Director of Digital Marketing & E-Commerce

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Description/Job Summary

Fruit of the Loom, an independent, wholly owned subsidiary of Berkshire Hathaway Inc. & leading international basic apparel company, has an immediate opening for a Director Digital Marketing & E-Commerce at its corporate headquarters in Bowling Green, KY.

The Director of B2B Digital Marketing and eCommerce supports the strategic growth of ecommerce sales for an assigned business unit.  

The Director develops and implements strategies to grow ecommerce sales and margin, drive lead generation, increase customer acquisition, drive site traffic and to improve average transaction size and order frequency.   Included are the responsibilities for site operations, pricing strategies, forecasting, inventory and order management as well as the associated analytics and reporting.  Other responsibilities include maintaining a responsible P&L, mentoring direct reports and partnering with sales teams to collaborate and drive sales/margin.  Key KPI’s for this role include customer acquisition, site traffic, transaction count, sales and margin.  


eCommerce/CRM Strategy:  Develop and implement strategies that grow ecommerce customer base, sales and margin.  Develop strategies for lead generation, new customer acquisition and sales via digital and direct marketing.  Enhance CRM database to improve knowledge of customer preferences in brands and products.  Develop long range plans and identify required technology and resources for ecommerce sales growth and customer acquisition.  Work with distributor partners to identify and implement strategies to grow sales on websites. 
eCommerce Management:  Manage direct reports and workload related to eCommerce order management.  Work with cross-functional teams in Sales, Planning, Forecasting, Distribution, IT, Credit, Customer Service to ensure day-to-day business support and execution of B2B websites.  Develop and implement pricing and promotion strategies to drive sales, site visit, transactions, order frequency etc.  Create and distribute reports that analyze ecommerce performance and make recommendations to improve.
Content Development:  Lead the development of web content to create compelling customer experience for our brands and products that drive sales and engage customer.  Responsible for the content integrity and functionality of all content on websites.  Develop value-add educational content and marketing tools to help engage and support the customer.
Digital Campaigns:  Collaborate with Advertising on digital marketing campaigns, social media and email marketing to drive site traffic in addition to enhancing lead customer data information in Salesforce.  Manage SEO and SEM.
Site Updates:   Identify required site updates to improve site performance and drive sales/margin.  Manage the execution of on-going site updates that provide enhanced functionality.   Ensure integrity and functionality of all site content and engagement tools.

Required Experience

  • 7+ years of relevant work experience with an eCommerce business in a B2B environment working for a brand/manufacturer, wholesaler, distributor, agency.
  • Experience managing digital and direct marketing campaigns that generate leads for new customers, drive site traffic and sales.

Required Qualifications

  • Bachelor’s degree in Business, Marketing, Digital Marketing, eCommerce or related field.
  • Experience in ecommerce operations, web-based content management tools, email marketing, digital/social media in a business to business environment.
  • Experience with lead acquisition, CRM/database marketing and direct marketing required.
  • Experience with Google Analytics, Salesforce and Salsify required.Apttus or Demandware and basic HTML preferred.
  • Proficiency in Microsoft Office Suite.
  • Strong business and project management skills.
  • Excellent communications skills, attention to detail and ability to manage across multiple internal functional areas.


We offer competitive pay & benefits including medical, dental, vision, life, & disability insurance, vacation, holidays and 401 k.

Qualified applicants will receive consideration for employment without regard to their race, color, religion, national origin, sex, protect veteran status, disability or any other protected status.

EOE/Minorities/Females/Vet/Disabled/Sexual Orientation/Gender Identity
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It is the policy of the Company to employ personnel entirely on the individual’s qualifications. Selections are made without regard to age, race, color, religion, sex, sexual orientation, sexual identity, pregnancy, disability, protected veteran status, national origin, genetic characteristics, or any other protected status or any other category protected by federal, state of local law.

If you need a reasonable accommodation for any part of the employment process, please contact us by email at and let us know the nature of your request and your contact information. Requests for accommodation will be considered on a case-by-case basis. Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this e-mail address.

For more information, view the EEO is the Law Poster and Pay Transparency Statement.