Store Manager in Cheltenham

At GO Outdoors our purpose is strong and clear; “to inspire and equip everyone for life outdoors”. We passionately believe in the positive benefits of the outdoors, whether that be the daily dog walk or hiking Ben Nevis, horse riding or cold water therapy, we provide the best equipment for all outdoor activities, always at the best price guaranteed!

Our values aren’t just posters on the wall; we live them every day: ‘One Team’ – we are stronger together, ‘Responsibility’ – we take ownership, ‘Passion’ – we believe in what we do, and ‘Integrity’ – we do the right thing. Clear values which help us to fulfil our mission to be ‘the nation’s favourite outdoor retailer’. If you share our passion and want to make a difference join our team to be a part of something ‘unbeatable’!

Role Overview

The Store Manager oversees daily operations, drives sales performance, manages a team of motivated employees, and ensures exceptional customer service to achieve business goals.

Responsibilities

• Effectively run all store operations to meet or exceed sales & KPI targets, set clear sales goals, track performance while evolving processes to ensure continuous store growth.
• Create and maintain colleague schedules to ensure proper coverage and productivity.
• Recruit, train, and continuously develop a positive team culture.
• Build a motivated, high‑performing team to increase chances of store success.
• Analyse sales data and financial reports to make quick, well‑informed decisions and respond to opportunities operationally & commercially.
• Develop and implement strategies to meet and exceed sales targets.
• Attract, engage and motivate customers into making purchases by using the latest visual merchandising techniques.
• Ensure merchandise displays are attractive and align with brand guidelines.
• Deliver the highest level of service in store to achieve a positive Net Promoter Score (NPS).
• Address customer inquiries, feedback, and complaints in a timely and professional manner.
• Drive existing customer loyalty programs and promotions to enhance engagement.
• Maintain compliance with company policies, procedures, and regulatory requirements.
• Monitor and control store expenses to stay within budget.
• Ensure the store complies with health & safety regulations.

Role Objectives and KPIs

• Contribute to achieving or exceeding the store’s monthly sales target.
• Drive all additional KPIs including Units, Conversion, ATV, UPT.
• Achieve upselling or cross‑selling targets.
• Maintain a high Net Promoter Score.
• Ensure stock accuracy during store audits.
• Ensure all new colleagues complete mandatory training.
• Employee satisfaction and engagement survey results meet or exceed company benchmarks.
• Keep operational costs within the allocated budget.

Skills and Experience

• Previous management experience in a fast‑paced retail/customer‑facing environment.
• Passionate about retail and hold a good understanding of the latest trends and competitors.
• Strong leadership skills with experience coaching and developing a strong team.
• Strong communication skills.
• Proven track record of managing and exceeding sales targets and KPIs.
• Experience in analysing reports & making commercial decisions.
• Keen eye for detail & commerciality.
• Previous experience in visual merchandising is advantageous.
• Promote JD Group values to internal and external stakeholders.

Benefits

• Quarterly discretionary bonus schemes.
• Company discount of 30% off a large number of products in‑store and online (JD Sports, Size?, Foot Patrol, Blacks, Millets, GO Outdoors).
• Exclusive deals and discounts and offers from retail and hospitality businesses through our online benefits platform (TELUS Health).
• Access to digital health and well‑being services through our benefits platform (TELUS Health).
• Health cash plans.
• Wide range of internal development courses to support personal and professional development throughout your career journey with the Group.
• Access to apprenticeships & accredited qualifications – Earn while you learn and gain nationally recognised qualifications (England Only).
• Company Sick Pay scheme.
• Health Care Cover.
• Discounted gym memberships at JD Gyms.
• Life Assurance.
• Access to colleague networks, to share lived experiences and support initiatives that drive positive change.
• Opportunities to volunteer and contribute to JD Foundation.
• Employer engagement forums to help influence positive change.
• Incremental Holiday Allowance.