General Manager

Sonsray,-Inc.; El Paso (TX); On-site; USD 85,000 - 95,000; Full time

Benefits offered by this job

Medical coverage

Dental & Vision

401K with employer contributions

Vacation and holidays

Boot voucher

Volunteer day

Birthday meal

Open-door policy

Holiday party

Job summary

Sonsray is seeking a General Manager in El Paso, TX to oversee all operations of the Agriculture dealership, including sales, service, parts, and profitability. This leader drives market growth, strengthens customer relationships, and ensures best-in-class service across departments.

The role requires strong leadership, budgeting, forecasting, and P&L management, with travel to customer sites and other locations as needed.

Qualifications

• Minimum 5 years experience in agricultural/equipment dealership leadership.
• Proven ability to manage sales, service, and parts operations.
• Strong business development and market growth experience.
• Experience with budgeting, forecasting, and P&L management.
• Excellent relationship-building and communication skills.
• Valid driver's license and willingness to travel.

Responsibilities

• Lead Parts & Service Managers and Sales Department in a collaborative, high‑performance environment.
• Oversee daily store operations, ensuring alignment with goals, processes, and safety standards.
• Recruit, mentor, and develop employees to support long-term success.
• Manage full P&L and drive profitability across departments.
• Develop budgets, forecasts, and financial performance metrics.
• Maintain relationships with key accounts, growers, and vendors.
• Ensure policy compliance and safety regulations are followed.

Skills

Leadership

P&L management

Forecasting

CRM systems

Customer service

Communication

Travel readiness

Driver's license

Tools

Microsoft Office

Google Workspace

CRM systems

Job description

Looking for a career where you can make an impact?

Share with friends or Subscribe!

Join SONSRAY and be part of a team that keeps industries moving forward!

At SONSRAY, we are more than just a dealership – we are industry leaders dedicated to keeping businesses moving. Serving the construction, transportation, and agricultural sectors, we provide top-tier equipment, exceptional customer service, and innovative solutions that drive success.

Our comprehensive offerings include equipment sales, rentals, parts, maintenance, and repairs, ensuring our customers have everything they need to operate efficiently.
With a growing team of 500+ employees across 33+ locations in 9 states, we foster a dynamic work environment that values growth, innovation, and performance-driven success.

Whether you’re looking to build your career or support industries that power our world, SONSRAY is the place to make an impact.

Ready to power industries and drive success?

General Manager

Department: Product Support

Location: 14861 Gateway West Blvd
El Paso, TX, 79928

Job Title: General Manager
Location: El Paso, TX
Job Type: Full-Time
Salary Range: $85k to $95k depending on experience plus bonus

Job Description:

The General Manager oversees all operations of the Agriculture dealership, including sales, service, parts, new equipment sales, store performance, and overall profitability. This leader drives market growth, strengthens customer relationships, and ensures the dealership delivers best-in-class service across all departments within the agricultural equipment sector.

Essential Duties and Responsibilities:

Leadership & Operations

• Lead the Parts & Service Managers and Sales Department in a collaborative, high-performance environment.
• Oversee daily store operations, ensuring alignment with company goals, processes, and safety standards.
• Recruit, mentor, and develop employees to support long-term departmental and company success.
• Monitor store performance metrics and implement corrective action plans when necessary.

Sales, Service & Market Growth

• Drive business growth by identifying new opportunities and increasing market penetration within the agricultural equipment market.
• Strengthen service and parts operations to enhance customer satisfaction, retention, and operational efficiency
• Build, support, and grow the new and used equipment sales department to expand overall market share.
• Maintain and grow relationships with key accounts, growers, and agricultural customers through regular visits and engagement.
• Manage full P&L responsibilities for the dealership and drive profitability across all departments.
• Develop and manage budgets, forecasts, and financial performance metrics.
• Review customer receivables and ensure compliance with company accounts receivable and collection policies.
• Maintain positive, professional relationships with internal teams, other store locations, manufacturers, and vendor partners.
• Ensure all company policies, procedures, and safety regulations are followed consistently.
• Comply with all equipment and safety regulations and operate vehicles within prescribed limits.
• Perform other duties as assigned to support dealership goals.

Requirements:

• Miminum 5 years experience with proven leadership experience managing multiple operational areas (sales, service, parts) within an agricultural, construction, or equipment dealership environment.
• Strong business development and market growth experience with measurable results.
• Demonstrated success recruiting, developing, and leading high-performing teams.
• Solid understanding of financial metrics, forecasting, and P&L management.
• Excellent relationship-building, communication, and customer service skills.
• Strong problem-solving skills and the ability to make confident, data-driven decisions.
• Proficient in standard business applications (Microsoft Office, Google Workspace, CRM systems).
• Must be at least 21 years of age.
• Valid driver’s license required for company driving purposes.
• Willingness to travel to customer sites, industry events, and other store locations as needed.

About Sonsray:
Sonsray moves mountains for the construction, transportation, and agriculture industries. We are the West Coast's largest Thermo King & CASE dealership, offering sales, parts, service, rental, and leasing. We are committed to fostering a supportive and dynamic work environment.

Why work here?
At Sonsray, we value all employees, their contributions, and most importantly, their ideas! We know that the key to moving mountains is teamwork. This is what we offer our team members:

• Medical coverage (PPO + HSA options)
• Dental, Vision, and Life insurance provided at no cost
• 401K with competitive employer contributions
• 80 hours of annual vacation, increasing with years of service
• Uniforms provided annually
• Annual boot voucher of $125.00
• One full paid day off annually for community volunteer work
• Birthday meal provided by Sonsray
• Privately owned and operated, with decisions made based on core values rather than corporate directives
• Annual Holiday Party, including covered airfare and hotel for employees and a guest
• Emphasis on company growth and employee development
• Open-door policy, fostering a collaborative environment with active owner and management involvement

Join the SONSRAY Team and be part of something bigger!