General Manager, Subscription

General Manager, Subscription General Manager, Subscription Everytable is looking for a General Manager to own its direct-to-consumer subscription business end to end -- the P&L, the subscriber, the Shopify storefront, and the paid and lifecycle channels that feed it. Type Full-time, exempt Location Los Angeles, CA (on-site / hybrid) Department Subscription Reports to CEO Direct reports Growth & lifecycle marketing, ecommerce / site, subscriber care (lean team; builds over time) Salary range $150,000 - $200,000 base + bonus tied to subscription contribution margin + equity Salary range is a placeholder for Sam to confirm; California requires the range in the posting. About the Subscription Business Everytable's subscription delivers chef-prepared, ready-to-eat meals to customers' doors across Southern California every week, powered by our central kitchen and our own delivery fleet. It is one of four channels in a vertically integrated, omni-channel business (retail stores, franchise, and institutional food service are the others), and it is the channel we are investing in most heavily right now. The GM owns this business like a founder would. Today the stack is Shopify + Recharge, paid acquisition on Meta, Google and TikTok, lifecycle on email and SMS, and reporting in Power BI with a subscriber LTV / CAC model built in-house. The unit economics are known and the levers are clear: acquire subscribers at $80-100, keep them longer than the current 5-7 months, raise order frequency and AOV ($50-55 today), and hold a ~50% gross margin on every box. We measure subscriber value in gross profit, not revenue, and we expect the GM to as well. What is not yet built is the operating system around those levers: a lean, accountable team; a weekly cadence of tests and decisions; and the cross-functional muscle with kitchen, logistics and customer care that turns a good acquisition month into durable retention. That is the job. Why You'll Love This Role  You will run a real business inside a mission-driven company: your own P&L, your own customers, your own team, and a direct line to the CEO.  The economics already work. Your job is to make them work bigger: more subscribers, longer lifetimes, and a better box every week.  You will be hands-on in the tools (Shopify, Recharge, Meta, Google, TikTok, Klaviyo-style lifecycle, Power BI) and in the data, with a data engineer who has already built the LTV and channel models you will run on.  You will decide how to spend acquisition dollars and be held to a payback, not an impression count.  Every subscriber you add means more affordable, nutritious meals delivered to more households across Los Angeles.  Lean, flat organization: no layers between you and the decision, and no tolerance for busywork. Key Result Areas Weighted by importance; these are what the GM is evaluated and bonused on. Key result area Weight What good looks like Subscription contribution margin 35% Monthly contribution margin (gross profit less acquisition, fulfillment and care costs) grows against plan; ~50% gross margin per order is held Subscriber growth at target CAC 25% Net active subscribers grow month over month; blended CAC at or below $80-100 with LTV/CAC of 2.5-3x or better Retention and lifetime value 25% Average subscriber lifetime extends beyond 5-7 months; churn and refund rates fall; lifetime orders rise above 8-10 Team, cadence and cross-functional execution 15% A lean, accountable team; a weekly test-and-learn cadence; kitchen, logistics and care aligned to the subscriber experience How You Will Be Successful in this Role Own the P&L  Build and own the annual subscription plan and monthly forecast: subscribers, orders, AOV, gross margin, acquisition spend, fulfillment and care cost, contribution margin.  Report weekly on the numbers that matter and take decisive action when performance deviates from plan.  Set pricing, promotions, bundles and delivery-fee policy with Finance, protecting gross margin per order. Grow subscribers efficiently  Own paid acquisition across Meta, Google and TikTok: budgets, creative briefs, audience and offer tests, and the agency or freelancers who execute.  Own cost per subscriber and payback, not just cost per click; reconcile new-subscriber counts across Recharge, Shopify and Power BI so one number is the number.  Build referral, partnership and in-store-to-subscription funnels that lower blended CAC. Keep subscribers longer  Own the lifecycle program: onboarding, email and SMS, win-back, pause and skip flows, and the cancellation experience.  Read cancellation reasons and refund drivers every week and turn them into fixes in menu, packaging, delivery windows and care.  Work with the culinary team on menu rotation, new items and seasonal drops that give subscribers a reason to stay. Run the storefront and the order experience  Own the Shopify site and the Tapcart app: conversion rate, checkout, subscription management, and the roadmap of fixes and features.  Partner with the data engineer on the LTV / CAC model, cohort reporting and the subscriber dashboard; make decisions from the data, not around it. Lead the cross-functional system  Be the voice of the subscriber with the central kitchen, logistics and delivery, and customer care; set service-level targets for on-time delivery, order accuracy and response time and hold the system to them.  Reduce the digital refund rate in partnership with operations and care.  Hire, develop and hold accountable a lean team; use AI and automation to scale output without scaling headcount. Perform other duties and responsibilities as assigned. First 90 Days 1. Days 1-30 -- Know the business. Ride a delivery route, work a kitchen shift, take care calls. Audit the funnel, the lifecycle flows, the site and app, the ad accounts, and the dashboards. Reconcile the subscriber numbers. Deliver a one-page diagnosis to the CEO. 2. Days 31-60 -- Set the plan. Publish the subscription plan and forecast with Finance, the KRA targets above, and a prioritized test roadmap across acquisition, retention and site conversion. Stand up the weekly subscription business review. 3. Days 61-90 -- Show results. First measurable wins in at least two of: CAC, conversion rate, early- life churn, refund rate. Team roles and hiring plan agreed. Quarterly plan for the next two quarters in hand. What You'll Bring to the Table Required  7+ years in direct-to-consumer ecommerce or subscription, including 3+ years running a P&L or a growth function with full budget ownership.  A track record of growing a subscription or repeat-purchase business: you can show the subscriber, CAC, LTV and churn numbers you moved and explain how.  Hands-on fluency in Shopify (Recharge or similar), Meta and Google Ads, an email/SMS platform, and a BI tool. You can open the accounts and find the problem yourself.  Strong unit-economics instincts: you think in gross profit and payback and you build simple models that hold up with Finance.  Experience leading cross-functional operations -- fulfillment, delivery or customer care -- not just marketing.  A builder's mindset: comfortable in a scrappy environment, biased to testing over debating, and already using AI tools to multiply your own output.  Direct, humble leadership; you hire well, give clear feedback, and own outcomes without fanfare. Preferred  Perishable or food delivery experience (meal kits, prepared meals, grocery delivery).  Experience in an omni-channel business where retail stores and ecommerce share a brand and a customer.  Spanish proficiency.  Based in Los Angeles or willing to relocate. Essential Functions  Prolonged periods of sitting at a desk and working on a computer.  Regular on-site presence in Los Angeles: central kitchen, delivery hub and stores.  Occasional early-morning, evening or weekend work around delivery operations and launches. Perks + Benefits All Team Members of Everytable Enjoy Health + Wellbeing  Free delicious Everytable meals during your shift  20% off all meals + delivery subscription service  Employee Assistance Program  Company-sponsored benefits (Medical, Dental, Vision, Life Insurance)  401(k) program  Fitness/Wellness Program  Voluntary Accident/Critical Illness/Hospital Indemnity Insurance  Dependent FSA, Transit + Parking Benefits, Pet Insurance Growth + Development  Culture of feedback and coaching  Social Equity Franchise Program -- a unique opportunity to own your own Everytable retail storefront after training in Everytable University Flexibility + Community Outreach  Pay it Forward Program  Flexible working environment (depending on role requirements)  Unlimited Flexible PTO / paid sick / holiday time