Director of Performance Marketing

Role Description

As our Director of Performance Marketing, you are the General Manager of Shopify and TikTok Shop. You own the P&L. You own the strategy. You own the results.

Your Core Focus

• 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

You are not here to manage tasks. You are here to architect a repeatable growth engine.

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

How Success Is Measured

• $20M+ DTC revenue within 18 months
• Consistent margin and ROAS targets achieved
• One profitable funnel launch per month
• Email and SMS driving at least 25% of Shopify revenue
• Documented systems that scale without founder dependency
• A high-performing team executing without burnout

Qualifications

• You think like a General Manager, not just a marketer.
• You thrive in ownership. You love numbers. You respect creative. You build systems that make growth inevitable.
• You align deeply with our values:
  • Extreme Ownership: You solve problems and close loops without excuses.
  • Relentless Innovation: You test boldly, learn fast, and iterate constantly.
  • Integrity Above All: You report numbers accurately and tell the truth even when it is hard.

Requirements

• 5 to 10+ years in DTC ecommerce, especially Shopify and paid social
• Proven track record scaling ecommerce brands past $20M
• Experience owning revenue and profitability targets
• Deep expertise in Meta and TikTok Ads
• Hands-on experience with Klaviyo, Postscript, and Shopify CMS
• Strong background in bundles, upsells, and LTV optimization
• Ability to write and review high-converting landing pages
• Comfortable leading a fully remote team with clear weekly cadences
• You are analytical and creative. Strategic and operational. Visionary and accountable.
• You care about building something that lasts.

Benefits

• 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 members 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.
• You will help shape a decade-long vision to build the most trusted children’s brand in the world.
• Access Josh Hadley's vast network through his podcast Ecomm Breakthrough.