Director of E-Commerce & Digital Marketing

Director Of E-Commerce & Digital Marketing

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

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. 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.