General Manager

Organisation: Lee Valley Farm Park

Reports to: Parks Director

Direct Reports: Duty Managers, Livestock Manager, Maintenance Manager.

The General Manager is responsible for the day-to-day leadership, operational delivery, and site performance of Lee Valley. Reporting to the Parks Director, the GM ensures that agreed commercial strategies (The Budget), standards, and plans are executed consistently on site, delivering a safe, welcoming, and high-quality visitor experience.

This is a highly visible, hands‑on role. The General Manager leads from the front, sets standards through action, and takes ownership of operational performance, people leadership, and guest experience. The role is not desk-based; it requires regular presence on the floor, walking the customer journey, supporting teams, and intervening immediately when standards slip.

Key Responsibilities

Operational Leadership & Site Standards

Take full responsibility for the day-to-day operation of Lee Valley, ensuring all areas are safe, clean, compliant, and guest‑ready.

Maintain a strong on-site presence, particularly during peak trading periods, events, and weekends.

Lead by example by walking the customer journey, identifying issues, and ensuring immediate corrective action is taken.

Ensure all departments consistently deliver agreed brand standards, service levels, and presentation expectations.

Act decisively when standards, behaviours, or performance fall below expectation.

Commercial Delivery & Performance

Deliver the commercial plans and targets (The Budget) including revenue, Spend Per Head (SPH), and cost control.

Actively drive ticket sales, retail, food & beverage performance, events income, and membership conversions on site.

Ensure shop areas are fully stocked, priced correctly, and presented to maximise sales.

Work with teams to improve upselling, suggestive selling, and guest engagement in a natural, customer‑first way.

Monitor daily performance and respond quickly to underperformance.

Lead, motivate, and develop Duty Managers and department leaders, setting clear expectations and standards.

Ensure teams are well trained, well deployed, and fully understand their roles and responsibilities.

Address poor attitudes, behaviours, or performance promptly and fairly, escalating issues where necessary.

Build a positive, accountable culture where standards matter and everyone takes pride in the site.

Support recruitment, onboarding, and ongoing development of the team.

Customer Experience

Champion a consistent, welcoming, and engaging customer experience across the site.

Ensure staff follow agreed service standards, including greetings, engagement, and problem resolution.

Review guest feedback and complaints, taking ownership of improvements and preventing repeat issues.

Ensure first impressions (car park, entrance, toilets) and last impressions are consistently positive.

Health, Safety & Compliance

Ensure full compliance with health & safety legislation, food safety standards, animal welfare requirements, and licensing conditions.

Ensure risk assessments, checks, logs, and SOPs are completed accurately and on time.

Act immediately on any safety or compliance concerns.

Communication, Reporting & Accountability

Report regularly to the Parks Director on site performance, challenges, and opportunities and solutions.

Participate fully in weekly performance reviews, operational meetings, and planning sessions.

Provide honest, timely updates and take ownership of actions agreed.

Support the site by implementing changes quickly and consistently.

Skills & Experience

Proven experience managing operations in a leisure, attraction, hospitality, retail, or visitor‑focused environment.

Strong people leadership skills with experience managing managers and frontline teams.

Commercial awareness with an understanding of revenue drivers, cost control, and SPH.

Personal Attributes

Highly visible, hands‑on leader who sets standards by example.

Customer-focused with strong attention to detail.

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