General Manager | eCommerce Brand

Whif; Brisbane; On-site; AUD 180,000 - 240,000; Full time

Job summary

WHIF, a high-growth Australian eCommerce brand, seeks a General Manager in Brisbane to lead day-to-day operations across marketing, manufacturing, warehousing and procurement. You’ll oversee department heads, set KPI-driven performance, and partner with the founders to drive strategic growth.

The role requires senior leadership experience, a strong commercial mindset, and the ability to scale a fast-growing consumer brand in a dynamic market.

Qualifications

• Senior leadership experience overseeing multiple departments.
• Experience in ecommerce/consumer goods and fast-growth brands is highly regarded.
• Strong operational, process improvement and people management skills.
• Ability to set KPIs, drive accountability and performance.

Responsibilities

• Lead the day-to-day operations of WHIF, overseeing departments including marketing, production, warehouses and procurement.
• Oversee People & Leadership, Marketing & Commercial Performance, Manufacturing & Production, Warehouse/Dispatch, Inventory & Suppliers, and Business Operations.
• Work with the Founders on company direction and take ownership of day-to-day management to drive growth.
• Build accountability, resolve problems and improve performance across the business.

Skills

People leadership

Operations management

Strategic planning

Job description

General Manager

High-Growth Australian eCommerce Brand | Brisbane

Lead the day-to-day operations of one of Australia's fast-growing beauty/fragrance brand.

WHIF is an Australian fragrance brand offering high-quality, designer-inspired fragrances without the designer price tag.

Since launching in 2024, WHIF has experienced rapid growth and we're now looking for an experienced General Manager to lead the business through its next stage of scale.

This is a senior leadership role reporting directly to the Founders.

You’ll oversee the entire day-to-day operation of WHIF, including people, marketing, manufacturing, warehouse and dispatch, inventory, procurement, suppliers, customer operations and general business operations.

The Role

As General Manager, you’ll become the central leader responsible for ensuring WHIF operates effectively across every department.

Department managers, team leaders and key functions will report to you, and you’ll be responsible for creating accountability, solving problems, improving performance and ensuring the entire business is working towards the same commercial objectives.

You’ll work closely with the Founders on the direction of the company while taking ownership of the day-to-day management required to get us there.

You’ll have the authority and responsibility to lead, make decisions and get things moving.

What You’ll Oversee

People & Leadership

You’ll be responsible for the performance and leadership of the WHIF team.

This includes:

• Leading department managers and team leaders
• Recruitment and hiring
• Workforce planning
• Onboarding and training
• Setting KPIs and expectations
• Performance management
• Managing underperformance
• Employee relations and disciplinary matters
• Building accountability across the business
• Developing future leaders as WHIF grows
• Ensuring we have the right people in the right roles

You’ll be comfortable having difficult conversations when necessary while also knowing how to build a motivated, high-performing team.

Marketing & Commercial Performance

You’ll oversee the marketing function and ensure it is performing against the broader objectives of the business.

You’ll ensure the Marketing Manager and marketing team are delivering.

You’ll oversee:

• Marketing team performance and accountability
• Marketing budgets
• Campaign planning and execution
• Marketing KPIs and reporting
• Revenue and growth targets
• Marketing collateral and campaign deadlines
• Promotional calendars
• Product launch coordination
• Major sale periods
• Alignment between marketing, stock, production and fulfilment

You’ll ensure that when marketing creates demand, the rest of the business is prepared to deliver it.

Strong commercial awareness is essential. You don’t need to be a performance marketing specialist, but you should understand how marketing, revenue, margin, inventory and operational capacity work together.

Manufacturing & Production

You’ll oversee WHIF’s manufacturing and production operation, including:

• Production planning
• Production targets
• Staffing and productivity
• Quality standards
• Raw material requirements
• Packaging requirements
• Production efficiency
• Capacity planning
• Identifying and resolving bottlenecks

As WHIF grows, you’ll ensure our manufacturing capability grows with it.

