Area Sales Manager

Bayfields Opticians; United Kingdom; Hybrid; GBP 42,000 - 60,000; Full time

Benefits offered by this job

Car allowance

Job summary

Bayfields Opticians is seeking an Area Manager to lead a cluster of practices across Camberley, Cricklade, Egham, Guildford, Henleaze, Northcote Road, Staines and Woking. You will drive performance, develop people, and champion obsessively great service within a growing independent group.

This full-time role (5 days / 40 hrs, Mon–Fri 9am–5:30pm with occasional Saturdays) focuses on delivering sales targets, elevating the client journey, and embedding our One Big Family values across all

Qualifications

• Experience leading multi-site teams in retail or service sectors.
• Proven ability to analyse sales data and drive performance.
• Strong people development and coaching skills.
• Willingness to travel across the region and cover Saturdays.

Responsibilities

• Lead multi-site teams by coaching Practice Managers.
• Drive sales performance through data interpretation.
• Champion the client journey with great service.
• Embed values and ensure standards across locations.
• Deliver compliance and commercial focus.

Skills

Commercial acumen

Coaching leadership

Customer service focus

Travel flexibility

Job description

Full‑time 5 days / 40 hrs (Monday to Friday 9am – 5:30pm but flexibility for occasional Saturdays)

You will lead a cluster of thriving practices including Camberley, Cricklade, Egham, Guildford, Henleaze, Northcote Road, Staines ad Woking where you will be responsible for driving performance, developing people, and championing obsessively great service.

Bayfields Opticians & Audiologists are an independent, people‑first group of Optometrists and Audiologists with over 55 practices and big ambitions. As our new Area Manager, you will play a pivotal role in shaping the success of your region—supporting Practice Managers, elevating the client journey, and ensuring each practice delivers its budgeted sales and service standards.

This is a role for someone who thrives on visibility, influence, and impact.

What You Will Be Doing

• Leading multi‑site teams — coaching, developing and inspiring Practice Managers to perform at their best
• Driving sales performance — interpreting sales data, spotting opportunities, and ensuring targets are met
• Championing our client journey — ensuring every practice delivers obsessively great service
• Embedding our values — One Big Family, Obsessively Great Service, and Give a Damn
• Operational excellence — ensuring consistent standards, compliance and commercial focus across all locations

What You Will Bring

• Strong commercial acumen — confident analysing and interpreting sales data
• A coaching‑led leadership style that brings out the best in others
• A passion for service and a genuine desire to make a difference
• Flexibility to travel across the region and cover occasional Saturdays (9am – 5:30pm)

Why Join Us?

• A genuinely independent business with a warm, family‑feel culture
• A leadership team that gives a damn about people, development and doing the right thing
• The chance to shape the performance and culture of a high‑potential region
• Competitive salary + car allowance + the satisfaction of making a real impact