Direct Retail Manager

The Direct Retail Manager owns the commercial, operational, and people performance of Dyson direct-operated stores. This role is accountable for delivering revenue, conversion, profitability, and operational discipline with zero compromise. The Area Retail Manager drives execution through Store Managers, ensuring every store consistently performs at the level expected of a Dyson Demo environment.

Responsibilities

1. Sales, Commercial Performance & Business Growth

• Own revenue, conversion, ATV, UPT, category mix, and margin performance across all direct stores.

• Lead trading rhythm with Store Managers; review KPIs, diagnose gaps, take corrective action, and deploy relevant plans.

• Partner Trade and Retail Marketing to convert campaigns, launches, and activations into measurable sales impact.

• Ensure core SKUs and key categories are always in stock, well‑merchandised, and optimized for commercial conversion.

• Translate market trends, competitor insights, and demand signals into actionable commercial plans.

2. People Leadership & Labor Control

• Lead and hold Store Managers accountable for performance, behaviours, and execution standards.

• Oversee all rostering: legal compliance, accuracy, workforce efficiency, cost control, and overtime governance.

• Optimize labour deployment to traffic patterns; eliminate cost leakage.

• Partner with HR on recruitment, employee relations, capability building, and succession planning.

3. Operations, Demo Units & Store Readiness

• Enforce flawless execution of Dyson retail standards across all stores.

• Conduct strict checks on demo units: correct models, functional condition, no outdated prototypes, and alignment with approved demo lists.

• Ensure fixtures, displays, tables, lighting, and POS are maintained to Dyson’s premium standards with zero exceptions.

• Create and enforce SOPs for demo unit care, diagnostics, prototype refresh, and fixture upkeep.

• Perform regular operational audits with clear actions, timelines, and verified closure.

• Partner with landlords and leasing teams on store renewals, relocations, and facility needs to ensure optimal retail conditions and strong landlord relationships.

4. Customer Experience & Service Conversion

• Ensure experiential retail directly drives conversion; strict focus on demo quality, engagement flow, and close rate.

• Use NPS, mystery shops, and customer feedback to pinpoint execution gaps and resolve immediately.

5. Inventory, Loss Prevention & Compliance

• Own inventory accuracy: stock counts, shrinkage control, reconciliation, and BOH discipline.

• Ensure full compliance with operational, safety, financial, and audit requirements.

6. Reporting & Analysis

• Own all sales, labor, and operational reporting for six stores — accurate, on time, no exceptions.

• Provide sharp insights to Sales Leadership and Marketing, translating store data into clear actions.

• Track KPI trends (traffic, conversion, demo performance, category mix) and drive immediate corrective plans.

• Ensure Store Managers maintain clean, reliable data — zero tolerance for inaccuracies.

• Bridge store realities with central teams, flag risks early, and push alignment on commercial priorities.

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Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.