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Brand Manager/General Manager

Location: Brighton Volkswagen

Added: 21 July 2021 | Closing Date: 15 August 2021

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Ref: HV30-140


  • Location: Brighton Volkswagen
  • Salary: Commensurate with skills and responsibilities
  • Department: Management
  • Driver Licence Required: Yes
  • Working Hours: 8:00am to 6:00pm Monday to Friday


Under current Financial Conduct Authority (FCA) Regulations for Selling Insurance, it is a requirement of this role for candidates to either provide certified proof of 'competency', or for those candidates without the relevant certification to receive training on commencement and pass the associated 'competency' assessment within an agreed timeframe.


To ensure the efficient and profitable operation of the Branch by establishing and agreeing objectives with the Regional Director and Main Board which cover the sales, service, and parts department’s operating policies and standards to achieve both high levels of customer satisfaction and profitability.

To control resources at a level commensurate with profit requirements and enhanced customer relations.

To ensure that all new and used car sales targets are achieved.

To build and maintain excellent working relationships with manufacturers.

To build a skilled and effective management team.

To maximise the service departmental profitability through the sale of labour and associated products to franchise and non-franchise customers.

To develop and maintain an efficient Parts operation that ensures that all stock is managed efficiently.

To ensure all departments provide excellent customer satisfaction.


2. 1  Responsible to:

Regional Director

2.2  Responsible for:

All Branch Staff
Management team

2.3  Relationships with:

Head Office Staff
Used Car Buying
Other company managers
Manufacturers’ representatives
Financial services representatives
Suppliers and other company representatives
Representatives of statutory or legislative bodies
Company Health and Safety Representative
Insurance companies


3. 1  Improved profitability:

Ensure the branch achieves budget objectives by continual (weekly/monthly) examination of accounts, operating controls and composite figures to allow the necessary improvements and corrective action to be taken where variations occur.

3.2  Customer service satisfaction:

To improve the quality of customer service and retention by enhanced facilities improved skills and effective marketing.

Customer satisfaction to be maintained and improved - measured by the manufacturers CSI.

To ensure high standards of quality workmanship.

To alter opening hours in line with customers requirements in consultation with the Regional Director.

3.3   Cost Control:

To maintain effective control of expenses in line with budget objectives by monthly examination of management accounts.

Ensure all outstanding debts are collected within specified time parameters.

To ensure all branch invoices are completed, issued and paid in line with the company’s procedures.


4.1  Personnel:

To establish the levels of staff required to achieve the established budgets.

In line with the Company’s Recruitment and Induction Policies, recruit, induct, and train Branch staff in conjunction with Department Managers Regional Director  - authorisation for additional staff must be given prior to recruitment.

To train all sales executives through monitoring their work closely and ‘on the job’ training.

Select and appoint trainees with departmental mangers and the Company Training Executive.

In consultation with the Company Training Executive establish training needs, plan their training programme, and maintain records of training. Ensure up-to-date and accurate documentation to allow grant redemption.

Ensure that training standards are fully maintained so that future work force requirements are covered.

Establish and administer ‘in dealership training’ policies as required to provide the recommended standards of service.

Ensure that all staff are competent users of the UCS computer system.

Operate staff performance appraisal systems and ensure action taken on results.

Review salaries and wages of all Branch Staff in consultation with the Regional Director and Head Office.

To ensure all staff work within the policies and procedures of the company.

To be responsible for all staff disciplinary matters in accordance with the Company’s Disciplinary, Performance & Grievance Procedure (in consultation with the Regional Director and the Human Resources department).

To monitor staff sickness and absence in accordance with the Company’s procedure and the Company’s Occupational Health service suppliers.

4.2  Administration:

Ensure all clerical functions within the Branch are carried out in accordance with policies (banking, vehicle sales invoicing, vehicle transfer documentation, licensing, warranty claims, customer follow-up, workshop loading, estimating, invoicing, daily operating controls parts invoicing etc.)

