Director of Performance Media

🚨 Urgent Hiring — Applications are reviewed on a rolling basis. The selection process may take up to 4 weeks, but early applicants are strongly encouraged.

Ready to build something that shapes the future?

Every parent wants to give their child the best start. They want to see curiosity light up their eyes. They want confidence, not constant screen time. They want learning to feel joyful again.

At Hadley Designs, we create screen-free tools that help families rediscover connection through hands-on learning. We are scaling quickly. We are building boldly. And we are looking for a leader who can turn vision into profitable growth.

That’s where you come in.

About Hadley Designs

Hadley Designs is a family-founded, female-led brand redefining early education through creativity, beauty, and connection. What began at a kitchen table has grown into a nationally loved brand trusted by millions of parents, grandparents, and teachers.

We believe learning should be fun and engaging.

We don’t just sell products, we shape futures.

We believe in screen-free, hands-on learning that builds confidence and connection. Beautiful design creates better learning.

Our mission is simple and powerful. Design screen-free products parents can trust to help their children learn, grow, and reach their full potential with confidence.

Our vision is bold. Build the most trusted children’s brand in the world. Reach $100M in revenue by 2030. Become a household name passed down for generations.

Now we are scaling our direct-to-consumer ecosystem. Shopify and TikTok Shop are our next major growth engines.

About the Role

As our Director of Performance Media , 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