Ecommerce Marketing Manager at Southern Shirt, Homewood, United States

The Ecommerce Marketing Manager role at Southern Shirt involves directing the direct-to-consumer (DTC) strategy to boost revenue through optimized digital channels, focusing on traffic acquisition, conversion rates, and customer loyalty in a Birmingham-area position with potential relocation support.

Key Responsibilities

• Develop and implement ecommerce and digital marketing strategies aligned with business goals and B2C revenue objectives.
• Direct marketing efforts across email, social media, paid search, paid social, and content channels.
• Collaborate with sales, production, and operations teams to enhance online conversion and scalability.
• Analyze website performance to pinpoint issues and opportunities across the customer journey.
• Manage a conversion rate optimization (CRO) program with A/B testing to elevate conversion rates, average order value, and campaign results.
• Oversee online merchandising, including product display, pricing, promotions, and inventory alignment.
• Direct strategies for paid, owned, and organic digital channels, ensuring brand consistency and performance.
• Handle SEO and SEM to balance immediate demand with sustainable growth.
• Conduct customer data analysis to inform retention and lifetime value strategies.
• Lead engagement via email, SMS, and site experiences to foster deeper customer relationships.
• Manage digital budgets, forecasting spends and optimizing for ROI and ROAS.
• Establish analytics frameworks, track KPIs, and utilize AI for reporting and insights.

Qualifications

• At least 5 years in DTC ecommerce with accountability for B2C revenue and P&L management.
• Demonstrated success in scaling paid social (especially Meta), paid search, and retargeting, with post-iOS14 attribution knowledge using Shopify, GA4, and surveys.
• Expertise in contribution margin, MER, CAC:LTV, and payback analysis beyond in-platform ROAS.
• Proficiency in SEO (technical, content, off-page) with practical ROI expectations.
• Hands-on use of Attentive or similar for email/SMS management, segmentation, and attribution.
• Experience overseeing agencies, freelancers, and platform representatives.
• Shopify expertise in administration, theme requests, app assessments, and merchandising.
• Skills in CRO, A/B testing, funnel analysis, and session replay tools.
• GA4 proficiency for creating accessible dashboards.
• Background in apparel, lifestyle, or fashion DTC, including influencer programs and UGC.
• Ability to balance performance-driven and on-brand creative decisions.
• Comfort in strategic oversight combined with tactical execution, data-informed decision-making, and clear communication.

Education

Bachelor’s Degree

Benefits And Growth

• Work with a passionate team of trend-setters in a collaborative environment.
• Opportunity for creative freedom and innovative contributions.
• Competitive compensation and benefits package.
• 401K retirement plan with employer matching.
• Medical, dental, and vision insurance coverage.
• Paid time off (PTO) and holidays.
• Company-sponsored luncheons and events.
• Generous employee discounts on products.