General Manager, Subscription

EVERYTABLE, PBC• City of Industry, CA, US, CA

21h•$150,000 - $200,000•Hybrid

About The Position

Everytable is seeking a General Manager to lead its direct-to-consumer subscription business end to end, including its P&L, subscriber experience, Shopify storefront, and paid and lifecycle channels. The subscription delivers chef-prepared, ready-to-eat meals weekly across Southern California using Everytable’s central kitchen and delivery fleet. The GM will lead the channel as a founder would, focusing on profitable subscriber growth, retention, order frequency, average order value, and gross margin. The role reports to the CEO and has a lean team spanning growth and lifecycle marketing, ecommerce/site, and subscriber care, with the team expected to build over time. The GM will establish the operating system for the subscription business: a lean, accountable team; a weekly cadence of tests and decisions; and strong cross-functional execution with the kitchen, logistics, and customer care. The role owns the subscription plan and forecast, paid acquisition budgets and performance, lifecycle programs, storefront and app experience, subscriber reporting, and service-level targets. Success is measured by contribution margin, subscriber growth at target customer acquisition cost, retention and lifetime value, and team and cross-functional execution. The position is based in Los Angeles with regular on-site presence at the central kitchen, delivery hub, and stores; the listed work arrangement is on-site/hybrid. It is full-time and exempt. Occasional early-morning, evening, or weekend work may be needed around delivery operations and launches. The posted base salary range is $150,000–$200,000, plus a bonus tied to subscription contribution margin and equity.

Requirements

At least 7 years of experience in direct-to-consumer ecommerce or subscription, including at least 3 years running a P&L or growth function with full budget ownership.
A track record of growing a subscription or repeat-purchase business, with the ability to explain subscriber, CAC, LTV, and churn results achieved.
Hands-on fluency in Shopify (Recharge or similar), Meta and Google Ads, an email/SMS platform, and a BI tool.
Strong unit-economics judgment, including a focus on gross profit and payback and the ability to build clear models that withstand Finance review.
Experience leading cross-functional operations such as fulfillment, delivery, or customer care, beyond marketing alone.
A builder’s mindset, comfort in a scrappy environment, a bias toward testing, and current use of AI tools to increase personal output.
Direct and humble leadership, including hiring well, giving clear feedback, and taking ownership of outcomes.
Ability to work with regular on-site presence in Los Angeles and occasional early-morning, evening, or weekend work around delivery operations and launches.

Nice To Haves

Experience in perishable goods or food delivery, such as meal kits, prepared meals, or grocery delivery.
Experience in an omni-channel business where retail stores and ecommerce share a brand and customer base.
Spanish proficiency.
Based in Los Angeles or willing to relocate.

Responsibilities

Build and own the annual subscription plan and monthly forecast, including subscribers, orders, average order value, gross margin, acquisition spend, fulfillment and care costs, and contribution margin.
Report weekly on key business measures and take decisive action when performance deviates from plan.
Set pricing, promotions, bundles, and delivery-fee policy with Finance while protecting gross margin per order.
Own paid acquisition across Meta, Google, and TikTok, including budgets, creative briefs, audience and offer tests, and agency or freelancer execution.
Own subscriber acquisition cost and payback, and reconcile new-subscriber counts across Recharge, Shopify, and Power BI.
Build referral, partnership, and in-store-to-subscription funnels to lower blended acquisition cost.
Own lifecycle programs, including onboarding, email and SMS, win-back, pause and skip flows, and the cancellation experience.
Review cancellation reasons and refund drivers weekly and turn findings into improvements to menus, packaging, delivery windows, and customer care.
Work with the culinary team on menu rotation, new items, and seasonal drops to support subscriber retention.
Own the Shopify site and Tapcart app, including conversion, checkout, subscription management, and the roadmap of fixes and features.
Partner with the data engineer on the LTV/CAC model, cohort reporting, and subscriber dashboard, and use the data to guide decisions.
Represent the subscriber with the central kitchen, logistics and delivery, and customer care; set and enforce service-level targets for on-time delivery, order accuracy, and response time.
Reduce the digital refund rate in partnership with operations and customer care.
Hire, develop, and hold a lean team accountable; use AI and automation to increase output without increasing headcount.
Perform other duties and responsibilities as assigned.
In the first 30 days, learn the business by riding a delivery route, working a kitchen shift, taking care calls, auditing the funnel and operations, reconciling subscriber numbers, and delivering a one-page diagnosis to the CEO.
By days 31–60, publish the subscription plan and forecast with Finance, establish KRA targets and a prioritized test roadmap, and launch a weekly subscription business review.
By days 61–90, deliver measurable improvements in at least two of CAC, conversion rate, early-life churn, and refund rate; agree on team roles and a hiring plan; and prepare a quarterly plan for the following two quarters.

Benefits

Free Everytable meals during the shift.
20% discount on meals and the delivery subscription service.
Employee Assistance Program.
Company-sponsored medical, dental, vision, and life insurance.
401(k) program.
Fitness/wellness program.
Voluntary accident, critical illness, and hospital indemnity insurance.
Dependent FSA, transit and parking benefits, and pet insurance.
Culture of feedback and coaching.
Opportunity through the Social Equity Franchise Program to own an Everytable retail storefront after training in Everytable University.
Flexible working environment, depending on role requirements.
Unlimited flexible PTO, paid sick time, and holiday time.
Bonus tied to subscription contribution margin.
Equity.