Footwear & Apparel | California

General Manager

Reporting to the CEO of the parent company, the General Manager will develop sustainable short- and long-term business strategies while leading product innovation, operations, overseeing financial health, and providing functional leadership across the organization. This leadership commitment includes the objective to sustainably deliver and grow profits with a dedicated focus on customers, while creating sound investment strategies for new growth. The GM will challenge conventions, drive functional innovation, and champion best in class processes to deliver against brand and company goals.



  • Responsible for creating a vision for success, leading the organization in a strategic direction and follow through with flawless execution of projects.
  • Full P&L accountability demonstrating exceptional financial acumen in decisions.
  • Grow top line revenue and maximize EBITDA while maintaining long term growth mindset.
  • In partnership with CEO, set growth and innovation strategy (brand, product, category, channel) and financial objectives with 1-3-5-year mindset, ensuring health and financial stability of brand.
  • Monitor operating metrics and financial performance; track and report performance to CEO/BOD.
  • In collaboration with the CFO, lead annual budgeting process to ensure fiscal accountability and necessary capital investment for growth objectives.
  • Evaluate and evolve business structure; clearly articulating expectations, decision making accountabilities, and short- and long-term business objectives.
  • Build on functional capabilities to drive consumer engagement.
  • Explore, recommend, and capitalize on new business opportunities.
  • Accountable for the consumer experience across all outward facing functions and consumer channels to ensure brand’s ethos and messaging is consistent.
  • Encourage a culture of consumer focus, analytical rigor, transparency, collaboration, entrepreneurship, and continuous improvement in product development, brand management, and supply chain practices.



  • Operate with managerial courage and conviction, staying mindful of brand ethos and beliefs.
  • Provide leadership, prioritization, and direction to the growing organization.
  • Attract, develop, and retain adventure minded talent that will deliver results.
  • Provide consistent and timely coaching of leaders while developing appropriate successors.
  • Operate with integrity, create trusting relationships, communicate directly, be composed, and demonstrate acute self-awareness.
  • Ability and willingness to roll-up-the-sleeves and personally “do the work”.
  • Operate with strong cross functional partnerships, driving business results and inspiring a culture of transparency, collaboration, and accountability.



  • Bachelor’s Degree in business, marketing or related field
  • 10+ years experience in the Apparel & Lifestyle Markets, with proven experience leading growth via an omni-channel approach
  • At least 5 years of general management experience with a consumer brand
  • Experience defining broad vision for brand and product strategy
  • Strategic thinker with strong business acumen including P&L ownership experience
  • Entrepreneurial mindset, with proven success in growing a profitable, sustainable business
  • Experience scaling brand(s) to remarkable results
  • Strong D2C, Wholesale, and Retail knowledge and experience, working in an omni-channel strategy
  • Proven ability to provide coaching, discipline, and structure work with a small team



This is an in-office position, location in San Clemente, CA. 



Starting compensation for this role is $275k plus bonus. 



Qualified applicants will receive consideration for employment regardless of race, color, religion, sex, national origin, sexual orientation, gender identity, age, disability or veteran status.