Hadley Designs

Project Manager

• Ownership of Product Launches: Lead cross-functional product launch initiatives from planning through execution, ensuring that all work is completed on time and at the highest quality.
• Collaboration and Alignment: Partner closely with the CCO and functional leads to ensure alignment on priorities, sequencing, and tradeoffs.
• Launch Readiness and Execution: Ensure the launch process is streamlined and organized, and that all deliverables are coordinated and meet expectations.
• Process Improvement: Continuously identify opportunities for process improvements that increase efficiency and enhance execution.
• Project Planning and Management: Own and manage project plans, dependencies, and timelines across teams to ensure that every product launch is executed efficiently and on schedule.
• Team Coordination: Drive regular check-ins with teams to align efforts, surface risks, and resolve blockers.
• Documentation and Tools Management: Maintain and ensure the accuracy of project management tools such as ClickUp, Airtable, and Box.
• Leadership Communication: Provide clear, concise updates to leadership on project status, potential risks, and next steps to keep the entire organization aligned.
• Execution Leadership: Serve as the trusted execution partner to leadership, ensuring that work moves forward without delays or miscommunications.

People Operations

• Design and implement systems for attracting, engaging, onboarding, and retaining talent, aligned with the company’s growth objectives
• Collaborate with leadership to ensure that the organizational structure and workforce planning meet the evolving needs of the business
• Establish performance expectations, evaluation frameworks, and development pathways that drive accountability and growth across the organization
• Build a consistent and professional experience for talent that reinforces employee engagement, satisfaction, and retention
• Provide insights and data-driven recommendations to leadership to guide decision-making and improve workforce effectiveness
• Partner with external service providers to enhance and support people operations as necessary

People Operations Director

Growth Marketing

• Scale Shopify and TikTok Shop to $20M+ in combined revenue within 18 months
• Achieve ≥15% net margin on Shopify and ≥5% on TikTok Shop
• Maintain Meta ROAS ≥ 2.0 and TikTok Shop ROAS ≥ 3.5
• Launch one new high-converting bundle-based funnel per month
• Drive email and SMS to contribute ≥25% of Shopify revenue
• Remove the CEO from daily ecommerce execution by owning strategy, systems, team, and outcomes
• Test 100+ ad creatives weekly across Meta and TikTok
• Optimize paid traffic to hit strict ROAS thresholds
• Partner with affiliate and UGC teams to scale winning creative
• Stay ahead of platform trends, formats, and policy updates
• Coordinate launches with Amazon for halo effects
• Launch one new bundle-based funnel every month tied to educational outcomes
• Optimize CVR, AOV, CAC, LTV, upsells, and overall funnel economics weekly
• Oversee homepage, product pages, and collection merchandising
• Refactor and relaunch underperforming funnels with new hooks and offers
• Lead seasonal promotions including Back-to-School and Holiday campaigns
• Build and maintain funnel SOPs and testing roadmaps
• Lead lifecycle marketing through Klaviyo and Postscript
• Optimize welcome, cart abandonment, post-purchase, and win-back flows
• Build ascension paths from posters to workbooks to busy books
• Develop blog and SEO strategy to drive organic education-based traffic
• Review weekly P&Ls for Shopify and TikTok Shop
• Analyze 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 levers
• Lead and coach a cross-functional ecommerce pod of 6+ team members
• Establish clear ownership and weekly operating rhythms
• Hire and develop talent as funnel velocity increases
• Manage freelancers and specialized contractors
• Model Extreme Ownership, Relentless Innovation, and Integrity Above All

