Join Canada’s Largest Automotive Group If you are looking to grow your career with an organization driven by excellence, integrity, and innovation, Dilawri offers an environment where people are supported and empowered to succeed.

Dilawri Overview Founded in 1985, Dilawri is Canada’s largest automotive group and one of Canada’s Best Managed Companies. Dilawri operates over 80 franchised dealerships, representing more than 35 of the world’s most respected automotive brands across British Columbia, Alberta, Saskatchewan, Ontario, Quebec, and Washington, DC.

With a team of more than 4,000 employees, Dilawri fosters a culture rooted in collaboration, accountability, and continuous learning. Our values of Excellence, Leading, Teamwork, Integrity, Innovation, and Giving Back guide how we work, how we lead, and how we serve our customers and communities.

Discover how you can build your career with

Position Overview General Sales Manager

is seeking a key leadership role in driving the performance of the Sales Department while supporting the overall direction of the dealership.

This is a hands-on leadership position focused on executing sales strategy, developing people, and delivering consistent results across New and Used Sales Operations.

The successful candidate will be actively involved in the day-to-day business — leading managers, desking deals, driving appointment activity, and ensuring disciplined execution from lead to delivery.

This role reports directly to the General Manager and is responsible for the performance, development, and structure of the Sales Department.





Compensation For This Position Is Commission Based.

Primary Duties and Responsibilities

Lead the sales department with a focus on volume, gross, and disciplined inventory management

Coach, develop, and hold Sales Managers and sales staff accountable to performance objectives

Drive a strong appointment and prospecting culture through consistent CRM usage and activity management

Be actively involved in daily operations — desking deals, supporting managers, and assisting in closing transactions

Establish and monitor sales and gross profit targets for New and Used Sales Departments

Conduct daily, weekly, and monthly performance reviews with Sales Managers and sales teams

Support hiring, training, and ongoing development of all sales personnel

Ensure dealership processes, policies, and standards are consistently followed and reinforced

Work closely with the General Manager to align strategy, forecasting, and departmental goals

Collaborate with F&I;, Service, and Parts to ensure a seamless customer experience

Review sales activity, CRM performance, and pipeline management to identify opportunities for improvement

Maintain a high level of customer focus and resolve escalated customer concerns when necessary





Support marketing initiatives, promotions, and dealership campaigns to drive traffic and sales

Ensure the team maintains strong product knowledge and delivers a premium brand experience

Qualifications Required

Proven experience in automotive sales leadership (Sales Manager or higher)

Strong understanding of dealership operations with a focus on Variable Operations

Experience coaching and developing managers and sales teams

Proficiency with CRM systems and dealership tools (CDK, 180, or similar)

Skills & Competencies

Strong leadership presence with the ability to drive accountability and results

Hands-on, performance-driven mindset with a willingness to be on the floor daily

Excellent coaching, communication, and team-building skills

Solid organizational and time management abilities

Customer-focused with strong problem-solving skills

Ability to work in a fast-paced, structured, and process-driven environment

Additional Requirements

Valid VSA License (or ability to obtain)

Legally entitled to work in Canada

About Dilawri In addition to working with and learning from a team of leading professionals in the automotive industry, our benefits include:

Discounted employee vehicle purchase program

Job-specific coaching & training programs

Comprehensive health & dental plans

Employee wellness & assistance programs

Employee social events

Build your career with a team that is driven by excellence, integrity and innovation.

Discover Dilawri.

📌 General Sales Manager (Winnipeg)
🏢 Dilawri Group of Companies
📍 Winnipeg