Warehouse, Fulfilment & Dispatch

You’ll take overall responsibility for warehouse and fulfilment performance.

This includes:

• Pick and pack operations
• Dispatch performance
• Order turnaround times
• Warehouse staffing
• Productivity
• Pick/pack accuracy
• Courier relationships
• Warehouse layout and workflow
• Peak-period planning
• Managing order backlogs
• Preparing operations for major campaigns and sales

When WHIF has a major sales event, you’ll ensure the warehouse is ready before the orders arrive.

Inventory, Procurement & Suppliers

You’ll ensure the business has the stock and resources required to operate effectively.

You’ll oversee:

• Inventory planning
• Purchasing and procurement
• Raw materials
• Packaging
• Supplier relationships
• Stock availability
• Inventory accuracy
• Supply risks
• Purchasing efficiency
• Supplier performance

Business Operations

You’ll also own the everyday operational issues that come with running a fast-growing business.

Equipment breaks? You’ll organise the solution.

We need additional staff? You’ll get recruitment moving.

A supplier isn’t performing? You’ll deal with it.

A process is wasting hours every week? You’ll improve it.

A department keeps missing targets? You’ll find out why and address it.

You’ll oversee areas including:

• Facilities and maintenance
• Workplace systems
• Contractors and trades
• Operational software
• Workplace Health & Safety
• Policies and procedures
• SOPs
• Compliance
• Business administration
• Operational budgets and cost control

Systems, Structure & Scale

WHIF is growing quickly, which means the systems that work today won’t necessarily work tomorrow.

A major part of your role will be building the operational structure required for the next stage of the business.

You’ll constantly look for opportunities to:

• Improve processes
• Automate repetitive work
• Reduce unnecessary costs
• Improve productivity
• Create better reporting
• Establish clearer accountability
• Improve communication between departments
• Document SOPs
• Build scalable systems
• Identify problems before they become bigger problems

We want someone who doesn’t just manage the business as it exists today.

We want someone who helps build the business we’re becoming.

Who We’re Looking For

We’re looking for an experienced business leader who has previously managed significant teams, departments or business operations.

You’ll likely have experience as a:

• General Manager
• Head of Operations
• Operations Director
• COO
• Senior Operations Manager
• Business Manager
• Multi‑department leader

Experience within eCommerce, FMCG, beauty, cosmetics, retail, manufacturing, warehousing or another fast‑growing consumer business will be highly regarded.

More importantly, we’re looking for someone who:

• Is an exceptional people leader
• Takes ownership without needing constant direction
• Is highly organised
• Makes decisions confidently
• Is commercially minded
• Understands numbers and business performance
• Can manage multiple departments simultaneously
• Knows how to hold managers and employees accountable
• Can build systems and processes
• Can identify inefficiencies quickly
• Is comfortable operating in a fast‑moving environment
• Can move between strategic thinking and hands‑on problem solving
• Doesn’t believe every problem needs to reach the Founders

What Success Looks Like

Success in this role means WHIF operates effectively.

Managers know what’s expected of them.

Employees are accountable.

Marketing delivers against commercial objectives.

Manufacturing hits production requirements.

Orders leave the warehouse efficiently.

Inventory is planned ahead.

Problems are identified early.

Decisions are made.

And the business continues to scale without becoming increasingly dependent on its Founders.

Why WHIF?

You’ll be joining WHIF at an exciting point in our growth.

This isn’t a traditional corporate GM position where you’ll inherit layers of management and established processes.

You’ll have the opportunity to help build the leadership structure, systems and operating rhythm of a rapidly growing Australian brand.

You’ll work directly with the Founders, have genuine responsibility and decision‑making authority, and play a significant role in WHIF’s next stage of growth.

For the right person, there is significant opportunity to grow alongside the business and become one of the most important leaders within the company.

Full-time | Brisbane, QLD

Competitive salary package based on experience.

If you’re the type of leader who sees a problem and thinks "I’ll sort it" rather than "Who should I send this to?", we’d love to hear from you.