General Manager, .Store — Mission-Driven E-Commerce Brand

General Manager, Good.

Store — Grow a Mission-Driven E-Commerce Brand About this position

About DFTBA
DFTBA is an e-commerce company built to help make the world a better place—or in the words of our founders, Hank & John Green, to decrease world suck. We partner with online creators to design, produce, and deliver high-quality products that connect with their communities.
We’re also home to Good Store
, a mission-driven venture that donates 100% of profits to charity. As we've grown, so has our impact—DFTBA has proudly donated over $13 million to high-impact charities addressing medical injustice, climate change, and other urgent challenges. Our growth is fueled not by personal gain, but by a shared drive to do more good.
At DFTBA, we value creativity, problem-solving, and—above all—people. We are committed to building a diverse and inclusive team and welcome the unique perspectives, experiences, and values you bring.

About the role

We're looking for a strategic, digitally fluent, and mission-driven Good Store General Manager to lead growth and creative direction for our Good Store brand at DFTBA.

Good Store is home to intentionally sourced everyday products—designed to delight, built to last, and committed to doing good. With 100% of profits donated to high-impact charities, we're growing fast: expanding our audience, product lines, and philanthropic impact. As we build toward that future, we need an executive leader to take holistic ownership of the brand's revenue growth, operations and strategic vision.

As General Manager , you’ll be accountable for leading every aspect of the Good Store business -- driving sustainable growth, operational excellence, product innovation, and an exceptional customer experience. You’ll balance long-term strategic vision with a grounded focus on daily execution. From collaborating directly with co-founders Hank & John Green on promotional momentum to optimizing vendor relationships, driving financial discipline, and leading a high-performing team, you will be the driving force expanding both the profitability and charitable impact of Good Store.

What you bring:

• A track record of directly running an e-commerce website or DTC brand with measurable results in growth, conversion, or revenue
• Fluency in the e-commerce stack: platforms like Shopify, email/CRM tools (Klaviyo, etc.), analytics (GA4, etc.), and paid/organic acquisition channels
• A marketer's instinct for brand storytelling paired with an operator's discipline around P&L, forecasting, and vendor management
• Experience building and leading teams in a fast-moving, digital-first environment

As a member of DFTBA's Executive Leadership Team (ELT), you'll not only shape the trajectory of Good Store, but also partner closely with the CEO and fellow ELT members to establish organization-wide priorities, strengthen company capabilities, and ensure long-term business health.

What you'll do

• Develop and execute a comprehensive Good Store growth strategy that expands revenue, operating profit and customer lifetime value while advancing Good Store’s mission.
• Identify, evaluate, and launch strategic growth initiatives, including new product lines, partnerships, sales channels and emerging market opportunities.
• Establish clear business objectives, KPIs and operating rhythms that align every function around Good Store’s strategic priorities.
• Champion a culture of innovation, disciplined execution, continuous improvement, and thoughtful experimentation.
• Lead the daily operations of Good Store, ensuring excellence across product merchandising, inventory management, website content and all customer touchpoints.
• Partner with Warehouse Ops and Customer Service to establish and monitor service levels, accuracy and customer satisfaction,…