General Manager (GM) – Operations

West Coast Floral Growers and Distributors Ltd. General Manager (GM) – Operations Position Summary The General Manager (GM) is responsible for the overall operational performance of the company, including greenhouse production, warehouse/shipping, and cross-channel alignment between Wholesale Sales and the Retail Garden Centre. The GM assumes full day-to-day operational leadership of the business. Ownership will focus on strategic direction, financial oversight, and long-term growth initiatives. The GM is accountable for execution, performance, and operational results.

Scope of Responsibility

Greenhouse Production

Warehouse & Shipping

Order Fulfillment

Cross-functional coordination with Wholesale Sales

Operational alignment with Retail Garden Centre

Production planning systems and operational systems

Process improvement and performance management

Core Responsibilities

Operational Leadership

Lead all day-to-day operations of the company.

Ensure alignment between production capacity, wholesale programs, retail demand, and shipping schedules.

Translate strategic direction into executable operational plans.

Prevent siloed decision‑making between departments.

Financial Accountability

Own operational budget performance.

Manage labor efficiency across production and warehouse.

Protect gross margins through disciplined execution.

Partner with CFO on forecasting and cost control.

Team Leadership & Accountability

Directly lead department heads (Growers, Production Manager, Warehouse Manager, Maintenance).

Achieve KPIs and hold leaders accountable.

Conduct structured performance reviews.

Build leadership bench strength.

Systems & Process Development

Install operational discipline through SOPs.

Sustain and improve planning processes.

Ensure data integrity and reporting visibility.

Standardize processes across departments.

Authority of the Role The GM has full authority over operational decision‑making. Ownership will not be involved in daily operational execution.

The GM is empowered to:

Make staffing decisions within approved budgets.

Resolve interdepartmental conflicts.

Enforce accountability standards.

Modify processes to improve efficiency.

Align production and warehouse resources.

Escalate only strategic or capital decisions.

Governance & Accountability Structure Accountability & Performance Oversight The GM is accountable to the Leadership Team (Ownership and CFO) for achieving defined operational and financial KPIs.

The Leadership Team will:

Establish annual company‑level performance targets.

Approve operating budgets.

Define strategic priorities.

Review performance monthly and quarterly.

The GM is responsible for:

Delivering results against agreed KPIs.

Presenting regular operational performance reports.

Proactively identifying risks to performance targets.

Developing corrective action plans when results deviate from plan.

Year 1 – Non‑Negotiable Outcomes

Ownership fully removed from day‑to‑day operations.

Production and warehouse operate with pacing discipline.

Cross‑channel alignment stabilized.

Systems sustainability and improvements.

Operational KPIs visible and enforced company‑wide.

Reporting Structure Reports To: Leadership Team (Ownership & CFO)

Direct Reports: Growers, Production Manager, Warehouse Manager, Maintenance Manager, Retail manager.

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