Assistant Store Manager

Land and Sea NZ Ltd; Auckland; On-site; NZD 55,000 - 75,000; Full time

Job summary

Land & Sea NZ Ltd in Auckland seeks an Assistant Store Manager to support the Operations Manager in driving daily store performance. This hands-on, customer-facing role leads by example, delivering knowledgeable service while coaching the team to hit sales targets and enhance product knowledge across fishing and outdoor gear.

The role requires strong leadership, real passion for fishing, and the ability to manage the shop floor when the Manager is away, ensuring smooth operations and excellent

Qualifications

• Retail experience with supervisory or leadership responsibilities.
• Proven ability to drive sales and customer engagement on the shop floor.
• Excellent communication and customer service skills.
• Ability to work in a fast-paced retail environment with competing priorities.

Responsibilities

• Lead the store's top sales performance and customer engagement.
• Drive daily sales targets and support team to exceed them.
• Provide on-floor leadership and coaching to improve product knowledge and conversion.
• Act as Manager-on-Duty when the Store Manager is absent.
• Ensure compliance with policies, health and safety, and loss prevention.

Skills

Retail experience

Leadership

Sales driven

Customer engagement

Communication

Job description

Jora New Zealand will close on 9th September 2026. Thank you for being with us, we are cheering you on as you continue your career journey.

Land and Sea NZ Ltd – Auckland, North Island

Dress for the job you want, not the job you have! This role provides an opportunity for the candidate who is willing to prove their value early. A clear pathway is available for someone who backs themselves, understands the true meaning of autonomy & buys into the long-term vision of our company.

Land & Sea is seeking a driven and results-focused Assistant Store Manager to support our Operations Manager in leading the daily performance of the Auckland store. While our Operations Manager focuses on the operational excellence of both our Auckland Store & Westgate Distribution Centre, their Assistant Store Manager acts as the store's lead sales driver, setting the standard for customer engagement, product expertise, and sales performance on the shop floor. This role is highly hands-on and customer-facing, responsible for leading by example, driving team sales performance, and ensuring every customer receives knowledgeable and engaging service. The Assistant Manager will also step into a leadership capacity when the Operations Manager is absent, ensuring the store continues to operate smoothly and perform strongly. A strong understanding of fishing products, equipment, and techniques or a genuine passion for the category will be highly advantageous, as expert product knowledge plays an important role in delivering the Land & Sea customer experience.

Key responsibilities

Lead from the front as the store's top sales performer, setting the standard for customer engagement and product expertise

Drive daily sales performance and support the team to achieve and exceed store sales targets

Actively assist customers with product selection, technical advice, and solutions across key outdoor categories

Demonstrate strong selling techniques and coach team members to improve conversion and average transaction value

Maintain deep product knowledge across key categories including fishing, camping, and outdoor equipment

Deliver an exceptional customer experience that reflects the Land & Sea brand and reputation

Provide on-floor leadership and direction to the retail team throughout the day

Coach and support team members to improve their sales confidence, product knowledge, and customer engagement

Act as Manager-on-Duty when the Store Manager is absent

Ensure compliance with company policies, health and safety requirements, and loss prevention procedures

About you

Previous retail experience, ideally with supervisory, keyholder, or leadership responsibilities

Proven ability to drive sales and deliver strong customer engagement on the shop floor

Excellent communication and customer service skills

Ability to work confidently in a fast-paced retail environment and manage competing priorities

Strong understanding of retail KPIs, sales performance, and customer conversion

Availability to work flexible hours including weekends and public holidays

Strong knowledge of fishing gear, tackle, and techniques - or a genuine passion for learning the category - will be highly advantageous

About us

Land & Sea is New Zealand's fastest-growing outdoor retail and e-commerce business, redefining the way consumers experience the outdoors and bringing a new level of energy to the outdoor industry. Due to exceptional recent growth, the business is entering an exciting new phase of expansion within both physical and digital platforms. The business thrives on innovation, modern business practices, and the continuous quest for a better way to serve customers.