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How to Become a General Manager: Australian Careers in Small Business

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What is a General Manager?

What will I do?

What skills do I need?

Resources

What is a General Manager?

A General Manager plans, directs, and reviews the major work of a business. They lead teams across private, public, and not-for-profit settings at the senior level. Every day, they guide staff, set goals, and make decisions that shape the company.

General Managers work closely with team heads to align all areas with company goals. They look at results data, review market trends, and adjust direction as needed. This hands-on leadership role suits people who enjoy solving complex problems and driving real results.

They also speak for the business at talks, public forums, and official events. Strong communication skills are vital, as they engage with staff, clients, board members, and key partners. Preparing budgets, reports, and forecasts is also a core part of the role.

A career as a General Manager blends long-term oversight with daily hands-on leadership. It is a rewarding path for those who want to shape a company’s direction and culture. With the right experience and training, this role offers strong career growth and well above-average pay.

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Career snapshots For General Managers

A General Manager is a senior leadership role with strong employment across Australia. Around 69,300 General Managers were employed in 2025 (Jobs and Skills Australia, 2025). The median age is 48. Most work full-time, with 91% in permanent roles.

General Managers work long hours, averaging 47 hours per week (ABS Labour Force Survey, 2025). The top employing sectors are health care, professional services, and manufacturing (Jobs and Skills Australia, 2025). New South Wales and Victoria hold just under 60% of all roles nationally.

The sector has seen a small fall in employment of around 400 roles per year (Jobs and Skills Australia, 2025). This reflects structural change, not a drop in demand for strong leaders. Those who build solid management skills and broad sector experience remain in demand.

What will I do?

A General Manager drives the direction and daily work of a business. They lead all major areas from finance and sales to HR and marketing. The role calls for big-picture thinking and close attention to daily detail.

  • Policy and Planning – Setting the standards and goals that guide the business forward.
  • Daily Management – Providing clear direction to ensure the business runs well and meets its goals.
  • Situation Review – Reading changes in the business and directing staff to act as needed.
  • Team Consultation – Working with team heads on operations, finance, sales, and HR.
  • Budget Approval – Approving funds for major policy and program rollouts.
  • External Presence – Acting as the face of the business at events, talks, and forums.
  • Reports and Budgets – Preparing and presenting reports, budgets, and forecasts to the board.
  • Staff Review – Selecting and reviewing senior staff to keep the leadership team strong.
  • Specialist Functions – Managing accounting, marketing, and other key areas as needed.

What skills do I need?

A successful General Manager needs a wide range of skills to lead a business well. Strong leadership is the core, as they must inspire teams, make clear choices, and set direction under pressure. Financial skills are also key for managing budgets and reading results data.

Communication is vital for a General Manager. They must engage with board members, staff, clients, and the public in a clear and confident way. Problem-solving and the ability to adapt are also core skills. Good time management helps General Managers handle the pace of a senior leadership role.

Skills/attributes

  • Leadership
  • Strategic Planning
  • Financial Management
  • Communication
  • Problem-Solving
  • Decision-Making
  • Project Management
  • Team Management
  • Negotiation
  • Adaptability
  • Time Management
  • Analytical Thinking
  • Customer Focus
  • Conflict Resolution
  • Stakeholder Engagement

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About the author

Laura Atkinson

Laura Atkinson

Laura Atkinson is an Account Management and SEM specialist at Course Finder Group with six years' experience in the Australian education sector. She works day to day with universities, TAFEs and independent training providers, which gives her a close view of how courses map to real career outcomes. She writes practical guidance on career pathways, choosing the right qualification and what to expect when moving into a new field.