David Payton

Experienced Retail Manager for 17 years with over 4 years as a Store Manager (plus 2 decades of service to GAME/Frasers Group), demonstrating consistent success in leadership, performance management, team development, and operational excellence. Proven ability to drive sales growth, maximise profitability, and deliver outstanding customer experiences within fast-paced retail environments. Strong track record of building high-performing teams through effective coaching, structured training, and clear performance frameworks.

Skilled in operational planning, stock control, compliance, and KPI delivery, with a leadership style that promotes accountability, engagement, and continuous improvement. Committed to achieving commercial targets while maintaining brand standards and operational efficiency with a positive, resilient, and can-do attitude.

Store Manager/Assistant Manager at GAME, Merry Hill Dudley (Frasers Group) (2019-03 – 2026-03)

Spearheaded recruitment, onboarding, training, and performance management for all staff within the flagship store. Contributing to delivering outstanding customer service by coaching staff on product knowledge, upselling techniques, and building loyalty to achieve repeat custom.

• Celebrated through FY26 Recognition Cards for Q1, Q2 and Q3 for hard work, attitude, and the impact on others
• Awarded Frasers Group 'Store of the Season 2024' (Speciality category) for outstanding overall performance, exceptional compliance standards, and resilient, adaptable leadership during a high-pressure peak trading period
• Championed group finance offering (Frasers Plus) through coaching and development of the team, keeping to all legal and ethical compliance. Won group incentive award for Best GAME Performance three months in a row, delivering a record-breaking performance, contributing 18% of the entire brand performance in a single week in Q1. The store was named the Winner of FY26 Best Performer – GAME
• Orchestrated successful flagship gaming console launch (Nintendo Switch 2) in a high-visibility store initiative, driving #1 business revenue ranking through planning, team training, optimised merchandising, and customer-focused strategies with upsell of accessories
• Led store team of up to twenty-five staff, coaching, motivating and developing team members to achieve performance goals, deliver high standards of customer service, and support personal career growth. Identified internal talent with the development of six retail team leaders and one new role of supervisor. Onboarding of over twenty permanent or temporary casual workers
• Achieved and exceeded monthly sales targets by 20% on average, implementing strategies to drive footfall, upsell and conversion rates in a competitive electronics and toys market. Hit all tracked five KPIs (Revenue vs budget, Monthly insurance attach, Accessory insurance attach, Future business and Customer loyalty reward programme paid signups)
• Oversaw visual merchandising, ensuring attractive product displays aligned with brand guidelines to enhance customer engagement and sales. Executed promotions and seasonal initiatives in line with company calendars to maximise sales, highlighting newer categories of toys through best practice. Collaborated with other locations to transfer stock to stores for sell-through and regularly adapted to market trends in gaming and toys
• Managed daily operations of a high-turnover retail store, including all shift scheduling, budgeting and ensuring full health & safety compliance with the store passing payroll vs turnover targets 100% every week, showing effective controls in costs and work-hours
• Maintained rigorous, efficient stock room management in a fast-paced flagship environment, reducing shrinkage and achieving 0.13% loss vs turnover against the business target of 0.5%. Conducted regular audits, liaised with Merry Hill Security and local Police to retrieve any loss due to theft

Retail Trainer at GAME, Midlands Area (2018-03 – 2024-12)

Recognised by the Regional/Area Manager and entrusted with Retail Trainer additional responsibilities, delivering high-impact training on product knowledge, sales techniques, and service excellence, elevating staff performance and maintaining brand integrity across locations.

• Delivered key identified tailored training of various business focus areas to thirty stores, resulting in an average increase of 9% in insurance attach rate through in-field sessions and follow-up evaluation meetings
• Achieved an ROI of £14,000 within the first year while being the first Deputy Manager in the role within the business, finishing second within the business overall. Prompting the opportunity to be granted to others who were at the same level
• Collaborated with Sports Direct Learning and Development on adopting the one team mentality and setting up new store GAME concessions within Sports Direct locations, helping to bridge the differences and cultures of the two businesses in line with the elevation strategy

Concession Store Manager/Deputy Manager/Store Manager at GAME (2008-10 – 2019-03)

Progressed through leadership roles across GAME West Midlands sites; led operations, team management, sales targets, and customer experience while successfully adapting to major retail and consumer shifts over 10.5 years. Effective communicator with a variety of teams, area managers, head office personnel, and customers; adept at building strong internal and external relationships

Sales Assistant to Senior Sales (Part Time) at GAME, Merry Hill Dudley (2002-09 – 2008-10)

GAME Advance Retail Team Leader Level 3 in Retail Leadership – GAME (2019)

A-Levels in Business Studies, Computing – King Edward VI College, Stourbridge (1998)

GCSEs in English, Maths, Business Studies, Information Technology, Science – Thorns School & Community College (1996)