Role Purpose
The Assistant Boutique Leader plays a key role in supporting the Boutique Leader to deliver exceptional customer experiences, strong commercial outcomes and a positive, values-led team culture.
This role is hands-on, customer-facing and coaching-focused - helping bring the SHEIKE brand to life on the shop floor, supporting day-to-day Boutique leadership, and acting as a role model for service, styling and selling experience.
Living the SHEIKE Values
At SHEIKE, how we lead matters just as much as what we achieve.
Stay Curious
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Seeks to understand Boutique performance and customer behaviours
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Asks thoughtful questions and actively learns through feedback and coaching
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Builds confidence in interpreting basic sales and conversion data
Spark Connection
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Creates warm, genuine connections with customers and team members
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Supports a welcoming and inclusive Boutique environment
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Leads with empathy, positivity and clear communication
Shape Tomorrow
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Takes ownership of personal development and leadership growth
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Support change initiatives and new ways of working in Boutique
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Contributes ideas that help improve customer experience and performance
Key Responsibilities
Customer Experience & Service Leadership
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Deliver consistently high-quality customer experiences aligned to the SHEIKE brand
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Lead by example with genuine greetings, confident styling and fitting room engagement
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Support the Boutique Leader in coaching the team on service and selling behaviours
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Act as a point of escalation for customers in the absence of the Boutique Leader
Commercial Performance & Results
Supports Boutique performance across key metrics including:
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Sales
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Conversion
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Average Transaction Value (ATV)
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Items Per Sale (IPS)
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SHEIKE Society sign-ups & engagement
This includes:
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Understanding daily and weekly performance trends
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Supporting team focus on conversion and add-on selling
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Reinforcing commercial priorities on the Boutique floor
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Role modelling strong selling behaviours during peak periods
Team Leadership & Development
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Support onboarding and training of new team members
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Provide day-to-day coaching and feedback to stylists
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Assist with performance conversations and recognition moments
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Step into a leadership role when the Boutique Leader is off the floor
Wages & Rostering (Support)
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Support effective rostering aligned to traffic and service needs
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Assist with wage control through strong floor leadership and productivity
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Ensure time and attendance processes are followed accurately
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Support opening and closing procedures as required
Stock Integrity & Loss Prevention
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Support stock accuracy through strong adherence to processes
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Role model loss prevention behaviours and standards
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Assist with stock movements, deliveries and transfers
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Escalate stock concerns or discrepancies to the Boutique Leader
Visual & Operational Excellence
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Maintain strong visual standards aligned to VM direction
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Ensure fitting room, shop floor and back-of-house areas are clean and organised
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Support execution of campaigns, promotions and sale activity
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Be proactive in identifying and addressing standards opportunities
What Success Looks Like
A Successful Assistant Boutique Leader
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Is a trusted second-in-charge within the Boutique
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Leads confidently on the floor and during peak trade
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Builds strong relationships with customers and team members
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Supports the Boutique Leader in driving results and culture
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Is developing capability toward future Boutique Leadership
Key Capabilities & Skills
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Experience in a customer-facing retail environment
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Passion for styling, selling and customer connection
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Strong communication and interpersonal skills
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Emerging leadership capability with a growth mindset
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Organised, reliable and values-aligned
