General Manager

The GM will serve as the strategic and operational leader of the venture company (not UTA), responsible for the launch, growth, profitability, and long-term brand development of the business. This role requires a hands-on, entrepreneurial operator with deep experience in CPG, startups, and a strong grasp of the health and wellness space. Ideally, this person will have previously launched a brand and have experience in the beverage and/or supplements space, with a deep understanding of the digital and brand marketing tactics required to grow a consumer brand online and in retail. The GM will work closely with the board, athlete founder, and key partners to shape and execute on the company’s vision and performance goals.As the GM of a brand incubated by UTA Ventures, the venture studio within United Talent Agency, you will have access to a wealth of resources, partnerships, and industry relationships, making this a unique opportunity to build a best-in-class consumer brand with the support and access that most founders dream of. This is not an UTA employment opportunity.About the BrandWe’re building a next-generation performance wellness brand rooted in matcha and functional nutrition. Athlete-founded and mission-driven, we are committed to delivering high-quality products that promote physical and mental wellness, are science-backed, and above all, taste delicious.Location: Los Angeles, CA (Hybrid/Remote Flexibility)Salary: $180,000–$250,000 base + equityIndustry: Consumer Packaged Goods / Health & Wellness / Specialty BeveragesCompany: Functional Matcha Consumer Packaged Goods (CPG) VentureKey ResponsibilitiesStrategic Leadership & VisionDevelop and execute the company’s long-term strategic plan, supported by market trends, data, and consumer insightsIdentify and pursue growth opportunities across product categories and go-to-market channels under a unified brand visionFoster a culture of innovation, accountability, and operational excellence, leading with passion for the brand and productGo-to-Market & Commercial GrowthOwn pro forma projections across DTC, Amazon, and retail channelsLead and refine the omni-channel marketing strategy and launch timelines — balancing short-term growth with long-term brand equityBuild strategic relationships with retailers, distributors, and key partners to expand reach and drive velocityDevelop and execute customer acquisition, retention, and channel optimization strategiesOperational ExcellenceOversee daily operations to ensure efficiency, scalability, and quality across supply chain, manufacturing, finance, and customer experienceImplement data-driven systems for forecasting, production, logistics, and inventory managementMaintain a strong focus on sustainability, ethical sourcing, and cost efficiencyFinancial StewardshipOwn P&L, ensuring the business is financially disciplined, performance-driven, and capital-efficientEstablish and track KPIs across commercial, operational, and marketing functionsManage fundraising efforts as needed, engaging with investors and stakeholders to secure funding and support for growth initiativesBrand Development & MarketingDrive product and brand excellence, ensuring every launch meets consumer expectations, retailer standards, and brand integrityChampion product quality and oversee product innovation roadmap from ideation through commercializationTranslate the brand’s athlete-led, culturally-rooted story into marketing, packaging, and partnerships that build awareness and loyaltyTeam Leadership & CultureBuild a strong trusted relationship with athlete founder and the boardRecruit, develop, and lead a high-performing, cross-functional team of in-house and external partnersBuild a collaborative, mission-driven culture grounded in performance and accountabilityServe as a visible brand ambassador at key industry, trade, and investor eventsQualifications10+ years of work experience, including proven experience in leadership/operating roles at early and growth stage startups within CPG, with a preference for supplements and beverage sectorsDemonstrated success in launching and scaling an omnichannel consumer brand, with a strong track record in revenue generation and marketing and relationships with key channel partnersA data-driven mindset, with a deep understanding of consumer behavior and market dynamics within the health and wellness spaceExceptional strategic thinking, financial acumen, and problem-solving skillsPrevious P&L ownership experiencePassionate about building a business - comfortable wearing many hats and working in the details as you build out your team; and ready to create a compelling vision to inspire others to join you on the journeyStrong communication and interpersonal skills, with the ability to inspire and lead diverse teams, with client management skills a plusExperience in fundraising for early stage companies and managing board-level communicationsPassion for matcha and wellness4-year degreeMBA, management consulting, or finance experience a plusHow to ApplyPlease submit your resume, a cover letter detailing your relevant experience and vision for the brand, and any supporting materials. We are an equal opportunity employer and welcome candidates from diverse backgrounds to apply.