Howler Brothers is seeking to hire an experienced Director of e-Commerce to help grow the Company's DTC e-commerce store. The Howler team is welcoming, supportive, and likes to have a good time, all while working towards a common goal. Although we have been in business for nearly 15 years and the company has grown in many ways, we still embody the spirit of a start-up and a founder-driven, family company.
Our HQ in the Clarksville neighborhood of Austin, Texas is a bright, open office plan that encourages natural collaboration and a strong sense of community. That community extends beyond our office into a worldwide network that includes a colorful collection of artists, ambassadors, customers, and fans. With that global perspective in mind, the Howler family is proud to call Austin home.
We are a closely held brand dedicated to creating quality apparel for our loyal customers while maintaining a uniquely positive employee culture. It is extremely important to use that we partner with the right leader to help oversee this next step of the company's growth.
KEY RESPONSIBILITIES
DIGITAL STRATEGY, PERFORMANCE MARKETING, AND REVENUE GROWTH
- Develop & execute an integrated and data-driven e-commerce strategy aligned with revenue goals, product launches, and brand positioning to increase traffic, optimize conversion rate, and increase average order value.
- Implement and manage performance marketing campaigns (email, paid media, SEO, social, affiliates, influencers, etc.) to drive site traffic and sales, supporting both customer acquisition and retention efforts.
- Ensure branding, storytelling, and content on DTC channel aligns with Howler's overall brand guidelines working in collaboration with the marketing department.
- Work collaboratively with the marketing department to determine appropriate budget mix on brand vs. performance digital ad spend.
WEBSITE & DIGITAL CUSTOMER EXPERIENCE
- Manage the company's website to ensure a seamless, visually appealing, and high-performing user experience consistent with the Company's branding strategy.
- Oversee and optimize the DTC tech stack, ensuring seamless integration of Shopify, related integrations, EDI, analytics tools, and any other third-party solutions, including recommendation and implementation of new tools.
- Analyze website performance and implement data-driven improvements to optimize layout, functionality, conversion rates, and the overall customer journey.
- Manage all website products from creation to launch, as well as ongoing maintenance of all site pages. Ensure accurate product photographs, descriptions, swatches, and tags are always in place.
- Collaborate with internal and external teams to be at the forefront of any issues or changes regarding the website.
- Ensure website compliance with all applicable privacy and/or accessibility requirements.
ANALYTICS & OPTIMIZATION
- Oversee reporting and analysis of eCommerce and performance marketing KPIs including CPA, ROAS, LTV, monthly, and campaign-based performance.
- Regularly analyze site regarding channel performance metrics to identify areas of opportunity and create actionable strategies to report to senior leadership.
- Implement site enhancements and data-driven strategies to improve user experience and increase sales.
- Optimize CRO (conversion rate optimization), personalization, and retention strategies.
CROSS-DEPARTMENTAL COLLABORATION
- Partner with planning, marketing, operations, wholesale, and customer service teams to ensure seamless execution of campaigns, promotions, and product launches.
- Collaborate with the creative team to develop compelling website visuals, banners, and merchandising assets.
- Work closely with operations and planning teams to ensure seamless inventory management and sell-through, including preseason objectives & appropriate inventory buys to support selling initiatives.
- Create and manage the ecommerce budget in collaboration with accounting/finance, planning, and marketing teams, ensuring efficient allocation of resources to initiatives that drive ROI.
QUALIFICATIONS
- Bachelor's degree in marketing, business, or related field; MBA a plus.
- 8+ years of progressive e-commerce and digital marketing experience, including 3+ years in a leadership role.
- Proven success managing a DTC e-commerce business within a consumer goods or apparel brand.
- Strong understanding of e-commerce platforms (Shopify Plus, Envoy, & NetSuite preferred), digital marketing tools (e.g., Klaviyo, Meta, Google Ads), and web analytics.
- Highly analytical, with strong financial acumen and decision-making skills.
- Passion for the outdoors and a deep understanding of the outdoor consumer market.
PREFERRED ATTRIBUTES
- Entrepreneurial mindset with hands-on execution capability.
- Experience scaling e-commerce within a growth-oriented brand.
- Excellent leadership, communication, and cross-functional collaboration skills.
- Familiarity with inventory, fulfillment, and order management systems.
LOCATION
- This role is full-time on-site in Austin, Texas.
