All Fenix
General Manager
| company: | All Fenix |
| job title: | General Manager |
| location: | St Kilda |
| work type: | Full-time |
| level: | Senior |
Role Description
All Fenix is a cult Australian pilateswear brand with a loyal customer base, a strong digital presence, and a vision to lead in premium, performance-driven activewear. We design for real women with intention, comfort, and confidence in mind. Alongside our direct-to-consumer business, we have a significant wholesale presence in the US, including our diffusion brand, which is stocked by leading retailers. As we scale, we’re looking for a General Manager to take the reins of the day-to-day business and drive the next phase of sustainable growth.
This is a pivotal leadership role with the chance to make a significant impact. As General Manager, you’ll bring structure, clarity, and momentum to a high-potential brand that’s ready to scale. All Fenix has a loyal customer base, a strong product offering and a passionate team — but like many fast-growing founder-led businesses, we’ve reached a point where stronger systems, leadership and accountability are needed to take things to the next level. You’ll work closely with the founders to align strategy, lead the team, refine operations, and drive performance across all areas of the business. From product and supply chain to marketing and sales, you’ll create the structure and focus that allows the brand to grow sustainably and profitably. This role is ideal for someone with a strong entrepreneurial mindset – someone who’s excited by the idea of building something, solving problems in real time, and moving quickly from insight to action.
Key Responsibilities
- Lead and improve day-to-day operations including supply chain, inventory, logistics and fulfilment
- Identify inefficiencies and cost opportunities in our existing workflows and implement smarter systems and tools
- Strengthen supplier and manufacturing relationships to drive consistency, margin, and reliability
- Take ownership of seasonal production planning to ensure product is delivered on time and within budget
- Establish a clear and structured process from design through to delivery, ensuring every department is aligned
- Implement and manage a critical path so the team knows what’s due, when and by who
- Work cross-functionally with design, production, and marketing to deliver collections with clarity and precision
- Help the business focus on the right product mix, volumes and timing based on data and demand
- Lead and coach department heads across operations, product, marketing, and customer experience
- Bring structure to roles and responsibilities so the team feels clear, empowered, and accountable
- Partner with the founders on hiring, onboarding, and team planning
- Help shape a high-performance culture that’s respectful, collaborative and energising to be part of
- Oversee marketing and digital strategy to ensure campaigns, launches and inventory are aligned
- Work closely with the founders and wholesale team to expand key accounts and private label partnerships
- Set and track performance KPIs across sales channels, marketing spend and customer retention
- Identify new growth opportunities across wholesale, international markets, and new categories
- Partner with CEO on financial planning, budgeting, and cost control
- Own reporting and performance tracking across departments to support data-led decisions
- Lead quarterly planning, goal-setting and cross-functional reviews
- Take responsibility for achieving margin, revenue, and growth targets across the business
KEY SKILLS
- Have 10-15 years’ experience in operations, supply chain or general management within fashion, activewear or consumer brands
- Possess relevant Tertiary Business Qualifications or MBA
- Have experience leading cross-functional teams and improving internal structures
- Have a strong entrepreneurial mindset — resourceful, solution-oriented, and always thinking ahead
- Combine strategic thinking with strong execution to lead teams through growth and change
- Are commercially minded and understand how to grow revenue while protecting margin
- Are confident coaching and managing people, with a calm and grounded leadership style
- Have strong financial instincts and are comfortable owning budgets and reporting
- Love building things, solving problems, and bringing positive energy into a team
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