Marketing Director - Charlotte - MirrorMate Frames

Description

MirrorMate is looking for a Director of Digital Marketing to lead planning, execution, and performance across our ecommerce marketing ecosystem. This role reports directly to the CEO and is ideal for a highly analytical, hands-on marketing leader who thrives in a small, fast-growing DTC environment.

This role builds directly on core ecommerce marketing execution, with expanded ownership across strategy, prioritization, analytics, and team leadership. While this role operates at a higher strategic level, it still requires a willingness to roll up your sleeves and execute when needed.

In this role, you will:

Ecommerce, Website & CRO Leadership

• Own overall ecommerce strategy and performance for the MirrorMate Shopify site.
• Set priorities and direction for site optimization, CRO, and merchandising strategy.
• Oversee landing page strategy (Replo or similar) for campaigns, sales, and product launches.
• Guide product launches, collection strategy, and promotional execution.
• Ensure site readiness, QA standards, and launch timelines are met for major initiatives.
• Regularly review site performance data and translate insights into action.

Paid Media & Channel Strategy

• Own paid media strategy and performance across Meta, Google, TikTok, and YouTube.
• Guide channel mix, budget allocation, and testing strategy.
• Review performance regularly and identify optimization and scaling opportunities.
• Partner with agencies and internal team members to ensure strong execution.
• Provide clear creative and performance direction informed by data.

Email, SMS & Lifecycle Strategy

• Own email and SMS strategy across campaigns and lifecycle.
• Set priorities for segmentation, automation, and testing.
• Ensure email/SMS calendars align with business goals, launches, and sales.
• Review performance and guide optimization efforts.

Influencer, Affiliate & Creator Strategy

• Oversee influencer, affiliate, and whitelisting initiatives.
• Set strategic direction for creator partnerships across DTC and B2B.
• Review performance and ROI of influencer and affiliate programs.
• Guide platform selection and program structure (e.g., GRIN, Impact, AWIN).
• Ensure influencer initiatives integrate with paid media and ecommerce goals.

Reporting, Analytics & Insights

• Own marketing analytics and reporting frameworks.
• Define KPIs and success metrics across channels.
• Lead deep-dive analyses on:
• Sales performance and growth drivers
• Funnel and conversion performance
• Customer behavior and LTV
• Translate data into clear, actionable recommendations for leadership.
• Ensure reporting is accurate, consistent, and decision-ready.

Project Management, Planning & Prioritization

• Own marketing planning, timelines, and prioritization across initiatives.
• Lead campaign planning, launch readiness, and post-mortem analysis.
• Balance short-term execution with long-term strategic initiatives.
• Ensure projects are delivered on time and aligned with business priorities.
• Step in to unblock execution when needed.

Team Leadership & Cross Functional Collaboration

• Manage and mentor marketing team members.
• Set expectations, workflows, and standards for execution and accountability.
• Oversee agency partners and external vendors.
• Partner cross-functionally with design, operations, customer service, and leadership.
• Help scale marketing processes and team structure over time.

B2B Marketing & Trade Show Initiatives

• Own strategy and performance oversight for MirrorMate's B2B marketing initiatives.
• Define goals, priorities, and KPIs for B2B marketing efforts, including trade shows and dealer programs.
• Oversee B2B email strategy (HubSpot), including:
• Pre- and post-trade show campaigns
• Reactivation and retention campaigns for existing B2B customers
• Guide partnership strategy with B2B audiences such as:
• Interior designers
• Contractors
• Multifamily and commercial partners
• Lead trade show marketing strategy and execution planning.
• Set direction for booth strategy and positioning.
• Partner with designers on booth concepts and messaging.
• Ensure timelines, materials, and assets are delivered on schedule.
• Oversee development of trade show materials and swag.
• Ensure HubSpot is effectively structured and used to support B2B marketing, reporting, and growth.

