CEA is the leading distributor for world-renowned capital equipment brands SANY, Atlas Copco, Ditch Witch, and Dynapac.
Supplying a diverse range of equipment to a wide variety of industries CEA actively supports customers in the construction, rental, agriculture, government, infrastructure, defence, waste management, mining, civil works, utility maintenance, and recycling sectors.
CEA is a privately owned business with 10 branches and is dedicated to providing professional customer support, thanks to our highly qualified staff.
Offering extensive sales, parts and service support through our network of branches and dealers CEA is committed to ensuring the highest standards when it comes to supporting the needs of our growing customer base.
The trusted relationships CEA has built with local communities, customers, dealers and employees continues to create shared successes.
PART OF THE CFC GROUP OF COMPANIES – Think Safe Act Safe.
Construction Equipment Australia (CEA) is seeking an experienced and commercially driven General Manager to lead our NSW operations.
This is a key leadership role responsible for the overall performance of the branch, including sales, service, parts, people, customer satisfaction, safety, and profitability.
As General Manager, you will provide strategic direction, drive operational excellence, and lead a high-performing team to deliver sustainable growth while ensuring alignment with CEA's values, objectives, and business goals.
About the Role
Reporting to the Executive General Manager - Southern Region, you will be responsible for directing, planning, coordinating and monitoring all aspects of the NSW branch operations.
You will lead by example, develop strong leadership capability across the business, and drive initiatives that support revenue growth, profitability, customer satisfaction and employee engagement.
Key Responsibilities
Lead, coach and develop department managers to achieve business objectives
Drive accountability and performance across all operational areas




Foster a positive culture aligned with CEA's values and standards
Ensure compliance with WHS, quality and legislative requirements
Conduct performance and salary reviews for direct reports in line with company guidelines
Champion employee development and promote a strong training culture
Prepare and manage annual operating budgets, forecasts and capital expenditure plans
Oversee workforce and resource planning across Parts, Service and Sales
Achieve revenue, profitability and growth targets
Monitor business performance against budgets, KPIs and strategic objectives
Drive customer satisfaction and continuous improvement initiatives
Establish, implement and maintain effective operating procedures
Manage branch purchasing activities in accordance with company policies
Promote strong communication and collaboration across departments and regions
About You
To be successful in this role, you will bring:
Proven success in a senior leadership role within the construction equipment, heavy vehicle, mining, industrial or related industry
Strong commercial acumen and the ability to interpret financial reports and business metrics
Demonstrated experience growing revenue and improving operational performance
Exceptional leadership, people management and coaching skills
Robust communication, negotiation and stakeholder management abilities
A customer-focused approach with a commitment to service excellence
Experience developing and executing strategic business plans
The ability to lead change and drive continuous improvement initiatives
A results-driven mindset with a strong focus on accountability
What's in it for You?
Attractive remuneration package based on experience
Company vehicle or vehicle allowance
Ongoing professional development and leadership training
Access to employee assistance and wellness programs for you and your household.
Novated leasing options
Employee discounts through Maxxia and Samsung
Discounted health insurance through HBF
Long-term job security with a stable, family-owned business
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📌 General Manager – Nsw (New South Wales)
🏢 CEA
📍 New South Wales