General Manager, DTC Ecommerce

Job Description

🚨 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 Designs

Hadley 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 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 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

Requirements

Who You Are

You 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 Apart

• 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

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