About us

VPZ is the UK’s leading vape retailer, operating 200 stores nationwide alongside a rapidly growing ecommerce platform. As the business continues to scale, we are seeking an experienced Operations Director.

This is a broad, commercially focused role with accountability that extends beyond traditional retail leadership, covering the full operational engine of the business.

We are looking for a commercially astute Operations Director to lead the execution of our operational strategy and drive performance across the estate.

The role requires a leader who will be closely connected to the operation, comfortable making tough decisions, and experienced in delivering results within fast-moving, multi-site retail businesses.

As VPZ continues to grow, the business requires greater consistency, pace and performance discipline across the estate. This role exists to strengthen operational execution, sharpen accountability and ensure the organisation is set up to scale profitably.

The Role, What You’ll Actually Do

You will have end to end responsibility for Retail Operations, Marketing Operations, Property and HR, with a clear focus on sales performance, execution quality and operational discipline.

Retail & Sales Performance

• Own retail performance across 200 stores including revenue, conversion, ATV, UPT and like for like growth.

• Get into the detail to understand what is happening on the shop floor and fix what is not working.

• Lead and challenge the Area Sales Manager structure, building accountability, capability and bench strength.

• Set and enforce customer experience standards across the estate.

• Use data, insight and judgement to identify opportunities, manage risk and drive growth.

• Work closely with Buying and Marketing to maximise range, availability, footfall and in store execution.

Marketing Operations

• Ensure marketing campaigns are delivered on time, in store and fully compliant.

• Oversee POS, signage and promotional execution across the estate.

• Control marketing operations budgets and supplier relationships, ensuring value for money and consistency.

Property

• Own the retail estate including leases, renewals, rent reviews and landlord relationships.

• Lead new store openings end to end from site selection through to fit out.

• Ensure stores and offices are safe, compliant, well maintained and fit for purpose.

Human Resources

• Provide hands on leadership of HR with direct ownership of complex employee relations matters.

• Personally handle disciplinary, grievance, redundancy and tribunal cases as required.

• Ensure full compliance with UK employment law.

• Drive recruitment, workforce planning and capability building at scale.

• Shape culture, engagement and performance across a workforce of 600+.

What Success Looks Like

• Improved like for like sales and margin delivery across the estate.

• A strong, consistent field leadership structure with clear accountability and performance rhythm.

• Clear operational control of stock, labour and cost.

• A capable leadership team with depth, succession and high standards.

You’ll Bring

• Proven experience as an Operations Director or equivalent in a large multi-site retail business with 100+ stores.

• A track record of driving sales performance and P&L outcomes, not just managing processes.

• Strong, practical HR knowledge with experience handling complex employee relations.

• Solid property experience covering leases, negotiations and estate strategy.

• Confidence leading large, layered teams and holding people to account.

You’ll Be

• Commercial to your core with a strong focus on numbers, margins and results.

• Comfortable being hands on, visible and decisive.

• Calm under pressure and prepared to make difficult calls.

• Data led but pragmatic with insight driving action.

• Credible at Board level while remaining effective and respected across the operation.

Please ensure you apply with an up-to-date CV.

Applicants must be 18 years old or above, any subsequent job offer is subject to pre-employment screening and right to work checks