General Manager, DTC Ecommerce at Hadley Designs, Remote in United States

Lead direct-to-consumer ecommerce operations at Hadley Designs, owning profit and loss, strategy, and scaling Shopify and TikTok Shop channels to exceed $20 million in revenue while achieving targeted margins and ROAS.

Key Responsibilities

• Scale Shopify and TikTok Shop to over $20M combined revenue in 18 months with specific margin and ROAS goals
• Launch one new high-converting bundle-based funnel monthly
• Drive email and SMS to contribute at least 25% of Shopify revenue
• Test over 100 ad creatives weekly on Meta and TikTok and optimize paid traffic
• Partner with affiliate and UGC teams to scale effective creatives and monitor platform trends
• Optimize conversion rates, average order value, customer acquisition costs, lifetime value, upsells, and funnel performance weekly
• Manage homepage, product pages, merchandising, and seasonal promotions
• Develop and maintain standard operating procedures and testing roadmaps for funnels
• Lead lifecycle marketing via Klaviyo and Postscript, including flows for welcome, abandonment, post-purchase, and win-back
• Build ascension paths and SEO/blog strategy for organic traffic
• Review weekly P&Ls, analyze key metrics like AOV, CVR, CAC, LTV, ROAS, and deliver scorecards and growth plans
• Forecast performance and identify scaling opportunities
• Lead a cross-functional team of 6+ members, establish operating rhythms, hire talent, and manage contractors

Qualifications

• 5-10+ years in DTC ecommerce, particularly with Shopify and paid social platforms
• Proven success scaling brands beyond $20M revenue while meeting profitability targets
• Deep knowledge of Meta and TikTok Ads management
• Hands-on expertise in Klaviyo, Postscript, and Shopify CMS
• Strong skills in bundles, upsells, and LTV optimization
• Ability to create and review high-converting landing pages
• Experience leading fully remote teams with structured weekly cadences
• Analytical mindset combined with creativity, strategic planning, and operational execution
• Alignment with values of extreme ownership, relentless innovation, and integrity

Benefits And Growth

• Full ownership, trust, and impact in a remote-first environment emphasizing autonomy, creativity, and accountability
• Close collaboration with leadership including the CEO, with authority over channels and decisions
• Ongoing access to learning, training, and tools for DTC ecommerce expertise
• Work with a high-caliber team focused on excellence, growth, and ethical practices
• Opportunity to contribute to meaningful products that promote family connection and child development
• Shape a long-term vision for a leading children’s brand
• Network access through the Ecomm Breakthrough podcast hosted by Josh Hadley