JOB SUMMARY

The Retail Regional Manager will have overall responsibility for conceptualizing, developing, and implementing the Retail Sales Strategy within the assigned region. The role focuses on driving aggressive growth, sales performance, operational efficiency, and service excellence across all retail experience centers. The position ensures strategic alignment with organizational goals while fostering collaboration across cross-functional teams to deliver outstanding customer experience, optimize profitability, and ensure compliance with corporate standards.

ROLES AND RESPONSIBILITIES

Strategic

• Drive the conceptualization, development, and execution of regional retail strategies in alignment with the national retail roadmap.
• Identify and implement innovative initiatives to drive retail growth, enhance customer acquisition, and improve retention.
• Develop regional expansion strategies, including new store rollouts, refurbishments, and relocations, ensuring cost optimization and ROI justification.
• Collaborate with the Commercial, Technical, and Corporate teams (HR, Procurement, Facilities, Legal, Regulatory, Marketing, Product Development, and Digital) to align regional execution with organizational strategy.
• Provide strategic insights for the development of new retail products, in-store promotions, and partnerships with OEMs and other channel players to drive incremental revenue.
• Monitor market trends, competitor activities, and customer behavior to inform proactive regional strategies.

Tactical

• Translate corporate objectives into actionable retail sales plans and targets within the assigned region.
• Oversee the development and implementation of tactical programs to drive daily and monthly retail performance.
• Review retail outlet performance across key indicators (sales, profitability, customer experience, operational compliance) and make informed recommendations for improvement.
• Drive regional campaigns, product activations, and marketing initiatives to boost in-store visibility and customer engagement.
• Oversee retail budgeting, including OPEX, CAPEX, and sales forecasting to ensure fiscal responsibility and profitability.
• Ensure alignment of regional operations with retail business intelligence (BI) insights, performance analytics, and reporting systems.

Operational

• Provide leadership and coordination for all retail operations within the region to achieve sales, activation, and revenue targets.
• Ensure strict compliance with operational processes, SOPs, and regulatory requirements, including NIN, SIM registration, and data protection standards.
• Oversee store maintenance, infrastructure standards, and ensure optimal functionality of systems and resources.
• Monitor resource allocation (personnel, logistics, and tools) to ensure adequate support for retail centers and staff productivity.
• Support talent development through coaching, performance management, and engagement activities that enhance staff motivation and accountability.
• Ensure timely and effective communication between HQ and retail teams to facilitate seamless execution of sales programs and initiatives.
• Track and report on all retail KPIs—sales, activations, churn, profitability, and customer satisfaction—to guide data-driven decisions.

People & Leadership

• Lead, motivate, and develop a high-performing retail sales team across the region.
• Foster a performance-driven culture focused on accountability, collaboration, and customer-centricity.
• Facilitate regional alignment workshops to ensure understanding and ownership of retail objectives and strategies.
• Provide mentoring and support to retail managers and staff to enhance skill sets, efficiency, and leadership potential.

Analytical & Reporting

• Utilize BI tools and analytics dashboards to track regional sales, profitability, and operational metrics.
• Prepare and present periodic reports on regional performance, opportunities, and risk factors to senior management.
• Evaluate the impact of sales campaigns, promotions, and operational initiatives using data-driven analysis to optimize outcomes.

MINIMUM EDUCATION AND EXPERIENCE REQUIRED

• Bachelor’s degree in Business Administration, Marketing, or related field (MBA preferred).
• Minimum of 7–10 years relevant experience in Retail Management, preferably in the Telecommunications or FMCG sector.
• Strong understanding of retail sales strategy, financial management, BI analytics, and operations optimization.
• Proven track record in driving multi-location retail performance, revenue growth, and customer experience excellence.
• Excellent leadership, stakeholder management, and communication skills.
• Proficiency in CRM systems, data analytics tools, and reporting platforms.

REQUIRED CAPABILITIES

• Strategic Thinking & Execution
• Business Acumen & Financial Analysis
• Leadership & People Management
• Analytical & Problem-Solving Skills
• Stakeholder Engagement & Collaboration
• Customer-Centric Orientation
• Project Management & Operational Planning

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The Manager, Retail Strategy & Operations will have overall responsibility for conceptualizing, developing, and implementing the Retail Sales Strategy for aggressive growth, operational excellence, and high performance across all retail centres. The role ensures profitability, process efficiency, and strategic alignment between commercial, technical, and support teams to deliver exceptional customer experiences and meet business targets.

The position requires strong analytical capability, commercial acumen, and operational leadership to drive the execution of projects and initiatives through the retail network, enhancing competitive advantage and maximizing returns on CAPEX and OPEX investments.

