[Hiring] General Manager, DTC Ecommerce @Hadley Designs

Role Description

As our General Manager, DTC Ecommerce, you own the P&L. You own the strategy. You own the results.

Your Core Focus

• Scale Shopify and TikTok Shop to $20M+ in combined revenue within 18 months
• Achieve ≥15% net margin on Shopify and ≥5% on TikTok Shop
• Maintain Meta ROAS ≥ 2.0 and TikTok Shop ROAS ≥ 3.5
• Launch one new high-converting bundle-based funnel per month
• Drive email and SMS to contribute ≥25% of Shopify revenue
• Remove the CEO from daily ecommerce execution by owning strategy, systems, team, and outcomes

You are not here to manage tasks. You are here to architect a repeatable growth engine.

What You’ll Do

Traffic and Acquisition

• Test 100+ ad creatives weekly across Meta and TikTok
• Optimize paid traffic to hit strict ROAS thresholds
• Partner with affiliate and UGC teams to scale winning creative
• Stay ahead of platform trends, formats, and policy updates
• Coordinate launches with Amazon for halo effects

Offers, Funnels, and CRO

• Launch one new bundle-based funnel every month tied to educational outcomes
• Optimize CVR, AOV, CAC, LTV, upsells, and overall funnel economics weekly
• Oversee homepage, product pages, and collection merchandising
• Refactor and relaunch underperforming funnels with new hooks and offers
• Lead seasonal promotions including Back-to-School and Holiday campaigns
• Build and maintain funnel SOPs and testing roadmaps

Customer Nurture and LTV

• Lead lifecycle marketing through Klaviyo and Postscript
• Optimize welcome, cart abandonment, post-purchase, and win-back flows
• Build ascension paths from posters to workbooks to busy books
• Develop blog and SEO strategy to drive organic education-based traffic

Performance and Forecasting

• Review weekly P&Ls for Shopify and TikTok Shop
• Analyze AOV, CVR, CAC, LTV, ROAS, GP to CAC, and lifecycle revenue share
• Deliver weekly scorecards and monthly strategic growth plans
• Forecast performance and identify scaling levers

Team Leadership

• Lead and coach a cross-functional ecommerce pod of 6+ team members
• Establish clear ownership and weekly operating rhythms
• Hire and develop talent as funnel velocity increases
• Manage freelancers and specialized contractors
• Model Extreme Ownership, Relentless Innovation, and Integrity Above All

How Success Is Measured

• $20M+ DTC revenue within 18 months
• Consistent margin and ROAS targets achieved
• One profitable funnel launch per month
• Email and SMS driving at least 25% of Shopify revenue
• Documented systems that scale without founder dependency
• A high-performing team executing without burnout

Qualifications

• 5 to 10+ years in DTC ecommerce, especially Shopify and paid social
• Proven track record scaling ecommerce brands past $20M
• Experience owning revenue and profitability targets
• Deep expertise in Meta and TikTok Ads
• Hands-on experience with Klaviyo, Postscript, and Shopify CMS
• Strong background in bundles, upsells, and LTV optimization
• Ability to write and review high-converting landing pages
• Comfortable leading a fully remote team with clear weekly cadences
• You are analytical and creative. Strategic and operational. Visionary and accountable.
• You care about building something that lasts.

Benefits

• You will have real ownership. Real trust. And real impact.
• Hadley Designs is a remote first company built on autonomy, creativity, and accountability.
• You will work closely with leadership, including the CEO, while having full authority to own your channels and decisions.
• Access to ongoing learning, training, and tools to sharpen your knowledge and strategies in the DTC space.
• You will be surrounded by A+ team members that value excellence, growth, and doing the right thing.
• You will build something meaningful. Our products help families slow down, connect, and rediscover the joy of learning together.
• You will help shape a decade-long vision to build the most trusted children’s brand in the world.
• Access Josh Hadley's vast network through his podcast Ecomm Breakthrough.