General Manager

About us:

Honor Technology’s mission is to change the way society cares for older adults. As a leader in aging care innovation, Honor provides the technology, tools, and services that empower older adults to live life on their own terms. Honor’s growing portfolio includes its consumer care brand, Home Instead, Inc., the world’s leading provider of in-home care for older adults. With a global franchise network and more than 100,000 Care Pros, Home Instead delivers over 50 million hours of personalized care annually.

Together, Honor and Home Instead are setting a new standard for aging in place, backed by powerful technology, compassionate care, and a commitment to aging on your own terms.

Join us to create a new and better aging experience for our clients, their families, and our Care Professionals. 

About the Role: 

As a General Manager, Operations you will lead the success of a market, comprising multiple service territories. You’ll manage a high-performing team focused on delivering exceptional service to Clients, Care Pros, and Partners. In this role, you'll serve as a key driver of operational effectiveness, team performance, and Partner satisfaction—all while bringing a strong analytical mindset to strategy and execution. You will be accountable for the quality and growth outcomes for your markets.

This role operates on Pacific Time business hours (8 a.m.–5 p.m. PT, Monday–Friday), with occasional evening, weekend, or holiday availability based on business needs. While the markets that you oversee may evolve, you may live anywhere within the Pacific Time or Mountain Time Zone — local residency is not required.

Limited travel to your markets may be needed occasionally, such as for key community events or team gatherings.

About the Team:

At Honor, we are redefining what home care can be — blending world-class operations, innovative technology, and compassionate service to transform the industry.

Our Operations Team is the engine of our home care platform, built on two essential, highly collaborative functions. Client Managers own the client experience and drive business growth by focusing deeply on satisfaction, quality, and long-term relationships. Working in tandem, Care Pro Relationship Managers ensure the success of our vital field staff by supporting the Care Pro experience — driving exceptional staffing outcomes through the best quality matches, fostering engagement, and strengthening retention. Together, we deliver a seamless, high-quality, and scalable care experience for both our clients and the Care Professionals who make it all possible.

As a General Manager, Operations at Honor, you will:

• Market Leadership: Drive overall performance and quality outcomes across Clients, Care Pros, and Partners, ensuring your markets meet growth and quality objectives.
• Team Management: Lead, mentor, and develop a team of Client Managers and Care Pro Relationship Managers, fostering high performance and professional growth.
• Partner Success: Guide Partners from onboarding through ongoing success, aligning strategic goals, identifying improvement opportunities, and supporting long-term growth.
• Operational Strategy: Build and improve operational systems and processes to enhance service delivery, client outcomes, Care Pro safety, and market scalability.
• Analytical Insight: Leverage data to identify trends, diagnose performance gaps, and develop strategies for continuous improvement.
• P&L Accountability: While you won’t directly own the full P&L, you will be accountable for financial performance - hitting topline growth numbers for your markets and are expected to influence core drivers like revenue growth, margin, and operational efficiency, and Care Pro safety.
• Take ownership of escalated client service issues: driving resolution strategies that turn negative experiences into long-term retention opportunities for clients by directly managing clients most likely to churn (estimated at ~5% of your book)
• Cross-Functional Collaboration: Work closely with HQ teams, providing input into strategic decisions and advocating for your market's needs and opportunities.

We’re looking for you to bring: 

• 8+ years of experience in operations, client management, or general management, ideally in a growth-stage and service-driven organization.
• 3-5+ years of experience leading high-performing operational teams, including hiring, coaching, performance management, and accountability for business outcomes across teams of 5-10+ employees.
• Experience managing external stakeholders, partners, franchise owners, clients, or customer accounts where success depended on influence, trust-building, and driving outcomes through external relationships.
• Experience operating in service-based environments where outcomes directly impact people, families, patients, customers, or other vulnerable populations. Experience in healthcare, home care, childcare, senior care, social services, education, hospitality, or other high-empathy service environments is highly valued.
• Strong operational problem-solving skills, with the ability to use data to identify root causes, prioritize actions, measure outcomes, and improve market performance. This role does not require deep technical analytics expertise but does require comfort making decisions based on data.
• Financial and business acumen, including owning P&L and market performance including revenue growth and budgets.
• Adaptability and decisiveness in fast-paced, dynamic environments; self starter.
• Graduate degree (MBA, MPP, MPH, or equivalent) preferred.

Leadership Principles in Action as General Manager, Operations

Honor’s Leadership Principles are the foundation of translating our mission into action. These principles define how we show up and make decisions, and how we hire, develop and grow talent. While Honor has 13 leadership principles, the following are particularly relevant to this role:

Relentlessly Focus on Clients

The GM is ultimately accountable for client retention, satisfaction, and market growth. That means every strategic decision—whether staffing, operations, or partner management—must start with the client and work backwards. By keeping clients at the center, the GM ensures Honor delivers consistent, reliable, and compassionate care, which in turn drives business outcomes.

• Prioritizing policies and staffing decisions that enhance client experience.
• Using client satisfaction and churn metrics as leading indicators of success.
• Ensuring the client journey—from onboarding to ongoing care—is seamless and trustworthy.

Always Push

General Managers set the tone for performance in their markets. “Always Push” means refusing to accept mediocrity, setting ambitious goals, and demanding excellence in execution. In a GM’s role, this principle translates to challenging the team to hit aggressive targets in growth, retention, and efficiency while also innovating on new approaches to care delivery.

• Driving continuous improvement across staffing, operations, and partner collaboration.
• Setting high standards for team performance and accountability.
• Challenging teams to solve tough problems creatively rather than settling for short-term fixes.

GSD (Get Stuff Done)
Markets move fast, and a GM must deliver results consistently. “GSD” ensures the GM is execution-focused: moving initiatives forward, hitting KPIs, and turning strategy into reality. It’s not just about big-picture thinking, but also about operational follow-through that creates visible impact month after month.

• Meeting or exceeding key metrics like client retention, fulfillment quality, and revenue growth.
• Driving accountability across market leaders (Client Managers, CPRMs, Recruiters) to deliver outcomes.
• Modeling urgency and tangible progress, ensuring the market is always advancing toward goals.

Are Mission First
The GM balances many competing demands—clients, Care Pros, partners, internal teams, and financial performance. “Mission First” ensures the GM makes trade-offs that stay aligned with Honor’s purpose: to change the way we care for older adults. Mission alignment prevents short-term decisions from undermining long-term trust and growth.

• Making strategic choices rooted in Honor’s broader mission, not just market-level wins.
• Aligning the team around why their work matters, not just what they need to do.
• Ensuring Care Pros and clients feel the mission in every interaction.

Identify Problems

General Managers can’t fix what they can’t see. “Identify Problems” ensures GMs stay close enough to operations to spot issues early, diagnose root causes, and drive systemic solutions. This principle helps GMs avoid firefighting mode by addressing the real source of problems, not just their symptoms.

• Monitoring KPIs and feedback loops to surface risks before they escalate.
• Partnering cross-functionally to solve root causes (e.g., staffing shortages, Care Pro churn).
• Creating a culture where teams feel safe raising issues and confident that solutions will follow.

Key Performance Indicators

Metric	Definition	Link to Company Goal
Composite Defect Score and incident rates	Client Defect score and incident rates contributing to Defect score as defined in Company WBR metrics	Fulfillment Quality
Client Risk Score	Likelihood of churn used in market reviews	SOC Churn rate
Growth rates	Overall book of business growth	Revenue growth
Discretionary Spend	Cost of discretionary OT, bonus, lyft spend	Contribution Margin

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