Margie Phu

Amorepacific is a South Korean Beauty and cosmetics company, with annual turnover $22M AUD and over 100 employees. Operate in 15 countries, manufacturing personal care, and health brands including Sulwhasoo, Laneige, and innisfree. It is the second largest cosmetics company in South Korea and one of the largest cosmetics companies in the world.

Responsibilities

• Managed national sales programs, supervised 80+ sales representatives and evaluated KPIs for promotional opportunities
• Leading and implementing direct-to-consumer retail sales strategies across online and physical stores including establishing sales targets, profitability, and business objectives
• Directed effective hiring, orientation, training, development, and retention of sales staff to maximize team performance
• Overseeing and reviewing education, Customer Care and retail sales teams' including monthly, quarterly, and yearly individual and group performance
• Developing and implementing all aspects of online store strategy to meet and exceed revenue, conversion, profit margins and sell-through (www.innisfreeaustralia.com.au)
• Overseeing multiple brand budgets including retail salaries, sales, operations, and education
• Empowered and led driven sales team to build product awareness and exceeded revenue targets
• Partnering with Marketing, Trade Marketing, Visual Merchandising, Demand Planning, SOP, Finance, HR and Payroll to achieve brand objectives and goals
• Liaising with Retail Centre Management across Scentre Group, Vicinity, and GPT to drive and implement sales opportunities across innisfree's standalone retail stores
• Collaborate with marketing and product development departments to maintain brand consistency.

Achievements

• 2022 achieved +119% on target, +178% on LY Sales
• Launched innisfree retail stores in VIC , NSW, QLD
• Led the launch of innisfree direct mall and set up online operations
• Trained Adore Beauty team during launch in 2019
• Exceeded targets by building, directing, and motivating high-performing sales teams.
• #1 in sales globally during the opening of flagship store in Melbourne & NSW

Responsibilities

• Store setup and stock allocation, and setup of POS, internet, phones, EFTs, CCTV, and overall store operations
• Determined sales KPIs and tracked revenue, net sales, average spend per customer, as well as store expenditure and salaries by state and store
• Forecasted monthly, quarterly and yearly sales revenue, targets, and profitability by store
• Managed end-to-end stock take, from rostering to coordinating with logistics and finance on recording and reporting adjustments to the global head office in Seoul, South Korea
• Collaborated with Marketing, CRM, Trade Marketing, and VMD to implement promotional strategies to achieve sales targets and increase revenue
• Monitoring competitions, economic indicators, and industry trends
• Reporting and sharing key findings with relevant departments.

Responsibilities

• Cultivated and strengthened lasting client relationships
• Managed sales, promotions and operations efficiently.
• Created a comfortable and inviting boutique environment to ensure customers feel welcomed
• Implemented business strategies, increasing revenue and effectively targeting new strategies.
• Support and led store team to develop high performance and maintain OMEGA standards
• Trained and guided team members to maintain high productivity and performance metrics.
• Collected and analyzed KPI information to track trends and make proactive changes to business operations plans

Achievements

• Built and maintained a local database through Wechat social media channel
• Being selected to send one VIP customer to Emirates Team New Zealand
• Attend OMEGA flagship store Grand Opening
• Interacted with customers to build connections and nurture relationships.

Responsibilities

• Managed, trained, and developed a team of 30 members to drive sales and meet KPIs
• Team coaching to ensure the highest standard of customer service is delivered
• Recruited and training of new team members
• Executing sales promotion and marketing initiatives in store
• Built strong partnerships with retailers such as Myer to maximise sales opportunities
• Managed salary expenses and budgets to ensure cost efficiency and productivity within KPIs
• Liaised with external stakeholders to form strategic partnerships with prospective clients.

Responsibilities

• Led a team of 40 members to drive sales and meet targets across all beauty brands
• Supported Sales Managers and Retail Suppliers to execute consumer events and promotions
• Coached and developed staff members in line with David Jones 5-star service
• Liaised with Head Office Support Team on inventory management, promotions, and loss prevention
• Managed rosters and schedules to ensure timely and sufficient coverage while remaining within the salary budget.
• Effectively coached team members to reach weekly and monthly sales goals.
• Promoted exceptional customer service by engaging clients on sales floor.
• Exceeded sales goals and accomplished business objectives by inspiring staff and promoting target products.
• Strengthened merchandising and promotional strategies to drive customer engagement and boost sales.

Achievements

• Achieved sales goals during the Christmas trading season
• Maintained smooth operation during the renovation of David Jones
• Controlled salaries to the optimal level

Responsibilities

• Managed a team of 5-15 beauty consultants to drive sales, deliver exceptional customer service and brand experience and retain loyalty
• Motivated team members to reach sales goals and targets
• Coached and developed staff members through product training and selling skills
• Forecast sales for promotional initiatives and events, whilst working closely with both retailers- David Jones & Myer
• Negotiate promotional areas with retailer and salaries subsidies
• Communicated regularly with vendors, planners, distributors and buyers regarding stock needs, customer preferences and special events.
• Prepared and implemented effective calendar for product line on monthly basis and managed all promotions.
• Established performance goals for employees and provided feedback on methods for reaching those milestones.
• Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
• Successfully managed budgets and allocated resources to maximize productivity and profitability.

Achievements

• Team of The Year 2014- David Jones. Led the business to +17% growth on LY
• 2011- Team of the Year
• Won Best of Best in 2011, representing Australia to attend Estee Lauder New York conference
• #1 Counter for David Jones Nationally
• 2008- Manager of The Year
• Launched Brow Bar in 2005
• 2004-Team of the Year at Myer Chadstone