General Manager

About the Opportunity

This role sits within a fast-rising at-home wellness brand that has already built strong traction in Australia, the US, and the UK. With more than 50,000 customers, an engaged community, and products grounded in science that deliver measurable results, the company has established product-market fit and is now focused on the next stage: scaling.

The business is already growing through partnerships with major sports organisations and has clear potential to expand further into premium wellness and commercial channels. It is founder-led, commercially proven, and entering a phase where strong operational leadership is needed to turn momentum into a scalable engine.

Role Overview

This newly created General Manager position is designed for a strong operator who enjoys balancing strategy with execution. Reporting directly to the CEO, you will be responsible for the day-to-day management of the business and for building the systems, structure, and operating discipline required to scale profitably across direct-to-consumer, retail, and emerging channels.

This is not a role where everything is already polished and established. Instead, you will create the operating model, introduce accountability, and bring commercial rigour to a business that already has proven demand and now needs the leadership to grow in a structured way.

Key Areas of Ownership

You will turn the founder’s vision into an integrated growth plan spanning direct-to-consumer, performance marketing, lifecycle marketing, partnerships, and wholesale. You will also create operating rhythms, lead a lean but high-performing team, manage the profit and loss account, and ensure the customer experience remains strong as the business expands.

As the company grows, your remit will broaden into new channel development, including B2B, recovery studios, gyms, corporate wellness, and international markets.

Candidate Profile

The ideal candidate is a practical commercial leader with a history of scaling consumer brands in direct-to-consumer or omnichannel retail, ideally within FMCG or wellness. You should have experience building a brand rather than only supporting one.

You will be comfortable working with ecommerce metrics such as customer acquisition cost, lifetime value, contribution margin, sell-through rates, and fulfilment costs, and you should be able to make sound decisions even when the data is incomplete.

You should also be a strong people leader who creates accountability, gives clear and direct feedback, and brings structure to fast-moving environments. A resourceful, entrepreneurial mindset is essential, along with the ability to turn ambiguous opportunities into clear plans and execute them effectively.

Why This Role Stands Out

This is a high-autonomy opportunity with meaningful impact at a business that has strong momentum, a mission-led culture, and significant room for future growth. It is suited to someone who wants to own the commercial engine behind one of the most exciting wellness brands in the market.

Application Note

Expressions of interest are invited directly for a prompt response.