Experience
From running stores at Dunnes Stores in 1978 to leading retail across countries and national store networks.
2023 – today
Retail Adviser, Leadership Coach & Mentor
Gerry Butler Retail Consultancy
Helping business owners, managers and individuals improve performance, strengthen leadership and turn business challenges into practical actions. Current work includes supporting independent retailers with store operations, operating procedures, KPIs, people management and leadership development.
2025 – 2026
Interim Head of Retail
SVP (Society of St Vincent de Paul) Ireland
Led the national retail function for SVP, supporting 220 charity shops across eight regions in Ireland. Focused on retail performance, operational standards, people, governance and risk, and greater consistency and collaboration across the Society.
2023 – 2025
Head of Retail
Shaws Department Stores
Led retail operations across Shaws' 17 department stores in Ireland, responsible for commercial performance, operational standards and customer experience, working with store leadership teams to improve performance and develop people.
2019 – 2022
EPOS Retail Account Director & Commercial Coach, then Retail Consultant
Primark
Supported the implementation of Primark's major EPOS transformation across more than 400 stores in 16 countries, turning a significant technology change into practical store-level implementation. Then continued part-time as a retail consultant to senior management on training, operational improvement and commercial performance. In 2020 Primark also featured him as a character in its first mobile game, Primark Legends.
2017 – 2019
Director General, Benelux
Primark
Led Primark's Benelux business through significant organisational and employee-relations challenges: rebuilding relationships, strengthening engagement and establishing effective Works Councils. Identified and mentored the internal successor who took over as Director General in 2019.
2013 – 2017
Director of Sales, Republic of Ireland
Primark / Penneys
Led retail operations and sales performance across Primark/Penneys in the Republic of Ireland, responsible for commercial performance, operational standards and people development across the store network.
2011 – 2013
Group Operations Manager
Primark, Dublin
Established Primark's Group Operations function to bring greater consistency of retail operations across international markets. Built the initial team and worked with country leadership to embed common operational standards.
2008 – 2011
Area Manager, Northern Europe
Primark
Led Primark's expansion into Northern Europe, opening the company's first stores in the Netherlands, Germany and Belgium, and built local management teams while establishing Primark's standards in new markets.
1993 – 2008
Area Manager, Ireland
Primark
Fourteen years leading a group of Primark stores across Ireland.
1984 – 1993
Store Manager, then General Manager
Primark, Dublin
Joined Primark as a store manager in 1984 and became General Manager in 1991.
1978 – 1984
Retail Store Manager
Dunnes Stores
Where it started: running stores for one of Ireland's best-known retailers.
Put this experience to work for you.