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One of the coolest ecommerce jobs around!

ALLAN’S COMMENTS: In their search for a world-class Director of Digital Marketing, we are working with a major footwear retailer based in the southeast USA. We’ve worked with these folks many times before, and they’re amazing.

NOTE: This is an onsite role and the location can be shared with qualified and interested candidates. Relocation is expected with assistance.

About the Role

This opportunity centers on a Director of Digital Marketing role at a major footwear retailer at a high-stakes inflection point. The organization has brought its digital marketing capabilities fully in-house and is now investing in strategic leadership to elevate performance across paid, owned, and earned digital channels.

This position offers a unique chance to help scale the digital business from a “sustain and maintain” phase to a high-performance, integrated growth engine.

The incoming director will oversee a robust team of digital channel managers, including specialists in SEO, paid search, social, analytics, affiliate marketing, and performance shopping. Each team member has technical depth, but the team needs a unifying leader—someone who can integrate strategy across silos, deepen alignment with ecommerce and IT, and upgrade the company’s attribution model from last-click to multi-touch.

This is not a role for a passive optimizer.

It’s a fit for someone who combines hands-on digital expertise with strategic foresight, technical fluency, and organizational maturity. The business has strong leadership buy-in to invest in tools, analytics, and cross-functional integration—but the roadmap must be earned through influence.

Key near-term challenges include:

• Conducting a comprehensive performance audit of all paid and organic channels prior to back-to-school season
• Identifying and correcting gaps in SEO ownership, particularly as it relates to site infrastructure, content, and feed management
• Bringing a strategic lens to digital merchandising and vendor-fulfilled products, including recommendations for selectively allocating media spend
• Actively partnering with ecommerce, merchandising, and IT to improve customer journey consistency and data visibility across systems
• Establishing credibility as a cross-functional leader capable of driving both results and organizational clarity

The ideal candidate is a performance marketing expert with broad exposure to digital strategy, ideally gained from both agency and retail-side roles. They’ll have experience managing integrated teams, building attribution models, and launching cross-channel campaigns informed by analytics.

Mastery of tools like Google Analytics, Adobe Analytics, and Excel is essential, as is a facility for vendor selection and integration management.

Candidates with experience navigating legacy systems and aligning multiple stakeholders around a unified digital vision will thrive here.

Success in this role will require more than technical prowess: The company culture demands someone who communicates with clarity, exhibits data-backed confidence, and isn’t rattled by ambiguity or slow-moving legacy systems. Change happens here, but it’s fastest when paired with strong internal communication, clear ROI, and collaborative planning. This is a turnaround culture inside a billion-dollar brand—a startup inside an enterprise.

This is an on-site role with relocation support. The incoming Director will report to a seasoned digital leader: It’s an opportunity to join a growing team in the midst of a strategic rebuild, with C-level support to scale digital from low single digits to 10–15% of the firm’s total business.

Candidates who have built performance teams, taught digital marketing, or navigated organizational transformation are especially encouraged to apply.

You won’t believe how much we know about this search …

I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include …

1. The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
2. The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every ecommerce job has these — and this one’s no different.
3. What your average day/week will look like in this role. There’s what you read in the standard ecommerce job posting … then there’s reality. We’ve got the reality.
4. The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you’ll keep score.
5. The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this ecommerce job.

I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Allan Seibert, at (706) 318-1196 for this info. Or simply use the email link when you apply for the role below.

Essential Duties and Responsibilities:

Digital Marketing Strategy and Leadership

• Lead and mentor a high-performing team of digital marketing professionals. Foster a culture of performance, innovation, inclusion, and continuous learning.
• Develop and implement an integrated digital marketing roadmap aligned with company growth objectives, with clearly defined KPIs and measurable outcomes.
• Collaborate closely with brand marketing, ecommerce, creative, and technology stakeholders to ensure alignment across messaging, promotion strategy, and campaign delivery.
• Work with internal project managers to ensure campaign deadlines and milestones are achieved on schedule.
• Effectively manage budgets and allocate resources to maximize ROI across marketing initiatives.

Channel Execution & Optimization

• Oversee the daily activities of digital marketing managers and channel specialists responsible for paid media, organic content, CRM, and web updates.
• Build and maintain a consolidated digital analytics framework to gain visibility into full-funnel performance and customer behavior.
• Drive improvements in search engine optimization (SEO), conversion rate optimization (CRO), and segmentation-based customer journeys.
• Guide the execution of marketing automation campaigns from strategic brief to technical deployment.
• Leverage tools such as Google Analytics, Meta Business Suite, and email analytics to optimize spend and content across digital platforms.
• Own paid media platforms including Ads and oversee all agency relationships tied to media performance.

Cross-Functional Impact

• Champion a results-driven, customer-first culture across all digital programs.
• Serve as a key contributor to the company’s broader brand and growth strategy through actionable performance insights and media recommendations.

Required Qualifications:

• Minimum 5 years of experience in digital marketing and ecommerce, preferably in retail or consumer products.
• Bachelor’s degree in marketing, business, or a related field; equivalent experience also considered.
• Proven ability to manage and coach a team, set KPIs, and deliver results in a fast-paced environment.
• Expertise in digital tools including Google Ads, Meta Ads, email marketing platforms, and business intelligence dashboards.
• Strong record of success in marketing automation, segmentation, A/B testing, and full-funnel optimization.
• Understanding of ecommerce best practices, attribution, and customer journey analytics.
• Highly organized, able to prioritize and juggle multiple projects while meeting deadlines.
• Advanced proficiency in using performance data to make strategic and tactical decisions.
• Experience working across both owned and paid digital media channels.
• Commitment to fostering a diverse, equitable, and inclusive digital experience.

Knowledge, Skills and Abilities:

• Strong analytical and communication skills with the ability to simplify complex data for senior leadership.
• Experience with digital media buying, creative brief development, and campaign reporting.
• Clear and persuasive presentation skills; ability to communicate with both technical and non-technical stakeholders.
• Comfortable managing large and small media budgets with a focus on ROI optimization.
• Deep interest in staying ahead of emerging digital trends and technologies.
• Creative thinker with strong attention to detail and a bias for action.

Applications for this ecommerce job are being coordinated by Allan Seibert. To apply, CLICK HERE. Candidates, please be sure to email Allan for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.