General Manager

VIVAIA Singapore

General Manager – Retail & Commercial

Location: Singapore

Reports to: VIVAIA Global / APAC Management

Employment Type: Full-time

About the Role

We are looking for an experienced, commercially driven General Manager – Singapore to lead VIVAIA’s Singapore business and accelerate sustainable growth.

This is a hands-on leadership role with overall responsibility for the Singapore business, including sales growth, P&L, retail operations, merchandising, marketing, customer experience and business development.

We are looking for someone who does not simply manage the existing business, but can constantly identify why sales are growing or declining, what is driving the change, and what actions should be taken to improve performance.

The successful candidate should have a strong understanding of modern retail, consumer behaviour, digital marketing and store operations, with a proven track record of growing retail businesses.

Responsibilities:

• Overall Business & P&L Management

• Take overall responsibility for VIVAIA Singapore’s sales, profitability and business performance.

• Develop annual and monthly sales, profit and growth plans.

• Monitor sales, gross margin, operating expenses, inventory and store profitability.

• Identify business opportunities and risks early and take corrective action.

• Present regular business reviews and growth plans to regional/global management.

2. Sales Growth

• Drive sustainable growth across all Singapore retail stores and relevant online channels.

• Monitor daily, weekly and monthly sales performance.

• Analyse sales performance by store, product category, SKU, price point and customer segment.

• Identify the reasons behind sales growth or decline and translate insights into specific actions.

• Improve key retail metrics including traffic, conversion rate, average transaction value and units per transaction.

3. Retail Operations

• Lead the Retail Operations team and all store performance.

• Set store-level sales targets and performance KPIs.

• Work closely with store managers to improve productivity and customer experience.

• Identify underperforming stores and develop turnaround plans.

• Improve staff selling skills, service standards and sales productivity.

• Evaluate new locations and provide recommendations for store openings, relocations or closures.

4. Merchandising & Product

• Lead and work closely with the Merchandising/Product team.

• Analyse product performance and identify best sellers, slow movers and emerging trends.

• Ensure the right products, sizes, colours and inventory are available at the right stores.

• Provide market feedback to regional/global product teams.

• Develop Singapore-specific product, assortment and pricing recommendations where appropriate.

• Improve inventory turnover and reduce unnecessary markdowns.

5. Marketing & Customer Acquisition

• Lead the Marketing team in developing effective Singapore marketing strategies.

• Build integrated online and offline marketing campaigns.

• Evaluate the effectiveness of Meta, Google, TikTok, Xiaohongshu, influencers/KOLs, CRM, affiliates and other digital channels.

• Develop campaigns that generate measurable incremental traffic, customers and sales.

• Work closely with Retail Operations to convert marketing traffic into store visits and purchases.

• Develop customer retention and CRM strategies to increase repeat purchases and customer lifetime value.

6. Customer & Market Insights

• Continuously monitor Singapore consumer trends, competitors and market developments.

• Track key competitors including international and local fashion, footwear and lifestyle brands.

• Understand changing customer preferences, price sensitivity and shopping behaviour.

• Use data and customer feedback to improve product, marketing, pricing and store strategies.

7. Commercial & Business Development

• Develop partnerships with shopping malls, platforms, strategic partners and relevant organisations.

• Negotiate and evaluate commercial opportunities together with relevant internal teams.

• Identify opportunities for new stores, pop-ups, events and other channels

• Ensure commercial decisions are based on expected sales, profitability and long-term brand value.

8. Team Leadership

Directly manage and develop the key Singapore functions, including:

• Head / Manager of Retail Operations

• Head / Manager of Merchandising / Product

• Head / Manager of Marketing

Build a high-performance culture based on accountability, data and results.

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Key Performance Indicators

The successful candidate will be evaluated primarily on measurable business results, including:

• Total Sales Growth

• Like-for-Like Sales Growth

• Store Sales Productivity

• Gross Margin

• Store EBITDA / Profitability

• Conversion Rate

• Average Transaction Value (ATV)

• Units Per Transaction (UPT)

• Customer Acquisition Cost

• Marketing ROI

• Repeat Customer Rate

• Inventory Turnover

• Markdown Rate

• New Store Performance

Requirements:

• 5 years of relevant experience in retail, fashion, footwear, lifestyle, beauty or other consumer brands.

• Proven experience managing multi-store retail operations.

• Experience managing P&L and business performance.

• Strong understanding of merchandising, marketing and retail operations.

• Demonstrated track record of growing sales and improving profitability.

• Strong analytical and problem-solving skills.

• Excellent understanding of Singapore’s retail and consumer market.

• Strong leadership and people-management skills.

• Excellent communication and presentation skills.

• Comfortable working in a fast-paced, entrepreneurial environment.