General Manager – Activewear Brand

About the role

The company is an established UK activewear brand with a strong direct‑to‑consumer presence and an international customer base. Reporting to the Founder‑CEO, the General Manager will take ownership of day‑to‑day commercial performance, operations and growth initiatives, with a clear path towards a Managing Director role.

Key responsibilities

• Lead commercial and operational performance, taking increasing ownership of P&L, budgets and forecasts.
• Drive ecommerce trading, improve conversion, customer acquisition and repeat purchase rates.
• Oversee product, merchandising, stock and promotional planning to enhance margin and stock turn.
• Manage supply chain, fulfilment, returns and customer service functions.
• Introduce clear KPIs, accountability structures and effective management routines.
• Develop and lead a multi‑functional team, reducing reliance on the Founder for routine decisions.
• Identify and execute growth opportunities across products, markets and channels.

Required profile

• Proven senior commercial leadership experience, preferably in retail or ecommerce.
• Strong financial acumen with experience managing P&L, budgeting and cash flow.
• Hands‑on approach, comfortable moving between strategic planning and operational detail.
• Track record of improving revenue, margin and operational efficiency.
• Ability to build trusted relationships with senior stakeholders.

Required skills