Store General Manager, Optical

West Point Optical Group-Pearle Vision; Michigan; On-site; USD 70,000 - 95,000; Full time

Job summary

West Point Optical Group-Pearle Vision is seeking a Store General Manager to drive profitable sales through exam growth and exceptional patient care. You will lead store operations, manage staffing, and build doctor and patient relationships, while ensuring high standards for merchandising and service delivery.

The role requires a Bachelor's degree or equivalent optical retail experience, with a proven track record in sales growth and customer service.

Qualifications

• Optical knowledge with minimum 3 years optical experience.
• Proven track record of sales growth and accountability for results (3+ years).
• Experience delivering outstanding patient experience during direct interactions.
• Retail or customer service background with proven results.
• Ability to implement decisive, creative solutions to grow the business.
• Strong communication to meet patient expectations and drive retention.
• Effective merchandising and attention to detail; ability to manage priorities.

Responsibilities

• Drive profitable store sales by fostering a patient-focused retail culture.
• Prioritize exam growth daily, weekly, and monthly.
• Manage exams growth through community outreach and creative social media marketing.
• Achieve plan sales goals and absorb store growth; demonstrate KPI improvements.
• Maintain gross margin in line with company standards.
• Train and develop associates to deliver patient-care-focused experiences.
• Develop strong relationships with Doctors and ensure adequate Doctor hours.
• Lead recruitment, training, and retention of high-performing staff.
• Ensure store merchandising, signage, cleanliness, and professional appearance.
• Monitor customer follow-up, pricing accuracy, and service delivery times.
• Maximize Managed Vision Care relationships and marketing initiatives.

Skills

Optical knowledge

Sales growth

Customer service

People management

Communication

Multi-tasking

Attention to detail

Computer experience

Time management

Education

Bachelor's degree or comparable experience 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. Modeling 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 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 or 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 coachingthrough 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 of 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 as 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:
  • Safety (security system, safety information posted, fire extinguishers, door locks)
  • Maintenance as measured by proper housekeeping, carpet, store front windows, proper lighting, and store safety (safety information posted, fire extinguishers and door locks)
• Excellent reliability as it relates to times and attendance
  • Reliable means of transportation and valid drivers 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.
• Abilities 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.