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General Manager - E- Products


Posted by United Wheels Company Limited on 04/23/2021

Job Basics

Industry Sector: Bike

Job Categories: Management

Company Type: HardGoods/Equipment

State: OH

City: Miamisburg

Country: United States

Required Experience: 7 - 10 years

Job Type: Full Time


Required to Relocate: Yes

Required to Travel: Yes

Employee May Telecommute: No

Job Seeker Must Live Within:

Job Description & Requirements

The E-Products General Manager?will be responsible to define, create, and evolve the Product and Customer experience as it relates to the Global United Wheels, Inc., and Covation E-Products offering, including E-bikes, E-scooters, and Electrified products such as lawn and garden items (wagons and wheelbarrows).  


Essential Duties and Responsibilities include the following. Other duties may be assigned. 

  • Responsible for planning and executing the overall Sales, Marketing, and Product strategies to grow E-Product sales. 

  • Develop product portfolio and product roadmap across all brands 

  • Deliver E-Products to the DTC, Mass and Specialty brand owners to support their overall sales and marketing strategies 

  • Work with the UWI Marketing team to develop product specific promotion plans to drive sales of E-Products 

  • Evaluate and suggest new distribution channels and retail partners for E-Products 

  • Drive a positive end user experience through product interface, product performance, purchase experience and packaging. 

  • Work with Marketing to research customer unmet and unknown needs, market trends and white space 

  • Develop products with the end consumer in-mind.  Test early prototypes and samples with consumers to obtain feedback.  Use feedback to further develop product to consumer needs 

  • Work with Engineering to develop packaging that allows for zero product shipping damage, minimizes shipping costs and allows for ease of assembly  

  • Use customer feedback as a product improvement  


  • Identify new product segments to pursue and manage the seasonal launch of each product category. 

  • Collaborate with internal and external business partners on product category objectives and develop the strategy, plans and budgets to achieve goals. 

  • Co-Own and assist with the creation and management of the P&Ls associated with the United Wheels, Inc. E-Products business. 

  • Develop suite of reporting tools and KPI’s to effectively benchmark E-Products performance and communicate to stakeholders across the United Wheels, Inc. brands. 

  • GM will share status and progress to all stakeholders across all Covation brands status including updates to the Senior Team and Board of Directors 

  • Strong presentation skills are required. 

Supervisory Responsibilities 

Leads employees in the E-products Department. Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems. 


Education and/or Experience 

  • Bachelor’s Degree or equivalent work experience required. 
  • Sixyears progressive Product Category management and development experience required. 
  • Experience in growing a business category through technology, marketing, and cross-departmental   collaboration.
  • Strong understanding of both the marketing and operational elements such as lead time, development,   testing, and compliance. 
  • A track record of successfully collaborating with other functional areas (marketing, sales, ecommerce,   and direct to consumer teams, etc.) is required. 
  • Must possess strong leadership skills and experiences. Experience dealing with global initiatives would   be helpful. 
  • A willingness to be both strategic and tactical to provide a hands-on approach is important to success in the role. 

About United Wheels Company Limited

We design and manufacture high end bikes for the dirt! We are a global holding company of outdoor brands including Huffy, Niner Bikes, Batch Bicycles, Royce Union, Buzz E-Bikes and Allite, Inc.Our brands ship more than 5 million bicycles annually to thousands of retail locations throughout the U.S. and more than 40 countries.