General Manager

Crafty’s mission is to help companies craft better workplaces by providing the services and technology to deliver a modern, comprehensive food & beverage program for their employees, no matter where they work. After operating with a vertically integrated supply chain (i.e., directly fulfilling orders from Crafty-operated distribution centers) in Chicago and the Bay Area, our team launched a third party fulfillment model that has rapidly scaled our coverage into over 25 markets globally, in just a year’s time.

At Crafty, we have a diverse, high-powered team, composed of folks in technology, supply chain operations, field operations, sales, account management, and more. Our workplace is dynamic, fast-paced, and just plain fun; we pride ourselves in having an amazing mix of humans who make up our team!

The Role

Crafty is seeking a General Manager to manage market operations in the Bay Area. The General Manager is the P&L owner for their market, directly overseeing Client Operations and Fulfillment to drive exceptional service delivery and operational efficiency. As the most senior operator in the market, this individual is both a strategic thinker and hands‑on leader—responsible for scaling our operations, elevating client experience, and ensuring the success of our frontline teams.

The General Manager will frequently engage cross functionally with every department outside of Operations, including People, Revenue, Finance, Product, and Technology.

Required Attributes

Business Leadership & Operational Ownership

• P&L Ownership – Acts as the GM and business owner for the market, with full accountability for market-level P&L. Drives growth, efficiency, and margin expansion by managing costs and unlocking new opportunities.
• Data-Driven Decision Making - Analyzes business data to extract actionable insights, using key performance metrics to drive data-informed decisions, adapt workflows, and make strategy shifts.
• Operational Excellence – Directs all local operations with a founder-like mindset, ensuring a high-performance bar across fulfillment, logistics, and service delivery.
• Strategic Market Operator – Thinks end-to-end to optimize every aspect of market performance, from location operations to client experience, always aligning with company-wide goals.
• Cross-Functional Execution Partner – Collaborates seamlessly, serving as the connective tissue between field operations and centralized support.
• Builder & Leader of High-Performing Teams – Attracts, develops, and retains talent in a competitive environment. Instills a culture of accountability, trust, and continuous improvement.
• Hands-On People Manager – Balances strategic leadership with frontline visibility. Builds team culture while managing day-to-day performance and coaching up emerging leaders.
• Empathy Meets Ambition – Sets ambitious targets while maintaining deep care for team morale, career growth, and long-term development.

Execution & Growth Mindset

• Bias for Action – Moves fast and iterates, solving problems creatively and decisively, even with imperfect information—essential in a fast-scaling, VC-backed environment.
• Comfort in Ambiguity – Thrives amid change and complexity. Doesn’t wait for perfect systems to take initiative or make decisions.
• Relentless Optimizer – Constantly questions “what’s working,” “what’s scalable,” and “what’s next,” applying a test-learn-scale approach to improve processes and outcomes.

Client-Centric Orientation

• Client-First Mentality – Makes decisions through the lens of client experience and value. Champions service design that is proactive, intuitive, and empathetic.
• Experience as a Differentiator – Recognizes that delivering a differentiated client experience is a key competitive advantage for Crafty. Strives to exceed expectations through personalization, consistency, and quality.
• Operational Detail to Delight – Holds high standards across order accuracy, presentation, timeliness, and communication, ensuring that every detail contributes to a premium experience.
• Client Advocacy & Insights – Builds strong client relationships to understand their evolving needs. Uses this insight to drive improvements and innovation across operations.

Ideal Experience

• 10+ years of experience in operations, logistics, or general management roles, preferably in a high-growth, service-based, or hospitality business.
• Proven track record of owning a P&L and hitting or exceeding profitability and service goals.
• Experience managing large frontline teams and third-party vendors or partners.
• Strong operational acumen, including forecasting, inventory, cost management, and performance reporting.
• Exceptional communication and leadership skills, with the ability to inspire and align diverse stakeholders.

Don’t meet all of the qualifications? We want you to consider all of your skills and experiences - both professional and personal- that would make you successful in this role. Although some qualifications are essential, others can be attained with time. We believe diverse perspectives, upbringings, and knowledge contribute to our strong company culture and we encourage you to apply.

Role Goals

By EOY, each GM will achieve 93% annual dollar retention by monitoring client health, flagging at-risk accounts early, streamlining escalation management, and conducting regular onsite client visits — measured by YTD dollar retention rate reviewed monthly.

Goal #2: Hit $23.6M Market Profitability Target

By EOY, each GM will hit their market's annual profitability target by driving operational efficiency and reducing operating expenses by 10% — measured by market P&L vs. target and YOY open reduction reviewed monthly.

Goal #3: Enable $34M Market Growth and Expansion

By EOY, each GM will contribute to market growth by implementing new locations on time, generating 10% in growth opportunities within their market, and guiding upsell revenue within the existing client base — measured by new locations launched, growth opportunities identified, and upsell revenue generated quarterly.

Goal #4 (AI): Drive Operational Efficiency and Reduce Cost to Serve

By EOY, each GM will reduce cost to serve by identifying and implementing AI-enabled process improvements that support a 10% reduction in operating costs — measured by cost to serve per location and hours saved on administrative tasks reviewed quarterly.

What We Offer

Our people mean everything to us. When you join Crafty, you’re joining a team of passionate, smart, and supportive people who work incredibly hard and have a good time along the way.

We are proud to offer a compensation package that includes our Crafty healthcare plan (covering primary health, dental, and vision), 401k, paid time off, professional development support, and parental leave. And, of course, Crafty-grade snacks, beverages, and fun events!

Lastly, this role offers a special opportunity: to take the reins of a growing market and build a team, operation, and culture from the ground up. Your leadership will shape the future of Crafty in your region.

Our compensation amount for this role is targeted at $235,000 - $277,000 OTE (Base Salary + Variable Compensation) per year in California. Final offer amounts are determined by multiple factors including cost of living based on location, candidate experience and expertise, and may vary from the amounts listed above.

Crafty provides equal employment opportunities (EEO) to all employees and applicants for employment without discriminating against race, color, religion, sex, sexual orientation, national origin, age, disability or genetics.