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.

Our Story + What Makes Us Special

Everytable was founded on the belief that healthy food is a human right and shouldn't be a luxury

product. Everytable is a purpose-driven public benefit company; working with us is a unique opportunity

to be a part of making history by redefining and transforming the food system. We're passionate about

making a positive impact in the communities we serve through affordable food access, as well as

economic empowerment and environmental well-being.

We are an inclusive and diverse team of mission-driven individuals fighting for food justice -- where

every community, every person and every table has access to fresh, nutritious, affordable, and culturally

appropriate food. We're looking for team members who aren't afraid to shake things up and speak up

for what they believe in. At Everytable, our team members are unique, outspoken, and have a sincere

desire to make the world a more equitable place. If you are fiercely dedicated to equity and inclusion

and have a conscious leadership mindset, Everytable might be the place for you.

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.

Our Guiding Values

• Hungry To Change the World -- We are driven to create a world-changing social enterprise and

to pursue our mission for a more just and healthy world. We are not satisfied with "business as

usual," and are willing to take chances to create a new paradigm of business.

• Purpose and Pride in Service -- We care deeply about all our customers across all channels and

take care to understand and anticipate their needs. We strive to exceed the expectations of our

customers as well as those we serve internally, our coworkers, offering hospitality and delicious

food everywhere we go.

• Elevate Everyday -- Each of us is responsible for coming to the table with solutions, which

requires us to be honest and speak up about ways we can be better. In everything we do, we get

better every day by taking small and large steps to continuously improve.

• Lead with Humility -- Each of us leads in our own job and in our own way. We believe leadership

requires listening, understanding, and putting yourself in others' shoes before taking action.

• Solve For All -- We are a people-centered organization focused on finding the solution that

benefits our customers, our employees, and our company. Because we all win when we win

together.

• Welcome Everyone to the Table -- We are a stronger, more innovative company because of our

diverse experiences, cultures, and backgrounds. All our voices are needed to be the best we can

be.

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

Everytable is proud to be an equal opportunity workplace. We are committed to equal employment

opportunities regardless of race, color, ancestry, religion, national origin, sexual orientation, age,

citizenship, marital status, disability, gender identity or Veteran status. We encourage women, people of

color and LGBTQ people to apply. Everytable is a Fair Chance employer and will consider qualified

applicants with arrest and/or conviction records for employment.

To apply, contact CEO Sam Polk at [email protected].