Iyarat Jakrapiyanan

Retail Excellent Management

• Responsible to manage the end to end omni sales plan for FSS
• Accountable and responsible to manage the offline sell-out sales plan for all channels
• Analyze monthly sell-out/ sell in performance for designated channel, sharing market/ brand/ consumers intel, feedback to all stakeholder during monthly business review meeting with defined action plan to ensure KPIs are achieved
• Implement business/ retailer strategy and develop frontline store strategies and productivity plan to achieve key KPI
• Providing feedback on sales/marketing promotion plans for effectiveness
• Initiate and drive brand service at the highest quality and customer satisfaction
• Lead the operations for door opening, promotion area, pop-up activities in stores and etc.

Stock Management at frontline store
a. To monitor and ensure level of inventory are in healthy condition
b. To monitor Non-sellable utilization i.e. tester, GWP, sample
c. To conduct stock cycling count / stock take activities, liase with CS team

BA Management / Performance / Service Excellence
• Deployment of monthly BA targets shared by Commercial Excellence manager to BA timely and properly each month.
• Manage BA cost budget to ensure Monthly / Quarterly BA spending on track
• Conduct monthly BA meeting
• Monitor BA performance “IPT / AUS”, work with Training Manager for proper coaching & development
• Recruitment & Retention plan:- review BA package and career path benchmarking, key measurements on BA turn-over rate to build strong BA organization
• Develop operational plan and BA team for service excellence - BA grooming, Merchandising according to standard guideline / handle customer complaints

Business Development

• Responsible to manage the end to end omni sales plan for the designated sales channel (incl. retailer.com)
• Define omni -commercial strategy for each retailer in line with budget targets to reach requested sales, profitability and sell out levels
• Developing promotional plans in conjunction with Marketing, Education, Retail Excellence and E-commerce team , aimed at driving sell-out and sell-in in designated channel
• Planning and budgeting for launches and promotions: this includes monthly demand forecasting, supply management, pricing analysis and A&CP planning and tracking
• In collaboration with retail excellence team analyze monthly sell-out/ sell in performance for designated channel, sharing market/ brand/ consumers intel, feedback to Commercial lead/Marketing team during monthly business review meeting with defined action plan to ensure KPIs are achieved
• Working closely with multi-party, internal and external stakeholders for seamless, 360 sales execution
• Develop monthly BA target (including monthly incentives program) to be shared with Retail Excellence team for designated channels
• Market Intelligence: gather market information that can be used to look for, and assess, new business opportunities (new brands listing, new retailers, distribution expansion, new consumer recruitment ) to enhance brand image and visibility.
• Establish and develop strong working relationship with the retailers and mall teams
• Drive commercial negotiations at field level to maximize all aspects of business (in-shop spaces & locations, prices, investments, promotions)
• Forecasting responsibilities on saleable goods in order to optimize costs and avoid obsolescence
• Ensure any implementation is in line with corporate and brand guidelines
• Negotiate and implement Coty Brand Image in all doors according to the guidelines established by VM (i.e. personalized Brand fixtures – where possible)
• Collaborate and co-create with Retail Excellence to ensure 100% retail excellence implemention (BA, VM, CRM, Eventing....)
• Update retailers on PIPO, code changes, discontinuations

• Sales Management: Sales forecasting, planning, and budgeting processes within the sales organization
• Sales analysis for performance improving while continue to find opportunities to increase or sustain business
• Sale strategy for the team by aligning with company direction to achieved business goal
• Sales management in term of space, location, staff productivity
• Relationship management with vendor, supplier, and landlord for last long business partner
• Coordination cross-function to ensure process or procedure are affective and productive
• Undertake sound financial management to ensure stores are profitable and stay within budget
• People development: Set strategy for staffing to effectiveness of manpower, store structure and productivity by align with store size, type, and location
• Motivated and monitor team and provide solution to support workflow effectiveness
• Set team expectation, direction, and strategy to build team’s unity and company core value
• Team development by trained, focus, and monitored their performance for career path
• Inventory Management: Inventory monitoring for effective sale in and offtake by align company standardize
• Sufficient inventory to support consumer’s requirement to support business growth
• Customer’s centric: Monitored customer’s service execution at store to ensure customer’s satisfaction
• Solve, support, and reduce complain case at store level and find best solution to maintain customer’s relationship
• Find strategy to sustain or build last long-term relationship with keys customer by CRM program execution

