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CHARLOTTE LIM FEI LI
Singapore
Summary
Dynamic Retail Store Manager with over 10 years of experience in the fashion, beauty, and lifestyle sectors, recognized for driving revenue growth and cultivating high-performing teams. Proven ability to deliver exceptional customer experiences while effectively managing store operations. Currently pivoting towards marketing strategy and data analytics, driven by a strong interest in digital marketing and leveraging data insights to enhance business performance. Committed to applying a blend of retail expertise and analytical skills to contribute to innovative marketing initiatives.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Retail Store Manager
Nala Designs Pte. Ltd
Singapore, Singapore
01.2026 - Current
- Managed operational processes and utilized data insights to drive revenue performance across the store.
- Assessed key performance indicators, focusing on conversion rates and ATV, to drive performance improvements.
- Directed team efforts towards meeting sales goals and maintaining high service standards.
- Administered merchandising stock levels and coordinated marketing campaigns to optimize sales performance.
Store Manager
Lenskart Solutions Pte. Ltd
Singapore
10.2024 - 11.2025
- Supervised retail outlet operations at Lenskart, focusing on optimizing workflow processes and delivering outstanding service to customers.
- Facilitated teamwork among diverse members to achieve sales objectives and improve customer experience.
- Developed and implemented sales strategies aimed at increasing revenue and elevating overall store effectiveness.
- Led team to achieve sales targets through effective training and performance management.
- Implemented inventory control measures, reducing stock discrepancies and improving accuracy.
Retail Sales Manager
Oo La Lab
Singapore
08.2024 - 10.2024
- Facilitated high volumes of cash, credit, and gift card transactions, verifying cash drawer balance at end of each shift.
- Boosted sales performance by implementing effective visual merchandising and store layouts.
- Trained new sales associates on company policies, selling techniques, and customer service best practices to maximize their potential.
- Maintained company's visual merchandise standards through general housekeeping and planograms.
- Managed inventory effectively to minimize stock shortages and ensure optimal levels of merchandise for maximum sales.
- Managed day-to-day staffing and handled scheduling for all store employees.
- Implemented targeted marketing campaigns that drove traffic into the store, increasing overall footfall and conversion rates.
Retail Store Manager
Anothersole International Pte.Ltd
Singapore
01.2023 - 08.2024
- My role as Store Manager is to ensure daily store operation is smooth and effectively
- My duties are includes :
- Developing and creating business strategies to attract new customers, expand store traffic, and enhance profitability.
- Undertaking administrative tasks such as managing store budget and updating financial records.
- Monitoring inventory levels and update new launches.
- Ensuring store compliance with health, safety regulations, and staffs well being.
- Developing and arranging merchandising and ensure its follow company SOP.
- Hiring, training, and overseeing new staff.
- Planning monthly roster and arranging manpower.
- Motivating the sales team to meet sales objectives by training and mentoring staff.
- Delivering excellent service to ensure high levels of customer satisfaction.
- Responding to customer complaints and concerns in a professional manner.
Team Leader - Retail Ambassador Program
World Mode Singapore Pte. Ltd
Singapore
07.2022 - 12.2022
- Developed and implemented first retail ambassador program in Singapore to enhance brand visibility and customer interaction.
- Achieved seamless retail operations on a daily basis, contributing to positive client experiences. Fostered strong relationships with clients including Sephora and multiple beauty brands.
- Cultivated relationships with clients to enhance brand loyalty and customer engagement.
- Facilitated product demonstrations, showcasing features and benefits to potential customers.
Senior Beauty Consultant
Guerlain
Singapore
04.2022 - 07.2022
- I am a sales driven person and that enabled me to hit my personal target in just three days on the first month of Guerlain Boutique opening! I am authentic, fearless, hardworking, and always challenging myself to attain better results.
- Provide personalised beauty consultations to customers, understanding their skin type, preferences, and concerns to recommend suitable products.
- Drive sales by meeting and exceeding monthly targets through upselling, cross-selling, and promoting new product launches.
