Managing Director | E-Commerce Brand

Luna Socks is a DTC e-commerce brand exporting customizable socks to Western markets. We operate lean with a network of suppliers, logistics partners, and freelancers and focus heavily on unit economics and profitability. This role is built for a founder personality: you’ve started something before (maybe it didn’t work out), learned fast, and now you want the next adventure where you can take real ownership. We’re hiring a hands-on operator to own business outcomes end-to-end with full P&L responsibility. This is a build-and-improve role: you set the cadence, fix bottlenecks, improve margins, and scale what works. We’re looking for a true allrounder with practical experience across financial planning, performance marketing, forecasting, and supply chain. You’re comfortable switching between numbers, campaigns, and operations, and you enjoy building simple systems that make a business run better week after week.

• Full ownership of the business day-to-day (you run the company, hands-on)
• Own the P&L and unit economics: pricing, gross margin, CAC, contribution margin, cashflow
• Build and maintain weekly KPI reporting (AOV, COGS, shipping, fees, returns, CAC, ROAS)
• Run end-to-end operations via partners: order flow, supplier coordination, shipping performance, returns handling, customer support
• Manage external partners (suppliers, 3PL, freelancers) with clear KPIs, routines, and accountability
• Drive growth on Western platforms (Meta, Google): either execute yourself or manage agencies extremely hands-on
• Improve conversion and retention: landing pages, offers, upsells, email flows
• Solve issues fast (ad account problems, delivery delays, quality issues, chargebacks, cost spikes)

• Proven experience operating an e-commerce business (DTC preferred) with strong grasp of P&L and unit economics
• Hands-on executor mindset: you like doing the work, building systems, and owning results
• Strong working knowledge of Western performance marketing (Meta + Google) and funnel KPIs
• Highly organized, structured, and reliable (you can run many moving parts alone)
• Strong analytical skills (Sheets/Excel, dashboards, decision-making from numbers)
• Very good English (written + spoken); Chinese is a plus
• Comfortable working as the only employee and coordinating everything through partners
• High accountability, speed, and problem-solving ability