Director of E-Commerce & Digital Marketing

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

About Southern Shirt
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.

Overview
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 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 ecommerce 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

Requirements

Bachelor's degree

8+ years of ecommerce 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 ecommerce acquisition experience across paid media and SEO/SEM, including channel mix optimization

Experience owning an ecommerce 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 ecommerce performance reporting

Experience 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 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!

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