Director of E-Commerce & Digital Marketing

This position is located in Homewood, AL (Birmingham metro). Relocation required if outside the metro; company-paid relocation assistance may be available.

Southern Shirt is a leading apparel brand recognized for its performance-print tees and exceptionally soft fabrics. With a robust direct-to-consumer online presence and a widespread retail network across the United States, we are committed to delivering high-quality products and memorable customer experiences. As we continue to accelerate our growth, we are seeking a Director of E-Commerce & Digital Marketing to lead our digital strategy and drive B2C revenue through innovative online initiatives.

This role is pivotal in shaping the future of our e-commerce channel, transforming data into actionable insights, and optimizing our digital marketing efforts. You will have full ownership of the online channel, including budget, channel mix, and performance targets, ensuring that our website operates as a high-performing sales platform.

What You'll Own

Strategy & Leadership

Define the full ecommerce and digital marketing strategy against B2C revenue targetsSet priorities and approve execution across email, SMS, social, paid search, paid social, and contentAct as the primary decision-maker for digital, partnering with Product, Merchandising, Brand, and IT to optimize the online experience for conversion and scale

Site & Conversion

Own website performance and conversion outcomes; use data to find friction, fix it, and surface revenue opportunities across the journeyRun a structured CRO and testing roadmap (A/B and experimentation) to lift conversion rate, AOV, and campaign effectiveness

Merchandising & Promotions

Own online merchandising: product presentation, pricing, promotions, and site placement, all tuned to sell-throughMake the calls on promotions, product visibility, and timing in partnership with Merchandising and Inventory, with an eye on stock levels and seasonal launches

Channels & Content

Own strategy and performance across paid, owned, and organic, aligned to seasonal prioritiesDirect content execution for brand consistency plus engagement, conversion, and retentionOwn SEO and SEM, balancing near-term demand capture against long-term organic efficiency

Customer & Retention

Translate behavioral and performance data into strategies that drive repeat purchase, retention, and LTVLead engagement across email, SMS, and on-site to deepen relationships and grow revenue per customer

Budget & Measurement

Own the digital and ecommerce budget: forecast, allocate, and optimize to hit revenue and efficiency targetsMake final calls on spend, channel mix, and investment to maximize ROI and ROAS; hold internal teams and external partners to resultsOwn analytics and executive reporting: define KPIs across traffic, engagement, conversion, and revenue, and build clear dashboards for leadershipUse AI and automation as a force multiplier to streamline reporting and surface optimization opportunities

Requirements

Required Qualifications:

Bachelor's degree8+ years of ecommerce and digital marketing experience with direct ownership of B2C revenueExpertise in Shopify and hands-on experience with GA4Proven track record managing paid media campaigns across Meta Ads, Google Ads, TikTok, Pinterest, and affiliate platformsB2C ecommerce acquisition experience across paid media and SEO/SEM, including channel mix optimizationExperience owning an ecommerce P&L/budget and optimizing channel mix to hit performance targetsAuthorized to work in the United States

Preferred Qualifications:

People management experience with at least 2 direct reportsExperience leading CRO and experimentation/testing roadmapsExperience building and maintaining KPI dashboards for ecommerce performance reportingExperience with ecommerce growth and marketing tools including Google Merchant Center (or feed management tools), Hotjar, Attentive, and Triple Whale

Benefits

Passionate Team: You'll be working with a group of like-minded trend-setters who share your love for what we do Creative Freedom: We encourage you to think outside the box and bring your innovative ideas to life Competitive Benefits: We offer competitive benefits and perks to keep you happy and motivated. 401K Retirement with employer matchingMedical, Dental, and Vision InsurancePaid Time Off (PTO) and HolidaysCompany Sponsored Luncheons and EventsGenerous Employee Discounts on SSCO ProductFun, Collaborative Work Environment with Great People!