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 Director of Ecommerce 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 Director of Ecommerce 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 Director of Ecommerce 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 Director of Ecommerce 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
- Monitor growth performance across Amazon, Shopify, TikTok Shop, paid media, affiliates, and emerging acquisition channels.
- Identify opportunities to increase profitable revenue through improved customer acquisition, conversion rates, offers, retention, and demand generation.
- Evaluate competitive strategies, emerging marketing trends, AI technologies, and new acquisition channels to identify opportunities worth testing.
- Maintain a prioritized pipeline of growth opportunities based on potential financial impact, resources required, and probability of success.
- Challenge existing strategies and recommend where to increase investment, improve execution, or discontinue underperforming initiatives.
MARKETING ECONOMICS & CAPITAL ALLOCATION
- Own the performance of the growth investment portfolio, including budgets, incremental revenue, marketing costs, and contribution profit.
- Review marketing efficiency ratio (MER), customer acquisition costs, conversion rates, and contribution margins across relevant channels.
- Work with Finance and Analytics to validate attribution, incremental performance, and profitability.
- Allocate approved marketing and experimentation budgets toward the highest potential growth opportunities.
- Identify inefficient spending and make timely decisions to scale, optimize, or stop initiatives.
- Ensure marketing investments are evaluated based on actual business outcomes rather than attributed revenue or platform ROAS alone.
CROSS-FUNCTIONAL GROWTH LEADERSHIP
- Coordinate growth initiatives across Shopify, Amazon, TikTok Shop, paid media, creative, affiliates, and analytics.
- Establish clear priorities, responsibilities, deadlines, and measurable outcomes for cross-functional growth projects.
- Lead weekly growth meetings focused on performance, bottlenecks, opportunities, and decisions.
- Ensure creative strategies, offers, customer acquisition campaigns, and product launches are aligned across relevant channels.
- Remove execution bottlenecks and hold initiative owners accountable for delivering results.
- Connect insights and winning strategies between teams so successful ideas can be tested and scaled across channels.
GROWTH EXPERIMENTATION & EXECUTION
- Launch and oversee at least 1 meaningful growth experiment monthly, each with a documented hypothesis, budget, owner, and success criteria.
- Coordinate experiment execution through existing specialists, internal teams, and external partners.
- Review results and distinguish meaningful performance improvements from temporary fluctuations or attribution noise.
- Document learnings and make clear decisions to scale, improve, continue testing, or stop each initiative.
- Turn successful experiments into repeatable growth systems with clear ownership and operating procedures.
- Maintain a centralized growth experiment tracker and prioritized testing roadmap.
AFFILIATE, INFLUENCER & CREATOR GROWTH
- Oversee the strategy and profitability of the affiliate and influencer program across TikTok Shop, Amazon, and Shopify.
- Evaluate creator acquisition, activation, retention, commissions, samples, incentives, and program economics.
- Direct the affiliate operations team to improve creator productivity and program profitability.
- Identify opportunities to develop high-value creator partnerships and expand creator driven demand generation.
- Ensure winning creator content is systematically shared with paid media teams and tested across appropriate channels.
- Integrate affiliate marketing, creator content, and AI influencer strategies into the broader growth engine.
AGENCY, PARTNER & TEAM MANAGEMENT
- Evaluate, select, and manage external marketing agencies, technology providers, and strategic growth partners.
- Establish clear performance expectations, financial targets, and accountability for outside partners.
- Lead growth initiatives through existing channel specialists without creating unnecessary management layers.
- Identify talent gaps and recommend additional resources when supported by clear financial opportunities.
- Develop systems and team capabilities that reduce dependence on the CEO for daily growth decisions.
SYSTEMS, ANALYTICS & AI
- Work with Analytics to maintain reliable marketing performance dashboards and growth scorecards.
- Ensure marketing and financial data is accurate, actionable, and consistently measured across channels.
- Use AI and automation to accelerate market research, competitive analysis, creative testing, reporting, and growth execution.
- Identify repetitive growth workflows that can be automated or delegated.
- Maintain documentation, SOPs, and historical experiment results so successful strategies can be repeated and improved.
REPORTING & ACCOUNTABILITY
- Weekly Growth Scorecard: Revenue, incremental contribution profit, MER, marketing spend, active experiments, emerging winners, underperforming initiatives, and recommended actions.
- Weekly Growth Meeting: Review performance with relevant specialists, resolve bottlenecks, assign priorities, and make decisions without requiring the CEO to lead the discussion.
- Monthly Growth Investment Review: Evaluate the growth portfolio, recommend budget reallocations, and identify opportunities to scale or discontinue.
- Quarterly Growth Strategy: Present the next quarter's growth priorities, investment recommendations, financial targets, and resource requirements.
Who You AreKey Skills – What behavioral traits, attitudes, and skills are required?
STRATEGIC & ENTREPRENEURIAL THINKING
- Proven experience identifying, building, and scaling profitable growth opportunities for ecommerce brands.
- Thinks like a business owner, not simply a marketer, with strong judgment about where to invest limited resources.
- Sees the bigger picture and connects opportunities across channels, teams, products, and customer acquisition strategies.
- Proactively identifies problems and opportunities without waiting for direction from leadership.
- Comfortable challenging assumptions, questioning existing strategies, and making difficult decisions about what to stop doing.
COMMERCIAL & ANALYTICAL JUDGMENT
- Strong understanding of ecommerce unit economics, contribution margin, customer acquisition costs, MER, conversion rates, and customer lifetime value.
- Able to evaluate marketing investments based on incremental profitability rather than platform attributed sales alone.
- Skilled at interpreting performance data, diagnosing problems, and translating insights into actionable decisions.
