Fractional Ecommerce Director
(Shopify)
Senior operational leadership for brands doing £500k–£5M/year revenue.
Stop guessing. Start executing.
Retainers from £3,000/month
“Dan brought clarity to our chaos. We finally have a roadmap that connects our ads to our inventory.”
Example Outcome: Improved store conversion by 22% through better merchandising and speed optimisation (Apparel Brand, UK).
If this sounds familiar...
Fragmented Agencies
Your PPC agency blames the site. Your dev agency blames the traffic. No one owns the P&L.
Unclear Priorities
You have a backlog of 50 ideas but don't know which one will actually move the needle this month.
Tracking Confusion
GA4 says one thing. Shopify says another. You're flying blind on profit margins.
Leaky Funnel
Traffic is arriving, but mobile conversion is stuck. You need UX fixes, not just more ad spend.
The Retainer: What You Get
1. Commercial Strategy
- Weekly 45-min sprint call
- KPI Scoreboard & Profit tracking
- Quarterly Roadmap planning
2. CRO & UX
- Landing page optimisation
- Mobile UX improvements
- A/B testing (if traffic allows)
3. Paid Media
- Google Shopping & Search
- Meta Ads strategy
- Feed optimisation
4. Lifecycle Marketing
- Klaviyo email flows
- SMS setup
- Retention strategy
5. Technical Dev
- Shopify theme edits
- App integrations
- n8n automation
6. Data & Reporting
- GA4 + Shopify analytics
- Weekly Slack report
- Monthly P&L review
First 10 Days: The Audit & Plan
I get into your Shopify, GA4, and Ad accounts. I look for broken tracking, wasted spend, and low-hanging UX fruit.
I present a prioritised list of fixes. We agree on the "Critical Few" tasks for the first month.
I don't wait for permission slips. I start fixing the obvious technical debt immediately.
Typical 90-Day Plan
Month 1: Stabilise
- • Fix tracking/data hygiene
- • Audit ad performance
- • Improve site speed
- • Fix checkout friction
Month 2: Optimise
- • Merchandising overhaul
- • Email flow expansion
- • Landing page logic
- • Offer testing
Month 3: Scale
- • Aggressive CRO testing
- • Channel expansion
- • Retention strategy
- • Automating ops (n8n)
Investment
Retainers from £3,000 / month
What affects the retainer level?
- • SKU Complexity: Single product vs 5,000 SKU catalogue.
- • Channels: Just UK vs International stores (Multi-currency).
- • Tech Debt: Fresh store vs messy legacy code.
- • Ad Spend Volume: Higher volume requires more daily management.
*Most brands fit between £3,000–£5,000/month depending on complexity.
Rolling monthly contract. Pause or cancel with 30 days notice.
Who This Is For
- • Founders doing £500k–£5M/year revenue.
- • Brands on Shopify or Shopify Plus.
- • Teams frustrated with "hands-off" agencies.
- • Owners who want to focus on product/brand, not tech.
Who This Is NOT For
- • Dropshippers or pre-revenue startups.
- • Brands not on Shopify (e.g. Magento/Woo).
- • Anyone looking for "guaranteed" hacks.
- • Micromanagers who don't trust the process.
Common Questions
It is fixed monthly based on the scope we agree. No surprise hourly billing. If the scope needs to change (e.g. launching a new country), we discuss a new tier.
This is the starting point for a standard single-store Shopify brand. Complex setups (Headless, Multi-store, heavy custom app logic) require more time and start higher.
I don't sell hours; I sell outcomes and availability. Some weeks I might work 15 hours on a migration; others 5 hours on monitoring. The value is in the result, not the timesheet.
Yes. I lead the strategy and execution. For specific channel expertise or high-volume creative production, I bring in my select team of fractional experts. You get agency-level output with a single point of accountability.
Yes. I am a Full Stack Developer. I handle theme edits, script implementation, and n8n automations personally. For massive projects (e.g. full redesigns), I may bring in a partner dev, but I write code daily.
Yes, though I often replace them to improve efficiency. If you have a creative agency you love, I can manage them. If you want me to take over media buying, I can do that too.
We typically find technical 'quick wins' (speed, tracking, UX bugs) in the first 10 days. Revenue impact usually trends up by Month 2-3 as optimisations compound.
Shopify Admin (Collaborator), GA4, Google Ads, Meta Ads, Klaviyo, and Search Console. I sign an NDA before we start.
I specialise exclusively in Shopify and Shopify Plus to maintain deep expertise. I do not work with Magento, WooCommerce, or BigCommerce.
Take control of your growth.
One senior partner. Weekly execution. Clear pricing.
Retainers from £3,000 / month
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: 1/3