Role Description As our Director of Performance Marketing, 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 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 Qualifications - 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. Requirements - 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 - 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 members 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.

• Develop and execute the annual multi-channel demand generation strategy for Epic School Plus. • Create integrated marketing programs aligned to sales goals, target markets, and growth objectives. • Build campaigns that drive awareness, engagement, lead generation, pipeline creation, and customer expansion. • Identify new opportunities to accelerate growth within strategic districts and state markets. • Collaborate with leadership on annual planning, forecasting, and budget allocation. • Lead multi-channel marketing campaigns including email marketing, account-based marketing, content marketing, paid digital advertising, social media, webinars, virtual events, conferences and trade shows, customer advocacy programs. • Partner closely with School Sales leadership to align marketing efforts with pipeline goals.

• Supports data-informed marketing decisions by providing audience insights, performance analysis, research support, and scalable marketing solutions • Helps improve campaign effectiveness, optimize audience engagement, and support strategic decision-making • Collaborates with stakeholders across Marketing and the broader organization to analyze performance and support audience strategy • Monitors and analyzes marketing performance data, identifies trends and provides actionable recommendations • Supports audience segmentation, targeting efforts, and analyzes audience trends and engagement patterns • Contributes to the development and continuous improvement of scalable marketing frameworks and processes • Participates in cross-functional initiatives that support organizational goals

• Own and drive an existing squad's roadmap — including quarterly planning, backlog prioritization, intake, and stakeholder alignment • Lead the development of a forecasting mechanisms that gives confidence in proposal deliverability and scale across programmatic and direct channels; iterate based on adoption signals and seller feedback • Partner with cross-functional teams to improve the end-to-end proposal creation workflow (inputs, recommendations, packaging, outputs) to reduce cycle time and increase win rate • Help define and evolve targeting capabilities (segments, inclusion/exclusion logic, scale/feasibility checks) so proposals reflect real deliverability and value • Reduce errors, edge cases, and operational friction that slow down proposal creation or harm trust • Translate user needs into clear PRDs, workflows, acceptance criteria, and rollout plans • Partner with engineering and design to deliver high-quality features on time • Support rollout and training for sales/account teams; ensure tools are actually used in the proposal process • Build a strong understanding of upstream/downstream systems (data, targeting, inventory, reporting) that shape proposal quality