Business Development Manager Retail & Brand Activation (Jewelry)
Location: Mumbai
Experience: 58 years
Function: Retail Operations, Channel Development & Brand Activation (EBO/MBO)
Role Overview
Lead the end-to-end execution of brick-and-mortar retail for a premium Jewelry brand across Exclusive Brand Outlets (EBOs) and Multi-Brand Outlets (MBOs). Drive counter sales productivity, build high-performing store teams, establish SOPs, expand retail footprint, and activate the brand across physical touchpoints to achieve revenue, margin, and brand KPIs. Key Responsibilities
1. Store Operations (EBO & MBO)
- Own P&L for assigned stores/counters; deliver NSV, gross margin, and EBITDA
targets.
- Implement daily/weekly SOPs: opening/closing, cash & inventory controls, gold/Jewelry handling protocols.
- Manage assortment health: AUR, option depth, core vs. novelty mix, size/karat/stone matrix; coordinate RTV/stock rotation.
- Ensure VM compliance: windows, backwalls, focal tables, lighting, planograms, price ticketing.
2. Counter Sales Excellence
- Lead through floor walks and coaching; drive UPT, ATV, conversion %, traffic-to-bill ratio, and attachment metrics.
- Run clienteling & CRM programs: capture rate, repeat %, WhatsApp outreach, appointment selling, HNI/VIP books.
- Conduct daily role-plays: discovery, storytelling, objection handling, cross-sell/upsell, ethical selling.
3. Staffing, Hiring & Training
- Plan workforce and rosters; recruit store managers, stylists/advisors, cashiers, and security.
- Conduct structured interviews; validate jewelry retail references.
- Induct and certify staff on product knowledge, SOPs, POS/ERP systems, grooming, and etiquette.
- Design incentive programs: tiered targets, quality gates (NPS, SOP audit), and compliance riders.
4. Channel Development
- Retailer Onboarding (MBO): Identify and onboard regional retailers; negotiate margins, shelf fees, visibility, SOQs, returns.
- Shop-in-Shop (SIS): Secure premium placements; finalize planograms, fixture specs, promoter models, KPIs.
- Franchise Expansion: Evaluate prospects, term sheets, store opening playbooks, and compliance audits.
- Exhibitions & Pop-ups: Plan trade fairs and bridal shows; manage inventory, booth design, lead capture, and on-site sales.
5. Brand Activation & Physical Advertising
- Develop and execute local media plans: mall media, OOH/DOOH, transit, high-street hoardings; ensure permits and brand CI compliance.
- Coordinate in-mall activations: fashion walks, styling sessions, trunk shows, influencer meet-ups, HNI previews.
- Manage brand placement in partner stores: end-caps, backwalls, lightboxes, counter toppers, mirror decals, QR codes.
- Liaise with landlords/concessionaires for visibility barter, co-op marketing, and performance reporting.
- Track ROI: cost per footfall, voucher redemption, event impact, brand awareness metrics.
6. Compliance, Quality & Security
- Enforce hallmarking and assay documentation; manage buyback/exchange and repair
policies.
- Conduct surprise audits: cash, inventory, billing, CCTV, gold movement registers; lead shrinkage investigations.
Candidate Profile
Must-Have
- 58 years in premium/luxury jewelry or adjacent high-ticket categories (watches, accessories).
- Strong foundation in counter sales and progression into multi-store management.
- Proven experience in EBO & MBO operations, including new store openings.
- Hands-on hiring, training, SOP creation, and incentive program design.
- Demonstrated brand activation across physical channels: mall media, VM, exhibitions, SIS fixtures.
- Skilled in stakeholder negotiation and comfortable with term sheets and SLAs.
Good to Have
- Jewelry certifications (GIA/IGI basics), lab-grown diamond policy exposure.
- Experience in HNI clienteling and airport/travel retail environments.
Tools & Systems POS/ERP, CRM/Clienteling apps, Workforce Management tools, Google Workspace, Excel
