Assistant Store Manager | Retail | Watsons

Overview Of The Role

The Assistant Store Manager (ASM) supports the store manager in planning, controlling and directing the store team to achieve the highest level of customer service standards and in‑store execution. The role requires strong communication, interpersonal abilities and analytical skills to inspire exemplary customer service and meet business targets. The ASM oversees financial dimensions related to the P&L and store KPIs such as UPT, ATV, SOP, SPSQFT, Audit, Compliance and Shrinkage.

• Lead, evaluate and guide sales performance at the store level, suggesting strategies to meet sales targets.
• Facilitate monthly category sales meetings, update staff on performance and suggest improvement plans.
• Execute strategies, ensuring full program implementation for exclusive products to meet sales goals and provide feedback on promotional effectiveness.
• Initiate expense optimisation plans and recommend measures to control store expenses.
• Maintain shrinkage below tolerance levels by monitoring retail standards daily.

• Oversee display implementation and timely restocking, ensuring availability.
• Manage accurate inventory adjustments (GAP, Cycle Counts), adhering to service standards.
• Ensure customer satisfaction surpasses expectations, handling queries and complaints professionally.
• Promote loyalty programs, driving transaction participation.
• Implement selling techniques to achieve conversion rates, communicating promotions regularly.
• Validate proper execution of promotional activities and store initiatives.

• Support the store manager with the implementation of policies, brand standards, grooming guidelines and internal control procedures as per SOP.
• Assist the store manager by demonstrating strong analytical skills and understanding of the system and reporting.
• Support the store manager with monitoring store controllable expenses, supervising loss, asset protection, risk management and accountability for inventory management.
• Liaise with mall management and handle store documentation, including daily reports, banking, refunds and exchanges.
• Conduct cashiering duties.

• Assist in planning and monitoring Personal Development Plans and role development interventions.
• Review and discuss performance appraisals and personal plans of direct reports.
• Implement action plans for employee engagement.

• Strong analytical skills and ability to understand retail systems and reporting.
• Leadership and people management skills to inspire team and drive performance.
• Customer service orientation with empathy and excellent problem‑solving abilities.
• Proficiency in retail operation processes including stock management, visual merchandising and cash handling.

• Bachelor's degree.
• Minimum 2+ years of experience in retail and team management, preferably in the beauty sector.
• Good knowledge of the beauty industry and trends.
• Proficiency in retail operational skills such as stock management, visual merchandising and operational systems.
• Strong computer skills.
• Experience in management and people development.
• Effective customer service and results‑oriented approach.
• Leadership and problem‑solving skills.
• Excellent relationship skills and integrity.
• Ability to deal with ambiguity, proactive, team‑spirited and able to take initiative.