General Manager job description template and KPIs

Overview

Hiring or redefining a General Manager (GM) can make or break operational performance. Clarity in your job description is essential.

A General Manager oversees day-to-day operations and people. They own financial outcomes and align cross-functional work to hit business targets. In many organizations, this maps to the General and Operations Manager occupation defined by O*NET and the U.S. Bureau of Labor Statistics.

See O*NET’s profile for 11-1021.00 and the BLS Occupational Outlook for Top Executives for scope and competencies.

Employers should also remember that OSHA obligates employers to provide a safe workplace. That obligation affects expectations set in the role and posting.

A strong general manager job description sets expectations around span of control (single vs. multi-site), KPIs, compensation mix, and compliance statements. Done well, it narrows the funnel to candidates who can lead teams, manage budgets, and execute change without losing customer focus. The sections below give you responsibilities, requirements, a plug-and-play template, KPIs, and a 30-60-90 plan to accelerate hiring and onboarding.

Responsibilities and daily duties of a General Manager

Your GM will be accountable for results, not just routines—so lead with outcomes. While industry specifics vary, most General Managers own P&L execution, team leadership, and operational excellence across their site(s) or business unit.

Own P&L performance: forecast, budget, and manage revenue, margins, and costs.
Lead, coach, and develop managers and frontline teams to meet goals.
Drive operational excellence: process improvement, quality, safety, and compliance.
Align cross-functional work with Sales, Finance, HR, and Supply Chain/Product.
Monitor customer outcomes (NPS/CSAT), service levels, and issue resolution.
Manage capacity, labor planning, inventory, and vendor relationships.
Report performance and risks; execute corrective plans and change initiatives.

These duties show up differently by business model. In retail and hospitality, a GM balances labor efficiency with service standards and merchandising. In manufacturing, they manage throughput, quality, and on-time delivery. In SaaS, they orchestrate customer retention, ARR growth, and cross-functional enablement. For a broader role definition, review O*NET’s General and Operations Managers summary.

Essential skills and qualifications

Great GMs combine leadership with financial and operational fluency. They translate strategy into plans, set standards, and coach managers to deliver while adapting to shifting demand or constraints.

Core skills include financial acumen (budgeting, cost control, forecasting), people leadership (hiring, coaching, performance management), process improvement (lean, KPI-driven cadence), stakeholder communication, and change management. Early-stage startups need builder mindsets that can design processes from scratch. Mid-market requires scaling managers who standardize across locations. Enterprise demands matrix leadership, governance, and multi-site or multi-P&L coordination. For building job descriptions systematically, see SHRM’s guidance on developing job descriptions.

Strong candidates also show data literacy with dashboards and BI tools. Expect working proficiency with ERP/CRM systems and comfort with safety/compliance expectations for their environment. Finally, look for situational judgment and conflict resolution to hold standards without eroding morale. Your posting should make these expectations explicit and tie them to measurable outcomes.

Experience, education, and certifications

Most employers seek 5–10+ years of progressive leadership in relevant operations, including multi-team or multi-site responsibility and direct budget oversight. Industry fit matters. A hotel GM with deep RevPAR and guest experience expertise can be extraordinary in hospitality but may not immediately transfer to discrete manufacturing without onboarding support. Highlight equivalencies—candidates with non-traditional paths (e.g., military leadership, small-business ownership) can demonstrate equal or greater readiness to run teams and budgets.

A bachelor’s degree in Business, Operations, Finance, or a related field is commonly preferred. Equivalent experience should be considered to broaden your talent pool. Certifications are optional and should relate to your environment. Examples include PMP for complex cross-functional projects, Lean/Six Sigma (Green/Black Belt) for process improvement, CMRP/CPIM for manufacturing and supply chain, ServSafe/food safety for hospitality, or ITIL/CSM for tech and service operations. Include why they matter—e.g., lean credentials if continuous improvement is central to your model.

Salary and compensation benchmarks

Compensation for General Managers varies by location, industry, span of control, and whether the role is single-site, multi-site, or a full P&L owner. Use market data and internal parity to set a base range and a performance-based bonus tied to revenue, margin, safety, and customer KPIs. Equity may be appropriate in startups and high-growth tech. For context and related occupations, consult the BLS Occupational Outlook for Top Executives.

Consider pay geography (metro vs. non-metro), cost structure (union vs. non-union, hospitality vs. manufacturing vs. SaaS), and variable pay levers (annual bonus, site performance incentives, retention bonuses). Several U.S. states require salary ranges in job postings. SHRM’s pay transparency tracker is a helpful reference to stay compliant. Be explicit about benefits and any relocation support to keep your offer competitive.

How to write a General Manager job description

Clarity wins quality candidates—start with the outcomes you need, then back into duties and requirements. Tie every responsibility to how success will be measured.