Director of DTC Growth

Ecommerce

• **What You’ll Do**
• **Traffic and Acquisition**
• - Test 100+ ad creatives weekly across Meta and TikTok
• - Optimize paid traffic to hit strict ROAS thresholds
• - Partner with affiliate and UGC teams to scale winning creative
• - Stay ahead of platform trends, formats, and policy updates
• - Coordinate launches with Amazon for halo effects
• **Offers, Funnels, and CRO**
• - Launch one new bundle-based funnel every month tied to educational outcomes
• - Optimize CVR, AOV, CAC, LTV, upsells, and overall funnel economics weekly
• - Oversee homepage, product pages, and collection merchandising
• - Refactor and relaunch underperforming funnels with new hooks and offers
• - Lead seasonal promotions including Back-to-School and Holiday campaigns
• - Build and maintain funnel SOPs and testing roadmaps
• **Customer Nurture and LTV**
• - Lead lifecycle marketing through Klaviyo and Postscript
• - Optimize welcome, cart abandonment, post-purchase, and win-back flows
• - Build ascension paths from posters to workbooks to busy books
• - Develop blog and SEO strategy to drive organic education-based 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 share
• - Deliver weekly scorecards and monthly strategic growth plans
• - Forecast performance and identify scaling levers
• **Team Leadership**
• - Lead and coach a cross-functional ecommerce pod of 6+ team members
• - Establish clear ownership and weekly operating rhythms
• - Hire and develop talent as funnel velocity increases
• - Manage freelancers and specialized contractors
• - Model Extreme Ownership, Relentless Innovation, and Integrity Above All

Director of Growth, Ecommerce

• **Your Role and Responsibilities**
• As the **E-commerce Virtual Assistant**, your main responsibilities will vary depending on your background and strengths. You will be expected to execute tasks in a highly organized, proactive manner, ensuring smooth operations across various functional areas.
• Your responsibilities may include:
• - **Customer Support and Order Management**: Assisting with customer inquiries and managing the order process efficiently.
• - **Account Health Monitoring and Basic Reporting**: Keeping track of accounts and providing basic performance reports.
• - **Inventory Tracking and Supply Chain Coordination**: Monitoring stock levels and coordinating basic aspects of supply chain management.
• - **Data Entry, Reconciliation, and System Updates**: Maintaining accurate data and ensuring that systems are up to date.
• - **Basic Accounting or Finance Support**: Assisting with basic financial tasks such as tracking expenses or processing invoices.
• - **Maintaining SOPs and Internal Documentation**: Keeping standard operating procedures (SOPs) and documentation current and accessible.
• - **Executing Assigned Processes**: Ensuring that all processes within your scope are completed accurately, consistently, and without rework, while identifying issues early and proposing solutions.

eCommerce Operations Assistant

• End-to-end ownership of category performance, including revenue, margin, pricing, advertising, and inventory
• Ongoing optimization of product positioning, content, pricing, and promotional strategy
• Identification and validation of new product and expansion opportunities
• Lifecycle management of existing products to ensure continued relevance and profitability
• Inventory and demand planning to support growth while managing cost and risk
• Cross-functional collaboration with Product Operations, Supply Chain, and Design teams

Category Growth Manager

• Manage all aspects of the e-commerce business, including revenue growth, margin optimization, pricing, advertising, and inventory management.
• Continuously optimize product listings, content, pricing strategies, and promotional plans to maximize conversion rates, sales, and profitability.
• Identify new product opportunities and market expansion avenues, and collaborate with internal teams to bring them to market successfully.
• Develop and execute plans to manage product demand, inventory levels, and risk mitigation, ensuring smooth and cost-effective operations.
• Work closely with Product Operations, Supply Chain, and Design teams to ensure product availability and accurate messaging across channels.
• Use data to guide decision-making, refine strategies, and improve key performance metrics across e-commerce platforms.

eCommerce Business Manager

• **Your Role and Responsibilities**
• - **Customer Support and Order Management**: Assisting with customer inquiries and managing the order process efficiently.
• - **Account Health Monitoring and Basic Reporting**: Keeping track of accounts and providing basic performance reports.
• - **Inventory Tracking and Supply Chain Coordination**: Monitoring stock levels and coordinating basic aspects of supply chain management.
• - **Data Entry, Reconciliation, and System Updates**: Maintaining accurate data and ensuring that systems are up to date.
• - **Basic Accounting or Finance Support**: Assisting with basic financial tasks such as tracking expenses or processing invoices.
• - **Maintaining SOPs and Internal Documentation**: Keeping standard operating procedures (SOPs) and documentation current and accessible.
• - **Executing Assigned Processes**: Ensuring that all processes within your scope are completed accurately, consistently, and without rework, while identifying issues early and proposing solutions.

