Affiliate & Creator Growth Manager

Company: Hadley Designs
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 designed to help children develop confidence, curiosity, and a lifelong love of learning through play.
We serve families looking for meaningful alternatives to screen time. From educational posters and busy books to handwriting guides and emotional learning tools, our products help parents make learning fun, engaging, and accessible.
Our vision is ambitious: to become the most trusted children's educational brand in the world, reaching millions of families and building a brand that lasts for generations. Our goal is to reach $100 million in annual revenue by 2030.
One of our biggest opportunities for growth is building a powerful network of creators and affiliates who genuinely love our products and help introduce them to families around the world.
We're looking for an Affiliate & Creator Growth Manager who can turn that opportunity into a scalable, profitable growth engine across TikTok Shop, Amazon, Shopify, Facebook, Instagram, and emerging channels.
This isn't simply about recruiting more creators or generating more content. It's about developing innovative growth strategies, building meaningful creator partnerships, and creating systems that consistently generate profitable revenue.
We're looking for someone who thinks like an entrepreneur, understands the economics of affiliate marketing, and is excited to build something significant rather than simply manage what's already there.
About the Role
The Affiliate & Creator Growth Manager is responsible for building and scaling Hadley Designs ' affiliate and creator partnerships into a profitable, multimillion-dollar growth engine across TikTok Shop, Amazon, Shopify, Facebook, Instagram, and emerging channels.
This is a strategic growth role, not simply a position focused on recruiting creators, sending samples, or managing campaigns. We're looking for someone who has successfully built and scaled affiliate programs, understands the economics behind profitable growth, and can independently identify and execute new opportunities.
You'll own the overall affiliate growth strategy, program profitability, creator acquisition, incentive structures, and expansion into new channels. You'll lead our affiliate operations team and work closely with our Creator Partnership Lead, who specializes in coaching creators, developing relationships, and helping them improve their sales performance.
Our approach is evolving beyond traditional TikTok Shop affiliate marketing. We see significant opportunities to help creators monetize their content across Amazon, Facebook, Instagram, and Shopify while building a loyal network of high-performing partners. Rather than measuring success by the number of creators recruited or videos posted, we prioritize building relationships with creators who consistently generate meaningful, profitable sales.
We're looking for someone who stays.
KPI’s
Affiliate Revenue: Monthly net attributed sales across TikTok Shop, Amazon, and Shopify, with duplicate sales removed > $500k
Affiliate Contribution Profit: Monthly net affiliate profit >5%. Revenue minus COGS, fulfillment, commissions, samples, bonuses, retainers, and attributable team costs
Productive Affiliates: Number of unique creators generating ≥$1,000 in monthly net attributed sales > 100 per month
New Productive Creators: Number of creators reaching ≥$1,000 in monthly net attributed sales for the first time > 10 per month
Creator Retention Rate : Percentage of last month's productive creators who remain productive this month > 85%
Growth Experiments Completed (Target: 2 per month): Identify, launch, and evaluate at least two new affiliate growth strategies monthly. Each experiment must have a clear hypothesis, measurable success criteria, documented results, & a recommendation to scale, improve, or discontinue. At least one experiment must explore a new growth opportunity rather than optimizing an existing process.
What Does Success Look Like?
Success means building a profitable, scalable affiliate growth engine across TikTok Shop, Amazon, Shopify, and emerging channels. Affiliate revenue and contribution profit grow consistently, the number of productive creators increases, and existing creators generate more sales through better partnerships, coaching, and expanded distribution.
This person proactively identifies new growth opportunities, tests innovative strategies, and builds repeatable systems that generate measurable results. They lead our affiliate operations team and work closely with our Creator Partnership Lead to develop high-performing creators, while ensuring the program runs without constant direction from the CEO.
Ultimately, success means building a multimillion-dollar affiliate program that consistently generates profitable revenue, develops successful creators, and continues growing through new ideas and opportunities.
The First 90 Days
Days 1 to 30: Audit & Identify Opportunities
Conduct a comprehensive audit of the existing affiliate program, including revenue and contribution profit by channel, creator performance, VIP partnerships, commissions, sampling economics, incentives, and operational systems. Evaluate opportunities across TikTok Shop, Amazon, Shopify, Facebook, and Instagram. Identify the biggest growth constraints and deliver a prioritized plan outlining what to stop, improve, and build, including at least three new growth opportunities.
Days 31 to 60: Implement & Experiment
Begin executing the highest priority recommendations. Refine creator acquisition, incentive structures, and VIP partnerships. Establish clear responsibilities with the Creator Partnership Lead and affiliate operations team. Launch at least two measurable growth experiments, including one focused on expanding affiliate revenue beyond existing channels. Implement a weekly performance scorecard tracking profitability, revenue, and productive creators.
Days 61 to 90: Optimize & Scale
Evaluate experiment results and scale the most promising opportunities while discontinuing underperforming initiatives. Demonstrate measurable improvements in creator productivity, affiliate revenue, or contribution profit against the initial baseline. Establish repeatable systems for recruitment, creator development, cross-channel monetization, and performance reporting. Present a financially grounded six-month growth roadmap with specific targets, investment requirements, and expected returns.
The 90-day objective: Take full ownership of the affiliate growth strategy, demonstrate the ability to independently identify and execute profitable growth opportunities, and build a program that operates without requiring the CEO to drive its daily strategy or execution.
ONE THING:
Build and scale a multimillion-dollar, profitable affiliate and creator growth engine across all relevant sales channels by developing high-performing creator partnerships, independently identifying and executing new growth opportunities, and building repeatable systems that drive consistent revenue and profit without relying on the CEO for strategy or daily execution.
Primary Objectives 20% BIG ROCKS – These must be done first and at all costs.
1. Own and Scale a Profitable Affiliate Growth Program
Build and execute a unified affiliate growth strategy across TikTok Shop, Amazon, Shopify, Facebook, Instagram, and emerging channels. Own revenue growth, contribution profit, channel economics, and performance tracking. Make data-driven decisions on where to invest, scale, or reduce spending.
2. Build a High-Performing Creator Network
Develop a scalable system for recruiting, activating, and retaining profitable c