Director of ECommerce & Digital Marketing at Southern Shirt | Homewood, AL

Director of ECommerce & Digital Marketing

Homewood, AL (On-site)

Salary Not AvailableDirector/Executive8+ years expFull time

Posted 2 months ago

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Job Summary

Drive e-commerce and digital marketing strategy to maximize revenue and CLV, coordinating CRO, merchandising, and cross-functional decisions to optimize the online customer journey.

Own end-to-end strategy and cross-channel execution to grow B2C revenue.
Lead CRO, site optimization, and data-driven actions that lift conversion, AOV, and repeat purchases.
Align digital, e-commerce, and brand teams with budget and executive reporting for sustainable growth.

Job Description

Own and define the comprehensive e-commerce and digital marketing strategy aligned to overall business objectives and B2C revenue targets.
Lead and approve 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 Product, Merchandising, Brand, and IT to ensure the online experience is optimized for conversion, revenue growth, and scalability.
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.
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 final 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.
Own digital channel strategy and performance across paid, owned, and organic channels, ensuring alignment with seasonal priorities and revenue goals.

Best-in-class omnichannel strategy across paid, owned, and organic channels to drive period-over-period revenue growth.
Data-driven optimization of the online experience, CRO roadmap, and merchandising to maximize sell-through and AOV.
Executive-level budgeting, forecasting, and cross-functional alignment to sustain scalable growth.