- Understands attribution limitations and how to evaluate growth across multiple ecommerce channels.
- Financially disciplined and capable of prioritizing investments based on expected return.
GROWTH & ECOMMERCE EXPERIENCE
- Demonstrated success growing consumer ecommerce brands through multiple acquisition and demand generation strategies.
- Strong working knowledge of paid media, creative strategy, conversion optimization, affiliate marketing, influencer partnerships, and customer acquisition.
- Experience with Shopify and familiarity with Amazon, TikTok Shop, or other marketplaces strongly preferred.
- Understands how brand awareness, customer acquisition, conversion, and retention work together to drive profitable growth.
- Actively follows emerging growth strategies, AI applications, creator commerce, and changes in the ecommerce landscape.
LEADERSHIP & CROSS-FUNCTIONAL EXECUTION
- Proven ability to lead specialists, coordinate teams, and drive execution without needing direct authority over every contributor.
- Strong project management skills with the ability to turn strategies into clear plans, owners, timelines, and measurable outcomes.
- Holds people accountable while removing obstacles and helping teams succeed.
- Comfortable managing agencies, contractors, and external partners against clear performance expectations.
- Operates independently, takes ownership of results, and brings solutions rather than problems to leadership.
EXPERIMENTATION, SYSTEMS & AI
- Strong experimentation mindset with experience developing hypotheses, testing opportunities, measuring results, and scaling winners.
- Able to build repeatable growth systems rather than relying on isolated campaigns or short-term wins.
- Proficient with analytics, marketing dashboards, automation, and AI tools.
- Resourceful in using existing people, technology, and budgets before requesting additional resources.
- Highly organized and capable of managing multiple initiatives without losing focus on the highest impact priorities.
COMMUNICATION & PERSONAL ATTRIBUTES
- Excellent written and verbal English communication skills.
- Communicates complex marketing and financial concepts clearly and concisely.
- Curious, resourceful, entrepreneurial, and constantly learning.
- Results oriented, financially disciplined, and comfortable being held accountable for business outcomes.
- Combines strategic creativity with exceptional follow-through and attention to detail.
- Demonstrates sound judgment, integrity, humility, and a willingness to change direction when the evidence warrants it.
- Thrives in a fast-moving entrepreneurial environment and takes pride in building systems that succeed without constant oversight.
Experience, Training, and Education – What prior work and life experience will help the person in this role succeed?
- Proven Ecommerce Growth Experience: Has personally built, executed, and scaled profitable growth strategies for consumer ecommerce brands, ideally helping a business grow from $10M to $30M+ in annual revenue. Can demonstrate measurable results and clearly explain their individual contribution.
- Cross-Channel Growth Expertise: Strong hands-on experience with multiple customer acquisition and demand generation channels, including Meta advertising, Shopify, Amazon, TikTok Shop, affiliate marketing, and influencer partnerships. Deep expertise in every platform is not required, but the ability to evaluate and lead specialists across them is essential.
- Growth Integration and Leadership: Has successfully coordinated cross-functional marketing teams, managed specialists and agencies, and turned disconnected growth activities into a unified, accountable growth system. Can drive execution without needing direct authority over every team member.
- Financial and Commercial Acumen: Understands contribution margin, MER, customer acquisition cost, lifetime value, attribution, and incremental profitability. Has managed meaningful marketing budgets and demonstrated sound judgment about where to invest, what to scale, and what to stop.
- Growth Experimentation and Innovation: Has developed and executed structured growth experiments that produced measurable business results. Can demonstrate at least one significant growth opportunity they identified, validated, and scaled independently.
- Entrepreneurial and Strategic Thinking: Thinks like a business owner rather than a channel specialist. Proactively identifies opportunities, challenges assumptions, prioritizes resources, and takes accountability for outcomes without requiring constant direction.
- Demand Generation and Customer Acquisition: Understands how to create demand beyond existing marketplace traffic through paid media, creators, strategic partnerships, content, and emerging acquisition channels. Has experience building repeatable growth systems rather than relying solely on individual winning campaigns.
- AI, Systems, and Automation (Absolute Must-Have): Uses AI daily to research opportunities, analyze performance, accelerate experimentation, and improve productivity. Has experience working within CRMs, project management systems, dashboards, and documented SOPs. Can build scalable processes that enable teams to accomplish more with fewer resources. The capability matters more than any specific tool.
- Communication and Independent Execution: Excellent written and verbal English communication skills. Can translate complex growth strategies into clear priorities, measurable plans, and actionable recommendations. Comfortable managing teams, resolving bottlenecks, and making decisions independently within approved budgets.
- Years of Experience: 5+ years in ecommerce growth, performance marketing, or demand generation, including at least 2 years leading growth initiatives, managing budgets, or coordinating cross-functional teams. Demonstrated business results and leadership capability matter more than years of experience.
- Education: Bachelor's degree in business, marketing, finance, or a related field preferred but not required. Proven ecommerce growth experience, commercial judgment, and execution ability take precedence over formal education.
Why You'll Love Working Here
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 our CEO and a leadership team that moves fast and expects results.
- Remote-first work environment
- Paid time off and holidays
- Access to learning resources and professional development
- Free Hadley Designs products
- Regular interaction with leadership, including the CEO
- Stability from more than a decade as a family-founded, mission-driven brand
Our Hiring Process
Every candidate completes a Culture Index assessment and a case study before interviews. For this role, reference checks are done by phone.
Apply Today
If you are ready to own the growth of a brand families love, we would love to hear from you. Apply now to join Hadley Designs as our Director of Ecommerce.
P.S. If you don't hear from us within four weeks of your application, please consider that as our decision to move forward with other candidates, but we truly appreciate your interest in Hadley Designs.
