THE HISTORY AND VISION OF Onitsuka Tiger
Onitsuka Tiger was founded in 1949 as a trailblazing sports footwear brand. After decades of innovation and reinvention, the brand transformed in 2002 into a fashion‑led label rooted in heritage, craftsmanship, and contemporary design.
Today, Onitsuka Tiger is evolving into a premium fashion house, where luxury is expressed through artisanal quality, cultural storytelling, and an elevated client experience.
Be part of a brand that celebrates creativity, craftsmanship, and modern elegance.
ROLE OVERVIEW
As a Deputy Store Manager, you are a key strategic leader. You play a critical role in translating the brand vision into daily operations, service excellence, and team culture.
You lead a diverse team of talents, guiding them through inspiration, clarity, and purpose. Beyond operational leadership, you champion innovation, cultivate a culture of empowerment, and help shape the long‑term strategic direction of the store. Your decisions influence the store’s commercial success and the brand’s reputation across Europe and Japan.
You embody the brand’s philosophy and drive a culture where challenges are embraced, creativity thrives, and excellence is non‑negotiable.
DUTIES AND RESPONSIBILITIES
CLIENT EXPERIENCE, BRAND AMBASSADORSHIP & INNOVATION
Deliver and ensure the team provides an exceptional, personalised luxury client experience rooted in storytelling, heritage, craftsmanship, and contemporary fashion.
Act as a role model for service excellence, coaching leaders and staff to elevate the client journey and maintain premium brand standards.
Build strong relationships with a diverse international clientele, anticipating preferences as they evolve with cultural and generational shifts.
Promote a culture of innovation in how the team approaches service, visual storytelling, and client engagement, encouraging creative solutions and experimentation.
Lead the store in adapting to changing customer values and expectations, ensuring the store remains relevant, forward‑thinking, and inspiring.
COMMERCIAL LEADERSHIP, STRATEGY & BUSINESS DEVELOPMENT
Partner with the Senior/Store Manager to drive commercial strategy and achieve sales targets.
Analyse KPIs, commercial reports, and market trends to identify opportunities, optimise performance, and drive profitable growth.
Monitor competitor activity and broader retail/fashion environmental shifts, adjusting the store strategy accordingly.
Set ambitious organisational and departmental goals that reflect internal aspirations and competitive realities, leading the team with determination and clarity.
Evaluate progress regularly, reflect on results, extract insights, and build next actions with accountability and precision.
Strengthen the store’s strategic positioning by championing customer-oriented innovation in product presentation, service, digital integration, and operational processes.
TEAM LEADERSHIP, CULTURE BUILDING & ORGANISATIONAL DEVELOPMENT
Lead, inspire, and coach the team across multiple levels, fostering high performance, creativity, and commitment.
Build medium‑ and long‑term people development strategies to enhance the store’s resilience, capability, and succession pipeline.
Ensure continuous development through structured training, coaching, feedback, and leadership modelling.
Promote an open, inclusive, energetic, and collaborative culture that unlocks team potential and encourages cross-functional synergy.
Encourage a growth mindset throughout the store, cultivating a culture where individuals are empowered to take bold action without fear of failure.
Navigate performance management and sensitive HR topics with empathy, fairness, and respect, strengthening the team’s trust and confidence.
VISUAL MERCHANDISING, PRESENTATION & CLIENT VALUE
Ensure that all visual merchandising and product presentation standards reflect the premium aesthetic of the brand.
Guide VM execution across the store, supporting product launches, commercial rotations, and fashion events.
Use insights into customer behaviours and preferences to enhance product storytelling, increase product value perception, and drive curiosity and engagement.
STORE OPERATIONS, STOCK MANAGEMENT & COMPLIANCE
Oversee daily operations to ensure consistency, efficiency, and premium standards across all store areas—front‑of‑house and back‑of‑house.
Supervise cash desk operations, stock flows, deliveries, replenishment, inventories, loss‑prevention processes, and compliance procedures.
Maintain operational excellence through best‑practice procedures, accurate reporting, clean BOH environments, and compliance with company policies and legal standards.
CROSS‑DEPARTMENT LEADERSHIP & STORE-WIDE ALIGNMENT
Align the entire store team around a unified vision, ensuring consistent communication of priorities, goals, and strategic direction.
Strengthen interdepartmental collaboration across Sales, Stockroom, Visual Merchandising, Operations, and area teams to maximise collective impact.
Represent the store to European and Japanese headquarters, communicating commercial priorities, client insights, operational needs, and innovation proposals.
EVENTS, ACTIVATIONS & COMMUNITY PRESENCE
Build strong connections with local partners, artists, creatives, and communities to expand store reach and relevance.
HEALTH, SAFETY & WELLBEING
Ensure compliance with all Health & Safety standards and create an environment where wellbeing is prioritised for both staff and clients.
Encourage behaviours aligned with Onitsuka Tiger’s approach, fostering a balanced, healthy, and supportive work environment.
REQUIRED SKILLS AND QUALIFICATIONS
Extensive experience as a Store Manager, Deputy Manager, Department Manager, or similar leadership role.
Proven success leading large teams (50+ employees) in a multi‑floor premium or high‑fashion retail environment.
Strong commercial acumen with deep understanding of KPIs, clienteling, and market dynamics.
Excellent communication, leadership, and interpersonal skills; able to influence stakeholders across regions.
Experience managing complex HR cases with professionalism, empathy, and fairness.
Passion for high fashion, luxury retail, culture, and contemporary trends.
Strong organisational, operational, and analytical capabilities.
Fluent in English; additional languages are a plus.
ONITSUKA TIGER OFFERS YOU
A premium working environment focused on your growth and wellbeing:
Calm app — unlimited access
Runkeeper Go™ premium membership
Employee wellness programs (yoga, meditation, Bootcamp, workshops)
OpenUp psychological support
Learning & development platform and LinkedIn Learning access
50% discount on Onitsuka Tiger & ASICS products
JOIN US
This is your opportunity to shape the future of Onitsuka Tiger.
Become part of a purpose‑driven brand that celebrates craftsmanship, creativity, and individual expression.
