General Manager, Subscription

EVERYTABLE, PBC•City of Industry, CA

14h•Hybrid

About The Position

Everytable is seeking a General Manager to own its direct-to-consumer subscription business end to end, including its P&L, subscriber experience, Shopify storefront, and paid and lifecycle channels. The role reports directly to the CEO and leads growth and lifecycle marketing, ecommerce/site, and subscriber care, with a lean team that is expected to grow over time. It is based in Los Angeles, California, with on-site and hybrid work described, and requires regular on-site presence at the central kitchen, delivery hub, and stores. Everytable’s subscription delivers chef-prepared, ready-to-eat meals weekly to customers across Southern California, using its central kitchen and delivery fleet. The GM will build the operating system for sustainable growth: a lean, accountable team, a weekly test-and-learn cadence, and effective cross-functional work with kitchen, logistics, and customer care. The role owns subscription planning and performance, subscriber acquisition, retention, the ecommerce storefront and order experience, and the systems that connect these functions. Success is measured through subscription contribution margin, subscriber growth at target acquisition cost, retention and lifetime value, and team and cross-functional execution. The current technology and channel stack includes Shopify and Recharge; paid acquisition on Meta, Google, and TikTok; email and SMS lifecycle marketing; and Power BI reporting with an in-house subscriber LTV/CAC model. The business focuses on acquiring subscribers at a target CAC of $80–$100, extending subscriber lifetimes beyond the current 5–7 months, increasing order frequency and average order value, and maintaining approximately 50% gross margin per order. Subscriber value is measured in gross profit. The position offers a base salary range of $150,000–$200,000, a bonus tied to subscription contribution margin, and equity; the posting notes that the salary range is a placeholder for confirmation. The first 90 days include learning the business through delivery, kitchen, and customer-care experience; auditing and reconciling the funnel, subscriber data, lifecycle flows, website, app, advertising accounts, and dashboards; publishing a plan and forecast with Finance; establishing a weekly business review; and pursuing measurable improvements in at least two of CAC, conversion rate, early-life churn, or refund rate. The role includes prolonged desk and computer work and occasional early-morning, evening, or weekend work around delivery operations and launches.

Requirements

At least 7 years of experience in direct-to-consumer ecommerce or subscription businesses, 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 show and explain subscriber, CAC, LTV, and churn results.
Hands-on fluency with Shopify (Recharge or similar), Meta and Google Ads, an email/SMS platform, and a BI tool.
Strong unit-economics judgment, with a focus on gross profit and payback and the ability to build straightforward models that hold up with Finance.
Experience leading cross-functional operations such as fulfillment, delivery, or customer care, not only marketing.
A builder’s mindset: comfortable in a scrappy environment, inclined to test rather than debate, and already using AI tools to multiply personal output.
Direct, humble leadership; ability to hire well, give clear feedback, and take ownership of outcomes.
Regular on-site presence in Los Angeles at the central kitchen, delivery hub, and stores.
Ability to work occasional early mornings, evenings, or weekends 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 subscription performance and take decisive action when results deviate from plan.
Set pricing, promotions, bundles, and delivery-fee policy in partnership with Finance while protecting gross margin per order.
Manage 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, reconcile subscriber counts across Recharge, Shopify, and Power BI, and develop referral, partnership, and in-store-to-subscription funnels.
Lead lifecycle marketing, including onboarding, email and SMS, win-back, pause and skip flows, and cancellation experience.
Review cancellation reasons and refund drivers weekly and turn findings into improvements to menu, packaging, delivery windows, and customer care.
Collaborate with the culinary team on menu rotation, new items, and seasonal launches 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 data to make business decisions.
Represent subscriber needs 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.
During the first 30 days, learn the business by riding a delivery route, working a kitchen shift, taking care calls, auditing business systems, reconciling subscriber numbers, and delivering a one-page diagnosis to the CEO.
During days 31–60, publish the subscription plan, forecast, key result area targets, and prioritized test roadmap with Finance, and establish a weekly subscription business review.
During days 61–90, deliver measurable wins in at least two of CAC, conversion rate, early-life churn, or 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 shifts.
20% discount on meals and delivery subscription service.
Employee Assistance Program.
Company-sponsored medical, dental, vision, and life insurance.
401(k) program.
Fitness and wellness program.
Voluntary accident, critical illness, and hospital indemnity insurance.
Dependent flexible spending account, 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.
Pay it Forward Program.
Flexible working environment depending on role requirements.
Unlimited flexible PTO, paid sick time, and holiday time.
Bonus tied to subscription contribution margin and equity.