Director of ECommerce and Digital Marketing Strategy

Join our passionate team at Southern Shirt as the Director of ECommerce and Digital Marketing Strategy! This in-house position is based in Homewood, AL, a vibrant suburb of Birmingham, AL. We recognize that relocation assistance may be necessary for candidates outside the Birmingham metro area, and we offer company-paid relocation support.

Are you a digital marketing aficionado with a strong background in e-commerce strategies? We are looking for a proactive and creative leader to spearhead our online marketing initiatives and enhance our e-commerce footprint.

About the Position

In this dynamic role, you will craft and execute robust digital marketing strategies that drive traffic, boost customer engagement, and maximize online sales. Your insights into digital channels and the e-commerce landscape will be pivotal in steering our brand toward sustained digital growth.

Responsibilities

Strategic Leadership

• Develop and oversee a comprehensive e-commerce and digital marketing strategy that aligns with overall business objectives and B2C revenue targets.
• Lead the planning and execution of marketing initiatives across all digital platforms, including email, social media, paid search, and content marketing.
• Act as the main decision-maker for digital strategy, collaborating with Product, Merchandising, Brand, and IT teams to optimize the online experience for conversion and revenue growth.

Performance Optimization

• Manage website performance and conversion metrics, using data to pinpoint friction points and opportunities for revenue enhancement throughout the customer journey.
• Develop a structured conversion rate optimization (CRO) and testing roadmap, embracing A/B testing to continuously refine performance and campaign effectiveness.
• Transform performance insights into actionable strategies that positively affect revenue and customer lifetime value.

E-commerce Management

• Lead online merchandising strategy, ensuring product presentation, pricing, promotions, and site merchandising are optimized for selling.
• Monitor sales, inventory, and product availability, partnering with Merchandising and Inventory teams for informed decision-making on promotions and visibility.
• Guarantee the website serves as a high-performing sales channel that aligns with product launches and ongoing demand.

Digital Channel Management

• Direct digital channel strategy across paid, owned, and organic channels, ensuring alignment with seasonal priorities and revenue goals.
• Oversee content execution, maintaining brand consistency while optimizing for engagement, conversion, and retention.
• Manage SEO and SEM strategies, balancing immediate demand capture with long-term organic growth.

Customer Insights and Engagement

• Lead customer data analysis, converting behavioral trends and performance metrics into strategies that enhance repeat purchase and retention.
• Drive customer engagement initiatives across email, SMS, and on-site experiences to deepen relationships and boost revenue.
• Utilize insights to inform merchandising and promotional strategies.

Budget Management

• Oversee the digital marketing and e-commerce budget, including forecasting and optimization to achieve revenue targets.
• Make informed decisions on advertising expenditures and channel strategies to maximize ROI and long-term growth.
• Ensure accountability for budget performance from internal teams and external partners.

Collaboration and Reporting

• Facilitate alignment between digital, e-commerce, and brand teams to translate strategies into measurable revenue impact.
• Provide executive-level reporting on digital performance, leveraging data for strategic insights and recommendations.
• Use analytics to guide decisions and continuously improve growth initiatives.

Analytics, Reporting, Performance & AI Enablement:

• Oversee analytics and performance measurement for marketing and digital efforts.
• Track core KPIs related to traffic, engagement, conversion, and revenue.
• Translate performance data into actionable insights for campaign and content improvements.
• Create clear dashboards for leadership and cross-functional teams.
• Leverage AI to streamline reporting and uncover optimization opportunities.

Requirements

• Bachelor's degree in Marketing, Business, or related field; MBA preferred.
• 8+ years of experience in e-commerce and digital marketing with B2C revenue ownership.
• Proven track record in scaling direct-to-consumer performance.
• Hands-on expertise with Shopify and related applications.
• Advanced skills in Google Analytics (GA4) and performance reporting.
• Strong knowledge of SEO, SEM, and paid media strategies.
• Experience managing paid media budgets and collaborating with external partners.
• Data-driven approach with the capacity to transform insights into revenue impacts.
• Excellent leadership, communication, and collaboration skills.
• Ability to thrive in a fast-paced, performance-oriented environment.

Why You're the Right Fit for this Position

• A proven leader in e-commerce and digital marketing with tangible results.
• A data-driven professional who leverages insights to optimize performance.
• Collaborative team player who focuses on shared objectives.
• A resilient individual capable of owning results in a dynamic environment.
• A performance-oriented thinker with a test-and-learn mindset.

What Success Looks Like

• Consistent e-commerce revenue growth across traffic, conversion, and AOV.
• A high-performing digital storefront providing a seamless customer experience.
• Data-driven, disciplined approach to paid media performance.
• Strong alignment within E-Commerce, Digital Marketing, and Brand teams.
• Transparent performance metrics driving continuous improvement.

Benefits

• Passionate Team: Work alongside a group of dedicated trendsetters who share your enthusiasm.
• Creative Freedom: We encourage innovative thinking and support your ideas.
• Competitive Benefits: Enjoy a comprehensive compensation package that keeps you motivated.
• 401K Retirement with employer matching
• Medical, Dental, and Vision Insurance
• Paid Time Off (PTO) and Holidays
• Company Sponsored Luncheons and Events
• Generous Employee Discounts on SSCO Product
• A Collaborative and Exciting Work Environment