Job Description - Brand Manager, Singapore
The Brand Manager, Singapore is responsible for leading the launch of LUAH’s retail operations and community presence in Singapore. This role will work hand-in-hand with LUAH’s Singapore Retail Operations team. This role will manage day-to-day retail operations, sales performance, visual merchandising standards, and brand representation in-market. The role will drive commercial results for LUAH’s first store at ION Orchard and any future locations, while ensuring that LUAH’s brand image, customer experience, and operational standards are consistently delivered at a premium level.
This role reports to Retail Leadership / LUAH Founder.
The role works closely with LUAH’s marketing team, events team, visual merchandising team, frontline staff, and other retail support functions to drive sales, improve store execution, and maintain brand standards.
Brand Management & Market Representation
Act as LUAH’s brand guardian in Singapore, ensuring all customer touchpoints reflect the brand’s positioning and values.
Collaborate with HQ Marketing on local events, Club LUAH members activities, influencer engagements, and KOL store visits.
Support brand campaigns, product launches, and seasonal activations in-store.
Retail Operations & Store Management
Lead the build-out of the LUAH Retail Team at the brand’s Ion Orchard flagship store.
Oversee day-to-day operations of the ION Orchard flagship store and future Singapore locations.
Ensure smooth store opening, daily trading, closing procedures, and cash management.
Work with LUAH’s Singapore retail operations team to manage rostering and manpower planning in line with sales patterns.
Sales Performance & Commercial Growth
Own monthly sales targets for Singapore retail locations.
Monitor and improve key retail KPIs (e.g., conversion rate, UPT, ATV, sales per hour).
Work with LUAH’s Singapore retail operations team to analyse sales data and customer trends to identify opportunities and action plans.
Work with HQ Marketing to propose and support local promotions, events, and clienteling initiatives to drive traffic and conversion.
Visual Merchandising & Brand Standards
Work with LUAH’s Singapore retail operations to execute visual merchandising across all Singapore stores to ensure consistency with LUAH brand identity.
Ensure window displays, in-store layouts, product styling, and signage meet brand guidelines.
Conduct regular store walks to review VM, customer journey, and operational standards.
Provide feedback and coaching to store teams on presentation and brand-aligned selling.
Team Leadership, Hiring & Development
Work with LUAH’s Singapore retail operations team to manage recruitment, selection, and onboarding of store teams in Singapore.
Coach and develop frontline staff on selling skills, customer experience, and brand standards.
Build a strong succession pipeline and identify high-potential team members for development.
Foster a positive, inclusive, and performance-driven store culture aligned with LUAH values.
Performance in this role will be assessed based on:
Achievement of monthly, quarterly, and annual sales targets for Singapore stores.
Improvement in key retail KPIs (conversion, UPT, ATV, sales per hour).
Consistency and quality of VM and brand execution.
Effectiveness of team leadership, hiring, and staff development.
Successful delivery of store openings and expansion projects.
Quality of brand representation and market feedback to HQ.
Minimum 4-6 years of retail experience, with at least 3–4 years in a managerial role within fashion retail in Singapore.
Proven track record of driving sales performance and leading multi-store or flagship operations.
Strong understanding of visual merchandising and brand standards in a premium retail environment.
Experience in brand-facing activities, brand events, community events, or local marketing collaboration is highly desirable.
Strong leadership, coaching, and interpersonal skills; able to build and motivate high-performing teams.
Hands-on, proactive, and comfortable working across operations, sales, VM, and brand tasks.
Excellent communication skills in English; additional languages (e.g., Mandarin) are a plus.
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