Your Fractional Ecommerce Director for Shopify.
I replace your fragmented agency roster with one senior partner and a fleet of autonomous AI agents.
Strategy, development, and growth for Shopify brands doing £500k–£5M — executed at the pace of one senior operator backed by AI.
Trusted by Shopify Brands Doing £500k–£5M
“Dan found 16,000 product images attributed to the wrong brand in his first audit, built the fix scripts, and rebuilt our entire Shopify taxonomy from scratch. We went from ranking for nothing to actually showing up.”
“Dan built our automation stack from nothing. Shopify, Klaviyo, and supplier feeds all talking to each other. The time savings alone paid for six months of retainer.”
“We replaced two agencies with Dan. One person, more output, less politics. Revenue is up 47% year-on-year.”
Meet Dan Le Gresley.
15+ years scaling ecommerce brands across furniture, fashion, health, and lifestyle. I sat in the Head of Ecommerce chair at a UK £50M retailer — managing seven-figure ad budgets, leading catalogue operations across 6,000+ SKUs, and building the data infrastructure from scratch.
Now I take on three partners at a time and work as their embedded fractional director. I own the strategy, write the code, run the ads, and ship the automations. One person. One invoice. Everything connected.
Why Fractional Wins.
Compare the real cost of your options. The maths is uncomfortable for agencies.
Traditional Agency
- Junior AM as day-to-day contact
- Senior talent sold, juniors deliver
- Work split across 20+ clients
- £5k–£10k/mo for fractured output
- No P&L ownership
- Long onboarding, slow iterations
Atherstone Digital
- Direct access to Dan (Founder)
- One senior expert, every task
- Max 3 partners at a time
- From £3,000/mo. Full stack.
- Full P&L accountability
- Week 1 execution, weekly sprints
Full-Time Director
- ~£100k/year all-in cost
- Recruitment risk & notice periods
- One set of skills
- Benefits, desk, equipment overhead
- Limited tool stack bandwidth
- Slow to hire, slow to exit
The Force Multiplier Stack.
Everything a £100k/year ecommerce director would own. Delivered fractionally.
Shopify Store Builds
High-converting, scalable stores. Migrations, custom themes, and headless architectures designed for speed and sales.
CRO & Optimisation
Data-driven testing and UX improvements to turn more visitors into customers. We analyse, hypothesise, and validate.
Paid Media & PPC
Performance marketing across Google & Meta. We structure campaigns for ROAS and scale profitable acquisition channels.
n8n Automation
Streamline operations by connecting your apps. Automated inventory syncs, customer tagging, and reporting workflows.
Feed Optimisation
Google Merchant Center & catalogue management to ensure your products appear correctly and competitively.
Lifecycle Marketing
Email & SMS automation flows (Klaviyo) that increase Customer Lifetime Value and repeat purchase rates.
LLM Search Readiness
Future-proof your store for AI search. Optimising structured data and content for the next generation of discovery.
Technical Execution
Custom app development, script editor logic, and checkout extensibility for complex business requirements.
The AI Layer.
Most fractional directors use the same tools they used in 2019. I deploy a parallel stack of autonomous AI agents that handle the work that traditionally eats director time — so my focus stays on decisions, not grunt work.
Data Agent
Monitors product data quality, flags taxonomy errors, alt text gaps, and pricing inconsistencies across your entire catalogue — automatically.
Content Agent
Generates on-brand product descriptions, collection page copy, and feed titles at scale. Briefed on your brand voice. Reviewed before publishing.
Reporting Agent
Pulls GA4, Shopify, and Klaviyo data into a weekly performance digest. No dashboards to build — the report lands in your inbox every Monday.
“The agents work the catalogue. I work the strategy.”
How It Works.
No lengthy SOWs. No agency politics. Just a senior operator embedded in your business from week one.
Audit & Onboarding
Week 1: Full tech stack audit, analytics review, and commercial baseline. We find the quick wins and the structural problems.
Sprint Planning
We agree a 90-day roadmap with weekly sprint priorities. Everything is tracked. Nothing gets lost in email threads.
Execution
I build, test, and launch. Whether that's a new Shopify flow, a paid media campaign, or an n8n automation — I do the work.
Measure & Iterate
Weekly performance reviews. Monthly commercial reports. Quarterly strategy sessions. The feedback loop never stops.
The Numbers.
Real commercial outcomes from real partnerships.
The 5 Shopify Metrics Most Brands Track Wrong
A practical guide to the numbers that actually predict revenue growth. Used by brands doing £500k–£5M.
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Partner Application.
I only work with 3 partners at a time to ensure maximum focus. Complete this application to see if we're a fit.
- Direct access to Dan (Founder)
- Full tech stack audit
- Custom AI agent deployment
Current Capacity: 2/3