General Manager

Velocity Activewear is a rapidly growing Australian women’s activewear brand. With a booming e-commerce platform and a network of 6 brick-and-mortar retail boutiques, we are scaling fast. We are looking for an exceptional, commercially minded General Manager (GM) to step in, take full operational ownership, and drive our next phase of growth.

As the General Manager, you will be the operational backbone of Velocity Activewear, bridging the gap between creative brand vision and structured execution. Your primary mission is to build robust operational systems, manage and enforce departmental budgets, and optimise overall profitability across all channels.

You will have full P&L accountability. You will directly manage our Retail Area Manager, our e-commerce team, and warehouse logistics to streamline the entire business.

• Financial Controls: Construct, manage, and strictly enforce departmental budgets (Marketing, Retail, Logistics) to optimise Return on Ad Spend (ROAS) and net profit margins.

• Executive Leadership: Direct and mentor our Retail Area Manager and e-commerce team leads to ensure company-wide KPIs are met.

• Operational Auditing: Review and streamline our multi-node supply chain, warehouse fulfilment, and inventory allocation between online and physical stores.

• Hiring Roadmap: Conduct a talent audit and map out our future head office hiring sequence (identifying immediate needs for roles).

• Process Implementation: Create and enforce Standard Operating Procedures (SOPs) to ensure consistent brand and operational standards across all touchpoints.

• Experienced: 5+ years in a senior operational role (General Manager, COO, or Operations Director) within the fashion, apparel, product or omnichannel retail space.

• Data-Driven: Deep understanding of both traditional retail metrics and digital metrics (such as CAC, LTV, and website conversion rates).

• Accountable: Proven track record of managing a full P&L and holding internal teams and external agencies accountable to financial targets.

• Systems Builder: You don't just manage chaos; you build the systems and structures that eliminate it.