Use generic

Commonly, the term general manager refers to any executive who has overall responsibility for managing the revenue and cost elements of a company. This means that a general manager usually oversees all marketing and sales functions of a company as well as day to day operations. Often, the general manager is also responsible for leading and coordinating strategic planning functions. In many cases, the post of general manager of a business has other names. Some managers are called Presidents. In other rarer cases, a financial manager, operational manager, marketing manager can act on the functions of a general manager. Depending on the company, people with positions of Vice President, Country Manager, Product Manager or Segment Manager may also have general management responsibilities. In nonprofit organizations, the general manager may be named Executive Director.