Growth plan
Turn company goals into a focused ecommerce plan with clear assumptions, economics, milestones, and owners.
Fractional ecommerce leadership
Give ecommerce the senior leadership it needs.
I step in as a part-time senior ecommerce leader to set priorities, improve performance, and help internal teams and outside partners move in the same direction.
I work alongside your leadership team with enough access and authority to connect the numbers, the customer, the people, and the work that reaches the market.
When it helps
Senior leadership for the gap between strategy and execution
Fractional leadership works well when the business needs sustained senior ownership and a full-time executive is not the right step yet.
Growth has plateaued, and each team has a different explanation for why.
A founder or CEO is still the default escalation point for everyday ecommerce decisions.
Channels and agencies are busy, but no one owns the complete ecommerce result.
The internal team is capable and ready for clearer priorities, coaching, and senior support.
A leadership departure, acquisition, or reorganization has created an ownership gap.
The company wants to define the role clearly before making its next full-time hire.
What I can own
One clear owner across the ecommerce system
We shape the role around the decisions and outcomes your business needs help owning. These are common responsibilities, and the final scope will reflect your team.
Channel priorities
Balance acquisition, conversion, retention, merchandising, marketplaces, and owned demand around total business value.
Weekly decisions
Run focused weekly decisions and monthly business reviews around trusted KPIs, current risks, and next actions.
Team and partner alignment
Clarify roles, improve briefs, review output, and strengthen ownership across employees, agencies, vendors, and leadership.
Technology and data
Prioritize platform, analytics, automation, AI, and integration work based on business value and fit for the team.
Executive clarity
Turn channel detail into clear executive answers about what changed, why it matters, where the risk sits, and what to do next.
The first 90 days
Build focus, ownership, and momentum
The first 90 days create focus, a useful decision rhythm, and a shared view of performance. From there, the role can continue, narrow, or transition to an internal leader.
- 01
Understand the current state
Review economics, customer behavior, channel performance, the roadmap, team responsibilities, partner work, and leadership expectations together.
- 02
Set the 90-day plan
Choose the outcomes that matter most, name assumptions and owners, define decision metrics, and focus the team on the work with the greatest value.
- 03
Lead and improve
Lead weekly decisions, coach owners, resolve tradeoffs, report clearly to leadership, and adapt priorities as we learn.
Relevant experience
More than 20 years of ecommerce experience applied to your business
Dan brings 20+ years of ecommerce and digital growth experience, including building and leading the skinbetter science ecommerce program through its acquisition by L’Oréal.
- years across ecommerce and digital growth
- 20+
- online revenue growth over four years
- 500%
- increase in email revenue
- 145%
- organic-traffic growth
- 180%
First-party operating records from my in-house role at Ryan’s Pet Supplies.
Decision guides
Choose the ownership model before adding more activity
These guides help diagnose whether the business is missing specialist execution, senior ownership, or a shared commercial view.
Common questions
Questions about fractional ecommerce leadership
What is fractional ecommerce leadership?
Fractional ecommerce leadership gives your business recurring senior ownership without adding a full-time executive. I help set priorities, run KPI reviews, make cross-functional decisions, align teams and agencies, and keep leadership informed. We shape the role around the gap the business needs to fill.
How is this different from an interim executive?
An interim leader temporarily fills a full-time role. A fractional leader works on a defined part-time schedule alongside a founder, CEO, marketing leader, or growing ecommerce team. During discovery, we will clarify whether the business needs fractional support, an interim leader, or a permanent hire.
Will you work with our existing employees and agencies?
Yes. I help employees and agencies do better work together by clarifying priorities, decision rights, briefs, measures, and ownership. Specialists keep their role, internal teams keep their context, and leadership gets one clear view of ecommerce performance.
Are you hands-on or only advisory?
Both. I can build the plan, lead weekly decisions, analyze performance, shape briefs, review work, resolve tradeoffs, and own agreed priorities. Engineering, media buying, and high-volume creative production usually remain with the internal or agency specialists best equipped to deliver them.
What commitment does a fractional engagement require?
Most engagements begin with a diagnostic and a 90-day plan, followed by weekly working sessions and monthly performance reviews. The commitment depends on your team, urgency, channels, and whether you need guidance, active leadership, or help through a transition. We agree on scope, access, and decision authority before the work starts.
Let’s define what ecommerce needs someone to own.
Bring your goals, current team structure, and the decisions that keep landing in the wrong place. I will help you clarify whether fractional leadership is the right next step.