Review with Regional Director all Branch activities and reporting systems.

Establish adequate safety and security procedures to protect property and company personnel.

Be responsible for the Health and Safety on site.

Ensure the Service Department is managed in accordance with the Vehicle Inspectorate  rules.

Administer warranty policy in the best interests of dealership, manufacturer and customer.

Ensure adequate maintenance of the Branch.

Ensure adequate maintenance vehicles, equipment, buildings, plant and other  materials in the Branch.

Ensure trading standards policies and procedures are followed.

4.3  Communications:

Maintain effective liaison with all Branch Staff.

Advise Regional Director on all Branch developments.

Ensure that all reports on Branch performance are sent to Head Office as requested.

Maintain direct liaison with manufacturers, suppliers, statutory representatives and all other contacts.

Ensure that all customer complaints are dealt with in line with the customer complaints procedure.

Implement new vehicle preparation and used vehicle reconditioning according to company policy.

4.4  Marketing:

To constantly analyse market area potential for sales, service and parts using all available statistical information and compare to current actual performance.

Draw up and initiate marketing plans including new vehicle launches.

Instigate and operate advertising and promotional activities.

In collaboration with the Service Department establish system and methods of ensuring all vehicle buyers/owners are introduced to Service Department and key personnel.

4.5  Finance:

To ensure that those of your staff carrying out a regulated activity under the terms of the FCA have upon starting:

  • Certified proof of competency in accordance with FCA Regulations for Selling Insurance from a previous employer.


  • Receive the required online training, together with the associated assessment and observation.

To ensure that those of your staff carrying out a regulated activity under the terms of the FCA continue to maintain the required levels of competency by:

  • Carrying out annual assessment, together with the associated observation.
  • Carry out any required or additional training when recommended or when necessary.

Review all pricing policies, labour rates, fleet discounts, parts pricing and all other company policies.

Ensure the Branch maximises the selling of finance packages, by supervising every sale in line with company procedure.

Monitor each department financial performance weekly.

To have responsibility for all cheque requests.

To manage the petty cash in accordance with company policy.


This list of duties is not exhaustive and other tasks and responsibilities will be required of the pos holder including any other duties commensurate with the post as requested by the Regional Director or senior Head Office staff.


All information relating to customers and the business is to be treated confidentially in line with Company procedures.

Caffyns has an obligation under the Health and Safety at work act 1974 to provide safe and healthy working conditions.

All employees are required to co-operate with management in discharging this responsibility and must take responsible care for the health and safety of themselves and others.


Other terms and conditions are as reflected in the contract of employment.

(A job description is a written statement of essential characteristics of the job, with its principal accountabilities, incorporating a note of the skills, knowledge and experience required for a satisfactory level of performance.  This is not intended to be a complete, detailed account of all aspects of the duties involved).

Created By: Patrick Conway
Dated: 12th April 2017

Caffyns plc
Person Specificaton
General Manager – Brighton Volkswagen


G.C.S.E. Maths at Grade C or equivalent
G.C.S.E. English at Grade C or equivalent
FCA Accreditation or willing participation in training


A Level or Diploma in Business Management


Ability to present information clearly and concisely
Good level of computer literacy, particularly with regard to databases and Microsoft applications
Evidence of Manufacturer training in Sales and Aftersales

Understanding of Finance and Insurance Products


Good oral and written communication skills
Ability to work in a customer focused manner
Can demonstrate the ability to carry out tasks within set timeframes
Self-prioritise workload according to the business needs
Good time management skills



Self motivated and able to work effectively as a team leader
Commitment to Caffyns’ aims and objectives
Ability to remain calm under pressure

Created By: Patrick Conway
Dated: 12th April 2017

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Contributory pension scheme
Discounted private health care scheme
A minimum of 22 days holiday pro rata
Child care vouchers
Very competitive bonus packages for many roles
Range of discount on services

Volkswagen Brighton