Director of Ecommerce

Role Overview

About the Role**Director of Ecommerce Also known as: Ecommerce Growth Director | Head of DTC Growth | General Manager of Ecommerce This role is equal parts strategist, operator, and leader. You will own the Shopify and TikTok Shop businesses end to end. Revenue, profitability, team, systems, and outcomes all sit with you. You are the general manager of these channels. You do not just optimize. You build engines that scale. Your Core Focus

• Own and scale Shopify and TikTok Shop P&Ls to $20M+ in combined profitable revenue within 18 months.
• Build a repeatable DTC growth machine powered by bundles, funnels, paid media, CRO, and lifecycle marketing.
• Maintain strict profitability standards with ROAS targets of 2.0+ on Shopify and 3.5+ on TikTok Shop.
• Lead and develop a high-performing ecommerce team with clear ownership, cadence, and accountability.
• Fully own ecommerce strategy and execution so the CEO is removed from day-to-day channel decisions. What You’ll Do****Traffic and Acquisition
• Test and launch 100+ ad creatives per week across Meta and TikTok.
• Own paid media performance and optimization to hit ROAS and unit economics targets.
• Collaborate with TikTok Ops and Affiliate teams to scale top-performing content.
• Stay current on platform trends, formats, and policy changes.
• Coordinate funnel launches with Amazon and TikTok Shop for halo effects. Offers, Funnels, and CRO
• Launch one new bundle-based funnel every month tied to clear educational outcomes.
• Review and optimize CVR, AOV, CAC, LTV, and upsells weekly.
• Oversee homepage, collection pages, and product pages to support top funnels.
• Build and maintain SOPs for funnels, launches, promos, and CRO testing.
• Plan and execute seasonal promotions like Back-to-School and Holidays.
• Refresh and refactor existing funnels with new hooks, offers, and bundle structures. Customer Nurture and LTV
• Drive email and SMS revenue to at least 25 percent of Shopify sales using Klaviyo and Postscript.
• Optimize lifecycle flows including welcome, abandon, post-purchase, and win-back.
• Build clear ascension paths across bundles to increase lifetime value.
• Develop blog and SEO strategies that educate buyers and drive organic traffic. Performance and Reporting
• Review P&Ls and funnel-level performance weekly.
• Track and analyze KPIs including AOV, CVR, CAC, LTV, ROAS, and GP:CAC.
• Deliver weekly scorecards with insights, growth levers, and blockers.
• Present monthly growth plans and forecasts with confidence and clarity. Team Leadership and Systems
• Lead weekly ecommerce meetings focused on priorities, velocity, and execution.
• Manage and coach a growing team across Shopify and TikTok Shop.
• Hire, onboard, and develop talent as funnel output scales.
• Build and continuously improve ecommerce SOPs and playbooks.
• Establish operating cadences that enable speed without burnout.
• Uphold Hadley Designs core values of Extreme Ownership, Relentless Innovation, and Integrity Above All. How Success Is Measured
• $20M total DTC revenue from Shopify and TikTok Shop by June 2027.
• Net profit margins of at least 15 percent on Shopify and 5 percent on TikTok Shop.
• Paid media ROAS of 2.0+ on Shopify and 3.5+ on TikTok Shop.
• One new high-performing bundle-based funnel launched every month.
• Email and SMS contributing at least 25 percent of Shopify revenue.

Requirements

Who You Are You are a high ownership leader who thinks like a general manager, not just a marketer. You are energized by building systems, leading people, and owning outcomes.

• You have 5 to 10+ years of experience scaling DTC ecommerce brands on Shopify with paid social.
• You have a proven track record growing brands beyond $20M in revenue.
• You are deeply fluent in Meta and TikTok Ads and high velocity creative testing.
• You are hands-on with Shopify, Klaviyo, and Postscript.
• You understand bundles, upsells, funnels, and LTV deeply.
• You can write, review, and optimize high-converting landing pages.
• You are comfortable leading a remote team with clear cadences and accountability.
• You value integrity, move fast with intention, and follow through every time. ** Most importantly, you care about the mission. You believe learning should be fun, engaging, and screen free, and you want your work to make a real impact on families.

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.
• Access Josh Hadley's vast network through his podcast Ecomm Breakthrough