Director of DTC Growth

About Us
Hadley Designs is a family-founded brand committed to making early learning engaging, screen-free, and fun. Our journey began with hand-drawn educational tools and has grown into a beloved brand, trusted by millions of parents, grandparents, and teachers. We design developmentally sound products for children ages 3 to 8, such as educational posters, busy books, and emotional learning kits. Our mission is to create tools that help children thrive through connection, curiosity, and real learning, while also empowering parents with the confidence that they are making the right educational choices for their children.

The Role
We are seeking a mission-driven, hands-on leader to own and scale our direct-to-consumer (DTC) ecommerce channels. As Director of DTC Growth, you will manage our Shopify and TikTok Shop platforms, driving growth through strategy, operations, and leadership. Your key focus will be growing our ecommerce business to $20M+ in revenue within 18 months.

Core Responsibilities

• Ecommerce Growth: Own the P&Ls for Shopify and TikTok Shop, aiming for $20M+ in combined revenue.
• Growth Engine: Build a repeatable growth machine using bundles, paid media, conversion rate optimization (CRO), and lifecycle marketing.
• Team Leadership: Lead and develop a high-performing ecommerce team, fostering a culture of accountability and results.
• Paid Media: Manage high-velocity creative testing, including 100+ ad creatives per week across Meta and TikTok, ensuring performance meets ROAS targets.
• Conversion Optimization: Launch monthly funnel-based offers, optimize sales metrics like CVR, AOV, CAC, and LTV, and ensure top-performing product pages.
• Customer Lifecycle: Drive email and SMS revenue to 25% of Shopify sales, optimize lifecycle flows and customer retention strategies.

What Success Looks Like

• $20M total revenue by June 2027.
• Net profit margins of at least 15% on Shopify and 5% on TikTok Shop.
• ROAS of 2.0+ on Shopify and 3.5+ on TikTok Shop.
• New high-performing bundle funnels launched every month.
• Email/SMS contributing at least 25% of Shopify revenue.

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.

• 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