Role Purpose: 

Own nationwide retail operations and commercial performance across three business units (iStudio, U•Store, AIS/Telewiz). Drive consistent standards, develop people, and use data to lift productivity and customer experience. We need an energetic leader who brings retail best practices and can immediately stabilize and scale. 

Key Responsibilities: 

1) Multi-Store Retail Operations 

• Lead day-to-day operations across ~150 stores; ensure store discipline, SOP adherence, VM, service, and audit scores. 
• Balance sales targets, traffic conversion, basket size, attach/cross-sell, and customer experience (NPS/CSAT). 
• Ensure Apple retail guidelines (and telco/device partner standards) are executed consistently. 

2) People & Training 

• Manage 3 BU heads; cascade goals and coach leaders to drive performance at scale. 
• Partner with trainers to upskill store staff; standardize service, product knowledge, and sales behaviors. 
• Workforce planning: headcount, scheduling, incentive inputs, and succession planning. 

3) Commercial & P&L Support 

• Co-own commercial results with BU Heads: sell-in/out rhythm, promo/calendar, channel mix, attachments, and margin hygiene. 
• Support store-level P&L levers (A&P, shrink, ops costs) and improve cash & inventory controls with relevant teams. 

4) Data & Performance Analytics 

• Use Power BI / dashboards to spot gaps and opportunities (e.g., two iStudios 5 km apart with different ATV/UB). 
• Run store segmentation and action plans: staffing, training focus, assortment, planogram, and local activation. 
• Track weekly KPIs: traffic, conversion, UPT, ATV, attach rate (AppleCare/accessories), OOS %, and NPS. 

5) Partner & Stakeholder Management 

• Engage with Apple and major device/telco partners; join business reviews independently (in English). 
• Align with Merchandising, Supply Chain, Finance, HR/Training, Marketing to land programs with speed and quality. 
• Bring retail best practices and lead improvement projects (mystery shop uplift, queue mgmt, service recovery, etc.). 

Qualifications: 

• 8–12+ years in retail operations & commercial for IT hardware / telco / consumer electronics; multi-store leadership essential. 
• Proven success scaling frontline teams and improving KPIs (conversion, UPT, ATV, attach, shrink, NPS). 
• Strong data mindset: confident with Power BI / Excel and store analytics to drive decisions. 
• Experience working under brand/partner guidelines (e.g., Apple store standards) and passing audits. 
• People leader: hires, coaches, and motivates Store/Area Managers; drives consistent standards across large networks. 
• Thai & English (able to handle partner meetings without owner present). 
• High energy, hands-on, resilient; comfortable in a replacement/turnaround context.