Director of eCommerce

The Director, eCommerce leads the eCommerce channel across operations, merchandising, and inventory management to drive revenue and achieve financial targets. This role partners with Southern Tide leadership and cross-functional teams to execute short-term and long-term strategies. This leadership role focuses on delivering an optimal omni-channel customer experience while improving conversion, inventory turn, and profitability.

This role is an in-office role, located in Southern Tide's downtown Greenville SC office.

Crew Position:

Essential Job Functions

·         Develop, lead, and execute the eCommerce strategy to drive profitable growth for the total company.

·         Own the three-year, annual, and monthly strategic plans for eCommerce; report weekly on performance, initiatives, and results.

·         Achieve annual Net Sales and Operating Income targets for the eCommerce channel in alignment with approved budgets, while continuously measuring performance and pivoting strategy as needed based on results and changes in the external environment.

·         Understand and manage key eCommerce metrics and their interdependencies (traffic quality, conversion, AOV, returns).

·         Set and achieve KPI targets in partnership with Southern Tide's Leadership team; align team goals and actions to deliver results.

·         Lead, develop, and inspire the eCommerce team to achieve channel objectives.

·         Translate strategy into clear priorities, goals, and execution plans for the team.

·         Plan annual and seasonal eCommerce demand targets aligned to channel strategy.

·         Partner with Planning and leadership on the promotional calendar to ensure appropriate inventory allocation, depth, and seasonal flow, and communicate needs and priorities to the DC (Lyons).

·         Provide feedback on future product deliveries to ensure assortments support eCommerce strategic and financial plans.

·         Collaborate cross-functionally on the product launch calendar to ensure timely execution and readiness.

·         Align with cross-functional teams (Marketing, Design, Merchandising, Planning, Retail, Wholesale) to develop and execute the Brand’s omni-channel growth strategy.

·         Serve as a key contributor to Brand strategy, recognizing the website as the central hub of Brand storytelling and communication.

·         Ensure all content on southerntide.com meets Brand standards and supports business goals.

·         Partner with Marketing, Design, and Merchandising teams to ensure:

·         Accurate and compelling product assortment, descriptions, categories/tags, and imagery.

·         A consistent and effective cadence for content refreshes and site re-merchandising.

·         Ensure content (banners, blogs, SMS) is current and aligned to strategy.

·         Optimize user experience across site functionality, including:

·         User flows, landing pages, and product pages

·         Navigation, category structure, sort orders, and categorization strategies

·         Maximize SEO performance within existing platforms.

·         Manage strong partnerships with Southern Tide's Leadership team and Brand Marketing to support channel strategy and financial goals, including identifying and managing third-party vendors and external resources.

·         Oversee the design, development, and ongoing maintenance of the website across desktop, mobile, and tablet, ensuring alignment with Brand positioning and overall strategy.