About the job:

The Assistant Manager, is responsible for planning, executing, and maintaining visual merchandising standards across stores to ensure an engaging customer shopping experience, brand consistency, and achievement of sales objectives. The role supports seasonal campaigns, product launches, store layouts, promotional displays, and in-store visual presentation while collaborating closely with Operations, Buying, Marketing, and Store Teams.

Key Responsibilities:

Visual Merchandising Guidelines & Execution:

Execute and maintain Babyshop visual merchandising standards, planograms, display guidelines, and store presentation across all stores.

Ensure effective implementation of window displays, promotional setups, in-store campaigns, and seasonal merchandising in line with Babyshop brand identity.

Support floor set execution, category zoning, fixture placement, and merchandise presentation to enhance customer shopping journey.

Ensure product displays are visually appealing, commercially effective, and aligned with Babyshop standards for apparel, nursery, toys, accessories, maternity, and gifting categories.

Coordinate implementation of store floor maps, fixture layouts, signage, and display standards.

Provide timely feedback, reports, and recommendations to Concept VM Team for continuous improvement.

Training, Coaching & Store Support:

Train and coach in-store Visual Merchandising team, and retail staff on VM standards, display execution, replenishment, and product presentation.

Guide store teams on category merchandising, product adjacencies, mannequin styling, and visual storytelling suitable for baby and kids retail.

Ensure store teams maintain POS materials, signage, promotional communication, and display standards consistently.

Provide on-ground coaching and actionable feedback to improve store presentation and customer experience.

Support development of a high-performing in-store VM culture through regular coaching and best practice sharing.

Commercial & Retail Operations Support:

Partner with Operations and Store Teams to align visual merchandising execution with sales targets and commercial objectives.

Recommend display enhancements, category focus areas, and floor changes to maximize product visibility and sales performance.

Ensure commercially important categories and seasonal merchandise are given appropriate visual priority.

Support promotional launches, festive campaigns, and category activations to drive store productivity.

Store Openings, Refurbishments & Projects:

Support execution of visual merchandising requirements for new store openings, relocations, and store refurbishments.

Coordinate fixture placement, category zoning, mannequins, props, signage, and floor layouts during project rollouts.

Work closely with Projects, Operations, and Store Teams to ensure timely and accurate execution.

Communication & Stakeholder Collaboration:

Work closely with Operations, Marketing, Buying teams to ensure alignment of visual merchandising initiatives & standards.

Communicate VM guidelines, floor plans, promotional updates, and campaign calendars to stores.

Adapt and implement concept guidelines according to local market requirements when necessary.

Materials & Assets Management:

Ensure proper care, maintenance, and availability of mannequins, props, fixtures, signage holders, and VM materials.

Monitor arrival and quality of VM materials and coordinate with relevant stakeholders/vendors where necessary.

Ensure store implementation is aligned with approved budgets and operational requirements.

Others:

Other additional ad-hoc tasks as deemed necessary basis business requirements and not defined in this document maybe included to meet operational requirements.

Skills & Competencies:

Minimum 6 to 9 years of experience in Visual Merchandising within retail, fashion, kids, lifestyle, department store, or related retail environment.

Strong visual styling capability with good understanding of customer shopping behavior in family and kids retail.

Strong commercial mindset with ability to balance aesthetics and sales performance.

Good understanding of retail operations, category merchandising, and space planning.

Ability to translate brand guidelines into effective in-store execution.

Strong stakeholder management and communication skills.

Strong planning, organization, and multitasking capability.

Proficient in Microsoft Office (Excel, PowerPoint).

Detail-oriented with strong execution focus.

Assistant Manager, Visual Merchandising