**Your Role and Responsibilities** - As the **E-commerce Virtual Assistant**, your main responsibilities will vary depending on your background and strengths. You will be expected to execute tasks in a highly organized, proactive manner, ensuring smooth operations across various functional areas. Your responsibilities may include: - **Customer Support and Order Management**: Assisting with customer inquiries and managing the order process efficiently. - **Account Health Monitoring and Basic Reporting**: Keeping track of accounts and providing basic performance reports. - **Inventory Tracking and Supply Chain Coordination**: Monitoring stock levels and coordinating basic aspects of supply chain management. - **Data Entry, Reconciliation, and System Updates**: Maintaining accurate data and ensuring that systems are up to date. - **Basic Accounting or Finance Support**: Assisting with basic financial tasks such as tracking expenses or processing invoices. - **Maintaining SOPs and Internal Documentation**: Keeping standard operating procedures (SOPs) and documentation current and accessible. - **Executing Assigned Processes**: Ensuring that all processes within your scope are completed accurately, consistently, and without rework, while identifying issues early and proposing solutions.

• Manage all aspects of the e-commerce business, including revenue growth, margin optimization, pricing, advertising, and inventory management. • Continuously optimize product listings, content, pricing strategies, and promotional plans to maximize conversion rates, sales, and profitability. • Identify new product opportunities and market expansion avenues, and collaborate with internal teams to bring them to market successfully. • Develop and execute plans to manage product demand, inventory levels, and risk mitigation, ensuring smooth and cost-effective operations. • Work closely with Product Operations, Supply Chain, and Design teams to ensure product availability and accurate messaging across channels. • Use data to guide decision-making, refine strategies, and improve key performance metrics across e-commerce platforms.

• Own the end-to-end performance of the category, including revenue, margin, pricing, advertising, and inventory. • Continuously optimize product positioning, content, pricing, and promotional strategy to drive growth and maximize market share. • Identify new product opportunities and manage the lifecycle of existing products to ensure continued relevance and profitability. • Work with Product Operations, Supply Chain, and Design teams to ensure seamless execution and support product growth. • Analyze performance data and implement improvements to optimize category performance and drive scalable results.

Ready to build something that shapes the future? Every parent wants to give their child the best start. They want to see curiosity light up their eyes. They want confidence, not constant screen time. They want learning to feel joyful again. At Hadley Designs, we create screen-free tools that help families rediscover connection through hands-on learning. We are scaling quickly. We are building boldly. And we are looking for a leader who can turn vision into profitable growth. That’s where you come in. 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 Growth Ecommerce, 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