Shopify DTC Manager · Proper Ecom

welcome: Apply to Proper Ecom
form: Background
quiz: DTC judgment quiz
homework: Practical
loom: Loom

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Apply to Proper Ecom

We hire operators who show the work — not people who only talk about it on a call.

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Choose your track. Complete the short form, pass the quiz, finish the practical, and send a Loom. We review completed applications only. Strong finishes get the interview.

Incomplete applications are not reviewed. Soft pitches without proof are skipped.

Shopify DTC Manager

Own DTC across 10+ Shopify stores in a multi-brand wellness portfolio. CRO is the primary scoreboard — then paid (Meta / Google / TikTok), attribution, Klaviyo/SMS, and subscriptions / LTV.

Most revenue still comes from marketplaces. Shopify is under-built on purpose — this seat exists to fix that, not babysit themes. You own site conversion, acquisition, tracking that matches reality, lifecycle retention, and subscription economics. If you only “manage funnels” or install apps without owning the P&L levers, this is not your track.

Blunt teardowns. Diagnose → fix → scale. AI as accelerator with honest labels. Not a funnel VA, theme-only, or platform-ROAS cheerleader seat.

You can edit answers until you submit the full application.

Full name

Phone / WhatsApp

Full URL

Location

Timezone

Work base

PhilippinesUnited StatesOther

Years running DTC on Shopify

Stores / funnels you have owned end-to-end

Stack you actually use

Shopify admin / Liquid or page builders / Klaviyo (or ESP) / SMS / subscription apps / attribution

Stores you ran — category + approx. monthly revenue

Paid / agency notes (optional)

Monthly rate (USD)

Earliest start date

Hours per week

Availability

Immediate1–2 weeks2–4 weeks1 month or more

Can you work exclusive to this seat?

Yes — exclusive to Proper EcomMaybe — for the right accounts / retainerNo — I will keep other clients

CRO proof

One CVR you moved from X → Y (hypothesis, change, sample size). Paid spend + blended ROAS welcome.

Portfolio URL (optional)

Finish even if the timer ends — overtime is recorded.

15:00

1. Your ad promises “25% off your first subscription order + 30-day money-back” but sends traffic to the homepage; LP CVR is 0.7%. Highest-leverage first fix?

Refresh the ad creative — the hook is probably fatiguedAdd a sitewide announcement bar mentioning the discountSend the ad to a dedicated page that repeats the exact offer and guarantee above the fold, then re-read CVRRaise the budget so the pixel exits learning faster

2. $45 SKU, $9 COGS, $6 shipping, ~$4 fees. Which lever adds the most contribution per order with the least risk to front-end CVR?

10% sitewide discount to lift CVRPost-purchase one-click upsell of the same SKU at 20% offDrop price to $39 to beat competitorsFree gift with every order to lift perceived value

3. Cold-traffic LP converts at 0.6% while direct-to-PDP traffic converts at 2.4%. Where do you dig first?

Checkout flow — that is where money is lostSite speed — compress images across the themeEmail capture — build the list while you decideAd-to-LP congruence and the LP above-the-fold offer — the gap says the page is not finishing what the ad started

4. Shop Pay orders complete fine, but standard checkout completion is weak. First thing you audit?

When and how shipping cost appears — surprise shipping at step 2 is the classic killerAdd more trust badges near the pay buttonForce account creation so you can retarget abandonersRemove the discount-code field entirely

5. Consumable brand: platform ROAS 3.2 and steady, MER slipping, finance says cash keeps tightening. What do you actually manage weekly?

Platform ROAS by campaign — the cleanest signalMER alone — blended never liesCohort contribution payback — new-customer CAC vs contribution profit by cohort over 30/60/90 daysCPM and CTR trends — costs explain everything downstream

6. The morning after a CAPI change, Meta-reported purchases drop 40%; Shopify orders are flat. First move?

Pause spend until reporting recoversAudit the change — event_id dedupe between pixel and CAPI, event names, test events — before touching campaignsShift the budget to TikTok while Meta stabilizesRebuild the campaigns — the learning phase is corrupted

7. Subscription churn spikes right after shipment 2. Which flow investment likely pays back first?

A 90-day win-back with an aggressive discountMore campaign sends to the full listA loyalty points programPre-renewal flow before shipment 2 — swap/pause/skip options plus results-timeline education, and capture why-cancel

8. LP test: 3 variants, ~400 sessions each, CVRs 1.9% / 2.2% / 2.6%. The call?

Underpowered — at that volume the spread is noise; keep running or re-size the testShip the 2.6% — it beat the field by 37%Ship the 2.2% — middle option is the safest readKill the test and move on; LP tests rarely matter

9. Goal: maximize first-order subscription take WITHOUT gutting margin or spiking early churn. Best offer architecture?

40% off the first month — take rate is everythingModest sub discount + first-sub gift + prominent skip/pause/cancel framing to lower commitment anxietyHide the one-time purchase option so subscribing is the only pathPrepaid 6-month plans only — lock in the LTV upfront

10. Funnel-hacking a competitor, you find ~60% of their active ads route to a listicle-style advertorial before the PDP. The read?