- Ensure products are well-displayed, fully stocked, and aligned with brand standards and promotional guidelines
- Mentor junior beauty advisors, support onboarding of new staff, and share product knowledge or selling techniques to enhance team performance.
- Build strong relationships with loyal clients through excellent service, follow-ups, and personalised recommendations.
Team Leader
Penhaligon’s
Singapore
07.2021 - 04.2022
- Responsible as Brand Ambassador introduce our fragrance and the British Perfumery with 154-year heritage and legacy to our customers. Be a Fragrance Expert to elevate the customer experience and knowledge. Be a Storyteller to entertain our customer by walking through the journey by our scented stories and build long term relationship with customers.
- Duties:
- Collaborate with Store Manager in the areas of staffing levels, store cash controls and inventory.
- Ensure that customers receive the highest level of customer service.
- Educate and motivate Fragrance Consultants to ensure that they meet objectives.
- Analyst sales reports and data to determine the needs of the business and set business strategies.
- Continuously motivate sales team members to meet assigned sales and productivity goals.
- Support the development of Fragrance Consultants techniques, ensuring utilisation of fragrance profiling to maximise sales, and ensure selling team members are fluent in all aspects of product knowledge.
Personal Shopper
Sephora Pte. Ltd
Singapore
07.2019 - 07.2021
- As a Personal Shopper , I offer one-on-one guided shopping experience by appointment, exclusively for Sephora Gold Card members.
- I provide personalised recommendations to Gold Card members based on their skin care and beauty needs
- During the 60-minute private session, customers are able discover latest products, learn new techniques, and receive professional assistance in choosing the right products from our wide range of offerings at the Sephora
- Complimentary hand massage with luxury products and drinks will serve during the session as a token of appreciation to our Gold card members
- Offering custom made engraving in the flacon and lipsticks exclusively for Gold Card members
- I have the responsibility to create a wonderful experience and unforgettable memories to shop with Sephora.
- I am Professional and expertise doing engraving for falcons and lipsticks.
Beauty Advisor
Sephora Pte. Ltd
Singapore
04.2018 - 07.2021
- Responsible for delivering a friendly service , knowledgeable in products knowledge and enthusiastic
- As a Beauty Advisor, we provide a unique experience to our customer and embody the "Sephora Attitude" of Get, Give & Teach
- Duties:
- Meet sales targets by understanding customers’ needs, providing expert knowledge in make-up, skincare, fragrance and offering product demonstration.
- Build and nurture a strong relationship with loyal customer through knowledge, attitude and service.
- Help restock shelve, clean fixtures, and check testers and prices are present in good condition.
- Share with customers Sephora online portfolio and app, so that if products are out of stock in store and customer are still able to buy it online.
- Advocate for Beauty Pass, our loyalty program to every customer, to ensure they benefit from the exclusive offer and rewards.
- Expertise in engraving job on the falcon and lipsticks.
Sales Representative
Amore Pacific Singapore Pte Ltd
Singapore
03.2016 - 03.2018
- Support the daily operations of the store, including implementing retail initiatives and ensuring smooth overall maintenance.
- Educate customers about Innisfree’s brand philosophy, product range, and skincare benefits.
- Deliver a friendly, engaging, and personalized customer experience to build loyalty and drive sales.
- Demonstrate strong product knowledge and effectively communicate current promotions and special offers.
- Assist in visual merchandising, product display, and regular stock replenishment to maintain store standards.
- Uphold store cleanliness and presentation to ensure a welcoming shopping environment.
Sales Associate
Shilla Travel Retail Pte Ltd
Singapore
12.2014 - 03.2016
- Fostered a welcoming atmosphere by greeting each customer with a smile and positive demeanor.
- Championed initiatives to enhance shopping experience and drive sales performance.
- Assisted store team and manager in implementing strategies aimed at achieving revenue growth and maximizing profitability.
- Facilitated exceptional customer experiences through understanding unique preferences and providing appropriate luxury product suggestions.
- Identified and recommended product alternatives to enhance customer experience and optimize sales potential.
