• Own Category Growth, Optimize Performance, and Expand Market Dominance • End-to-end ownership of category performance, including revenue, margin, pricing, advertising, and inventory • Ongoing optimization of product positioning, content, pricing, and promotional strategy • Identification and validation of new product and expansion opportunities • Lifecycle management of existing products to ensure continued relevance and profitability • Inventory and demand planning to support growth while managing cost and risk • Cross-functional collaboration with Product Operations, Supply Chain, and Design teams

**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

• Creation, editing and standardization of product images (luxurious, clean, brand-compliant) • AI-assisted generation of product photos (e.g., Midjourney, Adobe Firefly, DALL·E or similar) • Image editing, retouching and optimization using Photoshop or comparable tools • Setting up new products in the Shopify e-commerce system (product creation, categorization, uploading images) • Visual support for social media • Contributing to brand building and the visual development

• Own and maintain the weekly P&L, ensuring all income and expenses are accurately recorded and up to date. • Perform weekly reconciliation inside Xero, matching transactions and resolving discrepancies before they compound. • Prepare and send client invoices on time, following up firmly and professionally until payment is received. • Prepare and send candidate invoices, coordinating with the Talent Acquisition team to ensure billing accuracy. • Manage payment follow-ups across all outstanding invoices — nothing falls through the cracks. • Monitor and manage financial inboxes, triaging emails and responding or escalating with urgency and precision. • Track all incoming and outgoing payments, flagging anomalies immediately to leadership. • Maintain clean, organised records inside Xero and any supporting tools (Airtable / ClickUp / Notion). • Coordinate with the Customer Success and Talent Acquisition teams to align billing with active placements and contracts. • Produce weekly financial snapshots and summary reports for internal review. • Flag cash flow risks, overdue accounts, and irregularities proactively — don't wait to be asked.