Optical Retail Manager

West Point Optical Group-Pearle Vision•Kentwood, MI

About The Position

The Optical Retail Manager is responsible for driving profitable sales through exam growth and an outstanding patient experience. The role drives revenue, productivity, and operational processes in a positive, multitasking environment while modeling exemplary patient care. The manager develops and maintains patient, associate, and doctor satisfaction through consistent retention. The position oversees sales performance, exam growth, store operations, merchandising, marketing execution, patient follow-up, associate development, and doctor relationships. The manager is accountable for recruiting, training, developing, and retaining high-performing associates; maintaining appropriate doctor coverage and quality hours; and ensuring the store meets company standards for presentation, safety, service, and operational execution. The role requires reliable attendance and transportation, a valid driver’s license, travel up to 30 miles from the primary store, and open availability on Saturdays and during peak season.

Requirements

Optical knowledge or licensure, with a minimum of 2 years of optical experience.
A minimum of 3 years of sales experience and a proven record of sales growth through sales skills and accountability for results.
Demonstrated ability to provide an outstanding experience during direct patient interaction, with a proven conversion rate of at least 80%.
Proven experience and results in a retail or customer service establishment.
Ability to present and implement decisive, creative solutions to grow the business.
Ability to communicate enthusiastically and concisely to meet or exceed patient expectations.
Ability to foster positive, results-oriented relationships with associates and doctors.
Success in store merchandising and attention to detail.
Ability to manage priorities with adaptability and flexibility.
Willingness to take calculated risks.
Strong follow-up skills and ability to multitask and delegate to maximize patient interaction.
Excellent reliability with respect to attendance and punctuality.
Reliable transportation and a valid driver’s license.
Ability to travel up to 30 miles from the primary store.
Open availability on Saturdays and during peak season.
Bachelor’s degree or comparable experience in retail operations; minimum 3 years of retail experience.

Nice To Haves

Computer experience.

Responsibilities

Drive profitable store sales by fostering a patient-focused retail culture and achieving plan sales goals and comparable-store sales growth.
Prioritize exam growth daily, weekly, and monthly, and implement initiatives to increase exams and conversion of exams to sales.
Conduct community outreach, such as cornea events and blitzing, communicate consistently with existing patients, and use creative social media marketing.
Analyze business performance, improve key performance indicators, contribute to year-on-year comparable-store improvement, and manage gross margin in accordance with company standards.
Train, develop, coach, recruit, and retain associates, using daily practice, role-playing, two-way communication, and proactive manpower planning.
Develop administratively skilled associates who can support daily operational tasks.
Develop strong professional relationships with doctors and ensure appropriate coverage and quality of doctor hours.
Participate in business planning and business updates.
Promote patient satisfaction and retention, including through survey responses and customer follow-up.
Ensure the store is effectively merchandised and presented, including planogram execution, signage, cleanliness, housekeeping, and professional associate attire.
Ensure quality service through accurate measurements, correct pricing and point-of-sale entry, realistic service-delivery time quotes, orders ready when promised, monitoring remakes and returns, and follow-up calls to customers.
Maximize managed vision care relationships and sales opportunities.
Implement approved marketing programs on time and execute signage and promotions according to company standards.
Execute operational and safety procedures, including maintaining security systems, posted safety information, fire extinguishers, door locks, proper lighting, carpet, storefront windows, and overall store safety and housekeeping.