Bershka General Manager Job Title Reporting to

Brand Manager / HR Manager

Purpose of the role

As a Bershka General Manager, you are accountable for the end to end performance of a high volume, fast moving store. You lead with ownership, pace and calm, delivering strong commercial results while creating a high energy, inclusive culture and an excellent customer experience.

Bershka is trend led and fast. Success requires agility, strong visual standards, and visible leadership.

What to expect

• Thrive in an environment where priorities can change daily (trading patterns, deliveries, operational issues, people challenges).
• Are comfortable being hands on and accountable. Noticing issues early and taking action quickly.
• Balance customer experience, team wellbeing and performance without losing pace.
• Lead through pressure (incidents, staffing gaps, high delivery volume, peak trading) while remaining calm, fair and decisive.
• Build routines that support consistency, while adapting continuously, agility is essential.

Key accountabilities Commercial leadership & agility

• Own store performance and act quickly using data, insight and product knowledge.
• Deliver sales, productivity and profitability through clear priorities and daily follow through.
• Use KPIs and internal tools to identify opportunities and implement actions at pace.
• Drive commercial launches and marketing initiatives.
• Stay close to competitors and trends; share clear insights to support the business.
• Ensure merchandising reflects best sellers, trends and customer demand in real time.

Visual standards & brand DNA.

• Deliver consistent visual standards and fast floor execution.
• Keep the store feeling new, trend led and customer ready every day.
• Lead your team to maintain a positive environment aligned to Bershka DNA.
• Ensure the customer journey (floor flow, fitting rooms, queue management) stays smooth and engaging.

Stock flow, replenishment & operational excellence

• Ensure replenishment is completed accurately and on time, even under pressure.
• Maintain an organised stockroom with routines that enable speed and availability.
• Deliver consistent standards across Security and shrinkage; Cash desk procedures and cash management; Health & Safety and compliance.
• Maintain high cleaning and presentation standards across the store.
• Report maintenance issues and follow up consistently to resolution.

Inclusive people leadership, performance & development

• Build engagement and performance through visible leadership and consistent standards.
• Communicate clearly and respectfully, adapting to different communication styles and needs.
• Give regular feedback, recognise progress, and address issues early and fairly.
• Recruit inclusively, hiring for behaviours, values and capability.
• Develop leaders through coaching, structured routines, reviews and development programmes.
• Build succession plans and progress talent consistently - not only when vacancies arise.
• Deliver fair, timely performance management focused on behaviours and outcomes.

Workforce planning & time management

• Manage the hours budget effectively and transparently.
• Build rotas that reflect trading patterns, deliveries, visuals and operational priorities.
• Monitor productivity/cash unit performance and take corrective action quickly when performance shifts.

Customer experience leadership

• Ensure service minimums are met and continuously improved.
• Lead the team to create a fast, friendly and engaging customer journey.
• Use customer feedback and observation to improve experience, not just enforce process.

Skills & behaviours

• Ownership: takes responsibility, communicates early, and moves quickly into solutions.
• Emotional intelligence: self aware, approachable, leads with care and clarity.
• Calm under pressure: steady, fair, decisive.
• Adaptability: responds quickly to change and keeps teams aligned.
• People development: coaches, builds capability, creates progression opportunities.
• Values & integrity: ethical, respectful, consistent; builds trust through actions.
• Commercial and trend awareness: customer led, curious, and decisive.

Experience & qualifications

• Experience leading a fast paced, high volume retail operation.
• Strong commercial results and ability to drive performance through people.
• Confident leadership of large teams, including coaching and performance conversations.
• Strong operational discipline (stock, shrinkage, cash, compliance).
• Passion for fashion and strong understanding of trends and competitors.

Inclusion & accessibility

We`re committed to creating an inclusive workplace where everyone feels they belong. We welcome applications from all backgrounds, identities and lived experiences. If you need adjustments at any stage of the recruitment process, we`ll work with you to support you.