Define scope and span: site(s), budget size, team size, and P&L accountability.
Align responsibilities to KPIs: revenue, margin, labor %, NPS/CSAT, safety, quality.
Calibrate the title: GM vs. Operations Manager vs. COO based on strategic scope and reporting lines.
Finalize compliance and transparency: salary range where required and EEO/ADA/OSHA statements.
Review for inclusive, plain-language content and remove unnecessary degree/years filters.

The Equal Employment Opportunity Commission enforces federal laws prohibiting job discrimination—ensure your posting language and screening criteria comply. Include realistic travel expectations, schedule norms (on-site, hybrid, or remote), and any physical demands to avoid surprises and turnover. Close by summarizing how the role advances the company’s mission.

Customizable General Manager job description template

Use this template as a starting point and tailor it to your industry, size, and operating model. Keep bullets outcome-focused and remove any module that doesn’t apply.

Role summary

We are seeking a General Manager to lead day-to-day operations, people, and financial performance for [site/business unit]. You will own the P&L, develop managers and teams, and drive operational excellence to achieve revenue, margin, quality, safety, and customer satisfaction targets. Success looks like predictable performance, engaged teams, and continuous improvement across processes and cross-functional workflows.

Key responsibilities

Own forecasting, budgeting, and P&L performance; deliver revenue and margin targets.
Lead, coach, and develop managers and frontline teams; build bench strength.
Improve processes for throughput, quality, safety, and customer experience.
Align with Sales, Finance, HR, and Supply Chain/Product on plans and execution.
Manage capacity, labor planning, inventory, and vendor performance.
Monitor KPIs and dashboards; analyze trends and implement corrective actions.
Ensure compliance with company policies and applicable regulations.

These responsibilities should reflect your environment—for example, add guest satisfaction and occupancy for hotels, inventory turns for retail, or ARR retention for SaaS. Keep the list focused on outcomes rather than tasks.

Qualifications and skills

Proven leadership of multi-team or multi-site operations with P&L ownership.
Financial literacy: budgeting, forecasting, cost control, and KPI management.
Process improvement expertise; experience with lean/continuous improvement.
Strong communication, conflict resolution, and stakeholder management.
Data-driven decision-making; proficiency with ERP/CRM/BI tools.
Change leadership: setting standards, driving adoption, and holding outcomes.
Preferred: industry certifications (e.g., PMP, Lean Six Sigma).

Spell out any specific platforms (e.g., NetSuite, Salesforce, Power BI) or compliance knowledge to narrow to truly qualified candidates.

Experience and education

Typically 7+ years in operations or general management with team leadership and budget responsibility. Bachelor’s degree in Business, Operations, or related field preferred; equivalent experience considered (e.g., military leadership, small-business or multi-unit management). Prior experience in [your industry] and multi-site oversight is a plus.

Compensation and benefits

We offer a competitive base salary with performance-based bonus tied to revenue, margin, safety, quality, and customer metrics; equity may be available for roles in high-growth or startup environments. Benefits include healthcare, retirement plan, paid time off, and professional development support. The salary range will be disclosed where legally required and aligned to market benchmarks and geography.

Schedule and workplace

This role is [on-site/hybrid/remote] with an expected travel requirement of [X–Y%] to visit sites, customers, or partners. Regular business hours with occasional evenings/weekends during peak periods, audits, launches, or incident response.

EEO and compliance language

[Company] is an Equal Opportunity Employer. We consider all qualified applicants without regard to protected characteristics under applicable law. We provide reasonable accommodations in the hiring process and workplace consistent with the Americans with Disabilities Act. Learn more from ADA’s employer resources. We are committed to a safe workplace and comply with applicable requirements. See OSHA’s employer guidance. Where required, we include pay ranges in postings and maintain transparent, equitable compensation practices.

Industry-specific variations

Retail general manager job description: emphasize sales conversion, average transaction value, shrink control, schedule optimization, and inventory turns. Expect weekend and holiday peaks, hands-on floor leadership, and retail systems like POS, workforce management, and inventory tools.

Hotel general manager job description: focus on ADR/RevPAR, occupancy, guest satisfaction, service recovery, and F&B profitability. Include health and safety, food safety, and brand standards. Tools often include PMS, RMS, and guest feedback platforms. Scheduling is shift-based with on-call coverage for incidents.

Manufacturing general manager job description: highlight throughput, OEE, first-pass yield, scrap, and on-time delivery with strict attention to safety and quality systems. Expect ERP/MES, maintenance planning, and supplier management. OSHA employer obligations are central for safety-sensitive environments.

SaaS/technology general manager job description: prioritize ARR growth, retention, NRR, gross margin, and customer satisfaction across Sales, CS, Product, and Operations. Tools often include CRM, subscription billing, support, and BI. Schedules are typically business hours with travel to customers and offsites.

General Manager KPIs and success metrics

Make success measurable by linking responsibilities to a concise scorecard. Choose a balanced set that reflects financial, customer, quality, and operational outcomes.

