General Manager

General Manager, Good.Store — Grow a Mission-Driven E-Commerce Brand

About this position

About DFTBA
DFTBA is an e-commerce company built to help make the world a better place—or in the words of our founders, Hank & John Green, to decrease world suck. We partner with online creators to design, produce, and deliver high-quality products that connect with their communities.
We’re also home to Good Store , a mission-driven venture that donates 100% of profits to charity. As we've grown, so has our impact—DFTBA has proudly donated over $13 million to high-impact charities addressing medical injustice, climate change, and other urgent challenges. Our growth is fueled not by personal gain, but by a shared drive to do more good.
At DFTBA, we value creativity, problem-solving, and—above all—people. We are committed to building a diverse and inclusive team and welcome the unique perspectives, experiences, and values you bring.

About the role

We're looking for a strategic, digitally fluent, and mission-driven Good Store General Manager to lead growth and creative direction for our Good Store brand at DFTBA.

Good Store is home to intentionally sourced everyday products—designed to delight, built to last, and committed to doing good. With 100% of profits donated to high-impact charities, we're growing fast: expanding our audience, product lines, and philanthropic impact. As we build toward that future, we need an executive leader to take holistic ownership of the brand's revenue growth, operations and strategic vision.

As General Manager , you’ll be accountable for leading every aspect of the Good Store business -- driving sustainable growth, operational excellence, product innovation, and an exceptional customer experience. You’ll balance long-term strategic vision with a grounded focus on daily execution. From collaborating directly with co-founders Hank & John Green on promotional momentum to optimizing vendor relationships, driving financial discipline, and leading a high-performing team, you will be the driving force expanding both the profitability and charitable impact of Good Store.

What you bring:

• A track record of directly running an e-commerce website or DTC brand with measurable results in growth, conversion, or revenue
• Fluency in the e-commerce stack: platforms like Shopify, email/CRM tools (Klaviyo, etc.), analytics (GA4, etc.), and paid/organic acquisition channels
• A marketer's instinct for brand storytelling paired with an operator's discipline around P&L, forecasting, and vendor management
• Experience building and leading teams in a fast-moving, digital-first environment

As a member of DFTBA's Executive Leadership Team (ELT), you'll not only shape the trajectory of Good Store, but also partner closely with the CEO and fellow ELT members to establish organization-wide priorities, strengthen company capabilities, and ensure long-term business health.

What you'll do

• Develop and execute a comprehensive Good Store growth strategy that expands revenue, operating profit and customer lifetime value while advancing Good Store’s mission.
• Identify, evaluate, and launch strategic growth initiatives, including new product lines, partnerships, sales channels and emerging market opportunities.
• Establish clear business objectives, KPIs and operating rhythms that align every function around Good Store’s strategic priorities.
• Champion a culture of innovation, disciplined execution, continuous improvement, and thoughtful experimentation.
• Lead the daily operations of Good Store, ensuring excellence acrossproduct merchandising, inventory management, website content and all customer touchpoints.
• Partner with Warehouse Ops and Customer Service to establish and monitor service levels, accuracy and customer satisfaction, and partner with these teams to actively troubleshoot as and when issues arise.
• Partner cross-functionally to develop inventory and purchasing strategies that thoughtfully balance customer demand, cash flow, warehouse capacity, healthy inventory turnover, product availability, and compliance with all systems for data integrity.
• Develop and maintain strong relationships with key vendors, manufacturers and strategic partners, negotiating favorable commercial terms while ensuring exceptional product quality, reliability and alignment with Good Store’s standards and mission.
• Continuously improve systems and processes to support scalability, efficiency, resilience and sustainable growth,
• Proactively identify operational bottlenecks and lead cross-functional solutions that improve customer experience while reducing complexity and cost.
• Partner with DFTBA’s executive leadership to ensure cross-functional alignment and successful execution of Good Store priorities and overall company health.
• Partner with marketing and creative teams to drive customer acquisition, engagement, and retention through paid advertising, social media, email marketing, SEO and partnerships.
• Champion an exceptional end-to-end customer experience – from product discovery through post-purchase support – that consistently delights customers and strengthens loyalty and engagement.
• Partner with the creative team to ensure compelling, high-quality brand assets that communicate Good Store’s mission while showcasing outstanding products.
• Leverage customer insights, business analytics, and market trends to inform product strategy, customer experience improvements, and business decisions.
• Partner closely with co-founders, Hank & John Green, on content creation and promotions to continuously build momentum for Good Store.
• Own the financial performance of Good Store, including budgeting, forecasting, profitability, cash flow considerations, KPI reporting, and achievement of operating targets.
• Provide the CEO and ELT with clear reporting, thoughtful analysis and actionable recommendations regarding Good Store business performance and strategic priorities.
• Partner with Finance to ensure Good Store maintains accurate Commercial Co-Venturer (CCV) and trademark licensing agreements with all charitable partners, and that all public charitable commitments are fulfilled completely and accurately.
• Manage and protect Good Store's intellectual property portfolio, including oversight of existing trademarks, coordination of trademark registrations and renewals, and collaboration with legal counsel on brand protection matters.
• Recruit, develop, coach and lead a high-performing Good Store team, fostering accountability, collaboration, and continuous improvement in support of strategic objectives.
• Build organizational capacity by developing leaders, identifying talent needs, and ensuring Good Store has the capability to execute growth plans.
• Foster a constructive and collaborative relationship with the DFTBA Workers Union, partnering in good faith to support a high-performing workplace where employees can thrive, customers are exceptionally well served, and Good Store can fulfill its mission.

Qualifications

• Proven experience as a General Manager, Director, or similar leadership role within an e-commerce or digital business.
• Strong knowledge of e-commerce platforms (e.g., Shopify) and digital marketing channels.
• Demonstrated success in driving revenue growth, scaling operations, and enhancing customer experience.
• Strong financial acumen with experience in budgeting, forecasting, and performance analysis.
• Excellent leadership, communication, and problem-solving skills.
• Ability to thrive in a fast-paced, high-growth environment.

More about the role

Job Title: Good Store General Manager
Status : Full Time, Exempt
Benefits Provided:

• 100% covered health care: DFTBA pays for 100% of individual premiums for employee medical, dental, vision and both short- and long-term disability -- plus 50% coverage for enrolled dependents.
• Shared Financial Success: 401(k) with generous company match + profit sharing, so employees directly benefit as DFTBA grows.
• Paid Time Off: Generous paid time off, including 12 paid company holidays and separate sick and vacation banks, to ensure a true work-life balance.

Reports to: CEO
Supervisory Position: Yes
Location : Missoula, MT (preferred) OR remote in the following states: WA, WI, OH, IN, NH, VT
Starting Salary Range: $100,000 - $120,000 per year, DOE

This position is ineligible for inclusion in the DFTBA Workers Union bargaining unit.All offers are contingent upon a background check via Checkr.

To learn more about DFTBA and Good Store, visit our websites: / and

I agree to receive messaging notifications regarding my applications at the phone number provided. MSG & Data rates may apply. MSG frequency varies. Reply help for help and stop to end. For more information view our terms of service and privacy policy.

How would you rate your experience? Select an option from 1 to 5, with 1 being Hate and 5 being Love Hate Love