Fractional CMO Leadership
The senior marketing brain your company needs, at the fraction of the cost it can actually afford.
E-Commerce Growth
E-Commerce Growth Consulting
Your acquisition cost climbs every quarter and your repeat rate has not moved. That is not a traffic problem.
The Problem This Solves
Most e-commerce brands scale on a single channel until that channel stops being cheap, then try to buy their way out of it. Meanwhile the levers that actually compound — repeat purchase rate, average order value, merchandising, lifecycle flows, and margin per SKU — sit unattended because they are slower and less visible than turning up ad spend.
Typical EngagementDelivered inside a Core Marketing CMO retainer, or scoped as a standalone project.
See pricingVURTX e-commerce consulting works both halves: the acquisition engine and the retention economics underneath it. That means paid and organic performance, but also merchandising, pricing, lifecycle automation, marketplace strategy, and the fulfilment cost that determines whether a growing SKU is actually making money.
What’s Included
Six things that actually change.
01
Channel and CAC diagnostics
Where acquisition cost is really going and which channels still have headroom.
02
Retention and LTV architecture
Repeat purchase rate, cohort behaviour, and the lifecycle flows that move them.
03
Merchandising and AOV strategy
Assortment, bundling, and pricing structure to raise order value without discounting.
04
Marketplace and channel mix
Whether Amazon, retail, or wholesale help or cannibalise your direct margin.
05
Lifecycle and email automation
Klaviyo and equivalent flows built on real cohort behaviour rather than templates.
06
Contribution margin by SKU
Landed cost, fulfilment, and returns — so growth lands in profit, not just revenue.
Engagement Shape
How it runs.
Phases overlap in practice, but this is the shape of the work and roughly when each part lands.
What You Should Expect
- Lower blended acquisition cost across the full channel mix
- Repeat purchase rate and LTV treated as managed metrics, not outcomes
- Merchandising and pricing that lift order value without discounting
- Profitability visible at SKU level, not just at the top line
| Phase | Deliverable |
|---|---|
| Week 1–2 | Full audit: channels, cohorts, merchandising, lifecycle flows, and SKU-level margin |
| Week 3–4 | Growth model and prioritised plan across acquisition, retention, and merchandising |
| Month 2 | Rebuild tracking and lifecycle flows; reset channel roles and budget allocation |
| Month 3+ | Testing cadence, cohort reporting, and quarterly reallocation |
Answers
Questions about e-commerce growth
Typically $3M to $30M in annual revenue. That is the range where a single-channel acquisition strategy has usually run out of room and the business needs a real portfolio approach, but there is not yet a full in-house growth team to run one.
I direct the work rather than executing it. That includes site architecture, merchandising structure, and lifecycle flow design across Shopify and comparable platforms, working with your developers or agency. I have built on these platforms directly in a previous agency, so scope and timelines get assessed accurately.
Yes. Multi-channel margin conflict is one of the most common problems here — direct, marketplace, and wholesale pulling against each other on price and inventory with nobody managing the whole system. That is exactly the omnichannel work.
It is the same seniority applied to a narrower, e-commerce-specific problem set, and it goes deeper into merchandising and unit economics than a general marketing engagement would. Many e-commerce clients run this as their fractional CMO engagement.
Related
Works alongside
Interim CMO Leadership
Your CMO left. The executive search will take six months. Marketing cannot sit still for six months.
CMO Consulting
Sometimes you do not need a marketing leader. You need one hard question answered properly, once.
Next Step
Find out what your marketing is actually costing you.
Every engagement starts the same way: a straight conversation about your growth plateau, your current spend, and whether a fractional CMO is genuinely the right answer for you. If it isn’t, I’ll say so.
Free 30-minute call · No pitch deck · Direct answer either way