Assistant Store Manager

About the role

Dress for the job you want, not the job you have! This role provides an opportunity for the candidate who is willing to prove their value early. A clear pathway is available for someone who backs themselves, understands the true meaning of autonomy & buys into the long-term vision of our company.

Land & Sea is seeking a driven and results-focused Assistant Store Manager to support our Operations Manager in leading the daily performance of the Auckland store. While our Operations Manager focuses on the operational excellence of both our Auckland Store & Westgate Distribution Centre, their Assistant Store Manager acts as the store's lead sales driver, setting the standard for customer engagement, product expertise, and sales performance on the shop floor. This role is highly hands-on and customer-facing, responsible for leading by example, driving team sales performance, and ensuring every customer receives knowledgeable and engaging service. The Assistant Manager will also step into a leadership capacity when the Operations Manager is absent, ensuring the store continues to operate smoothly and perform strongly. A strong understanding of fishing products, equipment, and techniques or a genuine passion for the category will be highly advantageous, as expert product knowledge plays an important role in delivering the Land & Sea customer experience.

Key responsibilities

• Lead from the front as the store's top sales performer, setting the standard for customer engagement and product expertise
• Drive daily sales performance and support the team to achieve and exceed store sales targets
• Actively assist customers with product selection, technical advice, and solutions across key outdoor categories
• Demonstrate strong selling techniques and coach team members to improve conversion and average transaction value
• Maintain deep product knowledge across key categories including fishing, camping, and outdoor equipment
• Deliver an exceptional customer experience that reflects the Land & Sea brand and reputation
• Provide on-floor leadership and direction to the retail team throughout the day
• Coach and support team members to improve their sales confidence, product knowledge, and customer engagement
• Act as Manager-on-Duty when the Store Manager is absent
• Ensure compliance with company policies, health and safety requirements, and loss prevention procedures

About you

• Previous retail experience, ideally with supervisory, keyholder, or leadership responsibilities
• Proven ability to drive sales and deliver strong customer engagement on the shop floor
• Excellent communication and customer service skills
• Ability to work confidently in a fast-paced retail environment and manage competing priorities
• Strong understanding of retail KPIs, sales performance, and customer conversion
• Availability to work flexible hours including weekends and public holidays
• Strong knowledge of fishing gear, tackle, and techniques - or a genuine passion for learning the category - will be highly advantageous

About us

Land & Sea is New Zealand's fastest-growing outdoor retail and e-commerce business, redefining the way consumers experience the outdoors and bringing a new level of energy to the outdoor industry. Due to exceptional recent growth, the business is entering an exciting new phase of expansion within both physical and digital platforms. The business thrives on innovation, modern business practices, and the continuous quest for a better way to serve customers.