General Manager – Carbon Offroad Australia

Do you love growing a business with a kick-ass team?
Do you have a genuine skill—and a hunger—for selling?
Do you know exactly how to get the best out of your people?
Do you live for the outdoors and all things 4WD?

If you answered a loud "Yes" to those questions, you might be the awesome General Manager we need to more than double our sales and lead Carbon Offroad toward the $20M+ mark.

The Mission

Carbon Offroad is at a critical inflection point. We’ve built the best winch and recovery gear on the market now, we need an elite leader to turn that product superiority into global market dominance.

We aren't looking for a "caretaker." We need a growth architect. Someone who can build the systems and lead the team to support rapid scale while keeping our culture of human empowerment at the heart of everything we do.

The Role: Lead, Scale, Conquer

As our full-time General Manager, you will be the face of the brand and the engine behind our commercial success. You will manage a dedicated team of 12 full time equivalent team members, ensuring they have the tools and leadership to be successful every single day.

You will report to the Board in a monthly meeting, which consists of the sole Director/Owner and one independent advisor. With the owner having successfully transitioned most of his time out of the day-to-day operations, you will have the autonomy to truly "own" the business and drive its future.

Your Key Focus Areas

  • Driving the USA Expansion: We launched in the USA in 2024. Your first priority is to build on that foundation, scaling our presence in the world’s largest off-road market before identifying and attacking new international territories.

  • Sales Growth & Market Share: You’ll lead the charge in more than doubling our sales across our key AU and USA markets in the B2B and DTC channels. You’ll supervise the sales strategy, expand distributor networks, and ensure we are winning at every level.

  • Growth Management: You aren’t starting from scratch. We have a robust growth management system and thorough planning and process management already in place; your job is to build upon this foundation to achieve our $20M+ goal.

  • Brand Ambassadorship & Thought Leadership: You’ll lead from the front. This is a hands-on role requiring national and international travel on a semi-regular basis. Whether it’s on-camera for our community or shaking hands at SEMA and the National 4x4 Shows, you are the voice of Carbon Offroad. You will also actively author engaging content on platforms like LinkedIn to build brand authority.

  • Team Empowerment: We believe in enabling people. You will be responsible for fostering a high-performance culture where the team is aligned, motivated, and hitting their marks.

  • Business Values: Carbon Offroad prides itself on there core values that drive everything we do. The General Manager will ensure all strategy and messaging aligns with our core values.

  • 01. The Carbon Family

The Bond Beyond the Trail

We don’t just have customers & partners; we have a community. When you run/sell/promote Carbon gear, you’re part of a global family of like-minded off-roaders. We look out for our own, support the community, and work together to protect the future of the lifestyle we love.

  • 02. Built for Life

Reliability Without Compromise

We don’t just make accessories; we make life saving equipment. We believe that when you’re miles from help, "good enough" isn't an option. Our gear is engineered to be the most trusted member of your recovery kit, products every off-roader can bet their life on when the trail gets real.

  • 03. Relentless Evolution

The Pursuit of Better

We are never satisfied. Whether it’s refining a winch motor, optimising our carbon footprint, or streamlining your experience on our site, we are in a state of constant motion. We challenge the status quo daily to ensure that yesterday’s best is today's baseline for every off roader out there.

About You: The A-Player

  • A Proven Leader: You have experience at the executive level managing a business in the $6M–$10M range, with a track record of taking it to the next level.

  • Growth DNA: You have a passion for selling and a sharp eye for commercial opportunities.

  • Industry Credibility: You don't just talk the talk; you know the difference between a snatch block and a soft shackle because you actually use them. Your passion for the offroad lifestyle is non-negotiable.

  • Adventurous Spirit: You are excited by the prospect of travel and being on the ground where the action is, both in Australia and overseas.

  • Tertiary qualifications are desirable but not mandatory. Show how your previous experience will make you the best candidate for the role.

Why Join the Carbon Crew?

  • Performance Rewards: Our team works to a quarterly bonus program, giving you a genuine opportunity to earn significantly more than your base market salary.

  • Solid Foundation: Benefit from our existing, thorough process management systems while having the freedom to innovate.

  • Global Impact: You aren't just running a local business; you are scaling an Australian brand into a global household name.

How to Apply

We are looking for someone who pays attention to detail and truly wants this role.

To apply:

  • Submit your CV and a cover letter that tells us why you’re the perfect fit for Carbon Offroad.

  • If applying via email, you must include the word ‘winch’ in the subject line.

  • If applying via SEEK/Linkedin, please start your cover letter with the word ‘winch’.

  • Send all applications and communication to dan@carbonoffroad.com.au.

Ready to lead the revolution? Let’s get to work.

Carbon Offroad is a strictly non-smoking/vaping workplace.