Responsibilities
- 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
- 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
- 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
- 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
- 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
Requirements
- Own P&L, strategy, and results for Shopify and TikTok Shop
- 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
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 Director of Customer Acquisition DTC, you are the General Manager of Shopify and TikTok Shop.
- 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
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
