Susan Ali
Harwell,Oxfordshire
Summary
Customer experience professional with extensive retail background, dedicated to creating welcoming store cultures and enhancing customer loyalty. Expertise in training and developing retail teams to deliver exceptional service and ensure a seamless customer journey. Proven ability to combine interpersonal skills with performance coaching to boost team productivity and drive sales outcomes. Committed to ensuring every customer leaves with a positive brand impression.
Overview
11
11
years of post-secondary education
24
24
years of professional experience
Work history
Store Manager Designate/Store Manager
Vision Express
Oxford, Oxfordshire
07.2025 - Current
- Drive sales growth by setting clear targets for store performance
- Own store improvement planning by developing actions and coordinating follow-through
- Direct staffing and resource planning decisions to sustain efficient coverage
- Resolve escalated customer and colleague challenges with decisive judgement
- Apply resilience and delivery discipline to meet standards
- Account for customer service excellence and team development through coaching
- Lead recruitment, coaching, and performance management to raise capability
- Exercise emotional intelligence to strengthen leadership influence and engagement
- Cultivate collaboration to build high-performing teams and shared accountability
- Uphold health and safety regulations within the premises to ensure a safe shopping environment
- Conduct performance appraisals for staff members, providing constructive feedback and identifying areas for improvement.
- Resolve customer complaints effectively, protecting the store's image and consumer relationships
- Coach under-performing employees improving their job performance significantly
- Ensure high levels of customer satisfaction with proactive interaction and prompt issue resolution
Assistant Manager
Vision Express
Brierley Hill, Solihull & Birmingham
06.2021 - 07.2025
- Assist store manager with team leadership and daily customer flow support
- Maintain high customer service and provide visit updates
- Organise clinics and oversee smooth running for efficient appointments
- Review sales figures and work toward store targets
- Handle customer complaints and answer queries promptly
- Carry out competitor analysis to inform store decisions
- Book appointments and manage clinic diaries accurately
- Support recruitment performance management and staff training
- Implement promotional changes according to business requirements
- Conduct appraisals and performance reviews with store manager
- Drive continuous staff development alongside the team
- Communicate business initiatives to staff clearly
Data & IT Administrator
AW Surgeries
Brierley Hill
10.2020 - 06.2021
- Support data team leader and practice manager managing practice IT systems
- Review medical records and produce accurate summaries of patient medical histories
- Handle patient queries and book appointments for patient requests
- Extract required data from clinical correspondence into electronic patient records
- File copies of hospital letters and referrals with appropriate clinical coding
- Carry out searches, audits, and recalls requested by doctors, nurses, and manager
- Set up and maintain new users in line with practice protocols
- Provide training support to GP practice nurses and admin staff
- Maintain data security in line with data protection requirements
- Support new starters with application log-on and data security protocol understanding
- Handled sensitive information discreetly, maintaining confidentiality at all times as required by protocol
NHS 111 Call Assessor
West Midlands Ambulance Service
Brierley Hill
05.2020 - 10.2020
- Answer NHS 111 calls as first point of contact for callers
- Arrange emergency ambulances for patients requiring urgent transport
- Reassure patients with mental health needs or other vulnerabilities
- Identify safeguarding concerns and refer details to relevant departments
- Liaise with clinicians, paramedics, nurses, and other medical professionals
- Assess patients thoroughly and direct referrals to appropriate care levels
- Process urgent and non-urgent incoming calls from the public and staff
- Handle outgoing urgent advice requests to emergency services and professional bodies
Assistant Manager
Virgin Holidays
Brierley Hill
05.2016 - 04.2020
- Support store manager with daily store management routines
- Coach and develop team members through regular guidance and feedback
- Run weekly and monthly one-to-one sessions for progress check-ins
- Handle customer complaints and resolve service issues promptly
- Drive individual and store targets through daily focus on priorities
- Maximise sale opportunities by spotting customer needs and recommending products
- Market and promote store events and offers to attract shoppers
- Support regional team during manager absence to maintain coverage.
