Marketing Manager, Kids' Apparel

About the Role

As Marketing Manager at Cardin McCoy, you'll own the full marketing strategy for our DTC brand. This hands-on leadership role involves shaping brand voice, executing multi-channel campaigns, growing our audience, and driving revenue in a fast-paced, entrepreneurial environment. Ideal for someone passionate about kids' fashion, southern lifestyle culture, family-oriented brands, and results-driven marketing in e-commerce/apparel.

Key Responsibilities

• Develop and execute comprehensive marketing strategies to grow brand awareness, customer acquisition, retention, and revenue
• Lead end-to-end campaign planning and execution for seasonal collections, holidays (Back-to-School, Christmas, Easter, etc.), product launches, and promotions
• Oversee digital marketing channels including paid ads (Meta, Google, TikTok), organic social media (Instagram, TikTok, Facebook), email/SMS (Klaviyo), and SEO/content
• Manage content strategy and calendar: Collaborate with creative team on photo/video shoots, UGC, influencer partnerships, and lifestyle content
• Build and nurture influencer, ambassador, and partnership programs to expand reach in southern lifestyle, outdoor, and family niches
• Analyze performance using tools like Google Analytics 4, Shopify Analytics, Meta Business Suite, Klaviyo, and others; deliver regular reports, insights, and optimizations to meet KPIs (revenue, ROAS, CAC, LTV, engagement)
• Drive website optimizations (Shopify), conversion rate improvements, landing pages, and user experience enhancements
• Coordinate cross-functional efforts with product, operations, and customer service teams to align marketing with business goals
• Explore new growth opportunities (emerging platforms, affiliate programs, events, PR, wholesale potential)
• Stay ahead of trends in kids' apparel, DTC e-commerce, and southern/family lifestyle marketing

Qualifications & Skills

• 5+ years of marketing experience, with strong DTC/e-commerce, apparel, retail, or lifestyle brand background preferred
• Proven success driving measurable growth in revenue, brand metrics, and customer engagement for consumer brands
• Hands-on expertise in digital tools: Meta Ads, Google Ads, Klaviyo (or similar), Shopify ecosystem, GA4, and social platforms
• Excellent creative and strategic thinking with a strong eye for visual storytelling—bonus for experience with family/kid-friendly content and photography/video
• Data-driven approach with solid analytical skills and comfort using numbers to inform decisions
• Passion for southern lifestyle culture, outdoor adventures, family values, and children's fashion is highly valued
• Ability to thrive in a small-team, high-autonomy environment with fast execution and creative freedom
• Strong project management and communication skills
• Bachelor's degree in Marketing, Business, Communications, or equivalent experience

What We Offer

• Health, dental, and vision benefits
• Access to company 401(k) plan
• PTO and paid holidays