Store Manager-Beauty services

So.

Shell is a premium nail, brow and beauty brand redefining what modern beauty services can feel like for busy women in London.

We've grown to 7‑figure revenue across six locations in three years and our ambition is to become the most recognised social nail bar globally.

As the business grows, we are strengthening the structure behind the brand so So.

Shell can scale sustainably, consistently and commercially.

We are building a team of ambitious people who think like business owners, are driven by results and approach challenges with a can‑do attitude.

The Location Manager is responsible for leading the day‑to‑day operations, team performance, customer experience, and commercial success of their designated location.

This role plays a critical part in ensuring every customer receives a premium So.

Shell experience while delivering strong sales performance and maintaining high team standards.

Key Responsibilities

• Take ownership of achieving store sales targets and commercial objectives. Driving customer retention, rebooking rates, and upsell opportunities across the location.
• Monitor store performance and proactively identify opportunities to improve revenue and profitability.

Ensure all team members understand and contribute to the commercial goals of the business.

• Lead, manage, and develop all team members within the location. Fostering a positive, professional, and high‑performing team culture aligned with So. Shell's values.
• Manage the performance of individual team members and ensure clear expectations and accountability.
• Train and develop the Front of House Lead to ensure consistent execution of front‑of‑house standards.
• Ensure technicians receive appropriate onboarding, training, coaching, and ongoing support.
• Monitor customer feedback and proactively implement improvements.

Handle customer complaints, escalations, and service recovery when required, ensuring every customer receives an exceptional So.

Shell experience.

• Create and manage store rotas to ensure appropriate staffing levels, within the labour budget set for the store.
• Oversee stock management, inventory control, and stock ordering requirements.
• Identify operational issues and implement solutions quickly and effectively. Escalate significant operational issues to Head Office when required.
• Lead recruitment activities for technicians and Front of House Leads within the location.
• Collaborate with teams responsible for customer bookings, team administration, contracts, stock ordering, recruitment coordination, and IT support.

Success in this role means

• The location consistently achieves or exceeds its sales and retention targets.
• Customers receive an exceptional and consistent So. Shell experience.
• The team is engaged, accountable, well‑trained, and performing to a high standard.
• The founders have confidence that the location is being effectively managed and led.
• What we’re looking for

We are looking for a strong people leader who thrives in a fast‑paced customer‑facing environment and takes genuine ownership of business performance.

• Previous experience managing teams in a beauty, retail, hospitality, or customer service environment.
• Strong leadership and people management skills.
• Commercial awareness with confidence working towards sales targets and KPIs.
• Excellent customer service and conflict‑resolution skills.
• Comfortable using technology and business systems such as Zenoti and Notion.
• A proactive, solutions‑focused mindset with a strong sense of accountability. Experience working in a growing entrepreneurial business would be advantageous.
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