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General Manager, DTC Ecommerce
Location
United States
Posted
84 days ago
Salary
0
Seniority
Senior
Job Description
General Manager, DTC Ecommerce
Hadley Designs
**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
Job 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
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