Store General Manager, Optical

West Point Optical Group; Gainesville (FL); On-site; USD 70,000 - 100,000; Full time

Job summary

West Point Optical Group is seeking a Store General Manager to drive profitable sales and patient experience in a Gainesville, FL location. You will lead exam growth, manage staff, and maintain store standards.

The role emphasizes strong leadership, community outreach, and collaboration with doctors to optimize patient care and business results.

Qualifications

• Optical knowledge or licensed with at least 3 years optical experience.
• Proven sales growth with accountability for results (3+ years).
• Ability to convert patient interactions to sales with ~80% success.
• Retail or customer service experience is essential.
• Strong communication to meet patient expectations and build relationships.
• Attention to detail, merchandising skills and multitasking ability.

Responsibilities

• Drive profitable store sales by fostering a patient-focused retail culture.
• Prioritize exam growth on a daily, weekly, and monthly basis.
• Lead community outreach such as cornea events and blitzing.
• Maintain consistent communication with existing patients.
• Execute creative social media marketing campaigns.
• Achieve plan sales goals and year-over-year growth.
• Maintain gross margin per company standards.
• Train and develop associates to deliver patient-centered care.
• Ensure proper store merchandising and appearance per standards.
• Maintain doctor hours and strong relationships with doctors.
• Support recruiting and training for high-performing staff.
• Travel up to 30 miles from primary store; open Saturdays during peak season.

Skills

Optical knowledge

Sales growth

Conversion 80%

Retail/customer service

Communication

Relationship building

Merchandising

Prioritization

Risk taking

Attention to detail

Multi-tasking

Computer skills

Education

Bachelor's degree in optical retail operations

Job description

GENERAL FUNCTION

The major responsibility of the Store General Manager is to drive profitable sales through exam growth and outstanding patient experience. Drive revenue, productivity, operational processes in a positive and multi‑tasking environment. Model exemplary patient care. Develop and maintain outstanding patient, associate and doctor satisfaction through consistent retention.

MAJOR DUTIES & RESPONSIBILITIES

• Drive profitable store sales by fostering a patient‑focused retail culture.
• Prioritize exam growth on a daily, weekly, and monthly basis.
• Community outreach, i.e. cornea events and blitzing.
• Consistent communication with existing patients.
• Creative social media marketing.
• Attainment of plan sales goal and comp store sales growth.
• Proven track record of increased KPI results.
• Ability to analyze the business through strong business acumen.
• Positive comp store contribution (year‑on‑year improvement).
• Manage gross margin in accordance with Company standards.
• Effectively train and develop associates to consistently provide a patient‑care focused experience.
• Develop a team of administratively skilled associates that provide support on daily operational tasks.
• Develop strong professional relationships with Doctors.
• Ensure appropriate coverage and quality of Doctor hours.
• Implementation of initiatives to increase number of exams and conversion of exams to sales.
• Participate in business planning and business updates.
• Accountable for the recruitment, training, development, and retention of high‑performing associates, as measured by:
  • Utilization of effective daily practice and role‑playing.
  • Employee coaching through two‑way communication.
  • Proactive manpower planning for adequate bench strength.
  • Ensuring positive patient satisfaction, as measured by patient retention and survey responses.
• Ensure each store is effectively merchandised and presented according to standards, as measured by:
  • Execution of planogram.
  • Execution of visual appearance inside and outside the store (i.e., signage).
  • Maintenance of overall standards (i.e., cleanliness, housekeeping).
  • Associates exhibit professional presentation (i.e., attire) in accordance with Company standards.
• Ensure high quality through customer follow‑up, accurate measurements, correct pricing, POS entry, and realistic service delivery time quote, as measured by:
  • Ready when promised.
  • Remake and return percent compared to Company average.
  • Calls to customers to follow‑up on purchases.
• Maximize Managed Vision Care relationships and sales opportunities.
• Timely implementation of approved Marketing programs.
• Execution of signage and promotions according to Company standards.
• Execution of operational procedures, including:
  • Safety (security system, safety information posted, fire extinguishers, door locks).
  • Maintenance as measured by proper housekeeping, carpet, storefront windows, proper lighting, and store safety.
  • Excellent reliability as it relates to times and attendance.
  • Reliable means of transportation and valid driver’s license.
  • Ability to travel up to 30 miles from primary store.
  • Open availability on Saturdays and peak season.

KNOWLEDGE & SKILLS

• Optical knowledge or Licensed (minimum 3 years optical experience).
• Proven track record of sales growth through sales skills and accountability for sales results (minimum 3 years sales experience).
• Demonstrated ability to deliver an outstanding experience during direct interaction with patients at a proven conversion of at least 80 %.
• Proven experience and results with a retail or customer service establishment.
• Ability to present and implement decisive and creative solutions to opportunities to grow the business.
• Ability to provide enthusiastic and concise communication to meet/exceed patient expectations.
• Foster positive and results‑oriented associate and doctor relationships.
• Success in store merchandising and attention to detail.
• Ability to manage priorities through adaptability and flexibility.
• Willingness to take calculated risks.
• Attention to detail and follow‑up.
• Ability to multi‑task and delegate to maximize patient interaction.
• Computer experience is needed.

EDUCATION

Bachelor's degree or comparable experience in optical retail operations (minimum 3 years optical retail experience).

The incumbent or successful candidate must meet the position requirements above in order to perform the essential functions of this position and achieve the outcomes/results indicated in this position description. The Company will make every effort to make reasonable accommodations upon request to enable qualified individuals with known disabilities to perform the essential functions of their job.