- Assisted with monthly inventory counts. Supported price adjustments for merchandise. Aided in updating merchandise displays.
- Managed cash transactions and point-of-sale operations, ensuring precise daily balancing and sales closure.
- Upheld high standards of professionalism to enhance customer experiences in a renowned retail setting at Changi Airport Singapore.
Education
Certificate - Beauty and Backstage
Make Up For Ever Academy
SingaporeDiploma - Business Administration, Marketing Management
PSB Academy
Singapore05.2018
Skills
- Operational efficiency management
- Talent acquisition
- Effective communication
- Customer satisfaction focus
- Point of sale system management
- Stock management skills
- Entrepreneurial creativity
- Customer-focused sales
- Stock management
- Team performance enhancement skills
- Interpersonal Skills
- Loyalty Programme
- Organizational planning skills
- Collaborative team management
- Analytical problem solving
Accomplishments
- Dec 2015, Silver Changi Service Star
- Feb 2016, Silver Changi Service Star and Bronze Changi Service Star
- October 2019, Guerlain X Sephora Fragrance Master
- October 2019, Frame Awards 2019 Deliver Excellence
- December 2020, Frame Awards 2020 Be Creative and Innovative
- December 2020, Frame Awards 2020 Cultivate an Entrepreneurial Spirit
- December 2020, Frame Awards 2020 Deliver Excellence
Changi Airport Singapore
Sephora Singapore Pte Ltd
Interests
Travel, Exercise and Health-Related Activities, Singing
Certification
Certificate in Excellent | Fresh Skin Care Singapore x Sephora Singapore
- Participation in learning Fresh products knowledge, selling skills and story telling. Fresh x Sephora Programme in finalist August 2019.
Certificate in Fragrance Master | Guerlain x Sephora Singapore
- Certificate in a honor of Fragrance Master Guerlain x Sephora in October 2019. Guerlain x Sephora first ever programme 2019. Discover history of GUERLAIN and knowledge about perfume. Develop new storytelling and selling skills. I feel empowered to recognized the finest raw materials in perfumery. Joined seminar take place in Paris.
Certificate of Excellence | Sephora Singapore
- Certificate in given outstanding services and achievement the highest number of compliments.
Certificate of Deliver Excellence | Sephora Singapore
- Certificate in TOP recipient for proudly bearing in Sephora Frame Award 2019
Certificate in Participation | Changi Airport Singapore
- Participation in Foundation modules of Changi Orientation Programme and Customer Service Skills Programme in December 2014.
Certificate of Best Academic Achievement | SMK Hwa Lian Mentakab
- Certificate in best academic in Economic in year 2002.
LANGUAGES
English
Bahasa Melayu
Mandarin
Cantonese
Timeline
Retail Store Manager
Nala Designs Pte. Ltd
01.2026 - Current
Store Manager
Lenskart Solutions Pte. Ltd
10.2024 - 11.2025
Retail Sales Manager
Oo La Lab
08.2024 - 10.2024
Retail Store Manager
Anothersole International Pte.Ltd
01.2023 - 08.2024
Team Leader - Retail Ambassador Program
World Mode Singapore Pte. Ltd
07.2022 - 12.2022
Senior Beauty Consultant
Guerlain
04.2022 - 07.2022
Team Leader
Penhaligon’s
07.2021 - 04.2022
Personal Shopper
Sephora Pte. Ltd
07.2019 - 07.2021
Beauty Advisor
Sephora Pte. Ltd
04.2018 - 07.2021
Sales Representative
Amore Pacific Singapore Pte Ltd
03.2016 - 03.2018
Sales Associate
Shilla Travel Retail Pte Ltd
12.2014 - 03.2016
Certificate - Beauty and Backstage
Make Up For Ever Academy
Diploma - Business Administration, Marketing Management
PSB Academy
EXPECTED SALARY
Salary is only one of the factors I consider when evaluating a job opportunity. I would be happy to discuss compensation further once we’ve established that I’m a strong fit for the position.
AVAILABILITY
Require one month notice from the job offers