West Coast Floral Growers and Distributors Ltd. General Manager (GM) – Operations Position Summary The General Manager (GM) is responsible for the overall operational performance of the company, including greenhouse production, warehouse/shipping, and cross-channel alignment between Wholesale Sales and the Retail Garden Centre.

The GM assumes full day-to-day operational leadership of the business. Ownership will focus on strategic direction, financial oversight, and long-term growth initiatives. The GM is accountable for execution, performance, and operational results.

Scope of Responsibility The GM oversees:

• Greenhouse Production
• Warehouse & Shipping
• Order Fulfillment
• Cross-functional coordination with Wholesale Sales
• Operational alignment with Retail Garden Centre
• Production planning systems and operational systems
• Process improvement and performance management

Core Responsibilities

• Operational Leadership
• Lead all day-to-day operations of the company.
• Ensure alignment between production capacity, wholesale programs, retail demand, and shipping schedules.
• Translate strategic direction into executable operational plans.
• Prevent siloed decision-making between departments.
• Financial Accountability
• Own operational budget performance.
• Manage labor efficiency across production and warehouse.
• Protect gross margins through disciplined execution.
• Partner with CFO on forecasting and cost control.
• Team Leadership & Accountability
• Directly lead department heads (Growers, Production Manager, Warehouse Manager, Maintenance).
• Achieve KPIs and hold leaders accountable.
• Conduct structured performance reviews.
• Build leadership bench strength.
• Systems & Process Development
• Install operational discipline through SOPs.
• Sustain and improve planning processes.
• Ensure data integrity and reporting visibility.
• Standardize processes across departments.

Authority of the Role The GM has full authority over operational decision-making. Ownership will not be involved in daily operational execution.

The GM is empowered to:

• Make staffing decisions within approved budgets.
• Resolve interdepartmental conflicts.
• Enforce accountability standards.
• Modify processes to improve efficiency.
• Align production and warehouse resources.
• Escalate only strategic or capital decisions.

Governance & Accountability Structure Accountability & Performance Oversight The GM is accountable to the Leadership Team (Ownership and CFO) for achieving defined operational and financial KPIs.

The Leadership Team will:

• Establish annual company-level performance targets.
• Approve operating budgets.
• Define strategic priorities.
• Review performance monthly and quarterly.

The GM is responsible for:

• Delivering results against agreed KPIs.
• Presenting regular operational performance reports.
• Proactively identifying risks to performance targets.
• Developing corrective action plans when results deviate from plan.

Year 1 – Non-Negotiable Outcomes

• Ownership fully removed from day-to-day operations.
• Production and warehouse operate with pacing discipline.
• Cross-channel alignment stabilized.
• Systems sustainability and improvements.
• Operational KPIs visible and enforced company-wide.

Reporting Structure Reports To: Leadership Team (Ownership & CFO)

Direct Reports: Growers, Production Manager, Warehouse Manager, Maintenance Manager, Retail manager.