Growth is vanity, profit is sanity
I help founders stop “growing broke” by taking ownership of the digital P&L — balancing aggressive growth with contribution margins and long-term commercial health.
Why You Might Need a Fractional
Commercial Lead
Many brands find themselves in a trap: revenue is climbing, but the bank balance isn’t. Without a clear eye on the P&L, “growth” can actually become a liability.
“Growing Broke”: Your sales are up, but your net profit is flat (or shrinking) due to rising ad costs, shipping, and returns.
Lack of Visibility: You don’t know your true contribution margin per product or per channel after all “variable costs” are accounted for.
Inventory Mismanagement: You’re constantly overstocked on slow-movers or out of stock on your bestsellers because you lack a data-driven forecast.
No Long-Term Roadmap: You’re making decisions week-to-week based on “last night’s sales” rather than a 12-month commercial strategy.
Marketing Without a Goal: You’re spending on ads without knowing exactly what ROAS or CPA you actually need to remain profitable.
The Fractional Commercial Solution
As your Fractional Head of E-commerce, I don’t just manage your tools; I manage your numbers. I bridge the gap between your “Marketing” and your “Finance” to ensure every pound spent is working toward a healthier bottom line.
P&L Ownership & Management: I build and maintain a live digital P&L, giving you total clarity on where every penny is going.
Contribution Margin Analysis: Moving beyond ROAS to understand “Profit After Ad Spend” (POAS) and true channel profitability.
Stock & Inventory Forecasting: Aligning your marketing calendar with your stock levels to ensure you aren’t spending money to drive traffic to out-of-stock items.
12-Month Growth Roadmapping: Building a realistic, data-backed plan that accounts for seasonality, product launches, and cash flow requirements.
Commercial Decision Support: Acting as a sounding board for big-ticket decisions—from international expansion to pricing and discounting strategies.
Ways We Can Work Together
Commercial Health Audit
A deep-dive analysis of your current P&L, margins, and historical data. I’ll show you exactly where you’re leaking profit and provide a 90-day “Profit Recovery” plan.
Ongoing Fractional Head of E-com
I join your weekly leadership meetings, manage the P&L, oversee the marketing budget, and hold your team/agencies accountable to commercial (not just creative) goals.
Growth Strategy Sprint
A high-intensity project focused on building your 12-month financial model and marketing roadmap to prepare the business for investment or rapid scaling.
Who this Works Best for
Seven-Figure Brands: You have a real business now, and “best guesses” on the numbers are no longer safe or sustainable.
Founders Who Hate Spreadsheets: You’re brilliant at brand and product, but you need someone to own the commercial “engine room.”
VC-Backed or Bootstrapped Scale-ups: Where capital efficiency and “profitable growth” are the primary requirements for the next stage of the journey.
Brands Navigating Complexity: If you are dealing with multiple currencies, international shipping, or complex returns, you need this level of oversight.
Why Work With Me
The “Owner” Mindset: I treat your budget as if it were my own. I’m not here to spend your money; I’m here to make you more of it.
20+ Years of E-com Experience: I’ve seen the “boom and bust” cycles. I know the difference between a temporary trend and a sustainable growth lever.
Simplified Clarity: I turn complex financial data into simple, actionable insights that you can use to lead your business with confidence.
The Results You Can Expect
⚡ Improved Contribution Margins: More profit left in the business from every single order.
📈 Predictable Forecasting: Fewer “stock-outs” and better cash flow management for future inventory buys.
💰 Commercial Alignment: A marketing team and a finance team that are finally speaking the same language.
🛡 A Roadmap to Scale: The peace of mind that comes from knowing exactly where you are going and how you’re going to pay for it.