Affiliate & Creator Growth Manager

At Hadley Designs, we believe early learning should be joyful, screen-free, and filled with connection.

Founded by Becca Hadley, a former teacher and mom who began creating hand-drawn learning tools at her kitchen table, we've grown into a leading early childhood education brand trusted by millions of parents, grandparents, and teachers. Our products are designed to help children develop confidence, curiosity, and a lifelong love of learning through play.

We serve families looking for meaningful alternatives to screen time. From educational posters and busy books to handwriting guides and emotional learning tools, our products help parents make learning fun, engaging, and accessible.

Our vision is ambitious: to become the most trusted children's educational brand in the world, reaching millions of families and building a brand that lasts for generations. Our goal is to reach $100 million in annual revenue by 2030.

One of our biggest opportunities for growth is building a powerful network of creators and affiliates who genuinely love our products and help introduce them to families around the world.

We're looking for an Affiliate & Creator Growth Manager who can turn that opportunity into a scalable, profitable growth engine across TikTok Shop, Amazon, Shopify, Facebook, Instagram, and emerging channels.

This isn't simply about recruiting more creators or generating more content. It's about developing innovative growth strategies, building meaningful creator partnerships, and creating systems that consistently generate profitable revenue.

We're looking for someone who thinks like an entrepreneur, understands the economics of affiliate marketing, and is excited to build something significant rather than simply manage what's already there.

About the Role

The Affiliate & Creator Growth Manager is responsible for building and scaling Hadley Designs' affiliate and creator partnerships into a profitable, multimillion-dollar growth engine across TikTok Shop, Amazon, Shopify, Facebook, Instagram, and emerging channels.

This is a strategic growth role, not simply a position focused on recruiting creators, sending samples, or managing campaigns. We're looking for someone who has successfully built and scaled affiliate programs, understands the economics behind profitable growth, and can independently identify and execute new opportunities.

You'll own the overall affiliate growth strategy, program profitability, creator acquisition, incentive structures, and expansion into new channels. You'll lead our affiliate operations team and work closely with our Creator Partnership Lead, who specializes in coaching creators, developing relationships, and helping them improve their sales performance.

Our approach is evolving beyond traditional TikTok Shop affiliate marketing. We see significant opportunities to help creators monetize their content across Amazon, Facebook, Instagram, and Shopify while building a loyal network of high-performing partners. Rather than measuring success by the number of creators recruited or videos posted, we prioritize building relationships with creators who consistently generate meaningful, profitable sales.

We're looking for someone who stays.

KPI’s

• Affiliate Revenue: Monthly net attributed sales across TikTok Shop, Amazon, and Shopify, with duplicate sales removed > $500k
• Affiliate Contribution Profit: Monthly net affiliate profit >5%.  Revenue minus COGS, fulfillment, commissions, samples, bonuses, retainers, and attributable team costs
• Productive Affiliates: Number of unique creators generating ≥$1,000 in monthly net attributed sales > 100 per month
• New Productive Creators: Number of creators reaching ≥$1,000 in monthly net attributed sales for the first time > 10 per month
• Creator Retention Rate : Percentage of last month's productive creators who remain productive this month > 85%
• Growth Experiments Completed (Target: 2 per month): Identify, launch, and evaluate at least two new affiliate growth strategies monthly. Each experiment must have a clear hypothesis, measurable success criteria, documented results, & a recommendation to scale, improve, or discontinue. At least one experiment must explore a new growth opportunity rather than optimizing an existing process.

What Does Success Look Like?

Success means building a profitable, scalable affiliate growth engine across TikTok Shop, Amazon, Shopify, and emerging channels. Affiliate revenue and contribution profit grow consistently, the number of productive creators increases, and existing creators generate more sales through better partnerships, coaching, and expanded distribution.

This person proactively identifies new growth opportunities, tests innovative strategies, and builds repeatable systems that generate measurable results. They lead our affiliate operations team and work closely with our Creator Partnership Lead to develop high-performing creators, while ensuring the program runs without constant direction from the CEO.

