Director of Performance Marketing

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

📋 Description

• Scale Shopify and TikTok Shop to achieve over $20M in combined revenue within 18 months.

• Attain a net margin of at least 15% on Shopify and a minimum of 5% on TikTok Shop.

• Maintain a Meta ROAS of 2.0 or higher and a TikTok Shop ROAS of 3.5 or greater.

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

• Drive email and SMS marketing to account for at least 25% of Shopify revenue.

• Remove the CEO from daily ecommerce operations by taking ownership of strategy, systems, team, and outcomes.

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

• Optimize paid traffic to meet stringent ROAS thresholds.

• Collaborate with affiliate and UGC teams to scale successful creative efforts.

• Stay updated on platform trends, formats, and policy changes.

• Coordinate product launches with Amazon to create halo effects.

• Launch one new bundle-based funnel each month focused on educational outcomes.

• Optimize CVR, AOV, CAC, LTV, upsells, and overall funnel economics on a weekly basis.

• Oversee the homepage, product pages, and collection merchandising.

• Refactor and relaunch underperforming funnels with fresh hooks and offers.

• Lead seasonal promotions, including Back-to-School and Holiday campaigns.

• Build and maintain funnel SOPs and testing roadmaps.

• Oversee lifecycle marketing through Klaviyo and Postscript.

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

• Establish ascension paths from posters to workbooks to busy books.

• Develop a blog and SEO strategy to attract organic education-based traffic.

• Review weekly P&Ls for both Shopify and TikTok Shop.

• Analyze key metrics such as 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 opportunities.

• Lead and mentor a cross-functional ecommerce pod of 6+ team members.

• Establish clear ownership and maintain weekly operating rhythms.

• Hire and develop talent as funnel velocity increases.

• Manage freelancers and specialized contractors.

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

⛳️ Requirements

• You possess a mindset akin to a General Manager, not merely a marketer.

• You thrive on ownership, have a passion for numbers, respect creativity, and establish systems that ensure growth.

• You resonate strongly with our core values:

• - Extreme Ownership: You tackle problems and follow through without making excuses.

• - Relentless Innovation: You boldly test, learn quickly, and continuously iterate.

• - Integrity Above All: You report numbers honestly and communicate the truth, even when difficult.

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

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

• Experience in owning revenue and profitability objectives.

• Deep knowledge of Meta and TikTok Ads.

• Hands-on experience with Klaviyo, Postscript, and Shopify CMS.

• Strong background in bundles, upsells, and optimizing LTV.

• Capable of writing and reviewing high-converting landing pages.

• Comfortable leading a fully remote team with established weekly routines.

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

• You are committed to building something enduring.

🏝️ Benefits

• You will experience genuine ownership, trust, and impact.

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

• You will collaborate closely with leadership, including the CEO, while having full authority over your channels and decisions.

• Access to ongoing education, training, and tools to enhance your knowledge and strategies in the DTC sector.

• You will be part of an A+ team that values excellence, growth, and doing the right thing.

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

• You will help shape a long-term vision to establish the most trusted children’s brand globally.

• Access to Josh Hadley's extensive network through his podcast, Ecomm Breakthrough.