Zachary Daniels
General Manager
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General Manager – Founder-Led Activewear Brand
Location: Bolton / Greater Manchester
Salary: £60,000–£80,000
Reports to: Founder and CEO
The Opportunity:
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.
The Role:
You will translate the Founder’s vision into clear priorities, plans, and measurable results. Your responsibilities will include:
- Leading the day-to-day commercial and operational performance of the business
- Taking increasing ownership of the P&L, budgets, forecasts, and management reporting
- Improving revenue, margin, profitability, cash generation, and working capital
- Leading ecommerce trading and improving conversion, customer acquisition, and repeat purchase
- Strengthening product, merchandising, stock, and promotional planning
- Improving stock turn, full-price sell-through, and aged-inventory management
- Overseeing supply chain, fulfillment, returns, and customer service
- Introducing clear KPIs, accountability, and effective management routines
- Leading and developing a multi-functional team
- Identifying growth opportunities across products, markets, and channels
- 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.
Your first 12–18 months:
You will be expected to:
- Build a detailed understanding of the brand, customer, team, and commercial model
- Establish a trusted working relationship with the Founder
- Review the P&L, cash cycle, stock position, and customer economics
- Improve budgeting, forecasting, and management reporting
- Clarify roles, responsibilities, and decision-making authority
- Strengthen ecommerce, product, and promotional planning
- Improve margin, stock productivity, and operational efficiency
- Assess the team structure and leadership capability
- Produce and begin delivering a two-to-three-year growth plan
- Take primary responsibility for the day-to-day running of the business
About you:
You may currently be a General Manager, Head of Operations, Commercial Director, Ecommerce Director, Trading Director, or COO within a smaller business.
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You will bring:
- Senior commercial or operational experience within ecommerce, retail, or consumer products
- Responsibility for a P&L, business unit, or significant budget
- Evidence of delivering profitable growth
- Strong commercial and financial judgment
- Experience across ecommerce, product, stock, fulfillment, or supply chain
- Experience leading people across multiple functions
- Confidence working with budgets, forecasts, and commercial KPIs
- A data-led, practical, and execution-focused approach
- Experience within an entrepreneurial or founder-led environment
Experience within activewear, fashion, apparel, footwear, beauty, or wellness would be advantageous but is not essential.
Your leadership style:
You will be commercially sharp, hands-on, and comfortable with detail.
You will also be:
- Ambitious but low-ego
- Approachable, direct, and fair
- Organized and decisive
- Able to challenge constructively
- Calm under pressure
- Comfortable working without large-company infrastructure
- Motivated by building a business over the long term
Package and progression:
- £60,000–£80,000 base salary
- Performance-related financial rewards
- Pension and company benefits
- Significant autonomy across the business
- Direct working relationship with the Founder
- Potential progression to Managing Director and equity options
To apply, please submit your CV today!
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