Service
Senior technical-marketing leadership, without the full-time hire.
Fractional ecommerce leadership that owns the connection between marketing goals and the technology that delivers them: setting the roadmap, managing vendors, and making sure strategy turns into shipped work.
Best for
Brands that have outgrown ad hoc decision-making about their site and stack, but do not yet need — or cannot find — a full-time technical ecommerce executive.
Typical scope
A fractional engagement of defined days per month, or leadership of a specific initiative such as a replatform or rebrand.
Works with
Founders, CMOs and ecommerce leaders, plus every agency and vendor in the stack.
Tools
Shopify & Shopify Plus · GA4 · Google Tag Manager · Klaviyo · Skio · BigQuery · Cloudflare · Intelligems · Shoplift · Project management tools
Common problems
When nobody owns the whole picture.
Strategy and execution live in different places
Leadership sets goals; agencies interpret them; results drift.
Vendor sprawl
Several agencies and freelancers, overlapping scopes, and no one holding them to a shared plan.
Big decisions without technical input
Replatforms, redesigns and new tools chosen on a pitch deck.
The website has no owner
Marketing, ecommerce and IT each assume someone else is responsible.
A rebrand or migration on the horizon
A high-stakes project that needs someone to coordinate design, development, SEO and tracking.
Capabilities
Leadership that stays close to the work.
Strategy & roadmaps
A plan everyone can execute against.
- Fractional ecommerce leadership
- Growth and technology roadmaps
- Ecommerce technology evaluation
- Marketing operations optimization
Coordination & vendors
Many contributors, one direction.
- Cross-functional coordination
- Vendor and agency management
- Briefs, scopes and acceptance criteria
- Budget and resourcing input
Projects & ownership
High-stakes change, managed end to end.
- Technical project leadership
- Rebrand and migration support
- Website ownership
- Strategy-to-implementation coordination
In practice
A partner who can write requirements, assess implementation risk, coordinate vendors, and help approve what ships.
Led
Cross-functional delivery with in-house teams and agencies
Led cross-functional digital growth and delivery initiatives involving approximately 18 internal and agency contributors across development, design, content, paid media and digital operations — directing the work rather than executing every deliverable personally.
Led
Taking over a failed rebuild
Stepped in as de facto product owner after a site rebuild had failed: wrote requirements, prioritized the roadmap, ran sprints, and led launch QA across founders, engineering, design, analytics and compliance.
Led
Product leadership for search-driven platforms
Aligned product and engineering teams around discoverable information architecture, scalable templates, measurement and launch quality controls for large consumer discovery experiences.
Anonymized examples from the founder’s work. Client names, figures and identifying details are withheld. Each label shows whether the work was implemented directly, led, or delivered with development and agency partners.
What you get
- A 6–12 month growth and technology roadmap with clear owners
- Vendor scorecard and recommended scope for each partner
- Technology evaluations with a documented recommendation
- Project plans, briefs and acceptance criteria for major initiatives
- A regular operating cadence: priorities, progress and decisions
- Hands-on implementation where it is the fastest path
Why it matters commercially
Strategy that turns into shipped work
One person accountable for translating goals into delivered changes.
Better value from vendors
Clear briefs and oversight get more from the agencies you already pay.
Fewer expensive mistakes
Technical judgment in the room before large platform and tool decisions.
Senior capability on a flexible basis
Leadership-level expertise scaled to what the business needs now.
Engagement approach
How a fractional engagement begins.
The first month is about understanding; after that, a steady leadership cadence.
Discover
Meet the team and vendors, review the stack, goals, budget and current initiatives.
Output Situation assessment
Prioritize
Agree on the roadmap, ownership and how decisions will be made.
Output Roadmap and operating cadence
Execute
Lead initiatives, manage vendors, and implement directly where it helps.
Output Delivered initiatives
Optimize
Review outcomes with leadership and reset priorities each quarter.
Output Quarterly review
Questions we hear often
How is this different from hiring a consultant for a project?
A fractional leader is part of your operating rhythm: attending planning meetings, owning outcomes and managing vendors over time, rather than delivering one piece of work and leaving.
How much time does a fractional engagement involve?
It varies by need and is agreed up front — commonly a set number of days per month with defined availability between them.
Can this lead to a full-time hire?
Often it helps clarify what that role should be. We can help define the position, interview candidates and hand over cleanly.
Need someone to own the connection between marketing and technology?
Tell us about your team, your vendors and what is not moving. We’ll talk through whether a fractional model fits.