General manager

An executive known as a general manager (GM) has ultimate responsibility for managing both the revenue and cost components of a company's income statement, known as profit and loss (P&L) management. One of the most important roles of a general manager is to supervise the company's marketing and sales efforts, along with its day-to-day operations. As a general manager, you're often in charge of ensuring that your company's goals are met via effective planning, delegation, coordination, personnel, organisation, and decision-making (Sayles 1979).

One of the most common official titles for the management of a company is general manager. The majority of CEOs and presidents, for example, are in charge of the day-to-day operations of their companies. When it comes to general management, it is more common for the company's CEO or COO to be in charge of the company's finances, operations, and marketing. Depending on the firm, managing directors, regional vice presidents, country managers, product managers, branch managers, and segment managers may also have general management duties. When a vice president is in charge of all aspects of a department or division, they may also be referred to as the general manager, which is a common position in big corporations.

It's not uncommon to see general managers in technology organisations referred to as product managers. A general manager at a consumer goods company is typically referred to as a brand manager or a category manager. As a general manager in a professional services business, you may be called a managing partner, senior partner, or managing director.