Regional Operations Manager (Omni Channel)

Key Responsibilities

1. Endless Aisle (MERAJ) Adoption, Orders & Outcomes

• Drive Adoption Across the Region: Ensure stores in the region are actively using Endless Aisle for stock-out recovery, range extension, and cross-store fulfilment.
• Drive EA-Led Orders: Be accountable for the number and value of EA-led orders in the region. Identify under-performing stores and run targeted interventions with the Store Head and floor team.
• Floor-Level Training & Refreshers: Deliver hands-on training and refresher sessions to sales staff on EA usage when to pitch it, how to place an order, how to handle stock and delivery queries. Refresh continuously as new staff join or new SKUs go live.
• Behavioural Embedding: Work with Store Heads to embed EA pitch into the daily sales motion ensure advisors offer EA the moment a customer asks for something not on the shelf, rather than letting the customer walk out.
• Issue Co-ordination: When technical or catalogue issues arise, log them with central support and own follow-through to closure on behalf of the store without trying to fix them personally.

2. Consumer App

• Store-Led App Acquisition: Drive app downloads from walk-in customers through the store sales team. Set per-store, per-advisor download targets and review them weekly.
• Pitch Discipline: Train and reinforce a simple, repeatable pitch for the sales team when to introduce the app, the benefits to highlight (scheme, offers, exclusives, wallet, store locator), and how to assist the customer with on-the-spot installation.
• Recognition & Incentives: Partner with regional retail leadership to design and run store and advisor recognition mechanisms — leaderboards, weekly winners, regional contests — that reward app acquisition.
• First-Use Activation: Ensure customers don't just download the app but complete the first meaningful action (profile completion, scheme view, browse) before they leave the store.
• Scheme-to-App Migration: Drive migration of existing scheme customers onto the app, with the goal that scheme installments are paid through the app rather than at the branch counter.
• Education at Every Touchpoint: Ensure every scheme customer interaction — new enrolment, branch visit, installment reminder — includes an app onboarding step. Equip branch staff with the talking points and demo flow.
• Payment Behaviour Tracking: Track the share of scheme installments being paid via the app in the region. Identify stores and customer segments still defaulting to the branch counter and run reactivation pushes.
• Scheme Customer Experience: Be the regional escalation point for scheme customers facing friction on the app payment journey — co-ordinating with central support to resolve them quickly.

4. M-Touch Clienteling

• Advisor Adoption: Drive daily active usage of M-Touch by sales advisors across the region — customer tagging at billing, profile completeness, follow-up task closure.
• Behavioural Reinforcement: Work with Store Heads to make M-Touch usage part of the standard sales rhythm — opening huddles, daily reviews, follow-up calls — rather than a back-office activity.
• Data Quality: Reinforce tagging discipline so the customer database in the region is clean, de-duplicated, and usable for targeted campaigns.
• Performance Reviews: Run monthly M-Touch performance reviews with Store Heads, highlighting top advisors and intervening with laggards.

5. Regional Campaigns & Personalisation

• Local Campaign Execution: Partner with the Regional Marketing team to plan, brief, and execute local campaigns through the MOCET stack — store-cluster offers, festival pushes, community events — using app, SMS, WhatsApp, and email channels.
• Personalisation Inputs: Provide regional segmentation inputs to the central CRM team — local festivals, ethnic preferences, store-cluster behaviour — so personalisation rules in the campaign stack reflect on-the-ground reality.
• Campaign Activation in Stores: Ensure every central or regional campaign is activated on the store floor — staff briefed, collateral in place, customer pitch aligned, follow-up captured in M-Touch.
• Post-Campaign Reviews: Run a structured post-mortem after every major regional campaign — footfall, conversion, store-level participation — and feed learnings back into the next plan.

6. Omni-Channel Fulfilment (BOSS / BOPIS / ROPIS)

• Regional Fulfilment Discipline: Ensure all stores in the region adhere to the omni-fulfilment SOPs for Buy-Online-Ship-from-Store (BOSS), Buy-Online-Pickup-in-Store (BOPIS), and Reserve-Online-Pickup-in-Store (ROPIS).
• Order Health: Monitor regional omni order health — on-time fulfilment, exception ageing, RTO — and drive corrective action with Store Heads.

7. Stakeholder Engagement in the Region

• Regional Head: Operate as the trusted omni-channel partner to the Regional Head — providing weekly visibility on adoption and outcomes, flagging risks, and aligning on regional priorities.
• Regional Marketing: Co-create the regional activation calendar; align local campaigns and personalisation with the central CRM team's plan.
• Store Heads: Treat Store Heads as the primary delivery partners. Run structured store-level reviews, agree on adoption commitments, and hold the cadence.
• Omni Champs Network: Build, energise, and develop the Omni Champ network in the region — recognise top performers, run monthly Omni Champ huddles, and use them as the in-store change agents.

8. Performance Analytics & Regional Insights

• Performance Tracking: Use the central MOCET dashboards (Power BI) to track regional and store-level performance across all MOCET workstreams. This is analysis for action — not building dashboards or queries.
• Regional Insights: Translate the numbers into a clear weekly view for the Regional Head and Store Heads — what's working, what's not, where intervention is needed.
• Diagnostic Reviews: Run store-by-store diagnostic reviews on under-performing KPIs and agree corrective actions with the Store Head.
• Feedback to Centre: Capture structured feedback from the field — what customers, advisors, and Store Heads are saying about each MOCET platform — and channel it back to the central team for prioritisation.

9. Programme Implementation & Governance

• Rollout in the Region: Own the regional rollout plan for new MOCET capabilities, releases, and pilots — sequencing, store readiness, training, go-live support, and post-go-live stabilisation.
• Adoption Scorecard: Maintain a live regional MOCET adoption scorecard by store, and publish it in monthly reviews.
• SOP & Process Compliance: Ensure stores in the region follow the published MOCET SOPs and operating processes.
• Issue Co-ordination (Not Resolution): Be the regional escalation desk: log, route, and chase technical or process issues with central support and SI partners; do not attempt to resolve technical issues directly.

10. Self Development

• Continuously build domain depth in retail omni-channel, digital adoption, and customer engagement.
• Stay current on the MOCET platform capabilities (EA, App, M-Touch, CRM activation, omni fulfilment) at a functional user level.
• Adhere to performance appraisal timelines and complete all mandatory training and certifications on time.