Job Description
Job title: Retail Area Manager
Reporting to: Head of Retail
Location: Charity Headquarters, with frequent travel to Cornwall Air Ambulance Retail stores
Hours: 37.5 hours per week
Salary: £35,000
Job Purpose
The postholder will support the Head of Retail by leading and supporting our charity shops across a designated area, ensuring strong communication, resilience and exceptional customer service. They will be responsible for developing and inspiring the Cornwall Air Ambulance Superstore and Charity Shop Managers to drive growth by achieving strong commercial results. Visiting the stores on a regular basis to provide guidance, ensure operational standards are met, and identify opportunities to improve performance and customer experience.
Line Management Responsibilities:
Line management responsibility for Superstore Managers and Charity Shop managers within a designated area.
Key Responsibilities
Leadership, People Development & Line Management
• Line manage the Superstore and Charity Shop Managers across the designated area, providing regular support, coaching and operational guidance.
• Deliver quarterly performance reviews, one to ones, supporting succession planning, development pathways and retention.
• Recruit, train and onboard Retail Managers in partnership with HR and the Head of Retail.
• Foster a positive, resilient, and high-performing team culture across all shops.
Sales & Income Generation
• Drive commercial growth across multiple shops, ensuring each location meets or exceeds its financial targets and KPIs.
• Monitor sales performance using data insights to identify opportunities for improvement.
• Maximise Gift Aid income across all shops, ensuring processes are followed consistently and in line with HMRC compliance.
• Support Superstore and Charity Shop Managers with local initiatives to boost income and footfall.
Volunteer Engagement & Support
• Work with the Volunteer Manager to support Retail Managers in recruiting, training and retaining volunteers.
• Ensure volunteer engagement remains high by championing a positive, inclusive environment.
• Monitor volunteer compliance with policies, Gift Aid registration, and operational processes.
Operational Excellence
• Ensure each shop meets organisational standards in layout, merchandising, stock flow, housekeeping, and customer experience.
• Complete regular shop visits, audits and performance reviews to maintain consistency and quality.
• Share best practice across the retail network to improve efficiency and operational delivery.
Property Management
Support the Head of Retail and Retail Operations Manager with property related responsibilities including new shop openings, relocations, refits and shop disposals.
• Report building or maintenance concerns promptly and monitor progress until resolved.
Compliance, Risk & Health & Safety
• Ensure all shops operate in full compliance with Cornwall Air Ambulance Trust (CAAT) policies and procedures.
• Oversee adherence to all health & safety standards, including fire safety, safeguarding and incident reporting.
Support Superstore and Charity Shop Managers to complete risk assessments and ensure corrective actions are implemented.
Financial Control
• Support the Head of Retail in building accurate retail forecasts informed by local knowledge and shop performance.
• Review management accounts to identify risks, overspend or improvement opportunities.
• Ensure all cash handling, banking and shop security procedures are followed correctly.
• Monitor shop expenditure and authorise spend within delegated limits.
Community Engagement & Charity Events
• Represent Cornwall Air Ambulance at community events, supporter activities and key retail-led campaigns (e.g. Royal Cornwall Show)
• Build strong relationships with local partners, supporters and communities to increase awareness and engagement.
Support Retail Managers to embed community links and local fundraising opportunities whilst collaborating with the fundraising department
Communication & Collaboration
• Maintain strong communication across the retail network, cascading updates effectively to Head of Retail and Superstore and Charity Shop Managers.
• Support organisational change and new initiatives, encouraging staff engagement and resilience.
• Work collaboratively with central teams including HR, Finance, Marketing, Logistics and Fundraising.
• Provide regular operational updates and reports to the Head of Retail.
Requirement of the Role:
Basic DBS check.
Safeguarding
All employees have a responsibility for protecting, safeguarding and promoting the welfare of children and vulnerable adults.
Values
All staff must embody Cornwall Air Ambulance Trust’s (CAAT) values and conduct business in a manner that reflects the values of our brand:
Kindness
Showing compassion, empathy, and consideration towards others, fostering a positive and supporting environment.
• Respect
Recognising the worth and value of others, embracing diversity and treating everyone with dignity
• Integrity
Retail Area Manager – March 2026
Standing true to moral principles, being honest and acting with consistency and transparency.
• Progressive
Embracing innovation, challenging the status quo, and continuously evolving for a better future.
• Teamwork
Working towards a common goal, combining individual strengths for collective success
This job description should be regarded only as a guideline of the duties required and is not definitive. The nature of the post and the organisation is such that duties may be reviewed in the light of changing circumstances following consultation with the job holder.
The job holder is required to act at all times in accordance with the Trust’s agreed policies and procedures.
The post holder should sign below to confirm they understand the information provided in this job description.
Signed:
Date:
Person Specification
| Attributes | Requirements | Method ofAssessment | |
| Essential | Desirable | ||
| Qualifications,training &professionalmembership | GCSE English andMathematics (orequivalent)Retail Managementqualification of equivalentexperience | CMI/ILM Level 2 /3 Leadership qualificationor equivalentLevel 2 / 3 Health andSafety qualification | Application Form |
| Knowledge &experience | Significant experience inoverseeing multi-site retailoperations.Experience in deliveringsales growth and achievingfinancial targets.Strong people managementexperience includingrecruitment, coaching anddeveloping teams.Knowledge of retailoperations, merchandisingstandards and customerservice excellence.Experience with budgeting,forecasting andmanagement accounts.Understanding of healthand safety, compliance andrisk management in a retailenvironment.Proven experience ofbuilding strongrelationships with internaland external stakeholders | Experience of charityretail fundraisingExperience of leadingand developing a team ofvolunteersKnowledge andexperienceof Sharepoint and TeamsKnowledge andexperience of changemanagement | Application FormInterview |
| Knowledge and experienceof EPOS systems | |||
| Skills &abilities | Strong leadership, coachingand communication skillsAbility to motivate anddevelop multi-site teams.Ability to interpret financialinformation and makecommercial decisionsAble to manage competingpriorities and work underpressure.Excellent communicationand interpersonal skillsExcellent IT skills andknowledge of CRMdatabases. | Interview | |
| Personalqualities | Resilient and adaptable,able to support teamsthrough changeCustomer focused mindsetPositive, proactive andsolution focused. | Enthusiasm and passionfor the work of CornwallAir Ambulance | Interview |
| Other | Full UK driving licenceAbility to travel to allCornwall Air Ambulanceretail stores | Application Form | |