Responsibilities
- 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
- 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
- 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
- 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
- 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
- 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
Requirements
- Own P&L, strategy, and results for Shopify and TikTok Shop
- Architect a repeatable growth engine
- Lead and coach a cross-functional ecommerce pod of 6+ team members
- Deliver consistent margin and ROAS targets
- Launch one profitable funnel per month
- Drive email and SMS to contribute at least 25% of Shopify revenue
- Build documented systems that scale without founder dependency
- Ensure high-performing team execution without burnout
