The General Manager (GM) role has always been pivotal in Australian businesses, but in 2025, it’s more dynamic and demanding than ever. As companies adapt to economic shifts, new technologies, and evolving workplace cultures, GMs are expected to be agile leaders, strategic thinkers, and operational powerhouses. But what does that actually look like today?
The Evolving Scope of the General Manager
Traditionally, a GM oversaw daily operations, managed teams, and ensured financial performance. In 2025, the role extends well beyond these basics. GMs are now expected to:
- Drive digital transformation: Many Australian businesses are adopting AI, automation, and cloud-based systems. GMs must lead this change while keeping teams engaged and productive.
- Champion ESG (Environmental, Social, Governance) initiatives: With new reporting requirements in place from July 2025, GMs are increasingly responsible for sustainability targets, diversity goals, and transparent governance.
- Navigate economic headwinds: With interest rates stabilising but wage pressures rising, GMs must balance cost controls with talent retention and growth investments.
Example: In the retail sector, GMs are piloting AI-powered inventory management while also rolling out flexible work policies to attract top talent—demonstrating the blend of operational and strategic leadership now required.
Key Skills and Experience for Today’s GM
Employers are looking for more than just experience when hiring a GM in 2025. The most sought-after skills include:
- Financial acumen: From budgeting to interpreting real-time analytics, GMs must make data-driven decisions.
- People leadership: With hybrid work models here to stay, effective GMs build culture, manage remote teams, and resolve conflicts with empathy.
- Change management: Whether it’s a merger, a tech rollout, or a regulatory update, GMs must lead through uncertainty and inspire confidence.
Qualifications are also shifting. While an MBA remains valuable, experience with digital platforms, ESG frameworks, and agile project management are increasingly cited in 2025 job ads. Some companies now prioritise proven change leadership over traditional credentials.
Salary Expectations and Career Progression in 2025
According to the latest Hays Salary Guide, the median salary for a GM in Australia is now between $180,000 and $260,000, with those in tech and finance often earning higher packages. Bonuses are increasingly tied to measurable outcomes, such as:
- Meeting ESG targets
- Digital transformation milestones
- Employee retention rates
Real-world snapshot: A GM in a mid-sized fintech who delivers a successful cloud migration and reduces turnover by 15% might earn a six-figure bonus in 2025.
Career paths remain diverse. Many GMs move into CEO or COO roles, especially if they have led major transformation projects. Others leverage their operational expertise to launch consultancies or take up non-executive board positions, particularly as governance standards tighten across the ASX.
GM Role in Different Industries: What’s Unique?
Not all GM roles are created equal. Here’s how the position differs across key sectors in Australia:
- Healthcare: GMs must juggle regulatory compliance, patient outcomes, and tech adoption (like telehealth platforms).
- Hospitality: GMs are focused on cost control, brand experience, and adapting to shifting tourism patterns post-pandemic.
- Manufacturing: The emphasis is on supply chain resilience, automation, and workforce upskilling as Australia’s industry becomes more high-tech.
What’s Next for GMs in Australia?
The GM role is no longer just about ‘keeping the lights on’. In 2025, it’s about steering organisations through rapid change, fostering innovation, and delivering on both financial and social outcomes. As Australian businesses face economic, technological, and regulatory pressures, the value of a skilled, forward-thinking GM has never been clearer.
