Head of DTC Operations

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

📋 Description

• **About the Role**

• In the position of Director of DTC Growth, you will serve as the General Manager for Shopify and TikTok Shop, taking full ownership of the P&L, strategy, and outcomes.

• Your Core Focus

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

• - Achieve a net margin of 15% or more on Shopify and at least 5% on TikTok Shop

• - Ensure Meta ROAS remains at or above 2.0 and TikTok Shop ROAS at or above 3.5

• - Introduce one new high-converting bundle-based funnel every month

• - Ensure email and SMS contribute at least 25% of Shopify's total revenue

• - Relieve the CEO from daily ecommerce execution by taking charge of strategy, systems, team, and results.

• You are here not to manage tasks, but to design a scalable growth engine.

• **Traffic and Acquisition**

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

• - Optimize paid traffic to meet stringent ROAS requirements

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

• - Stay ahead of trends, formats, and policy updates on platforms

• - Coordinate product launches with Amazon for synergistic effects

• **Offers, Funnels, and CRO**

• - Launch a new bundle-based funnel each month that focuses on educational outcomes

• - Analyze and optimize CVR, AOV, CAC, LTV, upsells, and overall funnel economics weekly

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

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

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

• - Create 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

• - Develop pathways for customer ascension from posters to workbooks and busy books

• - Formulate blog and SEO strategies to attract organic, education-focused traffic

• **Performance and Forecasting**

• - Review Shopify and TikTok Shop P&Ls weekly

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

• - Produce weekly scorecards and monthly strategic growth plans

• - Forecast performance and pinpoint scaling opportunities

• **Team Leadership**

• - Lead and mentor a cross-functional ecommerce team of 6 or more members

• - Establish clear ownership and weekly operational routines

• - Recruit and develop talent as funnel velocity increases

• - Manage freelancers and specialized contractors effectively

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

• How Success Is Measured

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

• - Consistently meet margin and ROAS targets

• - Launch one profitable funnel each month

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

• - Document systems to scale without reliance on the founder

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

⛳️ Requirements

• **Who You Are**

• You possess a General Manager mindset, transcending traditional marketing thinking.

• You thrive on ownership, have a passion for numbers, appreciate creativity, and build systems that make growth inevitable.

• You resonate deeply with our core values:

• - Extreme Ownership. You tackle problems and close gaps without excuses.

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

• - Integrity Above All. You report data accurately and communicate truthfully, even when it's challenging.

• Experience That Sets You Apart

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

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

• - Proven experience in managing revenue and profitability targets

• - In-depth knowledge of Meta and TikTok Ads

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

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

• - Proficient in writing and reviewing high-converting landing pages

• - Comfortable leading a fully remote team with clear weekly rhythms

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

• You are committed to building something enduring.

🏝️ Benefits

• **Why You’ll Love Working Here**

• - You will have true ownership, genuine trust, and significant impact.

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

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

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

• - You will collaborate with top-tier team members who value excellence, growth, and integrity.

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

• - You will help shape a decade-long vision to establish the most trusted children’s brand in the world.

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