General Manager - Gator

Real Truck is America’s leading truck accessory brand, built on a foundation of American Innovation. We design, build, and deliver products for the builders, makers, and drivers who rely on their trucks every day—combining real-world functionality with thoughtful engineering.
Headquartered in Ann Arbor, Michigan, Real Truck’s 6,000+ associates operate across 80+ facilities on four continents, supporting a portfolio of trusted brands including Husky Liners® and LEER. With more than 1,100+ patents and pending applications, our products are developed with a focus on durability, performance, and ease of use.
Through an omnichannel approach, Real Truck delivers a seamless consumer experience online at  , through a network of more than 13,000+ dealers, and in partnership with leading OEMs.
We Are American Innovation. For more information, visit

Real Truck has a brand and product portfolio that offers high-performing automotive accessories for the aftermarket and directly to the vehicle manufacturers. Gator is Real Truck’s brand used in the online channel across all aftermarket vehicle accessory categories. It caters to price/value conscious consumers that are looking for an entry-level product that meet their needs. In recent years, due to increasing vehicle prices, gas prices, and interest rates, more consumers have gravitated to lower-priced accessories.

Hence, Real Truck sees an opportunity to profitably grow its business with this consumer segment. To ensure a strong focus on this consumer’s particular needs, Real Truck has established a separate business unit (BU) focused on serving the entry-level segment under the Gator brand and is now looking for a General Manager (GM) of this BU.

The General Manager Business Unit Gator will be the business leader responsible for the overall performance, growth, and P&L of the Gator business. The GM will be a hands-on leader who is comfortable operating at both a strategic and tactical level to build the business, expand the product offering, strengthen the brand, manage customers and pricing, and develop a high-performing team.

The BU will have direct responsibility for all commercial areas for the Gator brand (e.g., pricing, channel management, product portfolio, brand strategy, and marketing spend) and has Sales and Brand/Product reporting directly to the GM. The GM will work with other functions to deliver the business objectives, including direct-to-consumer eCommerce, Marketing, Manufacturing, Procurement, Freight & Warehousing, R&D, and Customer Service.

The BU has dedicated support from Finance, HR, IT and Legal. The Gator business requires a growth-oriented, entrepreneurial commercial leader with a bias for action who is energized by creative solutions and acting with speed. The GM reports to the Chief Executive Officer and is a member of the Executive Leadership Team.

The opportunity is concentrated in the Amazon and Real Truck’s own direct-to-consumer e-Commerce channel (), but the expectation is that the GM will build out presence across several online platforms that sell automotive accessories, including generalists (e.g., eBay, , , ), automotive e-Commerce specialists (e.g., Turn 5, Quadratech), and the online platforms of automotive parts retailers (e.g., O’Reilly, Napa, Auto Zone).

The current product portfolio covers a range of accessory categories, and the GM is expected to rapidly expand the offering through sourced or internally manufactured products.

Real Truck has more than 25 factories that stand ready to produce products specified by the BU. However, most of the growth will likely come from products sourced from overseas suppliers and a core part of the GM role is to help develop existing and new supplier relationships.

CORE…