Desperation — advertorials are a declining-brand signalIrrelevant — ad destinations are noise; only creative mattersThe pre-sell page is probably lifting cold CVR/AOV enough to earn that traffic share — worth testing the patternA compliance dodge with no CRO meaning

11. Post-purchase survey: 38% say a friend or influencer sent them. Last-click: Meta 70%. Before moving budget, you:

Triangulate — holdout or geo test to read Meta true incrementality; surveys and last-click are both biasedCut Meta 30% now — the survey proves over-attributionIgnore the survey — respondents misrememberMove the difference into influencer seeding immediately

12. Paid LP has mobile LCP of 4.8s: autoplay hero video plus a stack of third-party scripts. Best first fix?

Migrate to a headless build for real performanceRemove all apps and re-add one by one over a monthServe the page through AMP for ad trafficPoster-frame or compress the hero, defer non-critical third-party JS, preload the LCP asset — then re-measure

13. Pick any D2C brand you admire. Walk their journey from ad click to post-purchase — hook/angle, landing, offer presentation, cart, checkout, what happens after the sale — then name the two weakest links and how you would fix them.

14. Meta reports meaningfully more revenue than Shopify. Outline your exact diagnose-then-fix sequence in ordered steps (pixel/CAPI dedupe, GA4, UTMs, reconciliation toward contribution margin).

I agree to keep these materials confidential and not upload them to public AI tools.

Proper Ecom — Shopify DTC Manager practical: FUNNEL HACK Confidential once assigned. Do not upload our store materials to public AI tools. Role Shopify DTC Manager owning CRO (primary), paid acquisition (Meta / Google / TikTok), attribution, email/SMS retention, and subscriptions/LTV across 10+ Shopify stores in a multi-brand wellness / supplement portfolio. Full DTC ownership — not a funnel VA seat. THE CENTERPIECE — Funnel hack, click to close (pick 3 of the 10 stores in the form) For each of your 3 stores, run their FULL D2C journey the way a buyer meets it: 1. ADS — Find their live ads (Meta Ad Library, TikTok Creative Center). What angles/hooks are they scaling? Which ad have they kept running longest, and why is it working? 2. CLICK — Follow the ad's actual destination. Landing page or advertorial or PDP? Does the page repeat the ad's promise above the fold? 3. FUNNEL — Offer architecture: price presentation, subscribe-vs-one-time framing, bundles/AOV stack, proof that converts vs decoration. 4. CART → CHECKOUT — Friction, shipping reveal, express pay, order bumps. Stop before paying. 5. CLOSE & BEYOND — Post-purchase upsells, subscription mechanics, what their email/SMS capture sets up. For each store, answer three things: HOW THEY DO IT (the machine, specifically), HOW YOU WOULD DO IT BETTER (ranked changes with expected metric), and WHAT WE SHOULD STEAL for a supplement portfolio. The LOOM (10–15 min, REQUIRED) IS the deliverable — screen-share the actual ads and the actual click-path, live, and talk through the teardown. The written notes support the Loom, not the other way around. Also required (short, written) A) Our-store teardown — open the store URL in the form. Three first changes, CVR-ranked: hypothesis, exact change, metric, why not start elsewhere. B) Tracking triage — Meta claims more revenue than Shopify shows. Exact diagnose-and-fix sequence (pixel / CAPI dedupe, GA4, UTMs, reconciliation toward contribution margin). C) Subscription rescue — 12% opt-in, 30% churn after shipment 2. First five moves by expected impact. D) Rebuild sketch — pages, stack, 14-day test plan. E) AI disclosure — what a model drafted vs what you decided. If none: "None." Grade: evidence you found the real ads and clicked the real path; specificity and numbers; how-they-do-it vs how-you'd-do-it-better depth; attribution literacy; subscription fluency; Loom spine. Deadline: 48 hours after opening your apply link. Do not: send Amazon PPC audits; submit without the Loom; describe funnels from memory instead of clicking them.

Stores funnel-hacked (pick 3 of 10)

AG1drinkag1.comHimshims.comRitualritual.comOLIPOPdrinkolipop.comHuelhuel.comKa'Chavakachava.comJavy Coffeejavycoffee.comJones Roadjonesroadbeauty.comTrue Classictrueclassic.comNativenativecos.com

Exactly three. Start from their LIVE ads (Meta Ad Library / TikTok Creative Center), then click the real path to checkout. Stop before paying.

Funnel-hack Doc / PDF (3 sites)

Optional link if the teardown lives in a Doc. Written answers below are still required.

Click-to-close teardown — three stores

Per store: the ads they're scaling → landing → offer/AOV stack → cart/checkout → post-purchase. How they do it, how you'd do it better, what we should steal.

Our-store — three CVR-ranked changes (required)

Store: https://www.properecom.com

Open https://www.properecom.com. Hypothesis, exact change, metric, why not start elsewhere. Be blunt.

Tracking triage — Meta > Shopify mismatch (required)

Pixel / CAPI, GA4, UTMs, reconciliation toward contribution margin. Assume tracking is broken until proven otherwise.

Subscription rescue — five moves (required)

12% opt-in, 30% churn after shipment 2. First five moves by expected impact.

Rebuild sketch

Pages, stack (subscription app, Klaviyo/SMS, page builder or Liquid), 14-day test plan.

AI disclosure (required)

What did a model draft vs what you personally decided? If you used none, write “None.”

10–15 min, REQUIRED — this IS the quiz. Screen-share the live ads + full click-to-close journey for your 3 stores: how they do it, how you'd do it better, what we should steal. Then your our-store three changes. Unlisted Loom link.

Unlisted Loom URL

Unlisted link we can open without a password. Equivalent screen-record links are fine if public-viewable.

Submit application

Quiz, practical, and Loom go in together. After you submit, you cannot edit.