Revenue growth: YoY or quarter-over-quarter increase in sales or ARR.
Gross margin: Percentage of revenue retained after COGS or service delivery costs.
Labor efficiency: Labor cost as a percentage of sales or output per labor hour.
NPS/CSAT: Customer loyalty/satisfaction indicators tied to repeat business.
Inventory turns: Frequency inventory is sold and replaced; signals working-capital health.
On-time delivery/service level: Orders or tickets fulfilled within agreed timelines.
Quality/defect rate: First-pass yield, returns, or incident rates affecting cost and loyalty.
Safety incident rate: Recordables or lost-time incidents per hours worked.

Tie bonus components to a subset of these KPIs to drive focus and align day-to-day decisions with P&L outcomes.

General Manager vs. Operations Manager vs. COO

A General Manager owns the operational and financial outcomes of a site or business unit and leads cross-functional execution within that scope. An Operations Manager typically runs a department or function (e.g., warehouse, kitchen, plant line) and may not have full P&L ownership. A COO is an enterprise executive responsible for company-wide operations strategy, resourcing, and performance across multiple units and leaders.

Reporting lines follow scope. Operations Managers may report to a GM. Multiple GMs often report to a COO or CEO, depending on size and structure. Use the title that best matches span of control and strategic horizon to avoid mis-hiring and pay misalignment.

30-60-90 day expectations and onboarding checklist

Set clear milestones so your new GM can build momentum quickly. Keep objectives specific, measurable, and tied to the scorecard you’ll use to evaluate performance.

30 days: Complete stakeholder and site assessments; validate KPI baselines; identify top 3 risks/opportunities; align on a 90-day plan with the leader.
60 days: Implement quick wins (e.g., schedule optimization, waste reduction); formalize operating cadence (huddles, dashboards, reviews); fill critical roles or coaching gaps.
90 days: Deliver early KPI improvements; lock in standard work and controls; present a 12-month roadmap with projected P&L impact and resource needs.

Onboarding checklist (condensed): provision access to systems and dashboards; review budgets, prior plans, audits, and safety records; tour facilities and observe shifts; meet customers and key vendors; align on decision rights and escalation paths. Also schedule weekly 1:1s and monthly business reviews; confirm compliance training completion.

Frequently asked questions

Does a General Manager need a degree? Many employers prefer a bachelor’s in Business, Operations, or Finance, but equivalent experience—like military leadership or multi-unit management—can substitute. Focus your posting on competencies and outcomes, not just credentials, to widen your candidate pool.

Which certifications are most useful? Choose certifications that match your operating model: Lean/Six Sigma for process improvement, PMP for complex cross-functional delivery, CPIM/CMRP for manufacturing and supply chain, ServSafe/food safety for hospitality, or ITIL/CSM for tech service environments. Certifications should complement demonstrable results, not replace them.

How should I address multi-site oversight and travel? State the number of sites and approximate travel percentage, plus any overnight expectations. Clarify how you measure performance across sites (e.g., standardized KPIs, visit cadence). Note what resources support the GM (analysts, HRBP, safety).

What compensation mix is typical for GMs? Most roles blend a competitive base with a performance bonus tied to revenue, margin, customer, quality, and safety metrics. Equity is more common in startups and high-growth tech. Calibrate ranges by industry, geography, and P&L scope. Include a range where required by pay transparency laws.

What should a GM do in the first 90 days? Diagnose performance, install an operating cadence, deliver quick wins, and propose a focused 12-month plan tied to KPI and P&L improvements. Use the 30-60-90 milestones above as your template.

Which tools and systems should a GM know? Expect working proficiency with ERP (e.g., NetSuite, SAP) or PMS for hospitality, CRM (e.g., Salesforce), BI dashboards (e.g., Power BI), workforce management, and safety/quality systems depending on your industry. Your posting should name critical platforms candidates will use day-to-day.

Should the role be on-site, hybrid, or remote? If the GM oversees frontline operations (retail, hospitality, manufacturing), on-site or hybrid is common to maintain standards, coach teams, and manage safety. Remote may work for SaaS or portfolio roles with strong local leadership and instrumented operations.

References and further reading

O*NET OnLine: General and Operations Managers (11-1021.00) — https://www.onetonline.org/link/summary/11-1021.00
BLS Occupational Outlook Handbook: Top Executives — https://www.bls.gov/ooh/management/top-executives.htm
SHRM: Developing Job Descriptions Toolkit — https://www.shrm.org/resourcesandtools/tools-and-samples/toolkits/pages/developing-job-descriptions.aspx
SHRM: State Pay Transparency Laws (tracker) — https://www.shrm.org/resourcesandtools/legal-and-compliance/state-and-local-updates/pages/state-pay-transparency-laws.aspx
EEOC: Laws Enforced by the EEOC — https://www.eeoc.gov/laws
ADA: Resources for Employers — https://www.ada.gov/resources/employers/
OSHA: Employer Responsibilities — https://www.osha.gov/employers