Ecommerce Marketing Manager
Southern Shirt (SSCO), Homewood, IL, United States
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.
Southern Shirt is hiring an Ecommerce Marketing Manager to own the growth engine behind our DTC business. You’ll set the strategy and pull the levers that drive profitable traffic, conversion, and repeat purchase. This is a revenue‑accountable role for an operator who thinks in contribution margin, not vanity metrics.
You’ll have support for Shopify development and technical site work, so your energy stays on growth, not on code.
Responsibilities Strategic Leadership
Own and define the comprehensive ecommerce and digital marketing strategy aligned to overall business objectives and B2C revenue targets
Lead 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 Sales, Production and Operations to ensure the online experience is optimized for conversion, revenue growth, and scalability
Performance Optimization
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
Translate performance insights into prioritized actions that directly impact revenue and customer lifetime value
Ecommerce Management
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 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
Digital Channel Management
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
Customer Insights and Engagement
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
Budget Management
Own the digital marketing and ecommerce budget, including forecasting, allocation, and ongoing optimization to hit revenue and efficiency targets
Make decisions on advertising spend, channel mix, and investment levels to maximize ROI, ROAS, and long‑term growth
Hold external agency and freelancer partners accountable to budget performance and results
Analytics, Reporting & AI Enablement
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 as a force multiplier to streamline reporting, surface insights, and accelerate workflows
What Success Looks Like First 90 days
Audited current state of paid, organic, email/SMS, and on‑site funnel; identified the top 3 revenue‑unlocks
Established a clear reporting cadence tied to contribution margin, not just top‑line revenue
Built a testing roadmap (creative, audience, landing page, email) with hypotheses and success criteria
First year
Profitable, sustained DTC revenue growth with improving efficiency (MER and CAC payback trending the right direction)
Email/SMS revenue share increased; list health improving
A clear, defensible view of which channels are actually driving incremental revenue
Strong alignment between ecommerce, brand, merchandising, and ops
How We Work With AI Southern Shirt encourages the responsible, hands‑on use of AI across the business. We expect this role to treat AI as a force multiplier for research, analysis, creative iteration, copywriting, reporting, and workflow automation. The best candidates will already have a working toolkit (ChatGPT, Claude, Gemini, Midjourney, etc.) and a point of view on where AI accelerates good work and where human judgment still has to lead. We’re not looking for AI hype; we’re looking for people who ship better work, faster, because they know how to use the tools.
Why You’ll Want This Job You’ll own the DTC channel end‑to‑end with real authority and a leadership team that’s bought in. You’re not going to fight a legacy committee to ship a landing page test. Southern Shirt has a strong brand, a loyal customer base, and a wholesale business that de‑risks the DTC growth bet. If you’ve been the #2 at a bigger brand and want to run your own P&L, this is that seat.
Requirements Growth & Performance Marketing (primary)
5+ years in DTC ecommerce with direct ownership of B2C revenue and a P&L mindset
Proven results scaling paid social (Meta especially), paid search, and retargeting with post‑iOS14 attribution literacy (triangulating platform data against Shopify, GA4, and post‑purchase surveys)
Decisions grounded in contribution margin, MER, CAC:LTV, and payback period; not just in‑platform ROAS
Strong SEO instincts (technical, content, and off‑page) with realistic expectations for timeline and ROI vs. paid
Hands‑on experience owning Attentive (or equivalent) for email/SMS flows, segmentation, and revenue attribution
Experience managing agencies, freelancers, and platform reps
Ecommerce & Platform
Shopify fluency: confident in admin, theme customization requests, app evaluation, and merchandising workflows. You don’t need to write Liquid but you need to spec what needs to change and partner with dev resources to ship it
CRO and experimentation experience (A/B testing, funnel analysis, session replay tools)
GA4 proficiency and comfort building dashboards that non‑marketers can read
Category & Brand Fit
Apparel, lifestyle, or fashion DTC experience strongly preferred
Experience with influencer/creator programs and UGC
Aesthetic judgment: can tell the difference between "performing" creative and "on‑brand" creative, and knows when to push back either direction
Operating Style
Comfortable in a position where you’ll own strategy and roll up your sleeves on execution
Data‑driven but not paralyzed by it – ships, measures, adjusts
Direct communicator who can explain performance to leadership in plain English
Nice to Have
Experience with wholesale/DTC hybrid businesses
Familiarity with NetSuite or ERP‑connected ecommerce environments
Bachelor's degree in a relevant field; MBA is not required
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 compensation, benefits, and perks to keep you happy and 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
Fun, Collaborative Work Environment with Great People!
