Ecommerce Marketing Manager

This is an in-house position, based in Homewood, AL, a suburb of Birmingham, AL. The position will require relocation if you live outside of the Birmingham, AL metro area. Company-paid relocation assistance may be available.

Southern Shirt is hiring an Ecommerce Marketing Manager to own the growth engine behind our DTC business. You'll set the strategy and pull the levers that drive profitable traffic, conversion, and repeat purchase. This is a revenue-accountable role for an operator who thinks in contribution margin, not vanity metrics.

You'll have support for Shopify development and technical site work, so your energy stays on growth, not on code.

Responsibilities

Strategic Leadership

• Own and define the comprehensive ecommerce and digital marketing strategy aligned to overall business objectives and B2C revenue targets.
• Lead 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 Sales, Production and Operations to ensure the online experience is optimized for conversion, revenue growth, and scalability.

Performance Optimization

• 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.

Ecommerce Management

• 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 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.

Digital Channel Management

• Own digital channel strategy and performance across paid, owned, and organic channels, ensuring alignment with seasonal priorities and revenue goals.
• Oversee content execution across channels, maintaining brand consistency while optimizing messaging and formats for engagement, conversion, and retention.
• Own SEO and SEM strategy, balancing near-term demand capture with long-term organic growth and efficiency.

Customer Insights and Engagement

• Own customer data analysis and insight generation, translating behavioral trends and performance data into strategies that drive repeat purchase, retention, and lifetime value.
• Define and lead customer engagement initiatives across email, SMS, and on-site experiences to deepen relationships and increase revenue per customer.
• Use insights to influence merchandising, promotional cadence, and digital experience decisions.

Budget Management

• Own the digital marketing and ecommerce budget, including forecasting, allocation, and ongoing optimization to hit revenue and efficiency targets.
• Make decisions on advertising spend, channel mix, and investment levels to maximize ROI, ROAS, and long-term growth.
• Hold external agency and freelancer partners accountable to budget performance and results.

Analytics, Reporting & AI Enablement

• Own analytics, reporting, and performance measurement across brand, marketing, and digital.
• Define and track core KPIs tied to traffic, engagement, conversion, and revenue.
• Translate performance data into actionable insights that improve campaigns, content, and launches.
• Build clear dashboards and reporting for leadership and cross-functional teams.
• Use AI and automation as a force multiplier to streamline reporting, surface insights, and accelerate workflows.

What Success Looks Like

First 90 days

• Audited current state of paid, organic, email/SMS, and on-site funnel; identified the top 3 revenue-unlocks.
• Established a clear reporting cadence tied to contribution margin, not just top-line revenue.
• Built a testing roadmap (creative, audience, landing page, email) with hypotheses and success criteria.

First year

• Profitable, sustained DTC revenue growth with improving efficiency (MER and CAC payback trending the right direction).
• Email/SMS revenue share increased; list health improving.
• A clear, defensible view of which channels are actually driving incremental revenue.
• Strong alignment between ecommerce, brand, merchandising, and ops.

How We Work with AI

Southern Shirt encourages the responsible, hands-on use of AI across the business. We expect this role to treat AI as a force multiplier for research, analysis, creative iteration, copywriting, reporting, and workflow automation. The best candidates will already have a working toolkit (ChatGPT, Claude, Gemini, Midjourney, etc.) and a point of view on where AI accelerates good work and where human judgment still has to lead. We're not looking for AI hype; we're looking for people who ship better work, faster, because they know how to use the tools.

Why You'll Want This Job

You'll own the DTC channel end-to-end with real authority and a leadership team that's bought in. You're not going to fight a legacy committee to ship a landing page test. Southern Shirt has a strong brand, a loyal customer base, and a wholesale business that de-risks the DTC growth bet. If you've been the #2 at a bigger brand and want to run your own P&L, this is that seat.

Growth & Performance Marketing (primary)

• 5 years in DTC ecommerce with direct ownership of B2C revenue and a P&L mindset.
• Proven results scaling paid social (Meta especially), paid search, and retargeting with post-iOS14 attribution literacy (triangulating platform data against Shopify, GA4, and post-purchase surveys).
• Decisions grounded in contribution margin, MER, CAC:LTV, and payback period; not just in-platform ROAS.
• Strong SEO instincts (technical, content, and off-page) with realistic expectations for timeline and ROI vs. paid.
• Hands-on experience owning Attentive (or equivalent) for email/SMS flows, segmentation, and revenue attribution.
• Experience managing agencies, freelancers, and platform reps

Ecommerce & Platform

• Shopify fluency: confident in admin, theme customization requests, app evaluation, and merchandising workflows. You don't need to write Liquid but you need to spec what needs to change and partner with dev resources to ship it.
• CRO and experimentation experience (A/B testing, funnel analysis, session replay tools).
• GA4 proficiency and comfort building dashboards that non-marketers can read.

Category & Brand Fit

• Apparel, lifestyle, or fashion DTC experience strongly preferred.
• Experience with influencer/creator programs and UGC.
• Aesthetic judgment: can tell the difference between "performing" creative and "on-brand" creative, and knows when to push back either direction.

Operating Style

• Comfortable in a position where you'll own strategy and roll up your sleeves on execution.
• Data-driven but not paralyzed by it - ships, measures, adjusts.
• Direct communicator who can explain performance to leadership in plain English.

Nice to Have

• Experience with wholesale/DTC hybrid businesses.
• Familiarity with NetSuite or ERP-connected ecommerce environments.
• Bachelor's degree in a relevant field; MBA is not required.

• 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 compensation, benefits, and perks to keep you happy and motivated.

• 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!