Local Boy Outfitters is a Columbia, SC-based apparel and lifestyle brand centered on outdoor enthusiasts and Southern culture, spanning more than 25 product categories for men, women, and kids.
Local Boy is a portfolio company of Boyne Capital, a Miami, FL-based private equity firm.
Reporting to the CEO, the Vice President of Ecommerce & Digital will manage the DTC business end to end: the P&L, the site, marketing spend, agency partners, and the digital and brand/creative teams. DTC is the company’s fastest-growing channel. This leader will set the plan to scale it, building out measurement, retention, and a new influencer channel along the way. The role offers direct access to the CEO, a seat on the leadership team, and equity participation in the value created.
Responsibilities
- Own the DTC P&L and growth plan, including marketing spend, promotions, and pricing discipline that protects full-price sell-through and wholesale partners, and partner with Supply Chain on demand planning
- Set digital strategy and direct spend across paid search, paid social, SEO, content, organic social, and affiliate, leading agency partners in performance, email/SMS, CRO, and influencer to ROAS and growth goals
- Run the Shopify site as a growth engine: merchandising, product launches across a high-SKU assortment, customer journey, checkout, and testing
- Build retention across email, SMS, lifecycle, and loyalty, and scale the newly launched influencer and gifting program into a measured channel
- Build the measurement and customer data foundation: cross-funnel attribution, conversion, AOV, CAC, repeat rate, and ROAS
- Put AI to work across content, testing, and media optimization
- Lead and develop the digital operations and brand/creative teams
Requirements
- 7+ years of DTC & Digital marketing with a brand with high SKU count and frequent product launches
- 3+ years of DTC P&L ownership
- Record of driving YoY DTC growth
- Effective management of SEO, CRO, paid search, and social agency
- Integrated AI tools for optimization and increased ROI
- Local/willing to relocate to be onsite in Columbia, SC
- Hybrid DTC and wholesale in apparel
- Shopify-based ecommerce operations
- Private equity-backed or founder-led business
- Base salary + annual bonus + equity
- Relocation assistance
- Medical, dental, vision, life, 401K with match