Ecommerce Marketing Manager

Southern Shirt•Homewood, AL

9h•Onsite

About The Position

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.

Requirements

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
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.
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.
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 Haves

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.

Responsibilities

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.
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 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.
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.
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.
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.
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.