Director of Performance Marketing

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

📋 Description

• **About the Role**

• In the capacity of Director of Performance Marketing, 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

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

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

• - Maintain a Meta ROAS of ≥ 2.0 and a TikTok Shop ROAS of ≥ 3.5.

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

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

• - Relieve the CEO from daily ecommerce operations by managing strategy, systems, team, and results.**

• What You’ll Do

• **Traffic and Acquisition**

• - Test over 100 ad creatives weekly on Meta and TikTok.

• - Optimize paid traffic to meet stringent ROAS requirements.

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

• - Keep abreast of platform trends, formats, and policy changes.

• - Coordinate product launches with Amazon to leverage halo effects.

• **Offers, Funnels, and CRO**

• - Initiate a new bundle-based funnel each month linked to educational outcomes.

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

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

• - Refactor and reintroduce underperforming funnels with fresh hooks and offers.

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

• - Develop and maintain funnel SOPs and testing roadmaps.

• **Customer Nurture and LTV**

• - Spearhead lifecycle marketing 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 attract organic education-based traffic.

• **Performance and Forecasting**

• - Weekly analysis of P&Ls for Shopify and TikTok Shop.

• - Evaluate AOV, CVR, CAC, LTV, ROAS, GP to CAC, and lifecycle revenue share.

• - Provide weekly scorecards and monthly strategic growth plans.

• - Predict performance and identify scaling opportunities.

• **Team Leadership**

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

• - Set clear ownership and maintain weekly operational routines.

• - Recruit and nurture talent as funnel velocity increases.

• - Manage freelancers and specialized contractors.

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

• How Success Is Measured

• - Achieve over $20M in DTC revenue within 18 months.

• - Consistently meet margin and ROAS targets.

• - Launch one profitable funnel every month.

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

• - Maintain documented systems that can scale independently of the founder.

• - Cultivate a high-performing team that operates without experiencing burnout.

⛳️ Requirements

• **Who You Are**

• You possess a mindset akin to a General Manager, going beyond just marketing.

• You excel in ownership, have a passion for numbers, respect creativity, and create systems that foster inevitable growth.

• You resonate strongly with our core values:

• - Extreme Ownership. You address problems and follow through without excuses.

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

• - Integrity Above All. You accurately report metrics and speak the truth, even when difficult.

• Experience That Sets You Apart

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

• - Demonstrated success in scaling ecommerce brands beyond $20M.

• - Proven experience in managing revenue and profitability goals.

• - Extensive knowledge of Meta and TikTok Ads.

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

• - Strong foundation in bundles, upsells, and LTV optimization.

• - Proficient in drafting and reviewing high-converting landing pages.

• - Comfortable leading a fully remote team with defined weekly rhythms.

• You embody both analytical and creative qualities. You are strategic and operational, visionary and responsible.

• You are committed to building something enduring.

🏝️ Benefits

• **Why You’ll Love Working Here**

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

• - Hadley Designs operates as a remote-first company founded on 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 learning, training, and tools to enhance your knowledge and strategies within the DTC sector.

• - You will be part of an A+ team that prioritizes excellence, growth, and ethical practices.

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

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

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