Fractional ecommerce leadership and strategic advisory for consumer brands
Executive-level ecommerce strategy, operations, and growth leadership without the cost of a full-time hire
Site Audit and Recommendations
Thorough review of your website, identifying conversion rate optimizations, UI/UX concerns, opportunities to enhance and improve the site experience.
P&L Management & Ecom Ops Review
Review and right-size your P&L along with Forecasting. Additionally your Merchandising, Digital Marketing, Team Organization, In-house vs Outsourced, Tech Stack gaps and opportunities will be identified.
Platform Migration
We will guide your migration journey from start to finish, including vendor selection / negotiation, discovery planning, requirements gathering, milestone adherence, creative reviews, launch process.
Opportunistic Growth Strategies
We will look at your business from a growth lens, uncovering new revenue streams and/or determine how to scale existing ones.
Results
Volcom / RVCA / Quiksilver / Roxy / Billabong
Successfully migrated and integrated five brands from SalesForce Commerce Cloud to Shopify Plus in six months, with a centralized, component-driven global platform that serviced multiple brands. $150M aggregate revenue.
Pivoted from Volcom’s failing Magento 2.0 upgrade, to a fast-tracked Shopify migration, on time and on budget. Along with many UI/UX fixes and immediate optimizations, successful integration saw sales grow from $8k/day to its current $70k+/day.
Forever 21
Led a 70-person department through an enterprise evolution, converting their homegrown operations and systems to a better structured and strategic organization, utilizing Ecom best practices and continuous improvements.
Business grew from $100M operation to $250M in two years.
GUESS Jeans
Partnered with internal Design team and launched GuessJeans.com, a direct-to-consumer only retro-line that pushed the creative envelope. Developed on Shopify in 4 months, designed and produced unique ‘pizza-box’ packaging, leveraged existing operational infrastructure, and launched with PR blitz that helped the brand stay on the forefront of savvy streetwear enthusiasts.
Achieved over 7 figures in the first year.
Mattel
Part of a leadership team to disrupt their entrenched Wholesale distribution model, into a new, direct-to-consumer operation with first-ever shoppable website, MattelShop.com. Launch process included internal corporate coordination, multi-faceted vendor selection, Ecom team assembly, technical implementation and execution.
Multi-million dollar operation in Year 1, with double-digit growth every year since launch.
Companies I’ve Scaled Up
Projects
Launch Strategy for a Direct-to-Consumer Eyewear Brand
PROJECT SNAPSHOT
Industry: Eyewear
Client Type: Global Manufacturer
Engagement: DTC Launch Strategy
Duration: 7 Months
Outcome: Strategic roadmap for launching a new ecommerce brand
THE PROBLEM
A global eyewear manufacturer wanted to launch a direct-to-consumer reading glasses brand but had no ecommerce experience.
Key challenges included:
- No DTC strategy or ecommerce infrastructure
- No consumer brand identity
- Limited understanding of the competitive landscape
Leadership needed to determine whether a DTC launch was strategically viable.
THE SOLUTION
I worked with the executive team to design the strategic foundation for entering the DTC eyewear market.
The engagement included:
- Market opportunity and competitive analysis
- Brand positioning and customer targeting
- Shopify ecommerce architecture planning
- Growth roadmap to $1M+ revenue
Ecommerce Transformation Strategy
PROJECT SNAPSHOT
Industry: Beauty Technology
Client Type: Consumer Beauty Brand
Engagement: Ecommerce Strategy
Duration: 90 Days
THE PROBLEM
The brand’s ecommerce channel was underperforming despite strong brand awareness.
Challenges included:
- Conversion friction across the site
- Weak product storytelling
- Limited data visibility into performance drivers
THE SOLUTION
I conducted a full audit of the ecommerce experience and customer journey to identify growth opportunities.
Key Deliverables
- Ecommerce conversion audit
- Customer journey analysis
- CRO roadmap and quick-win recommendations
- Digital growth strategy
Fractional Ecommerce Leadership for Wellness Brand
PROJECT SNAPSHOT
Industry: Health & Wellness
Client Type: Emerging Consumer Brand
Engagement: Fractional Ecommerce Leadership
Duration: Six Months
THE PROBLEM
The company was preparing to scale ecommerce but lacked experienced digital leadership.
THE SOLUTION
I worked with the founders to guide the next phase of ecommerce growth, including strategy, site improvements, and operational structure.
Key Deliverables
- Ecommerce growth strategy
- Website redesign guidance
- Marketing channel roadmap
- Operational improvements
Ecommerce Audit for Premium Children’s Apparel Brand
PROJECT SNAPSHOT
Industry: Apparel
Client Type: Established DTC Brand
Engagement: Ecommerce Audit & Optimization
Duration: 90 Days
THE PROBLEM
Leadership wanted a clear understanding of how to improve ecommerce performance and scale the digital business.
THE SOLUTION
I conducted a full audit of the ecommerce ecosystem, identifying both immediate improvements and longer-term strategic initiatives.
Key Deliverables
- Ecommerce performance audit
- CRO recommendations
- Digital growth roadmap
- Hiring strategy for ecommerce leadership
Okay CEO/COO/CMO, you’re all about results, but you’ve hit a wall…
Maybe you are scraping by with single digit YoY growth, or even worse you have taken a step back from last year’s numbers. You need someone to take a look under the hood from an impartial point of view, with fresh, strategic eyes.
But, you don’t need to hire an army of consultants or a big fancy agency where a pricey retainer is paying for their bloated overhead. You just need someone with experience, someone who’s done this before, someone who can apply their knowledge of success, to take a deeper look into your business and make some tangible recommendations to scale.
Use Cases
You haven’t had an Ecom expert in-house
You’re a Founder that has successfully built your brand from scratch and now need someone to help you take it to the next level with enterprise experience and ideas. Or you’re a Manufacturer / CPG co. that doesn’t have the know-how to sell Direct-to-Consumer, and need expertise to stand it up.
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You need fresh ideas to grow to double-digits
A lot of good ideas have been exhausted. Your team may be more junior and executional only. You need some outside perspective with out-of-the-box thinking to identify new growth areas with the practical & operational know-how to execute.
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Your Head of Ecommerce just resigned
We know it may take months to find the right permanent person to shepherd your digital business. But we also know you don’t have the time or luxury to take your foot off the gas. You need a leader who can just step in, hit the ground running and even make meaningful improvements during this transitional period.
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You need someone to lead your Shopify migration
You’re on a legacy platform and need to migrate to Shopify for improved performance and lower fees. But, you don’t know where to start. How do I find the right vendor(s)? How can I manage the implementation AND run the day-to-day business? Who can I trust to make sure we stay on time and on budget?
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Start our journey together
Scale your Ecom business smarter and faster.
Schedule your free consultation and find out how The Ecom Exec can help you.
The Ecom Exec 