Ultimately, success means building a multimillion-dollar affiliate program that consistently generates profitable revenue, develops successful creators, and continues growing through new ideas and opportunities.

The First 90 Days

Days 1 to 30: Audit & Identify Opportunities

Conduct a comprehensive audit of the existing affiliate program, including revenue and contribution profit by channel, creator performance, VIP partnerships, commissions, sampling economics, incentives, and operational systems. Evaluate opportunities across TikTok Shop, Amazon, Shopify, Facebook, and Instagram. Identify the biggest growth constraints and deliver a prioritized plan outlining what to stop, improve, and build, including at least three new growth opportunities.

Days 31 to 60: Implement & Experiment

Begin executing the highest priority recommendations. Refine creator acquisition, incentive structures, and VIP partnerships. Establish clear responsibilities with the Creator Partnership Lead and affiliate operations team. Launch at least two measurable growth experiments, including one focused on expanding affiliate revenue beyond existing channels. Implement a weekly performance scorecard tracking profitability, revenue, and productive creators.

Days 61 to 90: Optimize & Scale

Evaluate experiment results and scale the most promising opportunities while discontinuing underperforming initiatives. Demonstrate measurable improvements in creator productivity, affiliate revenue, or contribution profit against the initial baseline. Establish repeatable systems for recruitment, creator development, cross-channel monetization, and performance reporting. Present a financially grounded six-month growth roadmap with specific targets, investment requirements, and expected returns.

The 90-day objective: Take full ownership of the affiliate growth strategy, demonstrate the ability to independently identify and execute profitable growth opportunities, and build a program that operates without requiring the CEO to drive its daily strategy or execution.

ONE THING:

Build and scale a multimillion-dollar, profitable affiliate and creator growth engine across all relevant sales channels by developing high-performing creator partnerships, independently identifying and executing new growth opportunities, and building repeatable systems that drive consistent revenue and profit without relying on the CEO for strategy or daily execution.

Primary Objectives 20% BIG ROCKS – These must be done first and at all costs.

1. Own and Scale a Profitable Affiliate Growth Program

Build and execute a unified affiliate growth strategy across TikTok Shop, Amazon, Shopify, Facebook, Instagram, and emerging channels. Own revenue growth, contribution profit, channel economics, and performance tracking. Make data-driven decisions on where to invest, scale, or reduce spending.

2. Build a High-Performing Creator Network

Develop a scalable system for recruiting, activating, and retaining profitable creators. Establish a clear Ideal Creator Profile, leverage AI-powered sourcing, and prioritize creators with the greatest revenue potential. Lead the affiliate operations team and collaborate with the Creator Partnership Lead to improve creator productivity, retention, and sales.

3. Independently Identify and Execute New Growth Opportunities

Stay ahead of the evolving affiliate landscape by identifying emerging platforms, creator monetization strategies, AI tools, and innovative partnership models. Independently launch and evaluate at least two measurable growth experiments monthly, with clear financial outcomes and recommendations to scale, improve, or discontinue.

4. Optimize Affiliate Economics and Incentive Structures

Own and continuously improve commissions, sampling strategies, VIP partnerships, bonuses, and creator incentive programs. Measure the financial return of each initiative and allocate resources toward strategies that generate the greatest contribution profit rather than simply increasing GMV or creator activity.

5. Expand Creator Monetization Across Multiple Channels

Develop repeatable systems that help creators generate sales beyond TikTok Shop, including Amazon Creator Connections, Facebook, Instagram, and Shopify affiliate opportunities. Increase the number of productive creators earning commissions across multiple channels while reducing dependence on any single platform.

6. Build Scalable Systems and Maximize Creator Content Value

Develop AI-powered workflows, CRM systems, SOPs, and performance dashboards that allow the affiliate program to grow without proportional increases in administrative work. Establish a consistent process for identifying winning creator content, securing usage rights, and collaborating with the paid media and creative teams to turn successful organic content into profitable advertising opportunities.

