General Manager

Location: Bolton / Greater ManchesterSalary: £60,000-£80,000 plus performance-related bonusReports to: Founder and CEO

Our client is an established UK activewear brand with a strong direct-to-consumer business and an international customer base.

The company is seeking a commercially minded General Manager to take increasing responsibility for its day-to-day leadership and performance.

This is a newly created, hands-on role covering commercial performance, ecommerce, product, operations, finance and people. You will work closely with the Founder, strengthen the company's operating model and help deliver its next stage of profitable growth.

There is a genuine opportunity to progress towards Managing Director over the next three to five years.

You will translate the Founder's vision into clear priorities, plans and measurable results.

Your responsibilities will include:

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• Leading the day-to-day commercial and operational performance of the business
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• Taking increasing ownership of the P&L, budgets, forecasts and management reporting
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• Improving revenue, margin, profitability, cash generation and working capital
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• Leading ecommerce trading and improving conversion, customer acquisition and repeat purchase
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• Strengthening product, merchandising, stock and promotional planning
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• Improving stock turn, full-price sell-through and aged-inventory management
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• Overseeing supply chain, fulfilment, returns and customer service
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• Introducing clear KPIs, accountability and effective management routines
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• Leading and developing a multi-functional team
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• Identifying growth opportunities across products, markets and channels
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• Reducing the company's reliance on the Founder for routine decisions
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This is not a role for someone who wants to operate at a distance. You must be comfortable moving between strategy and detail, from reviewing financial performance to resolving operational issues.

You will be expected to:

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• Build a detailed understanding of the brand, customer, team and commercial model
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• Establish a trusted working relationship with the Founder
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• Review the P&L, cash cycle, stock position and customer economics
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• Improve budgeting, forecasting and management reporting
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• Clarify roles, responsibilities and decision-making authority
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• Strengthen ecommerce, product and promotional planning
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• Improve margin, stock productivity and operational efficiency
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• Assess the team structure and leadership capability
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• Produce and begin delivering a two-to-three-year growth plan
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• Take primary responsibility for the day-to-day running of the business
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You may currently be a General Manager, Head of Operations, Commercial Director, Ecommerce Director, Trading Director or COO within a smaller business.

You will bring:

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• Senior commercial or operational experience within ecommerce, retail or consumer products
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• Responsibility for a P&L, business unit or significant budget
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• Evidence of delivering profitable growth
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• Strong commercial and financial judgement
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• Experience across ecommerce, product, stock, fulfilment or supply chain
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• Experience leading people across multiple functions
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• Confidence working with budgets, forecasts and commercial KPIs
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• A data-led, practical and execution-focused approach
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• Experience within an entrepreneurial or founder-led environment
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Experience within activewear, fashion, apparel, footwear, beauty or wellness would be advantageous but is not essential.

You will be commercially sharp, hands-on and comfortable with detail.

You will also be:

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• Ambitious but low-ego
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• Approachable, direct and fair
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• Organised and decisive
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• Able to challenge constructively
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• Calm under pressure
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• Comfortable working without large-company infrastructure
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• Motivated by building a business over the long term
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• £60,000-£80,000 base salary
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• Performance-related bonus
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• Pension and company benefits
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• Significant autonomy across the business
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• Direct working relationship with the Founder
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• Potential progression to Managing Director and equity options
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To apply, please submit your CV together with a brief explanation of why the opportunity interests you and the experience you would bring.