Retail Area Manager (UAE)

(Retail Operations | Multi-Site Leadership | Toys )

The Opportunity:

Are you a proven multi-site retail leader who thrives in the field, coaching teams to success and driving commercial results ELC Toys Stores is seeking a high-energy, hands-on Area Manager to oversee and elevate the performance of 8-12 retail locations within a defined UAE territory.

This is a critical role for a leader who wants to spend 80% of their time in stores, mentoring Store Managers, ensuring operational excellence, and creating memorable shopping experiences for families. If you have a passion for retail, a sharp commercial mind, and a talent for developing people, this is your next career move!

Working closely with the Operations Manager, you will receive regular coaching and support while maintaining day-to-day responsibility for your territory's commercial performance and operational compliance.

Success Measures: Sales achievement, operational compliance scores, customer experience metrics, team development, and consistent brand execution across all locations in your territory.

Key Responsibilities

Store Leadership & Performance Management (80% Field-Based)

• Conduct regular store visits (minimum 4 days per week in stores)
• Coach and develop store managers to improve performance
• Hold store managers accountable for sales, service, and operational standards
• Conduct monthly 1-on-1 performance reviews with each store manager
• Provide real-time feedback and implement immediate improvements during visits
• Build strong relationships with store management teams
• Create positive, motivating environment that drives results

Commercial Performance & Sales:

• Drive sales performance across all stores to meet/exceed targets
• Analyse sales data and identify opportunities for improvement
• Implement promotional campaigns and seasonal initiatives effectively
• Ensure optimal product availability and merchandising standards
• Monitor competitor activity and market trends
• Work with store managers on local area marketing opportunities
• Manage store P&L performance within budget parameters

Operational Excellence & Compliance:

• Ensure 100% compliance with company policies, procedures, and brand standards
• Conduct operational audits and implement corrective actions
• Maintain health and safety standards across all locations
• Oversee inventory management, stock control, and loss prevention
• Ensure proper utilisation of company systems (CUBES, reporting tools)
• Implement visual merchandising and store presentation standards
• Monitor and improve operational efficiency

Team Development & Recruitment:

• Develop store manager capabilities through structured coaching
• Identify training needs and create development plans
• Support recruitment and selection of store-level management
• Conduct induction and onboarding for new store managers
• Create succession planning for management positions
• Provide mentoring and career development guidance
• Foster culture of continuous learning and improvement

Customer Experience:

• Ensure exceptional customer service standards across all stores
• Monitor customer feedback and implement improvements
• Drive product knowledge and educational toy expertise in teams
• Address customer complaints and escalations appropriately
• Ensure stores deliver brand promise consistently
• Create memorable shopping experiences for families

Collaboration & Communication:

• Attend weekly 1-on-1 coaching sessions with Operations Manager
• Participate in monthly business review meetings
• Collaborate with other UAE Area Managers to share best practices
• Work effectively with head office support teams (HR, Finance, IT, Marketing)
• Provide timely reporting on territory performance
• Escalate issues appropriately and seek support when needed
• Represent the field perspective in company initiatives

Essential Requirements:

Experience & Background

4-6 years multi-site retail management experience

Proven track record managing store managers/supervisors

Experience in fast-paced, customer-focused retail environment

Strong commercial results and sales improvement achievements

UAE retail experience essential

Toys, fashion, lifestyle, or similar retail sectors preferred

UAE Driving License Required

Leadership & People Skills

Strong coaching and mentoring capabilities

Ability to build rapport and positive relationships quickly

Performance management experience with constructive feedback approach

Team development focus with track record of growing talent

Comfortable managing people managers

Motivational leadership style

Commercial & Operational Skills

Strong commercial acumen and sales-driving ability

Understanding of retail KPIs and performance metrics

Experience managing store budgets and controlling costs

Solid grasp of inventory management and loss prevention

Attention to detail on operational compliance

Practical problem-solving approach

Communication & Interpersonal

Very good English (written & verbal) - essential for reporting

Comfortable presenting to groups and conducting training

Ability to give constructive feedback effectively

Strong listening skills and empathy

Cross-cultural communication capability

Professional presence representing the brand

Technical & Practical

Proficiency in retail systems and MS Office

Strong organisational skills managing multiple locations

Valid UAE driving license

Comfortable with regular travel across territory

Ability to work flexible hours including weekends when required

Personal Attributes

Field-focused approach (energised by store visits, not desk work)

