Overview

Assistant Store Manager
Location / Country
Not specified.
Purpose of the role
The Assistant Store Manager supports the Store Manager in leading the store
team to deliver exceptional customer experience, contribute to commercial
performance and maintain operational excellence in alignment with GUESS
brand standards.
The Guess standing
• Confident posture reflecting leadership and brand strength.
• Open and approachable stance that involves interaction.
• Polished, on-brand appearance aligned with GUESS style.
• Calm, assured presence on the shop floor.

Responsibilities

Key responsibilities
PEOPLE
• Supports the Store Manager in recruiting, onboarding, developing, and
retaining a high-quality team, while providing ongoing training,
feedback, and coaching.
• Leads daily team alignment routines such as start-of-day and shift
briefings, to communicate store priorities, targets, and floor
responsibilities, and supervises the team in the Store Manager’s
absence.

CUSTOMER EXPERIENCE
• Support the Store Manager in ensuring a consistently excellent Customer
Experience through active presence on the sales floor, observing team
interactions, leading by example, and reinforcing clear and consistent
communication practices during the sales process.
• Support the execution of store operational standards, including visual
merchandising, promotions, and the organization and cleanliness of the
sales floor and stockroom.
DRIVE SALES & PROFITABILITY
• Supports the Store Manager in driving store performance by contributing to
the achievement of sales, payroll, shrink, and conversion targets, while
reinforcing strong selling behaviors.
• Supports the planning of weekly priorities and assists in translating KPIs
into daily team actions on the sales floor.
• Organizes the sales floor through effective zoning of staff and product
priorities, ensuring strong selling behaviors and optimal product visibility.
OPERATIONAL EFFECTIVENESS
• Supports the Store Manager in ensuring compliance with payroll
expectations, loss prevention measures, and all company policies and
procedures to protect company assets and support operational
excellence.
• Supports the planning and prioritization of non-selling activities, ensuring
operational tasks are aligned with commercial priorities and do not
negatively impact customer experience.
• Provides hands-on coaching on the sales floor, observing team
interactions and giving timely feedback to reinforce selling and service
behaviors.

Qualifications

Job Requirements
Education: High school diploma or equivalent.
Experience: 3–5 years of retail experience.
Good knowledge of English (spoken and written).
Scheduled shifts may require standing during working hours and weekend
days.
Technical Skills
Intermediate computer skills required.
Capacity to understand and analyze retail reports.
Competencies (used for interview guidelines)
1. Customer Centricity & Brand Experience
Coaches the team on greeting, needs discovery, storytelling, and try-on
behaviors. Observes customer interactions, provides feedback, maintains
customer-facing areas, follows up on feedback, and handles escalations
professionally.
Demonstrate skills: Empathy & Constructive Communication.
2. Planning, Organization & Performance Delivery
Communicates daily priorities and expectations during team briefings,
ensures operational and commercial tasks are executed on time, and
supports the translation of KPIs into clear actions for the team.
Demonstrate skills: Planning & prioritization.
3. Leading & Developing Others / Team Spirit
Coaches team daily, gives clear feedback, uses role-play, addresses
underperformance, builds positive team culture.
Demonstrate skills: People development & Emotional intelligence.
GUESS?, Europe
Talent Acquisition Dept
Job Description
4. Operational Excellence & Agility
Ensures routines accuracy, stock accuracy, shrink control, delivery workflow, VM
execution, and uses digital tools for efficiency.
Demonstrate skills: Adaptability & Problem-solving mindset.
5. P&L Ownership & Personal Accountability
Monitors store KPIs, follows up on action plans to ensure execution, sets clear
expectations for the team regarding sales and operational performance, and
identifies risks or improvement opportunities based on available data.
Demonstrate skills: Data-driven decision making.
6. Sales & Commercial Execution
Coaches selling behaviors, reviews KPIs, builds product knowledge, drives
sell‑through, and creates a strong selling culture.
Demonstrate skills: Performance focus (results orientation).
7. Cross‑Functional Commercial Partnership
Translates company direction and initiatives into store actions, shares store
feedback and insights, coordinates with support functions to resolve
operational issues, and fosters collaboration between the store and corporate
teams.
Demonstrate skills: Collaboration & Stakeholder management.
Key Performance Indicators (KPIs) (used internally for
performance evaluation and development)
Customer Centricity & Brand Experience
Actual KPIs (CR, UPT, AVT) vs LY, Visits feedbacks, Dress Code, NPS/Mystery
Shopper/Customer reviews.
Planning, Organization & Performance Delivery
Schedule accuracy, On‑time Execution, Execution Quality.
GUESS?, Europe
Talent Acquisition Dept
Job Description
Leading & Developing Others / Team Spirit
MyAcademy completion, Field PA results, Internal Promotion Rate, Team
Retention, Employee Survey results.
Operational Excellence & Agility
Shrink %, Stock Accuracy, VM Compliance, VM Checklists.
P&L Ownership & Personal Accountability
P&L Contribution – Sales vs Budget, Actual SPH vs Target SPH, Shrink %, Action
Plan Completion Rate.
Sales & Commercial Execution
UPT, ATV, Conversion, Sell‑through, Full‑price Sell‑through, NoStress usage &
acumen.
Cross‑Functional Commercial Partnership
HQ/DM/SM Feedback, Issue resolution time, PA reviews.