Shirley Poh

Lead overall operations for Strip, Browhaus, and Spa Esprit Group, managing both retail front-end and backend phone support functions with a team of over 400 staff. Accountable for full P&L management across local and international markets, ensuring sustainable profitability and operational excellence. Develop and execute strategic initiatives focused on career progression, talent development, and staff retention to drive long-term organizational growth. Spearhead organizational development improvements to align structure, processes, and performance metrics with business objectives. Launch and manage cross-functional internal campaigns to optimize sales performance and enhance operational efficiency. Strengthen customer experience consistency through targeted surveys, service audits, and structured improvement projects. Oversee financial performance by setting budgets, monitoring expenses, and implementing cost-control measures to ensure long-term financial stability. Core Competencies Operations Management P&L Management Strategic Planning Organizational Development Customer Relationship Management Team Leadership Project Management Financial Planning & Budget Control

Oversee comprehensive staff training and retention strategies to build a high-performing, engaged, and future-ready workforce. Serve as the primary liaison with mall management, leading rental negotiations and identifying strategic expansion and partnership opportunities. Establish and monitor KPIs across eight outlets, implementing agile strategies to drive consistent achievement of performance targets. Lead organizational development initiatives to ensure alignment with corporate vision, operational excellence, and long-term growth objectives. Spearhead learning and development through research and innovation (R&D) to continuously elevate service standards and treatment experiences. Review and optimize store layouts to enhance operational efficiency, customer flow, and overall brand experience. Safeguard brand profitability through financial oversight, cost optimization, and data-driven business decisions. Conduct structured performance reviews, identify operational gaps, and implement targeted action plans to strengthen team effectiveness. Develop and execute customer-centric strategies to enhance satisfaction, improve retention, and build long-term client loyalty.

Directed retail sales and operations across three divisions—Fitness, Spa, and Personal Training—overseeing 16 outlets to ensure operational excellence and consistent delivery of exceptional customer service. Conducted regular on-site leadership visits to drive daily operational performance, focusing on people management, visual merchandising standards, service recovery, and resolution of operational challenges. Coached and motivated teams to maximize sales performance, with emphasis on year-over-year growth, average transaction value, promotional effectiveness, and database optimization. Led cross-functional teams to achieve sales, profitability, and strategic business objectives while upholding premium service standards. Prepared comprehensive monthly sales reports and performance analyses to support data-driven target setting and strategic decision-making. Partnered closely with Marketing to strengthen brand positioning, actively contributing to branding workshops, roadshows, corporate events, and collaboration with external vendors and mall management. Conducted ROI evaluations to ensure sustainable profitability and effective allocation of company resources. Spearheaded organizational restructuring initiatives, including the implementation of updated HR policies to address manpower shortages, enhance retention, and strengthen recruitment pipelines through partnerships with ITE and other educational institutions.

Directed end-to-end operations across nine retail outlets, overseeing home delivery logistics, purchasing functions, and marketing activities to ensure seamless business performance. Conducted in-depth sales analysis to optimize category performance, improve GP% and GP$, and provide actionable insights to management for strategic decision-making. Partnered with mall management on new store openings and renovation projects, ensuring timely execution and alignment with brand standards. Strengthened brand positioning as one of the leading pet retail chains in the area, enhancing market presence and customer perception. Led customer engagement and promotional initiatives, including Purchase-with-Purchase (PWP) and Gift-with-Purchase (GWP) campaigns, achieving a 19% year-over-year sales growth.

Directed operations across 13 retail outlets, ensuring seamless daily execution, strong sales performance, and consistent operational standards. Performed detailed sales and performance analysis, including category sales, gross profit (GP%), revenue, memo quantity, and beauty consultant productivity, to support data-driven strategic decisions. Developed and implemented customer engagement strategies to drive incremental sales and enhance the overall shopping experience beyond initial purchase intent. Executed effective visual merchandising and product display initiatives to increase footfall conversion and elevate in-store brand presentation. Championed a culture of service excellence, maintaining high customer service standards across all outlets. Oversaw new store openings and atrium sales events, ensuring timely setup, operational readiness, and compliance with brand guidelines. Selected for overseas operational training in Hong Kong and Malaysia, gaining advanced expertise in systems management, workflow optimization, reporting frameworks, and visual merchandising best practices.