- Conduct one-to-one customer consultations to match holidays to preferences
- Serve customers over phone and face to face with product advice
- Manage store write-offs by following agreed processes and records
- Complete daily and monthly store health and safety checks
- Attend meetings and conferences to share updates and learnings
- Close sales by processing orders accurately and confirming details
- Complete quality assurance checks to uphold service standards
- Handle head office communications daily and brief team on changes
- Ensure team awareness of new policies through clear communication
Optical Associate
Vision Express
Brierley Hill
05.2011 - 05.2016
- Dispensed single vision, varifocal, bifocal, and office lenses daily in-store
- Resolved customer concerns, troubleshooting issues and handling complaints calmly
- Completed NHS paperwork accurately, following store procedures and documentation standards
- Eye Health Screening
- Handled minor repairs on glasses, improving client satisfaction
- Scheduled appointments efficiently to maximise clinic productivity
- Adjusted eyewear frames for perfect fit, enhancing customer comfort levels
- Delivered efficient work by multitasking between patients and administrative duties
- Provided education on lens care to prolong lifespan of products
- Provided excellent customer service, gaining patient trust and satisfaction
Travel Consultant
Thomas Cook
Brierley Hill
07.2007 - 05.2011
- Handled customer complaints and enquiries by telephone and face to face
- Worked both independently and as part of a team daily
- Delivered excellent customer service to support customer needs effectively
- Mentored new starters to help them settle quickly and confidently
- Updated window displays daily to meet required presentation criteria
- Discussed holiday requirements with customers and arranged suitable plans effectively
Ophthalmology Audit Officer
Hull & East Yorkshire Eye Hospital
Hull
07.2002 - 12.2006
- Managed the audit office day to day operations effectively
- Audited cataract surgery outcomes with consultants, doctors, and nurses
- Created graphs and charts for presentations and meetings regularly
- Collected and analysed cataract surgery data accurately
- Produced information and updated hospital website pages consistently
- Helped reduce waiting list times for cataract surgery
- Supervised other team members to support daily delivery
- Responded to information requests promptly, courteously, and accurately
- Managed consultant diaries to keep appointments running smoothly
- Worked towards meeting government targets for service delivery
- Created databases and spreadsheets for accurate cataract outcomes tracking
Education
BTEC National Diploma - Visual Communications
Sandwell College
West Bromwich 09.1999 - 07.2001
BA - Interactive Multimedia
University of Lincolnshire & Humberside
Hull 09.2001 - 07.2002
NOCN - Graphics & Print
Sandwell College
West Bromwich 09.1999 - 07.2001
Media Studies
Sandwell College
West Bromwich 09.1999 - 07.2001
GCSE's -
George Salter High School
West Bromwich 09.1994 - 06.1999
Skills
- Patient and resilient
- Time management
- Interpersonal skills
- Performance management
- KPI management
- Marketing and promotions
- Staff recruitment and training
- Self-motivated
- Approachable and adaptable
- Customer experience and retention
REFERENCES
References available upon request
Accomplishments
3 record sale months - 2026 Vision Express
Store of the year Award - 2024 Vision Express
Assistant Manager of the year Award - 2022 Virgin Holidays
Team of the year Award - 2022 Virgin Holidays
Customer Experience Award - Thomas Cook
Timeline
Store Manager Designate/Store Manager
Vision Express
07.2025 - Current
Assistant Manager
Vision Express
06.2021 - 07.2025
Data & IT Administrator
AW Surgeries
10.2020 - 06.2021
NHS 111 Call Assessor
West Midlands Ambulance Service
05.2020 - 10.2020
Assistant Manager
Virgin Holidays
05.2016 - 04.2020
Optical Associate
Vision Express
05.2011 - 05.2016
Travel Consultant
Thomas Cook
07.2007 - 05.2011
Ophthalmology Audit Officer
Hull & East Yorkshire Eye Hospital
07.2002 - 12.2006
BA - Interactive Multimedia
University of Lincolnshire & Humberside
09.2001 - 07.2002
BTEC National Diploma - Visual Communications
Sandwell College
09.1999 - 07.2001
NOCN - Graphics & Print
Sandwell College
09.1999 - 07.2001
Media Studies
Sandwell College
09.1999 - 07.2001
GCSE's -
George Salter High School
09.1994 - 06.1999