Roles and Responsibilities

Tactical 

• Conceptualize, develop, and execute retail strategies that drive sales growth, operational efficiency, and profitability across all experience centres.
• Define and monitor key retail performance metrics (sales, profitability, activation rates, customer satisfaction, and footfall conversion).
• Drive implementation of business intelligence (BI) insights for data-driven decision-making, forecasting, and performance optimization.
• Lead the analysis of retail sales trends, consumer behavior, and operational data to support business planning and continuous improvement.
• Identify and recommend strategies for optimizing centre performance and increasing profitability through cost efficiency and customer-centric initiatives.
• Support the design and implementation of in-store promotions, activation campaigns, and experience-driven retail activities to boost walk-in traffic and conversion.
• Partner with Commercial, Marketing, Product Development, and Digital teams to ensure alignment between sales goals, marketing activities, and customer engagement.
• Collaborate with Finance and Procurement to plan and manage CAPEX/OPEX budgets for all retail operations, ensuring cost efficiency and ROI optimization.
• Participate in the development of sales commission, incentive, and performance bonus structures for retail staff to enhance motivation and results.
• Engage with cross-functional teams (Technical, Legal, Facilities, HR, Regulatory, etc.) to ensure alignment in retail rollouts, maintenance, and service delivery standards.
• Provide input into the design and deployment of technology systems (CRM, ERP, Payment & Reporting Tools) to enhance retail operational efficiency and data accuracy.
• Support management decision-making by preparing periodic retail performance analytics and strategic reports with actionable insights.

Operational

• Oversee end-to-end (E2E) rollout and maintenance of retail experience centres, ensuring compliance with company standards and regulatory requirements.
• Ensure seamless daily retail operations across all centres through efficient process management, staffing, and service delivery oversight.
• Coordinate with Human Resources for recruitment, training, and development of retail personnel to ensure skill alignment with strategic objectives.
• Supervise execution of in-store marketing, merchandising, and customer experience activities to maintain brand consistency and visibility.
• Monitor adherence to Standard Operating Procedures (SOPs) and compliance across all retail operations.
• Manage the integration of CRM and payment solutions to enhance sales transactions, customer profiling, and data accuracy.
• Ensure proper allocation and utilization of retail budgets, tracking expenditures and ensuring compliance with financial control policies.
• Conduct periodic audits of retail operations to assess performance, infrastructure readiness, and adherence to operational standards.
• Drive the achievement of monthly, quarterly, and annual sales and activation targets through effective team leadership and performance management.
• Coordinate the timely deployment of approved promotions, incentives, and tactical campaigns across retail centres.
• Work with Facilities and Technical teams to ensure all retail outlets meet environmental, safety, and technical standards.
• Support the development and implementation of digital retail innovations that enhance customer convenience and service delivery.
• Prepare and present performance dashboards, operational reviews, and profitability reports to Senior Management for strategic planning.
• Ensure operational risks are identified, documented, and mitigated through proactive measures.
• Perform any other duties as assigned by the Head of Department

Leadership

• Provide strategic direction for the retail network, ensuring synergy between sales, operations, and customer experience objectives.
• Lead and develop a high-performing retail operations team through coaching, mentorship, and performance management.
• Foster collaboration across cross-functional units—Marketing, IT, Finance, and Network—to drive integrated retail performance.
• Champion a culture of accountability, innovation, and continuous improvement within the retail ecosystem.
• Drive customer engagement strategies, ensuring long-term loyalty, retention, and advocacy among high-value customers.
• Oversee financial stewardship across centres, including CAPEX/OPEX control, profitability management, and revenue optimization.
• Support strategic decision-making by providing data-driven insights and performance recommendations to senior management.
• Promote staff capability development and engagement initiatives that enhance motivation, productivity, and service quality.
• Uphold corporate governance, ethical conduct, and compliance standards across all retail operations.

Technical & Key Core Competencies:

• Retail Sales & Operations Management
• Financial & Budget Control (CAPEX/OPEX)
• In-store Promotions & Marketing Alignment
• Profit & Loss (P&L) Accountability
• Cost Control & Resource Optimization
• Pricing & Margin Strategy
• Investment & Project Evaluation
• Stakeholder & Vendor Management
• Strategic Planning & Execution
• Business Intelligence & Data Analytics
• Customer Experience Optimization
• People Development & Team Leadership
• Process Optimization & Compliance
• Achievement of retail sales and activation targets
• Profitability improvement and cost efficiency per centre
• Reduction in operational downtime and service disruption
• Customer satisfaction and Net Promoter Score (NPS)
• Accuracy and timeliness of BI reports and analytics
• Successful rollout and maintenance of retail infrastructure

Qualifications & Experience

• Bachelor’s degree in economics, Business Administration, Marketing, or related field (MBA preferred).
• Minimum of 7–10 years’ experience in Retail Operations Management, Sales Strategy and Customer Experience within the telecommunications or FMCG sector.
• Proven experience managing sales performance, retail profitability, and team leadership.
• Strong analytical, financial, and reporting capabilities, with proficiency in BI tools (Power BI, Tableau, etc.), CRM, POS & Inventory Management
• Hands-on experience managing budgets, rollout projects, and performance dashboards.

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