General Manager

Generic usage

Most commonly, the term general manager refers to any executive who has overall responsibility for managing both the revenue and cost elements of a company's income statement. This is often referred to as Profit & Loss (P&L) responsibility. This means that general managers usually oversee most or all of the firm's marketing and sales functions as well as the day-to-day operations of the business. Frequently, the general manager is also responsible for leading or coordinating the strategic planning functions of the company.

In many cases, the general manager of a business is given a different formal title or titles. Most corporate managers holding the titles of Chief Executive Officer (CEO) or President, for example, are the general managers of their respective businesses. More rarely, the Chief Financial Officer (CFO), Chief Operating Officer (COO), or Chief Marketing Officer (CMO) will act as the general manager of the business. Depending on the company, individuals with the title Regional Vice President, Country Manager, Product Manager or Segment Manager may also have general management responsibilities.

In consumer products companies, general managers are often given the title Brand Manager or Category Manager. In professional services firms, the general manager may hold titles such as Managing Partner, Senior Partner, or Managing Director.

In non-profit enterprises, the general manager is often given the title Executive Director.

Hotels

In the hotel industry, the General Manager is the head of hotel operations. He or she oversees the entire operation including food and beverage, housekeeping, maintenance and repairs, and sales and marketing. The 'GM' typically works long hours and often has significant industry experience. He or she is supported by other managers, such as the Director of sales, Chief engineer, executive housekeeper and sometimes, in larger or busier facilities, an assistant general manager.

A Hotel GM handles the budget, forecasting, payroll, accounting (payables and receivables) and oftentimes coordinates with corporate management and or property owners on strategic planning for the hotel.

Retail stores

The title of General Manager in the context of retail establishments often refers to the top manager of a given store. The general manager has the ultimate operational authority for the store and manages the outlet's budget and personnel.

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