Assistant Store Manger

Job Description

Job Description

The Vision: Architects of the New California Lifestyle Beyond footwear, we are the architects of the New California Lifestyle. We blend our heritage of raw, sensory comfort with a sophisticated global aesthetic.  

Position Overview

As the Assistant Store Manager you help run the business day to day. You lead across the floor and operations, translating priorities into consistent execution and strong team performance. You coach team members, solve complex problems, and partner closely with the Store Manager to deliver result.

% of Time

Essential Functions & Responsibilities:

30 % of time

Floor Coaching & Team Performance

·         Leads from the front, setting the energy the moment they step on the floor to inspire high-performance behaviors.

·         Provides immediate, real-time feedback to associates to ensure "what we say" matches "what we do".

·         Coaches the team on premium customer engagement and sales techniques to achieve daily targets.

25 % of time

Functional Leadership & Readiness

·         Aligns the floor team around daily priorities and resources to ensure seamless shift execution.

·         Drives execution standards across assigned business areas, ensuring store readiness is consistent throughout the day.

·         Maintains the "Ultimate Shopkeeper" environment by managing visual standards and stock replenishment.

20 % of time

Operational Agility & Excellence

·         Leads through high-traffic or seasonal periods with calm, informed decision-making to remove floor obstacles.

·         Manages inventory, labor, and cash with rigorous attention to detail and company policy.

·         Identifies immediate opportunities or risks on the floor and guides the team toward quick, effective solutions.

15 % of time

Talent Support & Culture

·         Supports the store leadership bench by identifying individual strengths and assisting in associate development.

·         Consistently reinforces brand norms and rituals to sustain a premium store culture.

·         Acts as a key-holder, taking ownership of opening and closing procedures with full accountability.

10 % of time

Market & Brand Awareness

·         Uses customer insights to advocate for the needs of the specific market to senior leadership.

·         Lives the UGG lifestyle and represents the brand integrity within the local community.

Skills: The Deckers global leadership competencies define the behaviors essential to our work across the organization.

·         Sets Clear Direction & Makes Decisions with Clear Ownership – Translates store goals into clear daily and weekly priorities, ensuring the team understands what matters most. Makes confident, timely decisions during shifts to protect service, execution, and store standards when plans change.

·         Leads with Presence – Maintains a visible, steady leadership presence on the floor, especially during high-traffic or complex moments. Adapts in real time to shifting conditions while reinforcing expectations and maintaining consistency in execution.

·         Builds and Coaches Talent with Intention – Supports individual development by reinforcing strengths, identifying growth opportunities, and providing structured, actionable feedback. Creates meaningful stretch moments during live shifts to build capability and confidence across the team.

·         Setting the Pace & the Culture – Shapes the daily rhythm of the floor by aligning team focus, energy, and coaching cadence. Drives accountability and consistency, ensuring the store operates with discipline while maintaining a positive, team-first environment.

·         Creates and Drives Autonomously, Aligned with Company Brand Strategies – Translates business direction into clear, actionable plans for day-to-day execution. Monitors progress throughout the shift, adjusts priorities as needed, and escalates broader opportunities or risks appropriately.

·         Critical Thinking – Uses a combination of KPIs, observations, and team input to identify performance gaps and operational challenges. Applies sound judgment to solve problems quickly while helping the team understand the reasoning behind changes.

·         Operating with Agility – Responds quickly to changing business needs by reprioritizing tasks, reallocating resources, and adjusting team focus. Maintains service standards and execution quality during disruption or peak volume.

·         Ultimate Shopkeeper – Oversees and protects overall store readiness across service, operations, and visual standards. Proactively identifies gaps in execution and takes immediate, visible action to restore a consistent, customer-ready environment.

·         Market Knowledge – Leverages awareness of local traffic patterns, customer preferences, and product trends to guide daily execution. Applies insights from the floor to adjust team focus, selling approach, and priorities in real time while surfacing key learnings to leadership.

·         Brand Culture – Consistently models brand behaviors and expectations through actions and coaching. Reinforces alignment across the team, addresses inconsistencies quickly, and ensures every shift delivers a cohesive, on-brand customer experience.

Key Qualifications and Physical Demands outline the essential skills, attributes, and minimum requirements a candidate must possess, alongside the environmental and bodily effort necessary to perform daily job duties. 

·         Work Environment-Work is performed in a retail store environment with moderate to high customer interaction. The setting may involve fluctuating noise levels, extended hours of operation, and exposure to busy sales floors, stockrooms, and seasonal merchandising changes. Employees may work varied schedules, including evenings, weekends, and holidays.

·         Physical Demands-The role requires frequent standing and walking throughout scheduled shifts. Physical activities may include bending, reaching, climbing ladders, and repetitive movements. Employees may be required to lift and carry merchandise or supplies, generally up to 25–40 pounds, with or without reasonable accommodation.

·         Additional Considerations-The ability to engage positively with customers and remain active on the sales floor for extended periods is essential to the role.

Additional Requirements  

·         Bachelor’s Degree (preferred) or equivalent professional experience

·         Minimum Experience- 5+ years of retail or customer service experience or equivalent education, preferably in a premium or high‐volume environment

·         Previous experience in a keyholder, lead, or supervisory role with responsibility for team performance and execution

·         Ability to open and close the store, including responsibility for store security and cash handling procedures

·         Business Acumen- Demonstrated ability to lead the floor, set priorities, and drive team execution in real time. Having the ability to use KPIs and observations to improve daily performance and operational outcomes

·         Leadership- Strong communication skills with the ability to provide clear direction, structured coaching, and ongoing team development. Having the ability to influence, align, and motivate the team while maintaining a strong team‐first mentality

·         Decision Making & Agility- Ability to make confident decisions under pressure while maintaining a calm and solutions‐oriented approach. Can adapt quickly to shifting priorities while protecting service and execution standards

·         18 years old

·         A passion for the luxury footwear and lifestyle retail environment

·         Alignment with the “Ultimate Shopkeeper” mindset, prioritizing professionalism, accountability, and brand integrity

·         Technical Skills: Proficient in Microsoft Office suite and retail management systems. 

As part of our Deckers Family- 

You belong to more than a lifestyle company. From our corporate offices to our retail stores across the globe, we value giving people the freedom to pursue their passions and express their individuality. We are committed to helping you succeed through: 

·         Competitive Pay & Performance Bonuses 

·         Generous Employee Discounts and Perks 

·         Global Contests and Leadership Development Opportunities 

·         A Culture of Inclusion and Accountability