From the shop floor to strategy: how one retail manager advanced her career

Jitka Davies’ experience from hands-on retail to strategic leadership, powered by a Level 4 Retail Management apprenticeship and the support of an inspiring tutor.

From the Shop Floor to Strategy: Jitka's Career Growth

Jitka Davies had always loved retail. From the buzz of the shop floor to the satisfaction of helping customers find exactly what they needed, she thrived in the fast-paced world of store management. Based in Penrith, Cumbria, and working as a store manager for Joules, Jitka had built her career on practical experience, learning by doing, adapting quickly, and building strong relationships with her team and customers alike.

But something inside her began to shift. While her experience gave her a deep understanding of how retail worked on the ground, Jitka began to feel a growing need for more. She wanted to understand why things worked the way they did, why customers behaved a certain way, how sales strategies were developed, and what really drove retail success from a business perspective.

“I realised that to progress further in my career, I needed more than experience,” she reflects. “I needed to understand the theory behind it all.”

That’s when she discovered the Level 4 Retail Management apprenticeship offered through Realise and everything changed.

A Strategic Decision

Jitka enrolled in the course through her employer, Joules, seeing it as a chance to bridge the gap between her hands-on skills and the strategic knowledge that would open doors to new opportunities. The course allowed her to apply what she was learning directly to her role, adding value in real time.

“I’ve always been passionate about retail,” she says, “but diving into the reasons behind customer behaviour, sales strategies, and operational efficiency took it to a whole new level.”

The flexibility of the course was a game-changer. Jitka could tailor her learning around her workload, which meant she was never overwhelmed, just energised.

The Power of a Great Tutor

Supporting Jitka every step of the way was her tutor, Sandy Chahal. For Jitka, Sandy guidance was more than just educational, it was personal.

“Sandy was incredible. Her emotional intelligence, her support, and her ability to tailor our lessons to my needs made all the difference. She made the whole experience not just manageable, but enjoyable. I truly feel lucky to have had her as a tutor.”

Growth in Motion

As the course progressed, Jitka found herself growing, not just in knowledge, but in confidence. She began looking at problems differently, analysing situations more strategically, and leading her team with a deeper understanding of retail operations and customer engagement.

“I started to apply everything, refining how I interacted with customers, supporting my colleagues more effectively, and improving processes like stock management. I could feel myself stepping into a new version of myself as a leader.”

And then came a surprising turn: the opportunity to take on a new role outside of the retail sector, one that focused on environment and business. It was a role that called for the very skills Jitka had spent months developing through her apprenticeship.

She took the leap.

“This new position is a fantastic opportunity for me. It might not be in retail, but it’s absolutely aligned with everything I’ve learned. Without the apprenticeship, I wouldn’t have had the confidence or the knowledge to make this move.”

Looking Back, Moving Forward

Now, with the course behind her and new doors opening ahead, Jitka feels empowered.

“Had I not done this course, I’d still be in the same role, something that wouldn’t have been ideal for my personal or family circumstances. But now, I’m in a much better place, professionally and personally. This has been a true stepping stone to the next phase of my career.”

And she’ll never forget the role Sandy played in making that happen.

“Sandy made my journey what it was. Her support, her kindness, her insight, she’s an absolute credit to Realise.”