General Manager La Crosse

Job Description

Job Description

Position Summary:

The General Manager is based out of Superior Vending's La Crosse satellite office and warehouse and is responsible for

the full day-to-day operation of the surrounding multi-county Wisconsin territory served from that location, including

amusement, ATM, and video poker route performance, service and repair operations, cash and collections integrity, and

team leadership. This role merges the responsibilities traditionally split between a Route Manager and a

Service/Maintenance Supervisor into one accountable branch-management position that reports directly to ownership.

The General Manager also owns machine and ATM setup — configuring processor and back-end systems, verifying

payout and revenue-share accuracy, and hands-on programming of equipment before it goes on route — and is

responsible for documenting these processes as repeatable SOPs so the operation has the business continuity to scale if

the company adds another route. League Coordinators do not report to this role; the General Manager works with the

pool and dart League Coordinators in the Somerset WI office to build and grow leagues across the La Crosse territory.

The General Manager is the single point of accountability for revenue, service quality, safety, and customer retention

across the territory, reporting results to ownership.

Reporting Structure:

Reports To Ownership

Direct Reports (3) Technicians (2) • Account Representative/Collector – Amusement, ATM & Video Poker (1) Works With Pool and Dart League Coordinators (Somerset office) — league development in La Crosse

Work Schedule & Physical Requirements:

• 5 days/week, based out of the La Crosse office/warehouse with regular travel throughout the surrounding multi- county Wisconsin territory (site visits, hands-on account collections, route audits, service oversight, customer accounts management), balanced with in- office/administrative and warehouse time (scheduling, reporting, PTO

approvals, ordering, inventory). 

• Expected hours: 45–55 hrs/week; flexibility required for occasional evening/weekend coverage for service escalations, ATM cash needs, or league/tournament events. 

This position will be required to be on-call 1-weekend per month.

• Must be able to lift/move up to 50 lbs. and assist with machine moves as needed.

• Must have a valid driver's license; a company vehicle is provided for territory travel. 

• Some on-call availability expected to support technicians during equipment or ATM emergencies.

Key Responsibilities:

Route, Revenue & ATM Management

• Oversee all amusement, video poker, and ATM route activity across the territory, ensuring routes run on schedule

and to company quality standards.

• Conduct client site visits; own account retention and serve as the primary relationship owner for key locations.

• Audit route collections — cash handling and meter variance — and provide variance and performance reporting to ownership.

• Review location performance and machine-level revenue; drive an ROI and revenue-optimization strategy, including product and machine rotation.

• Manage the ATM route schedule, fill par levels, and cash flow across all La Crosse ATM placements.

• Be accountable for all cash, coin, and product handling, invoices, and location revenue share payout; reconcile

collections regularly.

• Identify new placement opportunities and understand the competitive landscape (pricing splits, machine mix, market

rates and trends).

Machine & ATM Setup, SOPs & Business Continuity

• Oversee ATM setup and configuration within the processor system, ensuring every new ATM is correctly

onboarded (terminal setup, settlement accounts, and fee configuration) before it goes live.

• Oversee machine setup in company back-end/route-management systems, verifying accurate revenue splits and

revenue-share terms, location fees, and sales tax configuration for every account.

• Own the hands-on setup and programming of amusement, gaming, and video poker machines before installation —

confirming payout percentages, max payout settings, meters, and compliance configuration are correct prior to

placement on location.

• Develop, document, and maintain a standard operating procedure (SOP) for machine setup — covering

programming, payout/revenue-share configuration, and pre-install testing — so the process is consistent and

repeatable regardless of who performs it.

• Develop, document, and maintain a dedicated SOP for video poker payout setup and configuration, including

payout tables and compliance checks.

• Personally perform machine and ATM collections as part of the route, working alongside the Account

Representative/Collector.

• Manage direct customer interactions and relationships at existing and prospective locations, resolving service,

payout, or account issues on the spot when needed.

• Build out documented procedures across setup, collections, service, and customer management so the La Crosse

territory has the business continuity to operate smoothly through employee turnover and to scale efficiently if the

company acquires or adds another route.

Service, Maintenance & Safety

• Supervise and schedule the two La Crosse Technicians; manage daily service-call dispatch and on-call rotation.

• Coordinate machine installs, removals, and preventative-maintenance schedules across all serviced locations.

• Troubleshoot and, where appropriate, perform hands-on repairs; otherwise ensure technicians resolve issues promptly and correctly.

• Maintain parts and equipment inventory, machine records, and required maintenance documentation and logs.

• Enforce safety and compliance standards for all service, route, and collection activity, and address risk exposure proactively (machine cleanliness, security, regulatory compliance).

Branch & Team Leadership:

• Directly manage all 3 La Crosse employees (2 Technicians and 1 Account Representative/Collector): scheduling, coaching, training, and annual performance reviews.

• Own hiring, onboarding, and disciplinary actions for the branch, in coordination with ownership/HR.

• Build a positive, accountable team culture; resolve employee-relations issues promptly.

• Serve as the escalation point for customer service issues and complaints across the market.

• Take part in building leagues in the La Crosse territory: partner with the pool and dart League Coordinators in the Somerset WI office to recruit teams and players, promote leagues and tournaments, and support league nights and events locally.

• Identify new account placement opportunities for amusement, dart, pool, and ATMs.

• Provide operational oversight for pull tabs order fulfillment and pull tabs product selection and management for La Crosse territory.

• Own the La Crosse territory parts budget and revenue cycle; report cost and performance results directly to ownership on a regular cadence.

• Perform other duties as assigned.

Qualifications:

• Minimum 10 years of experience managing route operations, field service, or maintenance teams in amusement,

vending, gaming, or a closely related industry.

• Prior supervisory experience required; experience leading both a technical/service team and a route/sales team is strongly preferred.

• Working knowledge of amusement and gaming machines, ATMs, and basic electronics/low-voltage troubleshooting; teachable on company-specific equipment.

• Hands-on experience programming or configuring amusement, gaming, or video poker machines (payout settings, max payout, meters) required.

• Experience setting up or managing ATMs or machines within a processor or operator back-end system (splits, revenue share, fees, sales tax configuration) strongly preferred.

• Experience writing, documenting, or maintaining SOPs and training materials for an operational process.

• Demonstrated record of revenue growth, route optimization, and account retention.

• Solid understanding of safety, security, and cash- handling/compliance practices.

• Effective performance-management skills.

• Strong organizational and leadership skills with excellent communication and interpersonal ability.

• Comfortable making decisions and solving problems independently, under time pressure.

• Computer literate (email, MS Office, and related business/route-management tools).

• Prior experience in the family entertainment, arcade, or gaming industry strongly preferred.

• Experience with pool, dart, or other bar/tavern leagues or tournaments — as a player, organizer, or operator — is a plus.

• Technical/associate degree in electronics, low-voltage, or a related field.

Benefits:

• Health, Vision, & Dental insurance

• 401(k)

• Paid Time Off (PTO)

• Life Insurance (premiums paid by the company)

• Company vehicle provided for territory travel