• Responsible for the day-to-day management of Prestige division of Shiseido businesses in Thailand
• Deliver sales results at assigned accounts to grow and maximize share of business for entitle Prestige business by working with Sales team and accounts on category management functions focusing on sales in, sales through and sell out, brand ranking, OP and inventory on hands
• Manage financial results and deliver account profitability and identifying, assist and proactively respond to account development opportunities
• Track sales budgets and work with Sales teams to identify shortfalls, and to develop and implement recovery plans
• Focus primary efforts with the top customers in Thailand of responsibility to maximize relationship development and sales opportunities as well as supervise Sales team on managing all remaining customers
• Analyze data and convert it into actionable business development opportunities, program assessment and business reporting as well as translate analytic output into account specific marketing and sales building initiatives through closely collaboration with internal and external partners
• Facilitate a collaborative planning relationship between accounts, stakeholder, business partner and HQ
• Establish collaborative planning relationships between sales and marketing/trade marketing to capitalize on all new item launch and promotional activities
• Actively participate in the presentation of programs to key retailers in order to maintain and retaining relationship with existing and new retailers
• Analyze and acquire in-depth knowledge of business product and value proposition in order to prepare the business proposals for further discussion with stakeholders and clients
• Additionally, able to review and address any concern on business contract and/or proposal effectively
• Lead and supervise Sales team in Prestige division of Shiseido Thailand
• And review current Sales organization and working closely with HR team to ensure the effective sales function is properly established to support new ways of working and meet with sustainable business growth
• Writing business proposals, drafting and reviewing contracts including develop Retail Business related policy for prestige business implementation overall
• Identifying and mapping business strengths and customer needs
• Reporting on successes and areas needing improvements
• Manage total prestige corporate retail activation, major campaign by providing each sales target for each campaign with sharing expenses
• Following industry trends locally and internationally

• Retail Sales Development: Create and develop a clear business strategy to achieve daily / monthly / yearly goals and effectively cascade this to the filed staff
• Deliver retail and net sales targets without compromising brand image
• Co-ordinate with Sales-In team to ensure efficient order taking and processing stocks to ensure optimum inventory at stores
• Manage assortment within the stores, ensure that that stock levels are accurate, and that the top 50 SKUs are always in stock
• Build strong relationship with store managers and buyers
• Recommend relevant strategies to raise CRM, recruit new customers and nurture loyal and VIP database
• Compile monthly sales report to management
• Communicate competition’s marketing activity to management
• Management of Sales Force: Ensure that BCs follow retail excellence guidelines and express the Brand values through best-in-class customer service
• Motivate, evaluate and retain a dynamic and effective sales & retail team with good integrity and team spirit
• Improve BC productivity and ensure development of BCs through regular coaching sessions and counter visits
• Propose and execute optimum and cost-effective manpower allocation by store
• Ensure sufficient manpower coverage at assigned counters
• Initiate and execute local targets, commission and incentive programs to support the brand’s budget commitment
• Plan and control expense budget pertaining to retail activities (transportation, atrium miscellaneous expenses etc.)
• Recruit the best qualified counter managers and BCs and retain them
• Collaborate with training team to build a trained and educated team capable of providing the best customer experience
• Conduct yearly appraisals
• Brand Image & Merchandising Execution: Ensure and enhance the brand’s image through the right execution of the visuals, merchandising, BC grooming and POS activities
• Enforce strict and regular control of POS Merchandising, decoration and operating conditions up to brand’s standards and following regional guidelines
• Promotion & animation management: Supervise and execute the promotional activities formulated by Marketing department
• Ensure preparation prior to the event/ animation and compile the feedback report after each event
• Ensure sufficient manpower coverage at each event/ animation
• Collaborate closely with marketing to develop effective in-store activations and mechanics to drive the brand’s business and also provide regular constructive feedback of what may help to drive the brand further in terms of customers recruitment, conversion and retention
• Retail Execution and Coordination: Take ownership of retail projects
• Ensure counter teams mastership and consistent daily use of tools, operating standards in line with Retail Audit SOPs & execution
• Train and ensure the proper execution of sales tracking in-store
• Monitor progress and review counters' results with CMs/ counter heads
• Take charge of annual performance reviews for BCs
• Lead and manage the Retail Audit

• Build a strong partnership and close contact with the top management of sales accounts
• Defines joint strategy with account teams to align and sustain ably grow the business
• Implement retail strategy in finding accurate store locations
• Prepare store opening and ensure close business follow-up (brand image, analyses KPIs)
• Manage channel sales growth and profitability with brand objectives
• Drive year – end negotiation for trading terms
• Create, implement and follow up an annual business plan taking into account all leaver of growth
• Develop alternative strategies to secured sales where required
• Drive specific change project in areas of supply chain, merchandising, data exchange
• Communicate critical business information and share best practices to the appropriate parties
• Manage and develop team
• Ensure the development of expertise and ability
• Develop service-oriented and result-driven team

• Responsible for the direct sales process to achieve sales growth and target in line with brand strategy
• Introduce new products and services to clients and organize visits to current and potential clients
• Manage account sales growth/ target and profitability in line with brand’s entity objectives
• Control account receivable and stock
• Refer sales leads, customer feedback and information on competitor activity to appropriate contacts within the organization
• Communicate critical business information to appropriate internal contacts for action
• Manage and develop team
• Ensure the development of expertise and ability
• Develop service-oriented and result-driven team