#J-18808-Ljbffr
Southern Shirt is hiring an Ecommerce Marketing Manager to own the growth engine behind our DTC business. You’ll set the strategy and pull the levers that drive profitable traffic, conversion, and repeat purchase. This is a revenue‑accountable role for an operator who thinks in contribution margin, not vanity metrics.
You’ll have support for Shopify development and technical site work, so your energy stays on growth, not on code.
Responsibilities Strategic Leadership
Own and define the comprehensive ecommerce and digital marketing strategy aligned to overall business objectives and B2C revenue targets
Lead 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 Sales, Production and Operations to ensure the online experience is optimized for conversion, revenue growth, and scalability
Performance Optimization
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
Translate performance insights into prioritized actions that directly impact revenue and customer lifetime value
Ecommerce Management
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 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
Digital Channel Management
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
Customer Insights and Engagement
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
Budget Management
Own the digital marketing and ecommerce budget, including forecasting, allocation, and ongoing optimization to hit revenue and efficiency targets
Make decisions on advertising spend, channel mix, and investment levels to maximize ROI, ROAS, and long‑term growth
Hold external agency and freelancer partners accountable to budget performance and results
Analytics, Reporting & AI Enablement
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 as a force multiplier to streamline reporting, surface insights, and accelerate workflows
What Success Looks Like First 90 days
Audited current state of paid, organic, email/SMS, and on‑site funnel; identified the top 3 revenue‑unlocks
Established a clear reporting cadence tied to contribution margin, not just top‑line revenue
Built a testing roadmap (creative, audience, landing page, email) with hypotheses and success criteria
First year
Profitable, sustained DTC revenue growth with improving efficiency (MER and CAC payback trending the right direction)
Email/SMS revenue share increased; list health improving
A clear, defensible view of which channels are actually driving incremental revenue
Strong alignment between ecommerce, brand, merchandising, and ops
How We Work With AI Southern Shirt encourages the responsible, hands‑on use of AI across the business. We expect this role to treat AI as a force multiplier for research, analysis, creative iteration, copywriting, reporting, and workflow automation. The best candidates will already have a working toolkit (ChatGPT, Claude, Gemini, Midjourney, etc.) and a point of view on where AI accelerates good work and where human judgment still has to lead. We’re not looking for AI hype; we’re looking for people who ship better work, faster, because they know how to use the tools.
Why You’ll Want This Job You’ll own the DTC channel end‑to‑end with real authority and a leadership team that’s bought in. You’re not going to fight a legacy committee to ship a landing page test. Southern Shirt has a strong brand, a loyal customer base, and a wholesale business that de‑risks the DTC growth bet. If you’ve been the #2 at a bigger brand and want to run your own P&L, this is that seat.
Requirements Growth & Performance Marketing (primary)
5+ years in DTC ecommerce with direct ownership of B2C revenue and a P&L mindset
Proven results scaling paid social (Meta especially), paid search, and retargeting with post‑iOS14 attribution literacy (triangulating platform data against Shopify, GA4, and post‑purchase surveys)
Decisions grounded in contribution margin, MER, CAC:LTV, and payback period; not just in‑platform ROAS
Strong SEO instincts (technical, content, and off‑page) with realistic expectations for timeline and ROI vs. paid
Hands‑on experience owning Attentive (or equivalent) for email/SMS flows, segmentation, and revenue attribution
Experience managing agencies, freelancers, and platform reps
Ecommerce & Platform
Shopify fluency: confident in admin, theme customization requests, app evaluation, and merchandising workflows. You don’t need to write Liquid but you need to spec what needs to change and partner with dev resources to ship it
CRO and experimentation experience (A/B testing, funnel analysis, session replay tools)
GA4 proficiency and comfort building dashboards that non‑marketers can read
Category & Brand Fit
Apparel, lifestyle, or fashion DTC experience strongly preferred
Experience with influencer/creator programs and UGC
Aesthetic judgment: can tell the difference between "performing" creative and "on‑brand" creative, and knows when to push back either direction
Operating Style
Comfortable in a position where you’ll own strategy and roll up your sleeves on execution
Data‑driven but not paralyzed by it – ships, measures, adjusts
Direct communicator who can explain performance to leadership in plain English
Nice to Have
Experience with wholesale/DTC hybrid businesses
Familiarity with NetSuite or ERP‑connected ecommerce environments
Bachelor's degree in a relevant field; MBA is not required
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 compensation, benefits, and perks to keep you happy and 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
Fun, Collaborative Work Environment with Great People!
#J-18808-Ljbffr