Country Sales Manager UK & Ireland

Job Description

Job Summary

The Country Sales Manager is accountable for GM Europe’s commercial performance and market execution in the assigned country or market(s), including sales and service performance where applicable. The role translates regional strategy and brand priorities into an integrated country plan, leads the market-facing commercial organisation, and is the main driver of the country Network Strategy, ensuring an effective and efficient network footprint aligned with GM Europe’s direction and local market characteristics.

As a strategic partner and trusted advisor, the Country Sales Manager builds strong relationships with customers and route-to-market partners, supports sales and service objectives, identifies market opportunities and strengthens operational performance. The role also proposes and agrees with the Marketing team the country media and marketing strategy required to support sales and revenue targets. The role sets priorities, deploys resources and makes commercial decisions within agreed governance and delegated authority, working closely with Distribution Managers and HQ functions to align local and regional priorities.

Key Responsibilities

Commercial Strategy and Market Performance

• Translate GM Europe’s strategy into a clear country plan and own agreed outcomes for market development, sales, service, volume, revenue, profitability and customer experience.

• Lead the country Network Strategy, ensuring an effective and efficient network footprint aligned with GM Europe’s direction and local market characteristics.

• Propose and agree with the Marketing team the country media and marketing strategy required to support sales and revenue targets, using customer, market, competitor and partner insight to guide priorities.

• Develop and monitor business plans with partners and maintain effective forecasting, performance management, reporting and governance routines.

• Analyse sales performance, market trends and competitive activity to identify opportunities and drive sustainable growth.

• Set priorities, deploy resources and make commercial decisions within agreed governance and delegated authority.

Customer, Partner and Route-to-Market Management

• Lead relationships with dealerships, fleet customers, distributors, importers, agents and other route-to-market partners.

• Manage the applicable route-to-market model, including direct-to-consumer, dealer, distributor, importer, agency and wholesale channels.

• Where relevant, manage relationships with Independent Aftersales Market stores and other service partners.

• Set clear expectations for partner performance, capability, customer experience and commercial contribution, and address gaps promptly.

• Lead partner selection, onboarding, readiness and continuous improvement.

• Use customer and partner insight to shape market plans and commercial decisions.

• Represent GM Europe in relevant senior internal and external forums.

Customer Experience, Service and Network Effectiveness

• Deliver a consistent, customer-first and brand-appropriate experience across all customer and partner touchpoints.

• Monitor customer satisfaction and feedback, resolve issues and improve customer and partner journeys.

• Execute the country Network Strategy to improve network coverage, capability, sales and service performance.

• Support training, compliance and operational readiness across the applicable network.

• Identify and escalate material customer, service, network and operational risks.

Multi-Brand and Cross-Functional Execution

• Coordinate local execution of assigned GM brand plans while protecting each brand’s positioning, standards and customer proposition.

• Support product launches and coordinate aligned marketing and advertising activities across GM and partner networks.

• Align product, pricing, campaign, retail, distribution, inventory and partner activities, promoting the effective use of data, systems and standard processes.

• Collaborate with Sales and Distribution Operations, CVO and Strategic Sales Development to improve new- and used-vehicle flows and identify additional sales opportunities.

• Align country priorities with Marketing, Product, Aftersales, Finance, Logistics, Legal, Compliance, HR, Customer Care and other relevant teams.

• Lead cross-functional initiatives, clarify decision rights and ensure timely escalation, resolution and communication of issues.

People Leadership and Organisational Effectiveness

• Lead, develop and motivate the country organisation through clear objectives, coaching, prioritisation and accountability.

• Build an inclusive, collaborative, customer-focused and performance-oriented culture.

• Develop the capabilities required by the applicable operating model.

• Role-model GM values, compliance, safety, integrity and respect in all business and people decisions.

Governance, Compliance and Representation

• Ensure commercial activities comply with GM policies, applicable law, competition requirements, data-protection standards, internal controls and approved governance.

• Maintain appropriate documentation and audit readiness.

• Protect GM and brand interests and escalate material risks or decisions outside delegated authority.

• Represent GM and its brands at relevant external events and with media and other stakeholders, where appropriate.

Required Experience and Capabilities

• Experience in a commercial, market, sales, service, network, partner or operations environment.

• Experience managing complex, customer-facing or partner-led operating models.

• Strong commercial judgement and the ability to translate strategy into measurable outcomes and disciplined execution.

• Strong stakeholder management, influencing and negotiation skills.

• Ability to lead through change, build cross-functional alignment and develop high-performing teams.

• Data-driven approach to performance management, forecasting, market analysis and decision-making.

• Sound understanding of governance, compliance, risk management and delegated authority.

Role Evolution and Annual Goals

The Country Sales Manager role will evolve with GM’s business, organisational priorities and operating model. The role holder is expected to adapt to changing operating requirements, ways of working, routes to market, responsibilities and stakeholder arrangements, and to undertake related responsibilities reasonably required to support the business.

Targets, priorities and expectations will be established at the beginning of each year as annual goals. They may be reviewed or revised during the year where business needs, market conditions, organisational priorities or the operating model change, with appropriate notice and in accordance with applicable company policies and law. The role holder is expected to respond constructively and effectively to such changes.

Measures of Success

• Delivery of agreed commercial, sales, service and customer-experience outcomes.

• Effective execution of the applicable market and operating model.

• Strong partner performance, network effectiveness and stakeholder relationships.

• Consistent, compliant and brand-appropriate market execution.

• Delivery of financial performance for the assigned country, in addition to sales performance.

• Improved customer satisfaction and timely resolution of customer and partner issues.

• Timely, fact-based decision-making, escalation and risk management.

• A capable, engaged and high-performing country organisation.

About GM

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Why Join Us

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