• Own affiliate and partnerships channel reporting including daily, weekly, and monthly performance dashboards tracking clicks, conversions, CPA, revenue, and ROI; analyze data to identify trends, anomalies, and optimization opportunities. • Serve as the primary point of contact for all affiliate and strategic partners (publishers, networks, sub-networks, technology platforms); conduct regular business reviews to assess performance, align on goals, and identify growth opportunities. • Recruit, onboard, and activate new affiliates aligned with business growth objectives; negotiate commission structures, promotional placements, and performance incentives to maximize partner value and ROI. • Conduct incrementality testing and attribution analysis to accurately measure affiliate channel contribution and avoid cannibalization; monitor for fraudulent activity and maintain traffic quality. • Partner with SEM, Paid Social, Display, and other paid media channel owners to evaluate and optimize the overall paid media mix; contribute to integrated budget allocation discussions leveraging efficiency metrics. • Plan and execute affiliate/partnership promotional campaigns including seasonal pushes, product launches, and co-marketing initiatives; develop creative briefs and manage affiliate assets that drive conversion. • Develop annual affiliate/partnerships channel roadmap with partner growth targets and program enhancements; present channel performance and strategic recommendations to senior leadership on a regular cadence. • Manage affiliate platform operations including link management, tracking pixel implementation, commission configuration, and evaluation of affiliate management platforms (e.g., TUNE/HasOffers, Cake, Everflow). • Develop and maintain forecasting models to project channel performance and support budget planning; develop SOPs for affiliate program management to enable scalability. • Maintain and enforce brand safety standards; ensure all affiliate placements comply with brand guidelines, FTC disclosure requirements, and regulatory requirements.

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