SARA BEIRNS
LONDON
Summary
Accomplished professional with a focus on sales influence, coaching, and stakeholder collaboration. Exceptional at fostering relationships and applying strategic vision in territory management. Comprehensive background in retail operations, achieving results in competitive environments. Aims to apply these competencies for organizational growth and improved market positioning.
Offering strong leadership abilities and knack for team development. Knowledgeable about business operations, customer service, and achieving sales targets. Skilled in communication, problem-solving, and time management. Ready to use and develop leadership, strategic planning, and customer relationship skills in role.
Overview
17
17
years of professional experience
8
8
years of post-secondary education
Work history
Area Manager
Rituals
London
2025.03 - Current
- Trained members of the team for improved overall productivity.
- Analysed sales data regularly for informed decision-making processes.
- Fostered culture of continuous improvement within organisation.
- Established strong relationships with key stakeholders to enhance business growth.
- Conducted regular performance reviews, leading to increased staff satisfaction.
- Led multiple teams across different areas, fostering collaboration and communication.
- Ensured compliance with all regulatory standards to maintain brand reputation.
- Supervised daily store operations, ensuring optimal customer service delivery.
- Oversaw successful product launches contributing to increased market share.
- Promoted a positive work environment which increased employee retention rate.
- Transformed underperforming teams into productive, profitable teams, increasing sales by 7% L4L.
Business Support Manager – London Flagship and UK FSS
Shiseido - NARS
2023.08 - 2025.03
- Essential skill Development of Business Manager for, Selfridges, Harrods, Harvey Nichols, John Lewis and FSS Covent Garden, Stratford, Spitalfields and Beauté Prestige International Outlet store Bicester Village.
- Cascade brand vision, tailor strategies to regional and store specific.
- Coach and develop Business Managers on the shop floor to maximize business potential in line with brand strategy to build.
- Ensuring a consistently high standard of Visual Merchandising is maintained to support the consumer experience in store.
- Building collaborative relationships with Partnered Doors.
DR Regional Sales Manager
Dr Martens PLS
London
2017.11 - 2022.07
- UK DTC Leadership team, to drive alignment and consistency across all DTC channels and maximize market growth as number 1 footwear brand in UK.
- Global Project Lead to create new customer journey and development programme for retail store management.
- Set and monitored sales targets for region, identifying needs for strategy adjustments to achieve set goals.
- Turned around underperforming territory, growing sales revenues and overall EBITDA.
- Appointed by Regional Manager to support sales and marketing teams in other regions, such as France and Ireland, to maximize their sales and expansion into a new market.
- Exceeded sales goals and improved profitability by developing sales strategies and business plans according to market trends.
- Generated company growth through market expansion and sales.
- Hired and trained dedicated and high-achieving sales teams.
- Monitored sales team performance, providing effective training to help reach revenue and profit targets.
- Analysed sales to identify top-performing products.
- Planned and developed strategies to increase sales territory positioning, exceeding company targets.
- Developed new ideas and thought creatively to grow business and enhance profitability and revenue.
Manager of Retail Operations
M.A.C Cosmetics
London
2015.01 - 2017.11
- Create and maintain atmosphere that is focused on achieving sales and profits goals.
- Proactively leads and supports on all aspects of HR requirements for store management and team.
- Presents 6 monthly Retailer Strategy to all Retailers in Region.
- Coach and develop Senior Retail Manager to drive service/sales with Retail Manager.
- Plan and conduct new store openings alongside Regional and National.
- Sales Manager, prepare timeline, product requirements, recruitment of team and develop excellent relationships with retail partner.
- Determine and communicate individual sales goals and hold staff accountable in accordance with company’s business practices.
- Analyze and review goal attainment; develop strategies to improve performance.
- Ensure Retail Managers have correct tools and training to manage inventory levels properly.
- Build and Maintain relationships with partnered doors in line with specific door type.
- Recommend and maintain inventory of display and merchandising materials.
- Ensure all locations are effectively maintained (meet expectations and support management in upholding these standards).
- Recruit and hire quality of management and retail staff required to meet MAC standards of excellence.
- Provide on-going training to empower Retail Managers to run their businesses successfully.
- Develop and maintain relationships with ATED to ensure training needs are recognized and fulfilled.
- Provide clear constructive feedback on regular basis to Retail Managers and retail staff concerning their job performance.
- Initiate strong internal relations to encourage healthy business development.
- Ensure staff are trained in service and artistic skills as established by company.
- Ensure staff deliver consistent, excellent service in accordance with standards.
- Resolve Customer issues and requests in efficient and timely manner.
- Develop and utilize customer database for phone calls, product launches events and appointments in conjunction with company’s customer program.
Senior Retail Manager
Mac Cosmetics
London
2013.04 - 2015.01
- Essential skill Development of Retail Managers for Morleys Brixton, House of Fraser City, Harvey Nichols London. PRO FSS Carnaby Street and Covent Garden.
- Recruitment for Retail Manager and Artists in London Department Store Region, Harrods, Selfridges, Harvey Nichols, Morleys Brixton, House of Fraser City.
- Cascade brand vision, tailor strategies to regional and store specific.
- Coach and develop Retail Manager on the shop floor to maximize business potential in line with brand strategy to build.
- Ensuring a consistently high standard of Visual Merchandising is maintained to support the consumer experience in store.
- Building collaborative relationships with Partnered Doors.
Retail Manager
Mac Cosmetics
2008.10 - 2012.04
- Store Manager Cambridge 2008-2010
- Store Manager Kings Road 2010-2011
- Store Manager Selfridges 2011-2013
Education
Media Make Up - Make Up
London College of Fashion
London 2007.04 - 2008.04
NVQ Level 2 - Beauty Therapy
Cambridge Regional College
Cambridge 2002.09 - 2004.07
GCSEs - undefined
Sawston Village College
Cambridge 1997.09 - 2002.08
Skills
- Influencing and negotiating
- Sales coaching and mentoring
- Stakeholder engagement
- Relationship building
- Territory sales management
- Retail operations knowledge
- Strategic visioning
Timeline
Area Manager
Rituals
2025.03 - Current
Business Support Manager – London Flagship and UK FSS
Shiseido - NARS
2023.08 - 2025.03
DR Regional Sales Manager
Dr Martens PLS
2017.11 - 2022.07
Manager of Retail Operations
M.A.C Cosmetics
2015.01 - 2017.11
Senior Retail Manager
Mac Cosmetics
2013.04 - 2015.01
Retail Manager
Mac Cosmetics
2008.10 - 2012.04
Media Make Up - Make Up
London College of Fashion
2007.04 - 2008.04
NVQ Level 2 - Beauty Therapy
Cambridge Regional College
2002.09 - 2004.07
GCSEs - undefined
Sawston Village College
1997.09 - 2002.08