Director of E-Commerce & Digital Marketing
No salary listed
Expert
Bachelor's
Homewood, AL, USA
In PersonOn-site in Homewood, Alabama (Birmingham metro); relocation required if outside the metro. Relocation assistance may be available.
Growth & MarketingMarketing Generalist & Management
About the job
Requirements
- A bachelor's degree is required.
- At least 8 years of e-commerce and digital marketing experience with direct ownership of B2C revenue is required.
- Expertise in Shopify and hands-on experience with Google Analytics 4 are required.
- A proven track record managing paid media campaigns across Meta Ads, Google Ads, TikTok, Pinterest, and affiliate platforms is required.
- B2C e-commerce acquisition experience across paid media and search engine optimization/search engine marketing, including channel mix optimization, is required.
- Experience owning an e-commerce profit and loss/budget and optimizing channel mix to hit performance targets is required.
- Authorization to work in the United States is required.
Responsibilities
- Define the full e-commerce and digital marketing strategy against B2C revenue targets.
- Set priorities and approve execution across email, SMS, social, paid search, paid social, and content.
- Act as the primary decision-maker for digital, partnering with Product, Merchandising, Brand, and IT to optimize the online experience for conversion and scale.
- Own website performance and conversion outcomes; use data to identify friction, address it, and surface revenue opportunities across the customer journey.
- Run a structured conversion rate optimization and testing roadmap, including A/B testing and experimentation, to improve conversion rate, average order value, and campaign effectiveness.
- Own online merchandising, including product presentation, pricing, promotions, and site placement, to optimize sell-through.
- Make decisions on promotions, product visibility, and timing in partnership with Merchandising and Inventory, considering stock levels and seasonal launches.
- Own strategy and performance across paid, owned, and organic channels, aligned to seasonal priorities.
- Direct content execution for brand consistency, engagement, conversion, and retention.
- Own search engine optimization and search engine marketing, balancing near-term demand capture with long-term organic efficiency.
- Translate behavioral and performance data into strategies that drive repeat purchases, retention, and lifetime value.
- Lead engagement across email, SMS, and on-site channels to deepen customer relationships and grow revenue per customer.
- Own the digital and e-commerce budget; forecast, allocate, and optimize spending to hit revenue and efficiency targets.
- Make final decisions on spend, channel mix, and investment to maximize return on investment and return on advertising spend; hold internal teams and external partners accountable for results.
- Own analytics and executive reporting; define key performance indicators across traffic, engagement, conversion, and revenue, and build clear dashboards for leadership.
- Use artificial intelligence and automation to streamline reporting and identify optimization opportunities.
Desired Qualifications
- People-management experience with at least two direct reports is preferred.
- Experience leading conversion rate optimization and experimentation/testing roadmaps is preferred.
- Experience building and maintaining key performance indicator dashboards for e-commerce performance reporting is preferred.
- Experience with e-commerce growth and marketing tools, including Google Merchant Center or feed management tools, Hotjar, Attentive, and Triple Whale, is preferred.
About the company
Company Size
N/A
Company Stage
N/A
Total Funding
N/A
Headquarters
Birmingham, Alabama
Founded
N/A
Get referred to Southern Shirt
See people who can refer or advise you
Simplify's Take
What believers are saying
- The February 2026 homepage shows fresh collections, proving active merchandising and demand generation.
- New arrivals and blog updates through spring 2025 indicate ongoing content-led selling.
- LinkedIn lists only 11-50 employees, suggesting lean overhead and faster decision-making.
What critics are saying
- Southern Shirt is privately held, so outside capital and scale advantages remain opaque.
- BBB lists Southern Shirt unaccredited, which weakens trust for premium consumers.
- If Southern Shirt misses trend cycles, fashion-sensitive inventory turns into markdown-heavy dead stock.
What makes Southern Shirt unique
- Southern Shirt sells Alabama-rooted lifestyle apparel with golf, gameday, and coastal themes.
- Its 2026 assortment refreshes quickly, signaling tight merchandising and fast seasonal response.
- The brand maintains a direct-to-consumer storefront alongside boutique wholesale visibility.
Help us improve and share your feedback! Did you find this helpful?
Benefits
- Health Insurance
- Dental Insurance
- Vision Insurance
- 401(k) Company Match
- Paid Vacation
- Paid Holidays
- Performance Bonus
- Employee Discounts
- Company Social Events