Collaborative team player

Receptive to coaching and feedback from Operations Manager

Self-motivated with ability to work independently day-to-day

Resilient and positive under pressure

Genuine passion for retail and customer service

Desirable Requirements

• Experience working with international retail brands
• Understanding of franchise retail operations
• Previous exposure to toy retail or children's products
• Experience with UK retail standards
• Additional languages (Arabic) beneficial
• Formal retail management qualification

Key Performance Indicators

Sales & Commercial Performance

• Sales achievement vs target (individual stores and territory total)
• Like-for-like sales growth
• Average transaction value and items per transaction
• Conversion rates and customer count
• Mystery shopper scores

Operational Excellence

• Operational compliance audit scores (target >85%)
• Health and safety compliance
• Stock accuracy and shrinkage control
• Visual merchandising and store standards scores
• System utilisation and reporting accuracy

Team Development

• Store manager performance ratings
• Team retention rates in your territory
• Training completion rates
• Succession pipeline strength
• Employee engagement scores

Customer Experience

• Customer satisfaction scores
• Customer complaint resolution
• Brand standards consistency
• Net Promoter Score (NPS)

Personal Effectiveness

• Store visit completion (minimum 5 days/week in field)
• Report submission timeliness and quality
• Responsiveness to Operations Manager guidance
• Collaboration with other AMs and head office

Reporting & Accountability

Daily

• Store visit reports documenting observations, actions, and follow-ups
• Real-time communication of critical issues to Operations Manager

Weekly

• Territory performance summary with key metrics
• 1-on-1 coaching session with Operations Manager
• Update on actions from previous week

Monthly

• Comprehensive business review for territory
• Store manager 1-on-1 performance reviews (all stores)
• Development plan updates for each store manager
• Cost and budget review

Quarterly

• Territory strategic review with Operations Manager
• Talent and succession planning update
• Major initiatives and improvement projects review

Working Arrangements

Time Allocation:

• 80% field-based (store visits, coaching, operational support)
• 20% office/home-based (reporting, planning, meetings)

Typical Week:

• Tuesday-Saturday: Store visits across territory
• Monday: Office work, reporting, 1-on-1 with Operations Manager
• Occasional weekends during peak periods

Travel: Regular travel across assigned territory (daily commute to different stores)

Hours: Full-time with flexibility for store trading hours and peak periods

Base Location: Will be assigned based on territory (RAK / Al Ain / Dubai/Abu Dhabi)

Territory Structure

Your territory will typically include:

Store Portfolio:

• 8-12 retail locations (mix of The Entertainer and Early Learning Centre)
• Various store formats (mall locations, concessions)
• Different trading characteristics and performance levels

Geographic Scope:

• Concentrated within one UAE region for manageable travel
• Mix of high-performing and development stores
• Variety of mall environments and customer demographics

Team Structure:

• Each store has Store Manager + Supervisors + Sales Associates
• You manage the Store Managers directly

Package

Salary : based on experience

Bonus : Monthly performance-based bonus scheme

Benefits:

• Health insurance
• 30 days annual leave
• Annual return flight home
• End of service gratuity (UAE Labour Law)
• Car allowance or fuel reimbursement
• Company mobile phone

Employment Type: Permanent, full-time

Location: UAE (specific base location confirmed based on territory assignment)

This role offers the opportunity to lead a retail territory with strong support and development, working as part of a collaborative team while having day-to-day autonomy in the field.