Area Retail Sales Manager

We are hiring a Area Sales Manager - Retail, for our client a multinational conglomerate for their local business entity in new nicotine industry, to oversee a portfolio of stores across the UAE region, ensuring operational excellence, regulatory compliance, and outstanding customer experience. The role combines commercial leadership with a deep understanding of responsible retailing, staff development, and brand reputation within a regulated and fast-growing sector.

This position is in charge of the sales Operations of 8 stores in Dubai. The stores generate more than AED 100M+ in sales with staff exceeding 35 people the position will report to the Head of Sales & Operations for Smoker Centre.

About the Role

Key Responsibilities

1. Commercial & Operational Leadership

Lead multiple stores to achieve sales targets, profitability, and customer satisfaction KPIs.

Analyse commercial data (sales mix, conversion, average transaction value, stock turnover) to identify growth opportunities.

Ensure consistent implementation of retail standards, visual merchandising, and marketing campaigns across all stores.

Oversee day-to-day operations, ensuring adherence to company policies and local government regulations.

Drive business performance through strong leadership, planning, and execution of regional initiatives.

2. Compliance & Regulatory Standards

Ensure all stores operate in full compliance with UAE/GCC regulations governing vape and tobacco-related products.

Implement robust age-verification and responsible-selling protocols across the area.

Liaise with local authorities and mall management on permits, inspections, and documentation.

Conduct regular store audits on product labelling, storage, and marketing compliance in line with health authority guidance.

Maintain up-to-date knowledge of import, sales, and advertising restrictions in each territory.

3. People Leadership & Development

Recruit, train, and develop Store Managers and teams to deliver excellence in service and compliance.

Build a culture of accountability, continuous improvement, and brand pride.

Provide ongoing coaching, performance management, and succession planning.

Recognise and reward high-performing staff, ensuring alignment with company values and service standards. Understand the differences between training and coaching and where to use each approach.

4. Customer Experience & Brand Engagement

Champion premium customer service and product knowledge across all retail teams. Live and breathe the ethos of Attract, Explore, Consult and Close.

Ensure staff are trained to educate customers on responsible product use and safety.

Monitor customer feedback and mystery shop results to enhance experience and consistency.

Support marketing and brand activation campaigns within stores to strengthen brand positioning in the region.

5. Financial & Strategic Management

Manage regional P&L performance, budgets, payroll, and operational costs.

Identify regional market trends and provide feedback to senior management on pricing, product range, and competitor activity.

Support the launch of new stores, refurbishments, and regional promotional events.

Deliver quarterly performance reviews and strategic action plans to the Head of Retail.

Key Skills & Attributes

Proven experience in multi-site retail management, preferably within vape, electronics, or premium FMCG sectors.

Deep understanding of Middle Eastern retail operations and regulatory environments.

Strong commercial awareness and analytical ability.

Excellent leadership, communication, and interpersonal & analytical skills.

Integrity, professionalism, and strong alignment with responsible retailing principles.

Ability to work across multiple markets with cultural sensitivity.

Full GCC driving license or equivalent; willing to travel regionally.

Qualifications & Experience

• Minimum 5 years retail management experience, including at least 2 years in a multi-site or regional capacity.
• Demonstrated success in driving sales, compliance, and service standards across multiple locations.
• Knowledge of GCC health and commerce regulations related to vape or tobacco products preferred.
• Bachelor's degree in Business, Retail Management, or a related field desirable.