Job Description:
• *About the Role**As our **Director of Customer Acquisition DTC**, 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 AllHow 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
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 cadencesYou 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