Southern Shirt

Director of E-Commerce & Digital Marketing

Birmingham, AL (On-site)

Salary Not AvailableDirector/Executive8+ years expFull time

Posted 2 months ago

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Job Summary

Own and orchestrate the end-to-end ecommerce and digital marketing engine to drive B2C revenue, balancing short-term demand with long-term brand and SEO, while leading CRO, merchandising, content, and channel mix.

  • Strategy and activation across paid, owned, and organic channels to optimize revenue and conversion.
  • Conversion-rate, AOV, and retention improvements through structured CRO and data-driven site optimization.
  • Merchandising, content, and customer engagement ownership to drive repeat purchases and lifetime value.

Job Description

  • 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.
  • 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.
  • 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.
  • 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.