Area Manager

Workplace Circumstances

• Environment: Office
• Languages: English, Khmer
• Location: Phnom Penh

Position Summary

Type of Contract: Fixed Duration Contract (FDC)

Department: Commercial

Place of Work: Phnom Penh, Cambodia

Reports to: Retail & Sales Director

Direct Reports: Senior Supervisors (Phnom Penh Store and Airport Store), Key Account Lead

The Phnom Penh Area Manager is responsible for the overall commercial, operational, and financial performance of AA's business in Phnom Penh area, including the Phnom Penh Store and Airport Store. The role provides leadership across retail operations, sales strategy, business development, key account management, omnichannel, and customer experience to drive sustainable and profitability.

As the owner of the Phnom Penh business P&L, the Area Manager is accountable for achieving revenue, profitability, and operational objectives while ensuring the highest standards of customer service, brand presentation, and team performance. The role is responsible for identifying new growth opportunities, developing strategic partnerships, expanding key accounts, and strengthening AA's market position across retail, corporate, tourism, hospitality, and digital channels.

The Area Manager also plays a critical leadership role in driving AA's long-term strategy by expanding market reach and reinforcing AA's position as Cambodia's leading cultural luxury brand. Acting as a brand ambassador, the role ensures that all retail, commercial, digital, and partnership activities reflect AA's values, commitment to craftsmanship, and celebration of Cambodian cultural heritage.

Probation Period & Review

This position includes a 90-day probation period, during which performance, technical capability, leadership, and progress against agreed priorities will be reviewed.

Duties & Responsibilities

• Lead and manage the team of senior supervisors to drive performance of in-stores as well as B2B sales, aligned with AA 2.0 retail excellence strategy.
• Set sales targets, operational processes and compliance, and performance objectives in partnership with the Retail & Sales Director.
• Monitor and analyses business performance through key retail and commercial KPIs and implement corrective action plans where required.
• Identify opportunities to increase footfall, conversion, average transaction value, units per transaction, customer retention, and team productivity.
• Coach teams, review operational standards, and identify growth opportunities.
• Collaborate with marketing and merchandising teams to maximize campaign effectiveness, product performance, and customer engagement.
• Ensure effective inventory management, stock accuracy, loss prevention, and product availability.
• Optimize workforce planning, scheduling, and resource allocation to maximize efficiency and profitability.
• Ensure compliance with company policies, operational procedures, and local regulations.
• Monitor revenue, gross margin, operating expenses and profitability performance.
• Develop growth strategies for corporate, B2B to increase AA market share.
• Identify needed product range/products to further develop the market for retail, wholesale and B2B.
• Lead and develop the Key Account Lead to deliver sustainable account growth and profitability.
• Monitor market trends, customer behavior, tourism activity, and competitor performance.
• Monitor account performance, profitability, retention, and growth opportunities.
• Evaluate new market opportunities, retail locations, and partnership models that support business expansion.
• Ensure all commercial activities align with AA's luxury positioning and brand values.
• Lead the development and execution of AA's omnichannel strategy across the company.
• Accelerate online sales growth through e-commerce platforms, social commerce, digital marketing initiatives, and marketplace opportunities.
• Ensure a seamless customer experience across stores, online channels, and customer touchpoints.
• Develop omnichannel services including Click & Collect, Reserve & Pick Up, Home Delivery, and customer concierge solutions.
• Monitor online sales performance and key digital KPIs.
• Ensure alignment between retail operations, inventory planning, and online sales activities.
• Lead, coach, and develop Senior Supervisors, the Key Account Lead, and store teams.
• Foster a culture of accountability, collaboration, innovation, and customer excellence.
• Establish clear performance expectations and conduct regular performance reviews.
• Build team capability through coaching, mentoring, and succession planning.
• Drive employee engagement and maintain a positive, high-performance culture.
• Promote cross-functional collaboration and continuous improvement across all business areas.
• Ensure compliance with company policies and operational standards.
• Maintain strong internal controls and ensure audit readiness.
• Protect company assets through effective stock management and loss prevention processes.
• Ensure health, safety, and security standards are consistently maintained.
• Promote ethical business practices and corporate governance standards.

Qualifications

• Bachelor's Degree in Business Administration, Retail Management, Marketing, Finance, or a related field.
• Master's Degree in or Postgraduate qualification is advantageous.

Work History

• Multi-site retail leadership experience for 3 years as a minimum

General & Technical Skills

• Minimum 7-10 years of progressive leadership experience in retail, commercial, or sales management.
• Proven experience managing budgets and P&L.
• Strong track record in business development, strategic partnerships, and key account management.
• Experience leading omnichannel and e-commerce growth initiatives.
• Demonstrated success driving sales growth, profitability, and operational excellence.
• Experience within luxury retail, premium retail, lifestyle brands, hospitality, travel retail, consumer goods, or related sectors is highly desirable.
• Strategic Leadership
• Business Development
• Sales Leadership
• Key Account Management
• Omnichannel Retail Management
• E-Commerce Development
• Customer Journey Optimization
• Data Analytics & Commercial Insights

Soft Skills

• People Development & Coaching
• Change Management
• Stakeholder Management
• Negotiation & Influencing
• Customer-Centric Mindset
• Personal Attributes
• Entrepreneurial Mindset
• Results-Oriented
• Strong Decision-Making Capability
• Problem Solving & Analytical Thinking
• Adaptability and Agility
• Passion for Culture, Art, Craftsmanship, and Luxury Retail