About the role
About Us 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, while also empowering parents with the confidence that they are making the right educational choices for their children.
The Role We are seeking a mission-driven, hands-on leader to own and scale our direct-to-consumer (DTC) ecommerce channels. As Director of Ecommerce, you will manage our Shopify and TikTok Shop platforms, driving growth through strategy, operations, and leadership. Your key focus will be growing our ecommerce business to $20M+ in revenue within 18 months.
Core Responsibilities
- Ecommerce Growth: Own the P&Ls for Shopify and TikTok Shop, aiming for $20M+ in combined revenue.
- Growth Engine: Build a repeatable growth machine using bundles, paid media, conversion rate optimization (CRO), and lifecycle marketing.
- Team Leadership: Lead and develop a high-performing ecommerce team, fostering a culture of accountability and results.
- Paid Media: Manage high-velocity creative testing, including 100+ ad creatives per week across Meta and TikTok, ensuring performance meets ROAS targets.
- Conversion Optimization: Launch monthly funnel-based offers, optimize sales metrics like CVR, AOV, CAC, and LTV, and ensure top-performing product pages.
- Customer Lifecycle: Drive email and SMS revenue to 25% of Shopify sales, optimize lifecycle flows and customer retention strategies. What Success Looks Like