Director of Ecommerce

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.

Our vision is bold. We want to become the most trusted children's brand in the world, present in millions of homes and passed down for generations, and we are building toward $100M in revenue by 2030.

Role Overview

We are hiring a Director of Ecommerce to own our Shopify business as its general manager. You will own the Shopify P&L and the growth engine that feeds it, from paid acquisition and creative testing to offers, funnels, and lifecycle marketing, and you will build the team and systems that let the channel scale without the founder in the day to day.

Shopify is our dominant D2C channel, and it does not stand alone. Our Amazon team owns Amazon, and TikTok Shop is an important part of our ecosystem. You will see the whole customer life cycle across Shopify, Amazon, and TikTok Shop, including the halo our launches create on Amazon and how acquisition converts there, and you will connect the dots so a launch lifts all three.

Your target is to scale our direct-to-consumer business to $20M+ in profitable revenue, with a net margin of at least 15% on Shopify.

You will work closely with our CEO, partner with our Amazon team so every launch lifts both channels, and lead our ecommerce team.

What You'll Own

• The P&L. Own Shopify revenue and profitability, with a net profit margin of at least 15%.
• Customer acquisition. Run Meta and other paid media to unit economics, with a Meta ROAS of at least 2.5, and keep a high-velocity creative testing rhythm fed by our AI content engine, creator video, UGC, and in-house production.
• Offers, funnels, and CRO. Launch new funnels that meet our KPI thresholds every month, build bundles and ascension paths, and keep homepage, collection, and product pages aligned with what converts.
• Lifecycle and LTV. Drive email and SMS to at least 25% of Shopify revenue through Klaviyo and Postscript, and keep the 30-day GPLTV to CAC ratio above 3.
• Channel connection. Partner with our Amazon team so every launch lifts Amazon too, understand TikTok Shop's place as a social-commerce channel, and keep each channel's role in the customer journey deliberate.
• Team leadership. Lead our ecommerce operators with clear ownership, weekly operating rhythms, and scorecards, and bring in freelancers and contractors as output grows.
• Reporting. Deliver a weekly scorecard and P&L review, and a monthly plan and forecast for the CEO.
• Systems and compliance. Document a playbook for every working funnel, keep the store and ads compliant, and turn repeat work into AI-assisted workflows.
• Brand. Protect and build what the brand stands for in every ad, page, and customer touchpoint.

How Success Is Measured

• Profitable growth in Shopify revenue against the plan
• Net profit margin of at least 15% on Shopify
• Meta ROAS of at least 2.5
• Email and SMS at 25% or more of Shopify revenue
• 30-day GPLTV to CAC above 3
• A team and operating rhythm that run without daily founder involvement