Regular Work Activities 80% – These must be done ongoing daily/weekly after the BIG ROCKS are complete.

PROGRAM STRATEGY & ECONOMICS

• Own and monitor affiliate revenue, contribution profit, and performance across TikTok Shop, Amazon, Shopify, and other relevant channels.
• Evaluate commission structures, creator incentives, samples, retainers, and VIP partnerships to maximize profitability.
• Identify underperforming initiatives and recommend where to increase investment, optimize, or reduce spending.
• Review channel performance weekly and identify opportunities to improve revenue and creator productivity.

CREATOR DEVELOPMENT & PARTNERSHIPS

• Work closely with the Creator Partnership Lead to identify high-potential creators, establish coaching priorities, and measure improvements in creator sales.
• Oversee VIP creator partnerships, ensuring incentives, support, and resources are driving measurable results.
• Develop strategies to increase creator retention, productivity, and long-term loyalty to Hadley Designs.
• Oversee creator community initiatives, including Discord, educational calls, and creator resources, ensuring they contribute to creator activation and revenue growth.
• Recruit and develop strategic relationships with established creators and affiliate partners who can generate meaningful sales.

CREATOR PIPELINE & ACQUISITION

• Direct the affiliate operations team in AI-powered creator sourcing, qualification, outreach, and onboarding using a clearly defined Ideal Creator Profile.
• Optimize sample approvals and creator acquisition based on activation rates, revenue potential, and expected profitability.
• Track the number of newly activated and productive creators, identifying bottlenecks throughout the recruitment process.
• Develop repeatable systems for moving creators from initial outreach to consistent revenue generation.

CROSS CHANNEL GROWTH & INNOVATION

• Identify opportunities to expand creator sales through Amazon Creator Connections, Facebook, Instagram, Shopify, and emerging affiliate platforms.
• Develop systems and educational resources that help existing creators monetize their content across multiple channels.
• Independently research, propose, and execute at least two measurable affiliate growth experiments monthly.
• Monitor competitor affiliate strategies, platform changes, creator monetization trends, and emerging AI tools to identify new growth opportunities.
• Document experiment results, financial outcomes, and recommendations to scale, optimize, or discontinue.

CREATOR CONTENT & PAID MEDIA

• Identify high-performing creator content weekly based on sales performance, conversion, and audience engagement.
• Coordinate with the paid media and creative teams to repurpose successful creator content for advertising across Meta, Amazon, and other relevant channels.
• Ensure appropriate content usage rights are secured and documented.
• Share successful creative angles, hooks, and product positioning insights with the broader marketing and product development teams.

SYSTEMS, CRM & AI AUTOMATION

• Maintain and continuously improve the affiliate CRM, SOPs, reporting systems, and AI-powered workflows.
• Automate repetitive activities such as creator sourcing, outreach, follow-ups, performance tracking, and reporting.
• Establish clear responsibilities and accountability for the affiliate operations team and Creator Partnership Lead.
• Identify operational inefficiencies and develop systems that allow the program to scale without proportional increases in staffing or administrative work.
• Coordinate with platform representatives and technology partners to maximize available affiliate tools and opportunities.

REPORTING & ACCOUNTABILITY

• Maintain a weekly performance scorecard tracking the six primary KPIs: affiliate contribution profit, total affiliate revenue, productive creators, new productive creators, creator retention, and growth experiments completed.
• Review creator performance by tier, channel, and cohort to identify growth opportunities and potential risks.
• Conduct a weekly strategy and performance review with the CEO, presenting results, key insights, proposed solutions, and decisions needed.
• Deliver a monthly review of growth experiments, program economics, and progress against established targets.
• Maintain a rolling 90-day growth roadmap outlining priorities, expected financial impact, owners, and execution timelines.