Director of E-Commerce & Digital Marketing

The Southern Shirt Company

Homewood (AL)

On-site

USD 90,000 - 120,000

Full time

14 days+

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Benefits offered by this job

401K Retirement with employer matching

Medical, Dental, and Vision Insurance

Paid Time Off (PTO) and Holidays

Generous Employee Discounts on SSCO Product

Job summary

The Southern Shirt Company in Homewood, AL is seeking a Director of E-Commerce & Digital Marketing to lead the digital strategy and drive B2C revenue. You’ll define the e-commerce strategy, own website performance, and manage budget allocations.

This role requires a bachelor's degree, 8+ years of experience in e-commerce, and expertise in digital marketing tools like Shopify and Google Analytics. Benefits include competitive perks and a passionate team.

Qualifications

8+ years of e-commerce and digital marketing experience with direct ownership of B2C revenue.
Expertise in Shopify and hands-on experience with GA4.
Proven track record managing paid media campaigns across various platforms.

Responsibilities

Define the full e-commerce and digital marketing strategy against B2C revenue targets.
Own website performance and conversion outcomes; use data to find friction and optimize.
Own the digital and e-commerce budget: forecast, allocate, and optimize.

Skills

E-commerce strategy

Digital marketing

Data analysis

SEO and SEM

Shopify expertise

Paid media campaigns

Education

Bachelor's degree

Tools

Google Analytics (GA4)

Google Ads

Meta Ads

TikTok

Google Merchant Center

Job description

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 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.

Site & Conversion

Own website performance and conversion outcomes; use data to find friction, fix it, and surface revenue opportunities across the journey.
Run 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‑through.
Make 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 priorities.
Direct content execution for brand consistency plus engagement, conversion, and retention.
Own 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 LTV.
Lead engagement across email, SMS, and on‑site to deepen relationships and grow revenue per customer.

Budget & Measurement

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

Required Qualifications

Bachelor's degree
8+ years of e‑commerce and digital marketing experience with direct ownership of B2C revenue
Expertise in Shopify and hands‑on experience with GA4
Proven track record managing paid media campaigns across Meta Ads, Google Ads, TikTok, Pinterest, and affiliate platforms
B2C e‑commerce acquisition experience across paid media and SEO/SEM, including channel mix optimization
Experience owning an e‑commerce P&L/budget and optimizing channel mix to hit performance targets
Authorized to work in the United States

Preferred Qualifications

People management experience with at least 2 direct reports
Experience leading CRO and experimentation/testing roadmaps
Experience building and maintaining KPI dashboards for e‑commerce performance reporting
Experience with e‑commerce growth and marketing tools including Google Merchant Center (or feed management tools), Hotjar, Attentive, and Triple Whale

Benefits & Culture

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.