Head of Ecommerce Growth

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 developmentally sound, emotionally engaging, and intentionally designed to help children ages 3–8 grow curious, confident, and resilient.

We serve busy, intentional families who are tired of screens and want more meaningful ways to teach and connect with their kids. From educational posters to busy books, handwriting guides to emotional learning kits, every product is crafted with care and rooted in research.

Our vision is bold: to become the most trusted children’s brand in the world, present in millions of homes, and passed down for generations, while reaching $100 million in annual revenue by 2030.

Today, Hadley Designs is an approximately $25 million ecommerce brand selling across Amazon, Shopify, TikTok Shop, and other channels. We've built a strong foundation, an established customer base, and a talented team of specialists. Now, our next chapter is about building a repeatable, profitable growth engine that can take us from $25 million to $100 million and beyond.

We're looking for an entrepreneurial Head of Growth who has helped scale ecommerce brands before and knows how to turn growth opportunities into measurable business results. Someone who can see the bigger picture, connect the dots across channels, align talented teams, and determine where to invest, what to scale, and what to stop.

This is an opportunity to take meaningful ownership of our growth strategy, build systems that consistently generate profitable demand, and help shape the next stage of Hadley Designs.

Role Overview

The Head of Growth is responsible for building and leading Hadley Designs' next phase of profitable growth, developing a repeatable demand generation engine that can scale our business from $25 million to $100 million and beyond.

This is a hands-on growth leadership role that combines strategic thinking, financial accountability, and cross-functional execution. We're looking for someone who thinks like an entrepreneur, understands the economics of scaling an ecommerce brand, and knows how to turn promising opportunities into profitable, repeatable growth systems.

We've built a talented team of specialists across Amazon, Shopify, TikTok Shop, paid media, creative, and affiliate marketing. The Head of Growth connects the dots between these functions, aligning priorities, coordinating execution, removing bottlenecks, and ensuring our investments translate into measurable business results.

This person doesn't need to be the best specialist in every channel, but they must know how to lead specialists, challenge assumptions, diagnose performance, and make the entire growth engine more effective. They take ownership of growth initiatives from strategy through execution, without relying on the CEO to drive every decision.

The role is channel agnostic. We don't care whether our next major growth opportunity comes from Meta advertising, Amazon external traffic, Shopify, TikTok Shop, creator partnerships, AI-powered content, or an entirely new channel. What matters is identifying where the greatest opportunities exist, validating them through disciplined experimentation, and allocating resources toward what produces profitable, incremental growth.

Equally important is knowing what not to pursue. The Head of Growth must be willing to challenge existing strategies, stop underperforming initiatives, and redirect resources toward higher potential opportunities.

The vision: Build a diversified, scalable, and profitable growth engine that consistently generates new customer demand, turns successful experiments into repeatable systems, and operates without requiring the CEO's daily involvement, ultimately helping Hadley Designs become a $100 million brand by 2030.

Metrics that You'll Own

• Incremental Contribution Profit: Generate at least $1,000,000 in annual incremental contribution profit from growth initiatives, after all attributable variable marketing and program costs.
• Incremental Demand Generation Revenue : Generate at least $7,000,000 in annual incremental revenue through paid media, affiliate marketing, creator partnerships, and new acquisition channels, regardless of whether customers purchase through Amazon, Shopify, or TikTok Shop.
• Marketing Efficiency Ratio (MER): Achieve a minimum 3.0x blended MER across the defined growth portfolio, while meeting contribution profit targets. Final target subject to validated channel economics.
• Growth Experiments: Execute at least 1 meaningful growth experiments per month (12 annually), each with a documented hypothesis, an approved budget, contribution profit target, performance review, and predefined stop criteria.
• Scalable Growth Engines: From the list of 12 growth experiments, at least 3 new experiments are repeatable, profitable growth engines annually, each generating at least $25,000 in incremental monthly revenue with positive contribution profit for three consecutive months.

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

• Build a Repeatable, Profitable Demand Generation Engine: Develop and scale sustainable sources of customer acquisition and revenue across Amazon, Shopify, TikTok Shop, paid media, affiliates, and emerging channels, prioritizing incremental contribution profit over revenue alone.
• Integrate and Lead Cross-Functional Growth Execution: Align existing specialists across creative, paid media, ecommerce, affiliates, and analytics around shared priorities. Own execution plans, remove bottlenecks, and ensure growth initiatives deliver measurable results without requiring the CEO's daily involvement.
• Own Growth Strategy and Marketing Investment Efficiency: Evaluate marketing performance using contribution margin, MER, acquisition costs, and incremental revenue. Determine where to allocate resources, what to double down on, and what to reduce or stop to maximize profitable growth.
• Build a Disciplined Growth Experimentation System: Identify new growth opportunities, launch at least 1 measurable experiment monthly, and systematically evaluate results. Turn winning experiments into repeatable, scalable growth systems while quickly discontinuing underperforming initiatives.
• Optimize Affiliate, Influencer, and Cross-Channel Demand Generation : Develop a profitable creator and affiliate strategy that connects TikTok Shop, Amazon, Shopify, and paid media. Ensure winning creator content, partnerships, and emerging AI opportunities are integrated into the broader growth strategy rather than operating as isolated programs.

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

GROWTH STRATEGY & PERFORMANCE

MARKETING ECONOMICS & CAPITAL ALLOCATION

CROSS-FUNCTIONAL GROWTH LEADERSHIP

GROWTH EXPERIMENTATION & EXECUTION

AFFILIATE, INFLUENCER & CREATOR GROWTH

AGENCY, PARTNER & TEAM MANAGEMENT

SYSTEMS, ANALYTICS & AI

REPORTING & ACCOUNTABILITY