General Sales Manager

Fish Brothers Ltd Swindon; Swindon; On-site; GBP 60,000; Full time

Job summary

A leading automotive dealer in Swindon seeks an experienced General Sales Manager to oversee performance and growth at their SEAT & CUPRA dealership. You will be responsible for driving sales, improving customer experiences, and leading a strategic team. Ideal candidates will display proven leadership in the automotive industry, with a commitment to customer service. This position offers a competitive salary and benefits package, with potential earnings exceeding £60,000.

Benefits

Competitive salary

Performance-based bonus

Company car

Health Care Cash Plan

Life assurance

Enhanced maternity and paternity pay

Career progression opportunities

Up to 27 days holiday

Qualifications

• Proven track record of success in a Sales Manager or General Sales Manager role within the automotive industry.
• Strong understanding of sales operations and financial performance.
• Exceptional leadership and team development skills.

Responsibilities

• Oversee all aspects of the site’s commercial performance.
• Develop and execute business strategies to drive growth.
• Foster a customer-centric culture that delivers outstanding service.

Skills

Leadership

Sales Operations

Customer Experience

Team Development

Strategic Thinking

Job description

At Fish Brothers, we’ve been helping the people of Swindon with their motoring needs for more than 75 years. As a multi-franchise dealer group, we’re proud of our strong reputation, but it’s our people who make the real difference. We believe in creating a supportive and rewarding workplace where talent can thrive, and where going the extra mile for our customers comes naturally. Many of our team have built long and successful careers with us — and now we’re looking for the next person to join our journey.

General Sales Manager – SEAT & CUPRA Swindon

Lead. Inspire. Drive Performance.

Are you an accomplished automotive leader ready to take full responsibility for the performance and success of a dealership?

We’re looking for an exceptional General Sales Manager to take the reins at our dedicated SEAT & CUPRA dealership in Swindon — overseeing all aspects of the site’s commercial performance, strategy, and leadership.

About the Role

As the General Sales Manager, you will be responsible for the overall leadership, strategy, and performance of the dedicated sales team. You will be instrumental in strengthening the SEAT & CUPRA brand presence locally, delivering exceptional customer experiences, and driving profitability and operational excellence.

As General Sales Manager, you will work closely with the Managing Director and senior leadership team to develop and execute business strategies that drive growth and market share. You will lead, coach, and develop a high-performing sales and administration team, managing the dealership’s budgets, forecasts, and overall financial performance to meet and exceed targets. A key part of the role will be maintaining strong relationships with manufacturer partners and ensuring full compliance with brand standards. You will foster a customer‑centric culture that consistently delivers outstanding service and builds long‑term loyalty, while using performance data and market insights to inform strategic decisions. In addition, you will champion innovation and continuous improvement across all sales processes to ensure the dealership operates efficiently and remains competitive.

What We’re Looking For

We’re looking for a dynamic and experienced leader with a proven track record of success in a Sales Manager or General Sales Manager role within the automotive industry. You’ll have a strong understanding of sales operations and financial performance, combined with exceptional leadership and team development skills. The ability to motivate, inspire, and influence at all levels is essential, as is a strategic mindset focused on growth, innovation, and brand development. Above all, you will have a passion for delivering outstanding customer experiences and driving operational excellence across every aspect of the dealership.

What We Offer

• A competitive basic salary of £35,000 and performance‑based bonus structure (OTE £60k+).
• Company car and a comprehensive benefits package, including up to 27 days holiday per annum, Health Care Cash Plan, Life assurance, enhanced maternity and paternity pay and Birthday Leave
• The opportunity to shape and grow one of our key sites within a respected, expanding dealer group.
• Ongoing professional development and genuine career progression opportunities within the Fish Brothers Group.

If you’re a driven and strategic automotive professional ready to lead a dealership to new heights, we’d love to hear from you.

Join Fish Brothers and drive success with SEAT & CUPRA Swindon.

Please note that this job advert will close as soon as sufficient applications have been received. If you are interested in applying please apply as soon as possible. Due to the numbers of applications we receive we do not respond to applications unless we wish to progress with your application.

Diversity, Equity & Inclusion

At Fish Brothers, we are committed to building a diverse and inclusive workplace that reflects the customers we serve and the community we’re part of. We believe that everyone, regardless of background, identity, or experience, should feel valued, respected, and empowered to thrive.

We welcome applications from all qualified candidates, and we encourage people from underrepresented backgrounds to apply — including, but not limited to, women, people from Black, Asian and minority ethnic communities, LGBTQ+ individuals, people with disabilities, and veterans.

If you require any reasonable adjustments during the recruitment process, please let us know — we’ll do our best to accommodate your needs.