According to the article:

As general manager, Redstone will work closely with Lee and the men's basketball staff to support the program's external relations, alumni outreach, community engagement and student-athlete development. His role will help connect the program's past to its present and future while expanding the presence of the `Runners throughout Bakersfield and Kern County.

Many schools are hiring a GM position to actually manage the team, roster, NIL contracts, etc. Basically, a supervisor for the Basketball program (and Head Coach.) Some less well funded programs are appointing an assistant coach with this role, but in more of a coordinating position.

This doesn't even mention revenue generation, sponsorship or anything remotely useful.