Partnerships

• Identify, evaluate, and prioritize strategic partnerships with brands, designers, creators, and other partners.
• Lead partnership strategy and structure.
• Oversee execution and performance measurement of partnership initiatives.
• Ensure partnerships align with broader brand, growth, and revenue goals.

Brand Stewardship

• Own and guide the evolution of MirrorMate's brand voice, tone, and visual identity.
• Ensure brand consistency across all marketing channels and touchpoints.
• Balance performance marketing needs with long-term brand building.
• Provide clear direction to internal teams and agency partners on brand standards.

This role will also collaborate on adjacent marketing efforts such as SEO, PR, affiliate marketing, and emerging growth channels, ensuring alignment with overall ecommerce and brand strategy.

AI & Automation

• Actively use AI tools to:
• Enhance analysis, forecasting, and reporting.
• Support planning, documentation, and internal communication.
• Identify automation opportunities across the marketing stack.
• Champion thoughtful adoption of AI across the marketing team.

Skills

• Exceptional analytical and quantitative ability
• Strong strategic thinking and prioritization
• Excellent project management and deadline ownership
• Clear, confident communication
• People leadership and mentorship
• Comfort operating in ambiguity and scaling environments
• Willingness to both lead and execute

Experience

Our ideal candidate will:

• Have 8–10+ years of experience in ecommerce or digital marketing.
• Have led marketing strategy for a Shopify-based DTC brand.
• Have deep experience across paid media, ecommerce, lifecycle, and analytics.
• Be highly data-driven and confident working with complex performance data.
• Have people management experience (or strong readiness for it).
• Be comfortable making informed recommendations, even when tradeoffs exist.
• Have ecommerce experience first; home goods, interiors, or design experience is a bonus, not required.

Tools & Platforms

• Shopify
• GA4
• Replo
• Meta Ads Manager
• Google Ads
• TikTok Ads
• YouTube Ads
• Pinterest Ads
• Klaviyo
• HubSpot
• Google Data Studio
• Google Sheets / Excel
• Canva
• Influencer & affiliate platforms: GRIN, Impact, AWIN

Compensation & Benefits

In addition to competitive compensation and performance-based incentives, MirrorMate offers a benefits package designed to support both your work and your life outside of it:

• Full-time, in-person role based in Charlotte, NC
• Competitive salary based on experience, with yearly performance bonuses
• Generous healthcare coverage, including medical, dental, and vision insurance
• Flexible PTO policy, because we trust adults to manage their time responsibly
• Quarterly company-sponsored team outings, including happy hours, poker nights, and other team events
• Monthly catered lunches for the team
• Tech credit to outfit your office with the tools you need to do your best work
• Occasional travel (approximately 1–2 times per year) for trade shows, team events, or strategic initiatives

We're intentional about building a workplace that's collaborative, supportive, and fun — without unnecessary bureaucracy. As the company grows, our benefits and opportunities will continue to grow with it.

About MirrorMate

MirrorMate is a fast-growing, direct-to-consumer ecommerce brand redefining how custom products are bought online. We specialize in beautifully crafted, made-to-order frames for mirrors and more -  but what really sets us apart is how we build, market, and scale our business.

We're a small, highly collaborative team with a big growth mindset. That means real ownership, real responsibility, and real impact from day one. If you're excited by ecommerce strategy, data-driven marketing, and building systems that scale — this is the kind of environment where you'll thrive.

At MirrorMate, you won't be a cog in a massive machine or boxed into a narrow role. You'll have the opportunity to:

• Work across the full ecommerce funnel — from acquisition to conversion to retention
• See your ideas go from concept to execution quickly
• Learn how a high-growth DTC business actually operates behind the scenes
• Collaborate closely with leadership, designers, and external partners
• Build skills that compound over time as the business grows

We move quickly, we care deeply about quality and performance, and we're constantly testing, iterating, and improving. We value people who are curious, analytical, proactive, and excited to roll up their sleeves.

If you're looking for a role where your work matters, where you can grow alongside the business, and where ecommerce marketing is treated as a core strategic function — not an afterthought — MirrorMate is a great place to build your career.