General Manager

Job Description

Job Description

Job Title: General Manager
Location: El Paso, TX
Job Type: Full-Time
Salary Range: $85k to $95k depending on experience plus bonus

Job Description:

The General Manager oversees all operations of the Agriculture dealership, including sales, service, parts, new equipment sales, store performance, and overall profitability. This leader drives market growth, strengthens customer relationships, and ensures the dealership delivers best-in-class service across all departments within the agricultural equipment sector.

Essential Duties and Responsibilities:

Leadership & Operations

• Lead the Parts & Service Managers and Sales Department in a collaborative, high-performance environment.
• Oversee daily store operations, ensuring alignment with company goals, processes, and safety standards.
• Recruit, mentor, and develop employees to support long-term departmental and company success.
• Monitor store performance metrics and implement corrective action plans when necessary.

Sales, Service & Market Growth

• Drive business growth by identifying new opportunities and increasing market penetration within the agricultural equipment market.
• Strengthen service and parts operations to enhance customer satisfaction, retention, and operational efficiency
• Build, support, and grow the new and used equipment sales department to expand overall market share.
• Maintain and grow relationships with key accounts, growers, and agricultural customers through regular visits and engagement.

Financial Management

• Manage full P&L responsibilities for the dealership and drive profitability across all departments.
• Develop and manage budgets, forecasts, and financial performance metrics.
• Review customer receivables and ensure compliance with company accounts receivable and collection policies.

Collaboration & Compliance

• Maintain positive, professional relationships with internal teams, other store locations, manufacturers, and vendor partners.
• Ensure all company policies, procedures, and safety regulations are followed consistently.
• Comply with all equipment and safety regulations and operate vehicles within prescribed limits.
• Perform other duties as assigned to support dealership goals.

Requirements:

• Miminum 5 years experience with proven leadership experience managing multiple operational areas (sales, service, parts) within an agricultural, construction, or equipment dealership environment.
• Strong business development and market growth experience with measurable results.
• Demonstrated success recruiting, developing, and leading high-performing teams.
• Solid understanding of financial metrics, forecasting, and P&L management.
• Excellent relationship-building, communication, and customer service skills.
• Strong problem-solving skills and the ability to make confident, data-driven decisions.
• Proficient in standard business applications (Microsoft Office, Google Workspace, CRM systems).
• Must be at least 21 years of age.
• Valid driver’s license required for company driving purposes.
• Willingness to travel to customer sites, industry events, and other store locations as needed.

About Sonsray:
Sonsray moves mountains for the construction, transportation, and agriculture industries. We are the West Coast's largest Thermo King & CASE dealership, offering sales, parts, service, rental, and leasing. We are committed to fostering a supportive and dynamic work environment.

Why work here?
At Sonsray, we value all employees, their contributions, and most importantly, their ideas! We know that the key to moving mountains is teamwork. This is what we offer our team members:

• Medical coverage (PPO + HSA options)
• Dental, Vision, and Life insurance provided at no cost
• 401K with competitive employer contributions
• 80 hours of annual vacation, increasing with years of service
• Uniforms provided annually
• Annual boot voucher of $125.00
• One full paid day off annually for community volunteer work
• Birthday meal provided by Sonsray
• Privately owned and operated, with decisions made based on core values rather than corporate directives
• Annual Holiday Party, including covered airfare and hotel for employees and a guest
• Emphasis on company growth and employee development
• Open-door policy, fostering a collaborative environment with active owner and management involvement

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