eCommerce Virtual Assistant

• **About the Role****Director of Ecommerce**** Also known as: Ecommerce Growth Director | Head of DTC Growth | General Manager of Ecommerce
• This role is equal parts strategist, operator, and leader. You will own the Shopify and TikTok Shop businesses end to end. Revenue, profitability, team, systems, and outcomes all sit with you.
• You are the general manager of these channels. You do not just optimize. You build engines that scale.
• **Your Core Focus**
• - Own and scale Shopify and TikTok Shop P&Ls to $20M+ in combined profitable revenue within 18 months.
• - Build a repeatable DTC growth machine powered by bundles, funnels, paid media, CRO, and lifecycle marketing.
• - Maintain strict profitability standards with ROAS targets of 2.0+ on Shopify and 3.5+ on TikTok Shop.
• - Lead and develop a high-performing ecommerce team with clear ownership, cadence, and accountability.
• - Fully own ecommerce strategy and execution so the CEO is removed from day-to-day channel decisions.
• **What You’ll Do****Traffic and Acquisition**
• - Test and launch 100+ ad creatives per week across Meta and TikTok.
• - Own paid media performance and optimization to hit ROAS and unit economics targets.
• - Collaborate with TikTok Ops and Affiliate teams to scale top-performing content.
• - Stay current on platform trends, formats, and policy changes.
• - Coordinate funnel launches with Amazon and TikTok Shop for halo effects.
• **Offers, Funnels, and CRO**
• - Launch one new bundle-based funnel every month tied to clear educational outcomes.
• - Review and optimize CVR, AOV, CAC, LTV, and upsells weekly.
• - Oversee homepage, collection pages, and product pages to support top funnels.
• - Build and maintain SOPs for funnels, launches, promos, and CRO testing.
• - Plan and execute seasonal promotions like Back-to-School and Holidays.
• - Refresh and refactor existing funnels with new hooks, offers, and bundle structures.
• **Customer Nurture and LTV**
• - Drive email and SMS revenue to at least 25 percent of Shopify sales using Klaviyo and Postscript.
• - Optimize lifecycle flows including welcome, abandon, post-purchase, and win-back.
• - Build clear ascension paths across bundles to increase lifetime value.
• - Develop blog and SEO strategies that educate buyers and drive organic traffic.
• **Performance and Reporting**
• - Review P&Ls and funnel-level performance weekly.
• - Track and analyze KPIs including AOV, CVR, CAC, LTV, ROAS, and GP:CAC.
• - Deliver weekly scorecards with insights, growth levers, and blockers.
• - Present monthly growth plans and forecasts with confidence and clarity.
• **Team Leadership and Systems**
• - Lead weekly ecommerce meetings focused on priorities, velocity, and execution.
• - Manage and coach a growing team across Shopify and TikTok Shop.
• - Hire, onboard, and develop talent as funnel output scales.
• - Build and continuously improve ecommerce SOPs and playbooks.
• - Establish operating cadences that enable speed without burnout.
• - Uphold Hadley Designs core values of Extreme Ownership, Relentless Innovation, and Integrity Above All.
• **How Success Is Measured**
• - $20M total DTC revenue from Shopify and TikTok Shop by June 2027.
• - Net profit margins of at least 15 percent on Shopify and 5 percent on TikTok Shop.
• - Paid media ROAS of 2.0+ on Shopify and 3.5+ on TikTok Shop.
• - One new high-performing bundle-based funnel launched every month.
• - Email and SMS contributing at least 25 percent of Shopify revenue.

Director of Ecommerce

• Own the end-to-end performance of the category, including revenue, margin, pricing, advertising, and inventory.
• Continuously optimize product positioning, content, pricing, and promotional strategy to drive growth and maximize market share.
• Identify new product opportunities and manage the lifecycle of existing products to ensure continued relevance and profitability.
• Work with Product Operations, Supply Chain, and Design teams to ensure seamless execution and support product growth.
• Analyze performance data and implement improvements to optimize category performance and drive scalable results.

Project Manager

People Operations Director

Director of DTC Growth

Director of Growth, Ecommerce

eCommerce Operations Assistant

Project Manager

Category Growth Manager

eCommerce Business Manager

eCommerce Virtual Assistant

Director of Ecommerce

eCommerce Category Growth Manager