VP, Ecommerce & Digital Marketing

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Local Boy Outfitters
VP, Ecommerce & Digital Marketing
Columbia, SC

Company

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.

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 or travel 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

Medical, dental, vision, life, 401K with match

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