Director of Paid Media – Funnels

This is a fully remote position, open to applicants in United States.

📋 Description

• **About the Role**

• In the position of **Director of Paid Media & Funnels**, you will serve as the General Manager for Shopify and TikTok Shop. You will be responsible for the P&L, strategy, and overall results.

• Your Core Focus

• - Increase Shopify and TikTok Shop to over $20M in combined revenue within 18 months

• - Achieve a net margin of ≥15% on Shopify and ≥5% on TikTok Shop

• - Maintain Meta ROAS at ≥ 2.0 and TikTok Shop ROAS at ≥ 3.5

• - Launch one new high-converting bundle-based funnel each month

• - Ensure email and SMS contribute to at least 25% of Shopify revenue

• - Relieve the CEO from daily ecommerce tasks by managing strategy, systems, team, and outcomes **

• You are here to design a sustainable growth engine rather than just manage tasks.**

• What You’ll Do

• **Traffic and Acquisition**

• - Test over 100 ad creatives weekly across Meta and TikTok

• - Optimize paid traffic to meet strict ROAS requirements

• - Collaborate with affiliate and UGC teams to amplify successful creative

• - Stay ahead of platform trends, formats, and policy changes

• - Coordinate product launches with Amazon to leverage halo effects

• **Offers, Funnels, and CRO**

• - Introduce a new bundle-based funnel each month focused on educational outcomes

• - Weekly optimization of CVR, AOV, CAC, LTV, upsells, and overall funnel economics

• - Oversee homepage, product pages, and collection merchandising

• - Revamp and relaunch underperforming funnels with fresh hooks and offers

• - Lead seasonal promotions such as Back-to-School and Holiday campaigns

• - Develop and maintain funnel SOPs and testing roadmaps

• **Customer Nurture and LTV**

• - Direct lifecycle marketing initiatives through Klaviyo and Postscript

• - Enhance welcome, cart abandonment, post-purchase, and win-back flows

• - Create ascension paths from posters to workbooks to busy books

• - Formulate blog and SEO strategies to generate organic, education-focused 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 distribution

• - Provide weekly scorecards and monthly strategic growth plans

• - Anticipate performance and pinpoint scaling opportunities

• **Team Leadership**

• - Manage and mentor a cross-functional ecommerce team of 6+ members

• - Establish clear ownership and weekly operational routines

• - Recruit and nurture talent as funnel velocity increases

• - Oversee freelancers and specialized contractors

• - Exemplify Extreme Ownership, Relentless Innovation, and Integrity Above All

• How Success Is Measured

• - Achieve $20M+ DTC revenue within 18 months

• - Consistently meet margin and ROAS targets

• - Launch one profitable funnel each month

• - Ensure email and SMS generate at least 25% of Shopify revenue

• - Develop documented systems that can scale without founder involvement

• - Create a high-performing team that operates without burnout

⛳️ Requirements

• **Who You Are**

• You think as a General Manager rather than merely a marketer.

• You excel in ownership, are passionate about numbers, appreciate creativity, and establish systems that foster growth.

• You align closely with our values:

• - Extreme Ownership. You address problems and complete tasks without excuses.

• - Relentless Innovation. You take bold risks, learn rapidly, and continuously iterate.

• - Integrity Above All. You report numbers truthfully and communicate honestly, even when it’s challenging.

• Experience That Sets You Apart

• - 5 to 10+ years in DTC ecommerce, particularly with Shopify and paid social

• - Proven success in scaling ecommerce brands beyond $20M

• - Experience in managing revenue and profitability goals

• - Expertise in Meta and TikTok Ads

• - Practical experience with Klaviyo, Postscript, and Shopify CMS

• - Strong knowledge in bundles, upsells, and LTV optimization

• - Proficient in creating and evaluating high-converting landing pages

• - Comfortable leading a fully remote team with defined weekly schedules

• You possess both analytical and creative skills. You are strategic and operational. You are visionary and accountable.

• You are committed to building something enduring.

🏝️ Benefits

• **Why You’ll Love Working Here**

• - You will have true ownership, trust, and the opportunity to make a significant impact.

• - Hadley Designs operates as a remote-first company that emphasizes autonomy, creativity, and accountability.

• - You will collaborate closely with leadership, including the CEO, while having complete authority to manage your channels and decisions.

• - Access to continuous learning, training, and resources to enhance your knowledge and strategies in the DTC industry.

• - You will be part of an exceptional team that values excellence, growth, and ethical conduct.

• - You will contribute to building something meaningful. Our products assist families in slowing down, connecting, and rediscovering the joy of learning together.

• - You will play a role in shaping a decade-long vision to establish the most trusted children’s brand globally.

• - Gain access to Josh Hadley's extensive network through his podcast, Ecomm Breakthrough.