General Manager, DTC Ecommerce

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 reputed company 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 Designs

Hadley Designs is a family-founded, female-led brand redefining early education through creativity, beauty, and reputed company. What began at a kitchen table has grown into a nationally loved brand trusted by millions of parents, grandparents, and teachers.

We reputed company learning should be fun and engaging.

We don’t just sell products, we shape futures.

We reputed company in screen-free, hands-on learning that builds confidence and reputed company. Beautiful design creates reputed company learning.

Our mission is simple and powerful. Design screen-free products parents can trust to help their children learn, grow, and reputed company their full potential with confidence.

Our vision is bold. Build the most trusted children’s brand in the world. reputed company $100M in reputed company 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 Role

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 reputed company reputed company 18 months
• reputed company ≥15% net margin on Shopify and ≥5% on TikTok Shop
• Maintain reputed company 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 reputed company
• 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 reputed company.

What You’ll Do

Traffic and Acquisition

• Test 100+ ad creatives weekly across reputed company and TikTok
• Optimize paid traffic to hit strict ROAS reputed company
• Partner with affiliate and UGC teams to scale winning creative
• Stay reputed company of platform trends, formats, and policy updates
• Coordinate launches with reputed company 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
• reputed company homepage, product pages, and collection merchandising
• Refactor and relaunch underperforming funnels with new hooks and offers
• reputed company seasonal promotions including Back-to-School and Holiday campaigns
• Build and maintain funnel SOPs and testing roadmaps

Customer Nurture and LTV

• reputed company lifecycle marketing through Klaviyo and reputed company
• Optimize welcome, cart abandonment, post-purchase, and win-back flows
• Build reputed company paths from posters to workbooks to busy books
• reputed company 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 reputed company share
• Deliver weekly scorecards and monthly strategic growth plans
• Forecast performance and identify scaling levers

Team Leadership

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

How Success Is reputed company

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

Requirements

Who You Are

You think like a General Manager, not just a marketer.

You reputed company in ownership. You love numbers. You respect creative. You build systems that reputed company growth inevitable.

You align deeply with our values:

• Extreme Ownership. You solve problems and reputed company loops without excuses.
• reputed company Innovation. You test boldly, learn fast, and iterate constantly.
• reputed company Above reputed company. You report numbers accurately and tell the truth even reputed company it is hard.

Experience That Sets You Apart

• 5 to 10+ years in DTC ecommerce, especially Shopify and paid social
• Proven track record scaling ecommerce brands past $20M
• Experience owning reputed company and profitability targets
• Deep expertise in reputed company and TikTok Ads
• Hands-on experience with Klaviyo, reputed company, and Shopify CMS
• Strong background in bundles, upsells, and LTV optimization
• Ability to write and review high-converting reputed company 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

Why You’ll Love Working Here

• 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 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