General Manager

A General Manager role requires a candidate to build a team to localise all services, create partnerships, and drive all marketing activities to acquire and retain customers. If you are looking for a General Manager role or would like to find out how to become a General Manager, what skills you need, and what salaries are on offer, you will find a complete guide below.

If you’re an employer looking to recruit a General Manager, please see our Executive Search recruitment page, and the full overview of our services to employers. If you need to hire and would like our services, contact us today.

We place General Manager candidates within London. With the rise of flexible working over the last 2 years, we are extending our recruitment services to candidates across the UK, Europe, and North America.


There are many factors used to determine the General Manager salary and package expectations – size of business, industry, growth stage, product pipeline and company turnover – just to name a few.

We’d expect a salary between £100,000 – £300,000 with additional benefits such as private medical insurance, performance related bonuses and pension contributions as standard for this level of role. The salary is largely determined by the organisation type, i.e., a large global listed business will be closer to the top range, with an early-stage scale-up towards the lower end of the scale, potentially with an equity package to enhance the overall package.

Equally, if an employer requires a General Manager with specific niche experience and knowledge, the candidate will often be able to negotiate a salary at the higher end of this scale.

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Example Job Description

A typical General Manager job description will read something like the below:

We’re searching for a UK General Manager for a very high-profile US consumer healthtech/wellness brand who’s recent multi-$100m funding round positions them to localise their service across new European and Global territories and enter new markets.

The UK General Manager role involves leading the UK growth strategy formation and execution, across all commercial levers. Over time you’ll build a UK team to localise all services, create partnerships, and drive all marketing activities to acquire, delight and retain UK customers.

This is a rare opportunity to take a high-profile consumer wellness service with a proven product market fit and significant funding into the UK market. You’ll be very hands on initially, building a high performing team over time.

The UK General Manager will:

  • Be the point person and commercial lead for the UK market, leading the growth effort and engaging with US HQ teams and leadership
  • Conduct UK market research to understand consumers and competitors
  • Develop the UK growth strategy to position the service in the UK market
  • Create a prioritised roadmap of actions which tie back to clear impacts on top and bottom line for the UK
  • Own the local product experience across localised product features, creating a roadmap of product feature roll-outs, development and initiatives for UK users
  • Work with US teams to identify and craft UK service features, monitoring the quality of customer service, analysing research and driving Marketing with the Director of UK Marketing
  • Develop a standard format to provide feedback to HQ teams on where gaps exist on the local customer experience
  • Ensure compliance with UK legislation and regulatory requirements
  • Build a team to enable partnerships and activations which can drive organic growth for the business
  • Be the in-market figure head, handling PR and government relations in conjunction with comms teams, legal teams and agencies

Candidates for the UK General Manager role must have:

  • Previous experience in a commercial leadership role for a consumer facing digital service from any consumer sector
  • Ideally experience with a scaling consumer tech brand / Scale Up / Start Up experience
  • Leadership experience across product management, marketing, partnerships and all commercial growth levers
  • Comfortable being hands-on and detail focussed, particularly in the early stages.
  • Strong experience building and leading high performing teams, across marketing, product, partnerships
  • A very strong data focus and comfort generating insight, measuring performance and solving problems using data
  • First class communication and influencing skills to manage internal and external relationships, engage and pitch to partners and for PR/Press communications

What are employers looking for?

  • Business development
  • Customer service
  • Sales focus
  • Revenue growth
  • Attention to detail and analytical skills
  • People management and leadership
  • Excellent communication skills


What does a general manager do?
General managers oversee the day to day operations of a line of business or a business segment. The role involves leading the growth strategy formation and execution, across all commercial levers. The General Manager will need to localise all services, create partnerships, and drive all marketing activities to acquire and retain customers
What's higher than a general manager?
In most business structures, a General Manager position would report into the Vice President of Operations or Chief Operations Officer.