# General Manager Role Explained: Responsibilities, Skills, and Career Path

![General Manager](https://www.investopedia.com/thmb/K3Va0gYT6_3GXP14Ca6EYfqI5j4=/1500x0/filters:no_upscale():max_bytes(150000):strip_icc()/general-manager-resized-b5433906dcfb448e960c3a3a2070cfdb.jpg)

*— Investopedia / Dennis Madamba*

## What Is a General Manager (GM)?

A General Manager (GM) oversees department operations, drives revenue, and manages costs within a company. Ranking above employees yet below executives, GMs are crucial for improving efficiency and increasing profit. They manage staff, budgets, and marketing, while reporting to higher-level executives and supervising lower-level managers.

### Key Takeaways:

*   A general manager (GM) is responsible for overseeing a department or company operations, aiming to improve efficiency and profitability.
*   Key responsibilities of a GM include managing staff, budgeting, employing marketing strategies, and supervising lower-level managers.
*   GMs typically gain experience in lower-level management roles before advancing and often possess skills in budgeting, communication, and strategic planning.
*   The role of a GM can vary across industries, with titles like branch manager or brand manager reflecting specific duties associated with different sectors.
*   GMs are expected to remain in demand across certain industries, especially in renewable energy and entertainment, despite declines in traditional sectors.

## The Key Duties and Responsibilities of a General Manager

The GM supervises lower-level managers. These lower-level managers may be in charge of several smaller divisions but report directly to the GM. The GM gives specific directions to each department head. As part of this supervision, a [general manager](https://www.investopedia.com/articles/basics/03/022803.asp) oversees lower-level managers' hiring, training, and coaching. In addition, the GM may lay out incentives for workers and assess the departments' efficiency while offering strategic business plans based on company goals.

The general manager is responsible for all aspects of a business, including [daily operations](https://www.investopedia.com/terms/o/operations-management.asp), administrative functions, and finances. Because of the enormity of the role, a big part of the job is effective delegation.

GMs work with executives and their team to reach goals, managing budgets for marketing, supplies, equipment, and hiring. Because of their high level of responsibility, complex duties, and the need for extensive relevant experience, GMs earn more than entry-level employees.

## Essential Skills and Qualifications for a General Manager

GMs usually gain experience in lower management roles before promotion. They can advance to top executive positions or larger companies. They need to understand their department, be skilled leaders, and make sound decisions. They must also possess:

*   Budgeting, planning, and strategy skills
*   Problem-solving abilities
*   Business processes and functions knowledge
*   Communication skills
*   Analytical ability
*   A college or graduate degree, which would vary by industry

## Core Responsibilities of a General Manager

General managers are usually responsible for overseeing the day-to-day operations of the overall workforce. Other responsibilities can include:

*   Maintain budgets and identify areas to improve in
*   Set policies and processes
*   Oversee recruitment and training
*   Evaluate operational and financial performance
*   Ensure regulations are followed
*   Provide solutions  
    

## Exploring Different Types of General Manager Roles

A GM may hold various titles. But, overall, their role is the same: to oversee general operations and manage high-level functions, such as finances, marketing, and staffing. In the [C-suite](https://www.investopedia.com/terms/c/c-suite.asp), the CEO acts as the GM of the entire company. At the department level, a GM might manage a specific process or unit.

> **Important**
>
> The GM sits just below the CEO in the executive suite in terms of rank. A GM runs a line of business, whereas the CEO is the GM of all lines of business in a company.

For example, in tech companies, the GM is often a product manager. In banks, a GM is a branch manager. In consulting services, they might be a managing partner. Consumer-focused companies might call their GMs brand managers.

Operations managers have a similar job to GMs. Like GMs, operations managers create strategies that increase efficiency and profit for a company. They also work with several departments to maintain the overall effectiveness of the business.

## Salary Trends and Job Outlook for General Managers

Pay for general managers varies by industry and company, but the [Bureau of Labor Statistics](https://www.investopedia.com/terms/b/bls.asp) has published data for average general manager pay for industries with the highest GM employment levels:

The wage estimates for general and operations managers by percentile are:

*   **10%**: $46,340
*   **25%**: $65,180
*   **50%**: $101,280
*   **75%**: $160,290
*   **90%**: < $232,110  
    

General managers work in many industries, with a fair job outlook. Employment is expected to rise by 4.2% by 2032, but changes are expected in some sectors. Here are a few:

*   **Coal Mining**: -42.2%
*   **Tobacco Manufacturing**: -22.2%
*   **Apparel Manufacturing**: -22.7%
*   **Printing and Related Support Activities**: -13.6%
*   **Book Retailers and News Dealers**: -23.1%
*   **Florists**: -23.5%
*   **Misc. Store Retailers**: -5.2%
*   **Newspaper Publishers**: -17.6%

Fossil fuels, apparel, traditional printing, physical stores, and other traditional general manager employers are expected to reduce their number of GMs. This is likely due to the trends in technology, a switch to green energy, a focus on health and corporate social responsibility, and the large switch in consumer behavior to online shopping.

There is still plenty of employment opportunity as a general manager, however. Wind and [solar power](https://www.investopedia.com/articles/investing/061115/economics-solar-power.asp) generation, electric component manufacturing, passenger transportation, and many others are expected to grow from a few percent to more than 30%.

Topping general manager employment expectations by 2032 is geothermal electric power generation general managers, with an anticipated 65.3% increase in employment. In addition, general managers in arts and entertainment, performing arts, sports, event promoters, artists, writers, and amusement parks are expected to grow between 8% and 12% by 2032.  

## Comparing the Roles of General Manager and CEO

General managers are people who manage several different departments within a company. One of their largest responsibilities is overseeing their departments, sections, or work site. They coordinate duties and ensure their departments are on track to accomplish the goals set by the executives.

A chief executive officer is the top leadership position in a company. CEOs are responsible for strategic planning, long-term decision-making, operational oversight, and fiscal oversight.

## How General Managers Differ from Operations Managers

While a GM is responsible for all aspects of a business, an operations manager is only responsible for operations and production. A GM's responsibilities are broader in scope and include HR, marketing, and strategy.

An operations manager's role tends to be more specific, with experience in a particular niche industry.

## What Does a General Manager Do?

A general manager oversees a workforce, budgets for the work that needs to be done, ensures the company is staffed, and many other higher-level business functions.

## Is General Manager a High Position?

General managers usually have several lower-level managers reporting to them, so it can be a high position. They are not executive-level, but usually, they report to the executives.

## What Is a General Manager vs. a Manager?

The level each manager is at varies by business structure and industry. For instance, in a company with divisions and departments, managers supervise employees at the division level, whereas a general manager would manage at the department level.

## The Bottom Line

General managers oversee daily operations and budgets and ensure company goals are met. Most GMs require progressive management experience and a college degree in business or a related field. The job outlook for GMs is high in certain industries and low in others, but these highly skilled professionals will be in demand and remain very well paid for their work in the foreseeable future.

> **Article Sources**
>
> 1.  U.S. Bureau of Labor Statistics. "[11-1021 General and Operations Managers](https://www.bls.gov/oes/current/oes111021.htm)."
>     
> 2.  U.S. Bureau of Labor Statistics. "[Employment Projections: 11-1021 General and Operations Managers](https://data.bls.gov/projections/nationalMatrix?queryParams=11-1021&ioType=o)."