Head of Direct - Offline, South Korea


Base + performance based bonus + competitive benefits
Sales Account Management
Seoul - South Korea


As part of our Korea team expansion, we are looking to hire a Head of Direct Sales to focus on the Offline business.

To be successful, the incumbent must provide powerful cross-functional leadership and influence. They will have a small, focused team of direct reports reporting into them, but achievement of the direct agenda will be largely dependent on them collaborating closely with all functions within their market (Customer Services, Sales and eCommerce, Marketing, SCM, etc) and leading delivery via sharing ownership for driving the overall performance, success and profitability of their market’s business.


Set the market vision for direct – offline channel for customer selling and experiences through both existing and new channels.
  • Be a visible and inspiring figurehead, leading the charge to bring direct customer opportunities to life; build and maintain the interest, confidence and momentum that rapidly boosts the range and effectiveness of direct channels.
  • Define the long term strategy to build a sustainable direct business, based on local market dynamics and Dyson group principles. 
  • Create and galvanise people behind clear strategic plans that will fully exploit direct opportunities whilst growing overall market profitability and protecting the Dyson brand.
Develop the trading framework and own performance of direct - offline sales (volume and revenue)
  • Take accountability for the P&L for direct revenue generation.
  • Own, drive and track the relevant target(s), including overall performance and planned sales volumes (annual, monthly, etc).
Deliver the strategy to aggressively grow the market’s percentage of direct business in both the immediate and longer term
  • Drive first class execution of direct strategies and activities across the wide range of customer touchpoints
    • Owned, Dyson branded stores (in relevant markets)
    • Demo zones, live events, pop-up stores, experiential marketing, strategic partnerships
    • “Store in Store” at major retailers in Korea
  •  Work collaboratively with all relevant teams – in market and in the Group commercial teams – to develop and ensure that all necessary building blocks (people, processes and systems) needed to deliver against direct ambitions are effectively in place.
  • Provide direct line management of direct selling functions (such as Dyson owned retail stores) as appropriate for the specific market. Considering price issue, it is necessary to develop and deploy offline sales strategy with sales team.
  • Provide the strong and broad based, cross-functional leadership necessary to assure participation, collaboration and consistent delivery of the agreed direct strategies by the range of ‘matrixed’ customer facing functions, e.g.
    • Sales -KA field teams, demonstrators
    • Customer Service – contacts centres
    • Marketing – digital delivery experts
Test, learn, share and continuously grow direct capabilities.
  • Actively engage with the virtual, global direct leadership team; share own market findings, explore new ideas, and borrow inspiration from other markets and industries.
  • Review resource and capability requirements to continue expansion of direct business.
  • Provide leadership as well as engage and develop team members in a high performance culture


  • Prior work experience in direct sales businesses, with relevant experience of flagship store management, mass demos and e-commerce (7-10 years).
  • Leading direct organisations
  • Managing in a matrix culture
  • Commercial sales would need to be coupled with experience of premium brand, beyond pure retail trading.
  • Marketing could be a good fit, provided experience is commercial and aligns with the requirements above.
  • Can credibly understand and lead retail infrastructure, e.g. logistics, warehousing, property portfolio management, etc.
  • ‘General management’ capabilities to direct activities across a broad range of different disciplines (e.g. negotiating contracts, managing properties, practicalities of implementing direct strategies both physically and digitally).
  • A challenger, with entrepreneurial outlook and behaviours; energised by thinking differently, not being constrained by classic ‘rules’; critically evaluates and ‘fights’ the system.
  • Gets a clear buzz from driving and delivering change.


The successful candidate will receive a competitive compensation package which will include a base salary and annual performance bonus scheme.

Posted: 17 January 2019