At a Glance
- Tasks: Lead our e-commerce strategy and drive B2C revenue through innovative digital marketing initiatives.
- Company: Southern Shirt, a leading apparel brand known for quality and customer experience.
- Benefits: Competitive salary, 401K matching, health insurance, generous PTO, and employee discounts.
- Other info: Dynamic role with opportunities for growth and collaboration in a fun workplace.
- Why this job: Shape the future of e-commerce while working with a passionate team in a creative environment.
- Qualifications: 8+ years in e-commerce and digital marketing with expertise in Shopify and GA4.
The predicted salary is between 80000 - 100000 £ per year.
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.
Required Qualifications:
- Bachelor's degree
- 8+ years of ecommerce and digital marketing experience with direct ownership of B2C revenue
- Expertise in Shopify and hands-on experience with GA4
- Proven track record managing paid media campaigns across Meta Ads, Google Ads, TikTok, Pinterest, and affiliate platforms
- B2C ecommerce acquisition experience across paid media and SEO/SEM, including channel mix optimization
- Experience owning an ecommerce P&L/budget and optimizing channel mix to hit performance targets
- Authorized to work in the United States
Preferred Qualifications:
- People management experience with at least 2 direct reports
- Experience leading CRO and experimentation/testing roadmaps
- Experience building and maintaining KPI dashboards for ecommerce performance reporting
- Experience with ecommerce growth and marketing tools including Google Merchant Center (or feed management tools), Hotjar, Attentive, and Triple Whale
Passionate Team
You'll be working with a group of like-minded trend-setters who share your love for what we do.
Creative Freedom
We encourage you to think outside the box and bring your innovative ideas to life.
Competitive Benefits
We offer competitive benefits and perks to keep you happy and motivated.
Benefits
- 401K Retirement with employer matching
- Medical, Dental, and Vision Insurance
- Paid Time Off (PTO) and Holidays
- Company Sponsored Luncheons and Events
- Generous Employee Discounts on SSCO Product
- Fun, Collaborative Work Environment with Great People!
Director of E-Commerce & Digital Marketing in Birmingham employer: Southern Shirt
Southern Shirt is an exceptional employer located in Homewood, AL, offering a vibrant work culture that fosters creativity and collaboration among trend-setters in the apparel industry. With competitive benefits including 401K matching, comprehensive health insurance, and generous employee discounts, we prioritise your well-being and professional growth. Join us to lead innovative digital strategies in a supportive environment that values your ideas and contributions.
StudySmarter Expert Advice🤫
We think this is how you could land Director of E-Commerce & Digital Marketing in Birmingham
✨Tip Number 1
Network like a pro! Reach out to folks in the e-commerce and digital marketing space, especially those who work at Southern Shirt or similar brands. A friendly chat can open doors and give you insider info that could help you stand out.
✨Tip Number 2
Show off your skills! Create a personal website or portfolio showcasing your past successes in e-commerce and digital marketing. Highlight specific campaigns you've led and the results achieved – numbers speak volumes!
✨Tip Number 3
Prepare for the interview by diving deep into Southern Shirt's online presence. Familiarise yourself with their website, social media, and marketing strategies. Bring fresh ideas to the table that align with their brand and show how you can elevate their digital game.
✨Tip Number 4
Don't forget to apply through our website! It’s the best way to ensure your application gets noticed. Plus, it shows you're genuinely interested in being part of the Southern Shirt team. Let's make it happen!
We think you need these skills to ace Director of E-Commerce & Digital Marketing in Birmingham
Some tips for your application 🫡
Show Your Passion:When writing your application, let your enthusiasm for e-commerce and digital marketing shine through. We want to see how your passion aligns with our mission at Southern Shirt!
Tailor Your Experience:Make sure to highlight your relevant experience in B2C revenue generation and digital strategy. We love seeing how your background fits into the role of Director of E-Commerce & Digital Marketing.
Be Data-Driven:Since this role is all about optimising performance, include specific examples of how you've used data to drive decisions in your previous roles. Show us your analytical side!
Apply Through Our Website:We encourage you to apply directly through our website. It’s the best way for us to receive your application and ensures you don’t miss out on any important updates from our team!
How to prepare for a job interview at Southern Shirt
✨Know Your Numbers
As a Director of E-Commerce & Digital Marketing, you'll need to be comfortable with data. Brush up on key metrics like conversion rates, AOV, and ROI. Be ready to discuss how you've used data to drive decisions in your previous roles.
✨Showcase Your Strategy Skills
Prepare to talk about your approach to developing e-commerce strategies. Think about specific examples where you defined priorities and executed successful campaigns across various channels like email, social media, and paid search.
✨Demonstrate Leadership Experience
This role involves leading teams and making critical decisions. Be prepared to share your experiences managing direct reports and how you've fostered collaboration across departments like Product, Merchandising, and IT.
✨Be Ready for Scenario Questions
Expect questions that ask how you'd handle specific challenges, such as optimising website performance or managing a budget. Think through potential scenarios and have clear, structured responses that highlight your problem-solving skills.
