General Manager

Waterstone Human Capital; Aurora (CO); On-site; USD 140,000 - 220,000; Full time

Job summary

Waterstone Human Capital is helping a Denver-area seed company find a General Manager. The position is based in Aurora, Colorado, with regular field time alongside customers and a hands-on leadership mandate in a small, entrepreneurial business.

The GM will set strategic direction, report to the parent PE portfolio president, and drive growth through a scalable customer acquisition engine, expanded regional reach in the Rocky Mountain region, and improved capital efficiency with disciplined

Job description

We’re on the search for a General Manager on behalf of our client, a Denver-based seed company built around sales and marketing rather than production, serving landscapers, farmers, dealers, and retailers across Colorado and the broader Rocky Mountain region, and backed by a private equity firm focused on agriculture businesses. If you bring a proven commercial track record leading a small or entrepreneurial business, ideally within a B2B, distribution, or relationship-driven model, with P&L leadership experience, this may be an opportunity for you.

The General Manager will lead the company through its next chapter, building on a period of intentional, leadership-driven change into sustained, profitable growth. Reporting to the Portfolio Companies President of the parent private equity firm and based out of the company’s Aurora, Colorado office with regular time in the field alongside customers, this is a hands-on leadership mandate at a small, entrepreneurial company: setting strategic direction and representing the business to its board of directors while remaining closely engaged in the day-to-day details. Priorities include building a repeatable, scalable customer acquisition engine, expanding a customer base currently concentrated in Colorado into the broader Rocky Mountain region, deepening the value captured from a loyal, high-retention customer base, and improving capital efficiency and profitability so that growth translates into genuine value creation.

The General Manager will take meaningful market share in a mature market, identifying new sources of organic growth and evaluating complementary acquisitions where the right opportunity arises, while leading the company’s expansion beyond its current, heavily Colorado-concentrated customer base into adjacent Rocky Mountain markets. This includes building a repeatable, scalable customer acquisition engine tailored to core segments — currently led by landscapers and farmers — developing sales and marketing strategy, and providing direct sales leadership by managing the sales team and holding it accountable to a defined process. On the operational side, the role owns the P&L, brings a data- and metrics-driven approach to setting targets and measuring results, oversees day-to-day operations across sales, procurement, warehouse and inventory management, logistics, and finance, and builds a performance-driven culture with clear expectations and accountability.