Vice President of Retail OperationsWILCO | Farm Supply Retail | Pacific Northwest | 28 Locations
Position SummaryThe Vice President of Retail Operations is a senior executive accountable for the performance, culture, and customer experience across all 28 store locations. This leader ensures every store operates at a high standard of excellence - delivering an inviting, well-run environment for customers and a purposeful, engaging workplace for store teams.
The VP of Retail Operations brings a rare and essential combination of people-first leadership and rigorous operational discipline. They are equally at home coaching a District Manager through a difficult team situation as they are analyzing store-level P&L data, shrink trends, or LPS (Livestock & Pet Supplies) program performance with Purina. This leader sets the tone for a field organization that is warm, knowledgeable, and results-oriented - reflecting the values of the communities they serve across our footprint.
Reporting directly to the Chief Executive Officer, the VP of Retail Operations is a key member of the senior leadership team and partners closely with Marketing, Merchandising, Human Resources, and Finance to drive consistent execution and sustainable growth across the store portfolio.
Reports To: Chief Executive OfficerDirect Reports: District Manager (3) - each overseeing a geographic cluster of store locationsResponsibilitiesStore Operations & Performance- Own the operational performance of all 28 store locations, including safety, sales, margin, labor efficiency, shrink, and customer satisfaction metrics.
- Develop and execute field operating standards, ensuring consistency in store appearance, merchandising execution, customer service protocols, and safety compliance across all locations.
- Partner with Merchandising and Marketing to support effective product placement, seasonal set execution, and in-store promotional standards.
- Conduct regular store visits and structured field evaluations; hold District Managers accountable for store-level performance against defined KPIs.
- Analyze store-level and district-level performance data to identify trends, surface root causes, and drive targeted operational improvements.
- Oversee labor planning and scheduling standards to ensure appropriate staffing levels that balance customer service quality with labor cost efficiency.
- Each District Manager carries ownership of a designated specialty area on behalf of the field organization. Current assignments include: Grooming Operations (service standards, staffing, and department revenue across applicable locations), Shrink & Loss Prevention (shrink reduction targets, inventory controls, and loss prevention best practices), and the LPS Outside Sales Program in partnership with Purina (territory coverage, account acquisition, and program sales performance). The VP provides strategic direction and holds each DM accountable for results within their respective area.
People Leadership & Culture- Lead, develop, and inspire a field organization of District Managers and, through them, store-level leadership teams across 28 locations.
- Build a high-performance culture rooted in genuine customer connection, team accountability, and continuous learning.
- Partner with Human Resources on talent acquisition, succession planning, and leadership development programs for the store management pipeline.
- Model and reinforce company values in all interactions with the field; be a visible, accessible leader known for fairness, directness, and care for people.
- Establish clear performance expectations for District Managers and deliver timely, candid coaching and feedback.
- Foster a culture of recognition that celebrates great customer experiences, team milestones, and individual achievement at every level of the store organization.
Customer Experience- Champion a customer-first culture across all store locations, ensuring every interaction reflects the company's commitment to knowledgeable, friendly service.
- Use customer satisfaction data, NPS scores, and voice-of-customer feedback to identify experience gaps and drive field-level improvements.
- Ensure store teams are trained and equipped to serve the diverse needs of the company's customer base - from hobby farmers and ranchers to pet owners and rural lifestyle consumers.
- Partner with Marketing on in-store experience standards and the execution of loyalty program engagement at the store level.
- Establish service recovery protocols that empower store teams to resolve customer issues effectively and promptly.
Analytics & Financial Accountability- Own the retail operations budget, including store labor, facilities, supplies, and operational overhead; manage to plan and report variances to Finance.
- Use store-level and district-level data to drive performance management decisions - from staffing and scheduling to shrink reduction and service department optimization.
- Develop and maintain a comprehensive operational scorecard tracking key metrics across stores: sales per square foot, conversion, units per transaction, customer satisfaction, shrink rate, grooming revenue, and LPS program performance.
- Lead quarterly business reviews with District Managers, providing data-driven insights and clear operational priorities.
- Partner with Finance on store-level P&L analysis, supporting investment decisions related to new store development, remodels, and operational improvements.
Cross-Functional Leadership- Serve as the primary operational voice on the senior leadership team, advocating for store-level needs in strategic planning, systems investments, and policy development.
- Partner with Merchandising on planogram execution, product flow, and in-store inventory management.
- Collaborate with HR on workforce planning, compensation benchmarking, and field-level employee relations matters.
- Work with Marketing to align field execution with brand standards, loyalty program rollout, and promotional campaigns.
QualificationsRequired- Bachelor's degree in Business, Retail Management, Operations, or a related field; MBA preferred.
- 10+ years of progressive retail operations experience, with at least 4 years in a multi-unit or regional leadership role.
- Demonstrated ability to lead large field organizations with a people-first approach while driving measurable operational results.
- Proven experience managing or overseeing shrink reduction, loss prevention, specialty service departments, and outside sales programs through a field management structure.
- Strong analytical skills - comfortable with P&L management, operational scorecards, labor modeling, and data-driven decision-making.
- Track record of developing leaders and building high-performing store management teams.
- Excellent communication skills; able to connect equally well with frontline store associates and executive stakeholders.
- Willingness and ability to travel regularly to store locations across the Pacific Northwest.
Preferred- Experience in farm supply, feed and seed, pet retail, agriculture, or outdoor/lifestyle retail.
- Familiarity with outside sales or field sales programs, particularly in a livestock, feed, or pet nutrition context.
- Experience managing vendor partnerships and co-branded sales programs (experience with Purina or similar agricultural brands a strong plus).
- Knowledge of Pacific Northwest rural and agricultural markets and customer demographics.
- Experience supporting new store development, construction oversight, or store remodel programs.
Benefits- STIP, STIP & Deferred Comp Eligible
- Compensation includes a competitive base salary commensurate with experience, and a comprehensive benefits package.
- Medical, dental, and vision health insurance
- 401 (k) Retirement Plan with up to 6% Employer Match
- Advancement Opportunities
- Employee Assistance Program
- Referral Bonus - refer a friend or family member
- Long-term disability and Life/AD & D Insurance
- Generous Employee Discount
- Tuition Reimbursement
- On-Demand Pay
- Holidays and paid time off
LI-LY1
