🚨 Urgent Hiring — Applications are reviewed on a rolling basis. The selection process may take up to 4 weeks, but early applicants are strongly encouraged.Ready to build something that shapes the future?Every parent wants to give their child the best start. They want to see curiosity light up their eyes. They want confidence, not constant screen time. They want learning to feel joyful again.At Hadley Designs, we create screen-free tools that help families rediscover connection through hands-on learning. We are scaling quickly. We are building boldly. And we are looking for a leader who can turn vision into profitable growth.That’s where you come in.About Hadley DesignsHadley Designs is a family-founded, female-led brand redefining early education through creativity, beauty, and connection. What began at a kitchen table has grown into a nationally loved brand trusted by millions of parents, grandparents, and teachers.We believe learning should be fun and engaging.We don’t just sell products, we shape futures.We believe in screen-free, hands-on learning that builds confidence and connection. Beautiful design creates better learning.Our mission is simple and powerful. Design screen-free products parents can trust to help their children learn, grow, and reach their full potential with confidence.Our vision is bold. Build the most trusted children’s brand in the world. Reach $100M in revenue by 2030. Become a household name passed down for generations.Now we are scaling our direct-to-consumer ecosystem. Shopify and TikTok Shop are our next major growth engines.About the RoleAs our General Manager, DTC Ecommerce, you own the P&L. You own the strategy. You own the results.Your Core FocusScale Shopify and TikTok Shop to $20M+ in combined revenue within 18 monthsAchieve ≥15% net margin on Shopify and ≥5% on TikTok ShopMaintain Meta ROAS ≥ 2.0 and TikTok Shop ROAS ≥ 3.5Launch one new high-converting bundle-based funnel per monthDrive email and SMS to contribute ≥25% of Shopify revenueRemove the CEO from daily ecommerce execution by owning strategy, systems, team, and outcomesYou are not here to manage tasks. You are here to architect a repeatable growth engine.What You’ll DoTraffic and AcquisitionTest 100+ ad creatives weekly across Meta and TikTokOptimize paid traffic to hit strict ROAS thresholdsPartner with affiliate and UGC teams to scale winning creativeStay ahead of platform trends, formats, and policy updatesCoordinate launches with Amazon for halo effectsOffers, Funnels, and CROLaunch one new bundle-based funnel every month tied to educational outcomesOptimize CVR, AOV, CAC, LTV, upsells, and overall funnel economics weeklyOversee homepage, product pages, and collection merchandisingRefactor and relaunch underperforming funnels with new hooks and offersLead seasonal promotions including Back-to-School and Holiday campaignsBuild and maintain funnel SOPs and testing roadmapsCustomer Nurture and LTVLead lifecycle marketing through Klaviyo and PostscriptOptimize welcome, cart abandonment, post-purchase, and win-back flowsBuild ascension paths from posters to workbooks to busy booksDevelop blog and SEO strategy to drive organic education-based trafficPerformance and ForecastingReview weekly P&Ls for Shopify and TikTok ShopAnalyze AOV, CVR, CAC, LTV, ROAS, GP to CAC, and lifecycle revenue shareDeliver weekly scorecards and monthly strategic growth plansForecast performance and identify scaling leversTeam LeadershipLead and coach a cross-functional ecommerce pod of 6+ team membersEstablish clear ownership and weekly operating rhythmsHire and develop talent as funnel velocity increasesManage freelancers and specialized contractorsModel Extreme Ownership, Relentless Innovation, and Integrity Above AllHow Success Is Measured$20M+ DTC revenue within 18 monthsConsistent margin and ROAS targets achievedOne profitable funnel launch per monthEmail and SMS driving at least 25% of Shopify revenueDocumented systems that scale without founder dependencyA high-performing team executing without burnoutRequirementsWho You AreYou think like a General Manager, not just a marketer.You thrive in ownership. You love numbers. You respect creative. You build systems that make growth inevitable.You align deeply with our values:Extreme Ownership. You solve problems and close loops without excuses.Relentless Innovation. You test boldly, learn fast, and iterate constantly.Integrity Above All. You report numbers accurately and tell the truth even when it is hard.Experience That Sets You Apart5 to 10+ years in DTC ecommerce, especially Shopify and paid socialProven track record scaling ecommerce brands past $20MExperience owning revenue and profitability targetsDeep expertise in Meta and TikTok AdsHands-on experience with Klaviyo, Postscript, and Shopify CMSStrong background in bundles, upsells, and LTV optimizationAbility to write and review high-converting landing pagesComfortable leading a fully remote team with clear weekly cadencesYou are analytical and creative. Strategic and operational. Visionary and accountable.You care about building something that lasts.BenefitsWhy You’ll Love Working HereYou 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 member 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
