Location : Delhi
Experience: 810 years in Large Format / Modern Trade retail sales
About Sweet Dreams
Sweet Dreams (listed on NSE under the ticker SDREAMS) is India's premier sleepwear and loungewear brand with a legacy of over 39 years. Formerly known as S D Retail Limited, the brand is known for blending comfort, style, and functionality. Sweet Dreams offers thoughtfully designed collections that cater to evolving lifestyles, ensuring a seamless transition from work to home while maintaining warmth, relaxation, and contemporary appeal.
Role Description
This is a full-time on-site role for an Area Sales Manager (Large Format Stores), located in Delhi. This position will be responsible for complete ownership of Sweet Dreams SIS Counters at Large Format Stores. To drive profitable sales growth, operational excellence, and superior customer experience across assigned large format stores by ensuring strong execution, team leadership, and market-driven strategies.
Key Responsibilities
1. Sales & Business Performance
- Achieve and exceed sales targets including LFL growth, ATV, UPT, and conversion metrics.
- Monitor category-wise performance and take corrective actions to maximize profitability.
- Drive store-level execution of promotions and seasonal initiatives.
2. Team Leadership & People Development
- Lead, coach, and motivate Store Managers and sales teams.
- Conduct regular performance reviews and identify high-potential talent.
- Manage attrition and ensure manpower stability across stores.
3. Training & Capability Building
- Ensure regular training on product knowledge, selling skills, grooming, and customer handling.
- Provide on-the-job coaching to improve floor productivity and selling efficiency.
4. Customer Experience Excellence
- Drive consistent and superior customer experience across all stores.
- Handle escalations and ensure high levels of customer satisfaction and repeat business.
5. Inventory & Stock Management
- Ensure optimum stock availability and healthy sell-through.
- Reduce slow-moving inventory through structured action plans.
- Control shrinkage, damages, and stock discrepancies.
6. Visual Merchandising & Brand Standards
- Ensure strict adherence to VM guidelines to enhance walk-ins and conversions.
- Maintain brand image and store aesthetics as per company standards.
7. Market & Competitor Intelligence
- Track competitor pricing, promotions, VM, and assortment.
- Share market insights with HO and execute competitive strategies locally.
8. Sales Force Effectiveness
- Optimize store visit planning, manpower deployment, and productivity metrics.
- Ensure disciplined review cadence and action tracking.
9. Reporting & MIS
- Prepare and analyse sales MIS, productivity reports, and action plans.
- Use data insights to drive continuous improvement.
Key Skills & Competencies
- Strong understanding of Large Format Store operations
- Result-oriented with strong execution discipline
- Excellent leadership and people management skills
- Analytical mindset with problem-solving ability
- Strong communication and stakeholder management skills
Interested Candidates can share their CV at [Confidential Information]
