General Manager

General Manager

The General Manager is responsible for the leadership, performance, and profitability of sales and service location. This individual will operate the dealership as a small business, leading sales, service, parts, administration, and customer service while ensuring the location meets its financial and operational goals.

The ideal candidate is a visible, hands-on leader who builds strong teams, establishes clear expectations, holds people accountable, and drives measurable results. Leadership, accountability, operational discipline, and the ability to develop people are the most important qualities for success.

Key Responsibilities

Leadership and Accountability

• Provide hands-on leadership across sales, service, parts, and administrative functions.
• Coach and develop department managers, salespeople, service employees, and support staff.
• Establish clear performance standards, individual goals, and departmental priorities.
• Hold employees accountable for results, customer service, teamwork, and company standards.
• Address performance issues promptly and recruit, retain, and develop high-performing employees.
• Build a culture of ownership, communication, urgency, respect, and continuous improvement.

Business and Financial Management

• Manage the location with responsibility for revenue, profitability, expenses, staffing, and customer satisfaction.
• Develop and execute budgets, operating plans, forecasts, and performance goals.
• Review financial statements and key metrics, including gross profit, payroll, inventory, service productivity, sales conversion, and operating expenses.
• Identify opportunities to increase revenue, improve margins, control costs, and strengthen operational performance.
• Protect company assets and provide senior leadership with accurate performance updates and corrective-action plans.

Sales, Service, and Customer Experience

• Lead the sales organization in achieving unit-sales, revenue, gross-profit, and customer-experience goals.
• Review lead response, follow-up, conversion rates, pricing, inventory, and individual sales performance.
• Oversee service and parts performance, including scheduling, technician productivity, repair quality, warranty work, parts availability, and turnaround time.
• Ensure strong coordination between sales, finance, service, and parts before and after every RV delivery.
• Create a customer-first culture and personally resolve complex or escalated customer concerns when necessary.

Operational Excellence

• Establish consistent operating procedures and effective communication across all departments.
• Review dealership performance daily, weekly, and monthly and use data to drive improvement.
• Maintain a clean, organized, safe, and professional dealership environment.
• Ensure compliance with company policies, employment practices, safety requirements, and applicable regulations.
• Balance short-term execution with long-term team development and business growth.

Qualifications

• Five or more years of progressive leadership experience in RV, automotive, powersports, marine, heavy equipment, retail, or another dealership-based business.
• Previous responsibility for leading sales and service operations strongly preferred.
• Demonstrated success managing a location, dealership, branch, or business unit with profit-and-loss responsibility.
• Proven ability to lead managers and frontline employees across multiple departments.
• Strong understanding of sales management, service operations, staffing, budgeting, inventory, and customer service.
• Ability to understand financial statements, operating reports, budgets, and key performance indicators.
• Strong communication, coaching, decision-making, and conflict-resolution skills.
• RV industry experience preferred, but strong dealership or location-management experience will be considered.

Leadership Profile

The successful candidate will be:

• A strong people leader who earns trust and sets clear expectations.
• A business operator who understands revenue, profitability, expenses, and cash flow.
• Results-oriented and willing to hold managers and employees accountable.
• Visible, approachable, decisive, and actively involved in daily operations.
• Customer-focused without losing sight of profitability and operational discipline.
• Consistent, organized, and committed to following through.

Measures of Success

• Dealership revenue, gross profit, and overall profitability.
• New and used RV sales performance and conversion rates.
• Service revenue, technician productivity, efficiency, and turnaround time.
• Customer satisfaction, reviews, referrals, and repeat business.
• Employee performance, engagement, retention, and development.
• Inventory management, expense control, and cooperation across departments.