Southeast Asia Head of Retail Excellence

The Opportunity

The Head of Retail Excellence is responsible for defining and driving retail excellence across all Puig brands in the region. This role leads the end-to-end retail experience, ensuring best-in-class execution, operational excellence and store productivity across all channels.

This position embodies Puig’s values both internally and externally. It combines strategic vision with hands-on execution - shaping the retail ecosystem, elevating in-store standards, and enabling frontline teams to consistently deliver best-in-class consumer experiences. This includes service excellence, visual merchandising, and point-of-sale activation across all retail touchpoints. 

The role also oversees the Sell-Through team (BAs) to ensure consistent and high-quality retail execution, driving brand growth and delivering against commercial targets.

Acting as a strategic partner to Commercial, Marketing, Finance, HR and Global/Regional Retail teams, the role drives retail impact through strong cross-functional collaboration, translating brand strategy into impactful in-store execution.

What you'll get to do

Retail Strategy & Business Impact
•    Translate regional business strategy into a clear, actionable retail roadmap, prioritizing initiatives that drive ROI and CTFC.
•    Partner closely with Commercial teams to drive store productivity and maximize retail contribution to business growth.
•    Act as a retail subject matter expert, anticipating market trends and identifying opportunities to elevate retail performance and consumer experience.
Store Productivity & Operational Excellence
•    Define and implement the SEA retail excellence strategy, including retail KPI frameworks focused on productivity and efficiency (e.g. Sales per Square Foot, ATV, UPT, Conversion, and Traffic).
•    Develop door-level retail plans, integrating both commercial and people KPIs (e.g. incentives, engagement, performance).
•    Drive sales performance through coaching frameworks, incentive schemes, and performance management tools.
•    Optimize workforce planning through data-driven scheduling aligned with traffic patterns and service priorities.
•    Drive adoption and effective use of retail tools and systems to enhance operational standards and consistency.
Retail Excellence & Consumer Experience
•    Lead the development of locally relevant consumer journey frameworks that elevate service standards, engagement, and brand storytelling.
•    Continuously monitor consumer behaviour, retail trends, and competitive benchmarks to evolve the retail model.
•    Partner with global teams on retail design and visual merchandising to ensure brand consistency, excellence and efficiencies in execution.
•    Lead the regional retail education strategy, equipping frontline teams with product knowledge, selling capabilities and leadership skills.
•    Define and implement service excellence standards, KPIs, and mystery shopping programs to embed a premium service culture across the region.
Client Development & Clienteling
•    Lead the development and implementation of impactful clienteling and CRM initiatives in collaboration with key stakeholders.
•    Leverage consumer insights, omnichannel tools, and performance analytics to personalize engagement, strengthen loyalty, and improve conversion.
•    Act as a brand ambassador for Puig, representing the region in key events and initiatives.
Cross-Functional & Global Collaboration
•    Oversee field team, roles, performance targets, and related HR/ER matters.
•    Partner with Commercial, KAMs and Field teams to translate insights into actionable commercial outcomes.
•    Conduct regular market visits to identify opportunities and monitor competitor activity.
•    Collaborate with stakeholders to optimize retail tools, systems, and data capabilities supporting store teams.
•    Partner with Marketing teams to optimize sell-out strategies for key launches through in-store events and activations.
•    Establish and embed best practices to ensure consistent retail execution and service delivery across SEA.
•    Align closely with global retail, education, and store design teams, localizing strategies for regional relevance.
•    Represent the SEA retail voice in global forums, ensuring regional insights and needs are effectively communicated.
Team Leadership
•    Lead, inspire, and develop a high-performing team, fostering accountability, agility, and continuous development.
•    Align the team to business priorities and guide them effectively through transformation and change.
•    Act as a senior partner to Commercial, Marketing, Finance, and KAM teams to drive retail excellence.
•    Establish a regional Retail Center of Excellence to ensure consistency in service standards, education, and operational best practices.

We'd love to meet you if you have

•    Minimum 10 years of experience in senior retail leadership roles within beauty, luxury, or lifestyle industries, preferably with regional exposure.
•    Proven track record of retail strategy execution, consumer experience transformation and team capability building.
•    Strong understanding of SEA retail dynamics, consumer behavior, and cultural nuances.
•    Influential and inspiring leader with strong stakeholder management and communication skills.
•    Willingness to travel regionally as needed.

We welcome Creators Of All Kinds. If you are unsure of meeting all the requirements but trust you have the transferable skills to excel in this role, complete the application and our teams will get in touch if you are selected for an interview. 

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