General Manager - Head of Attraction

What is the Role?

We’re looking for a dynamic full-time General Manager to serve as Head of Attraction for our CAMP store in Burlington!  This is more than a retail leadership role—you will act as the CEO of your business, owning the P&L and driving revenue through innovative programming, local marketing, and an extraordinary in-store experience. You’ll build a high-performing team and foster a loyal community of families who keep coming back for more.

What You’ll Do at CAMP

Drive the Business

• Take full ownership of your store’s profit & loss (P&L), optimizing revenue while managing labor and operational efficiency.
• Set and execute a local strategy that maximizes sales across ticketed experiences, merchandise, and in-store activities.
• Develop local programming and events that align with major cultural moments, holidays, and community interests to drive revenue, increase foot traffic and repeat visits.
• Implement guerrilla marketing, local partnerships, and community-building initiatives to grow brand awareness and bring new families into CAMP.
• Implement selling strategies to increase conversion and attach rates (getting guests to add more experiences and products to their visit).

Manage Operations & Maximize Performance

• Manage a team of 50+ team members including additional management and front line staff.
• Oversee scheduling, inventory management, safety, compliance, and facility upkeep to ensure seamless day-to-day operations.
• Ensure product selection and displays align with premium visual standards, customer demand and seasonal trends.
• Own recruitment, training, and development to build a team that delivers on both sales and guest experience goals.
• Ensure top-tier guest satisfaction, measured through ratings, feedback, repeat visits and referral rates.
• Drive exceptional customer service by ensuring every team member is meeting their individual sales goals and connecting authentically with guests.

KPIs That Define Success in This Role

Your success as Head of Attraction will be measured by key performance indicators, including:

• Walk-in ticket sales (conversion of foot traffic into paid experiences)
• Merchandise attach rate (how many guests also purchase products)
• Activity & program sales (engagement in in-store experiences)
• Guest ratings, return visits & referral rates (customer satisfaction and word-of-mouth growth)
• Labor efficiency & EBITDA (profitability and operational effectiveness)
• Team performance on individual sales goals (your team’s ability to achieve their individual sales goals) 

Performance-Based Incentives & Bonus Structure

• Quarterly performance bonuses based on achieving your store’s profitability plan and guest satisfaction targets.
• Team-based rewards when store KPIs are met, ensuring alignment on collective success.

What You’ll Bring to CAMP

• Entrepreneurial mindset—you run this business like it’s your own.
• Proven track record of leading a high-performing team in a customer-centric, experiential retail environment.
• 6+ years of business and store leadership experience, with a history of driving revenue, managing P&L, and executing successful events or programs.
• Ability to work a flexible schedule, including evenings, weekends, and holidays.
• Passion for engaging children and families in creative, memorable experiences.
• Strong skills in people management, sales coaching, and local marketing.
• Ability to adapt, problem-solve, and thrive in a fast-paced, evolving environment.

What are the physical demands?

• Must be able to perform duties with or without reasonable accommodations
• Ability to stock merchandise from store receiving to shelving; ability to place product, weighing up to 45 pounds, on shelving at various heights, go up and down a ladder
• Regularly required to sit, stand, bend, reach, push, pull, lift, carry and walk about the store
• Ability to safely operate manual and electrical equipment

CAMP’s Commitment to Health & Wellbeing:

We offer a variety of options that are designed to fit the needs of you and your family.

• Medical Coverage & Pharmacy Benefits including virtual doctor visits
• Dental & Vision Coverage
• Gym Reimbursement
• Health Care Flexible Spending Account (FSA)
• Dependent Care Flexible Spending Account (FSA)
• Life & AD&D Insurance
• Long Term Disability
• Mass Transit & Commuter Parking Programs
• Employee Assistance Program: offers support around Education, Legal and Financial Planning, Career Development, Lifestyle and Fitness Management, Mental Health and Dependent Care
• 20% off all merchandise at CAMP’s retail stores
• Accrual based PTO policy to use for vacation, personal days, well-being, or an illness
• 401(k) Plan (Employee Contribution Only)

*Compensation for this role is Exempt Salaried between the ranges of $70,000 - $80,000, depending on experience