongoing coaching and feedback through regular field visits and performance discussions.
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SK‐II Service & Client Experience
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Drive implementation of the SK‐II SDC (Service Delivery Centre) model across Department Store counters, ensuring consultation and service standards are consistently embedded.
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Build a strong appointment culture and ensure clienteling and CRM routines are effectively implemented at counter level.
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Monitor and coach teams on service quality, consultation standards, customer engagement and client retention.
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Store Execution & Operational Standards
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Ensure all stores are presented to the highest retail standard - clean, easy to shop, logically laid out and visually attractive.
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Ensure VM,



promotional execution and store standards are consistently maintained in line with SK‐II requirements.
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Ensure store layouts reflect consumer demand and maximise commercial opportunities.
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Drive compliance with promotional activities, including correct POSM, displays, pricing, product availability and campaign execution.
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Monitor stock turn days, stock availability and NPL, identifying risks and taking corrective action with relevant teams.
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Work closely with the ROM to ensure operational execution is aligned with SK‐II EQR (Execution Quality & Retail) standards.
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Escalate operational risks, compliance issues and opportunities to the National Field Manager and ROM as appropriate.
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Events & Local Activations
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Assist the National Field Manager in organising and executing brand events, trainings, conferences and other local initiatives.
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Organise and execute out‐of‐store promotional events and Hot Spots, including:n
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Staffing and roster coordination
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VM and POSM set‐up
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Product and stock requirements
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Communication and coordination with shopping centres and retail partners
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Co‐op arrangements with centres and retailers
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Post‐event follow‐up and performance review
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Ensure events and activations are executed consistently with national brand and commercial guidelines.
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Stakeholder Management & Communication
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Work closely with Sales, Marketing, Retail Operations and other relevant teams to ensure strong alignment and execution across NSW.
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Communicate actively with the NSW retail team to foster a collaborative, engaged and high‐performing team environment.
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Align with the National Field Manager and other Area Managers to ensure consistent implementation of national business directions, priorities and initiatives.
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Provide timely store‐level feedback, market intelligence, risks and opportunities to the National Field Manager and relevant stakeholders.
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Field Leadership & Ways of Working
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Maintain an autonomous field‐based working schedule, with responsibility for managing own calendar and prioritising store visits, team coaching and commercial activities.
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Maintain regular store presence through planned field visits, with weekly store visits across the NSW network.
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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.
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Balance field autonomy with strong communication, visibility and accountability to the National Field Manager.
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Key Deliverables & KPIs
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Sell‐out vs target by door and channel (NSW); growth vs LY
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SK‐II SDC (Department Store doors only): consultations delivered,



appointments booked/served, event uplift
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Retail Productivity – sales productivity by counter / beauty influencer
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Store execution standards: VM, promo compliance, stock turn days, NPL
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Team KPIs: retention, capability & performance across Beauty Influencers and Counter Managers
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Events & Activations – execution quality, budget adherence and ROI
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Key Qualifications & Requirements
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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.
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Demonstrated track record of growing sales and achieving commercial targets across Department Store, Specialty Store or other premium retail channels.
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Experience developing and executing customer, account or store‐level plans, translating commercial strategies into effective retail execution.
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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.
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Experience with consultation‐led, appointment‐based or clienteling service models, such as skin diagnostics, SDC, CRM or personalised selling, is highly regarded.
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Strong understanding of retail execution, including visual merchandising, promotional compliance, product launches, stock management and maintaining high store presentation standards.
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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.
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Experience working effectively with retailers, distributors and internal cross‐functional teams, with strong communication, influencing and negotiation skills.
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Strong interpersonal skills, a positive and cooperative demeanour, and the ability to coach, challenge and provide constructive feedback to frontline teams and stakeholders.
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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.
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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.
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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.
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Commercially minded and ROI‐focused, with strong accountability, resilience and adaptability to perform effectively in a fast‐paced and results‐oriented retail environment.
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Passionate about beauty, customer experience and premium retail, with a strong appreciation for delivering high standards of brand, service and commercial excellence.
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Complimentary goods
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Exposure to multiple brands
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Diverse team
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📌 Area Sales Manager, Nsw (New South Wales)
🏢 LUXASIA
📍 New South Wales