Director of ECommerce & Digital Marketing

This is an in-house position, based in Homewood, AL, a suburb of Birmingham, AL. The position will require relocation if you live outside of the Birmingham, AL metro area. Company-paid relocation assistance may be available.

Are you a digital marketing enthusiast with extensive experience in e-commerce strategies? Southern Shirt is seeking a driven and innovative Director of ECommerce & Digital Marketing to lead our online marketing efforts and elevate our e-commerce presence.

As the Director of ECommerce and Digital Marketing, you will be responsible for developing and implementing comprehensive digital marketing strategies that drive traffic, enhance customer engagement, and maximize online sales. Your expertise in digital channels, paired with a deep understanding of the e-commerce landscape, will be essential in leading our brand towards sustained growth and success in the digital marketplace.

• Own and define the comprehensive e-commerce and digital marketing strategy aligned to overall business objectives and B2C revenue targets.
• Lead and approve the creation, execution, and prioritization of marketing initiatives across all digital channels, including email, social media, paid search, paid social, and content marketing.
• Serve as the primary decision-maker for digital strategy, partnering cross-functionally with Product, Merchandising, Brand, and IT to ensure the online experience is optimized for conversion, revenue growth, and scalability.

• Own website performance and conversion outcomes, using data to identify friction points, revenue opportunities, and areas for improvement across the customer journey.
• Lead a structured CRO and testing roadmap, including A/B testing and experimentation, to continuously improve conversion rate, AOV, and campaign effectiveness.

• Own all online merchandising strategy and execution, ensuring product presentation, pricing, promotions, and site merchandising are optimized to drive sell-through and revenue performance.
• Monitor sales performance, inventory levels, and product availability, making final decisions on promotions, product visibility, and timing in partnership with Merchandising and Inventory teams.
• Ensure the website functions as a high-performing sales channel that supports seasonal launches and ongoing demand.

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

• Own customer data analysis and insight generation, translating behavioral trends and performance data into strategies that drive repeat purchase, retention, and lifetime value.
• Define and lead customer engagement initiatives across email, SMS, and on-site experiences to deepen relationships and increase revenue per customer.
• Use insights to influence merchandising, promotional cadence, and digital experience decisions.

• Own the digital marketing and e-commerce budget, including forecasting, allocation, and ongoing optimization to hit revenue and efficiency targets.
• Make final decisions on advertising spend, channel mix, and investment levels to maximize ROI, ROAS, and long-term growth.
• Hold internal teams and external partners accountable to budget performance and results.

• Lead alignment between digital, e-commerce, and brand teams to ensure strategies translate into measurable revenue impact.
• Own executive-level reporting on digital performance, revenue, and funnel metrics, delivering clear insights, risks, and recommendations.
• Use data to inform strategic decisions and continuously refine growth plans.

• Own analytics, reporting, and performance measurement across brand, marketing, and digital.
• Define and track core KPIs tied to traffic, engagement, conversion, and revenue.
• Translate performance data into actionable insights that improve campaigns, content, and launches.
• Build clear dashboards and reporting for leadership and cross-functional teams.
• Use AI and automation to streamline reporting, analysis, and workflows.
• Leverage AI as a force multiplier to surface insights and optimization opportunities.

• Bachelor's degree in Marketing, Business, or related field; MBA preferred.
• 8+ years of experience in e-commerce and digital marketing with direct ownership of B2C revenue.
• Proven track record scaling DTC performance across acquisition, conversion, and retention.
• Deep, hands-on expertise with Shopify and supporting apps for merchandising, CRO, email/SMS, and personalization.
• Advanced proficiency in Google Analytics (GA4),…