Ecommerce & DTC - Build a brand, acquire customers & retain them
I specialise in ecommerce and premium DTC. As your fractional marketing director, I pair strategy with weekly delivery: build demand on channels like Meta/TikTok, capture it on Google/Shopping, convert on-site with CRO and merchandising, and grow LTV through CRM. Everything rolls up to the numbers that matter, so we scale what compounds and cut what doesn’t.
Fractional Marketing Director
Part-time senior leadership that sets the plan and runs weekly delivery. Leads in-house + agencies, fixes measurement, and rephases budget. Typical: 1–3 days/week—direction and velocity without a full-time hire.
Agency
Specialist execution at scale (channels, creative, CRO). Great when you have a plan and need bandwidth. Needs a strong brief/owner; fees exclude media; works best alongside internal leadership.
Marketing Consultant
Audit, strategy, or discrete projects. Sharp recommendations and frameworks; you or an agency implements. Ideal for a reset - less effective if you need weekly leadership and cadence.
Full Time Hire
Embedded ownership for the long term. Highest fixed cost and slower to hire, but right once you need 5 days/week leadership and stable org design.
Choose fractional when you need senior impact without a full-time seat
How we'll work
Days 1–30:
Diagnose & focus
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Commercial audit, budget re-phase, KPI framework.
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Messaging pillars & proof (why you, why now), with first creative briefs.
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Attribution sanity check (GA4 + ad platforms) and reporting pack.
Days 31–60:
Build & ship
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Channel plan live (including pausing waste).
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Media/creative tests in-flight, CRO backlog running.
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Team/agency cadence, roles, and sprint rituals set.
Days 61–90:
Scale & systemise
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Scale the winners; cut the passengers.
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Quarterly roadmap; hiring/partner plan if needed.
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Board-level view: what drove growth; what’s next.
Commercial Lift
When the system’s working, the numbers show it: MER trends up, CAC steadies, and AOV/LTV rise. Revenue per session improves as friction falls, cost of sale becomes predictable, margins widen, and payback shortens, so forecasting gets cleaner.
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Focus moves from one-off wins to compounding channels and offers
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Budget shifts from low-yield activity to what reliably returns
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Fewer dead-end tests, more learnings that scale
My Role & Impact
Senior direction plus hands-on delivery. I turn a clear growth plan into weekly execution and measurable improvement.
Set the growth plan
Define the commercial goals, messaging, and the few moves that will actually drive revenue.
Align budget & channel mix
Move spend from low-yield activity into the channels, offers and journeys that compound.
Lead team & partners
Own the weekly cadence, briefs, priorities and feedback, so in-house and agencies ship on time.
Fractional Marketing Director
Get a seasoned marketing director to sharpen strategy, lead execution, and grow profit, without the full-time hire.
A Fractional Marketing Director?
A fractional marketing director is senior marketing leadership on a part-time basis. They set the growth plan, align budget and channels, lead in-house and agency teams, and install simple reporting so decisions are evidence-based. Unlike a consultant, they own weekly delivery; unlike a CMO, they stay close to campaigns and commercial performance.
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What’s the difference between a Fractional Marketing Director and a Fractional CMO?A CMO tends to sit at the C-suite/board, setting longer-term brand and organisational direction. A fractional marketing director is closer to day-to-day leadership and execution, often reporting to the CEO/MD and leading the plan week-to-week.
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What about cost vs a full-time hire?You avoid employer on-costs and pay only for the senior time you need - commonly 50–75% less than a full-time senior hire at UK salary levels.
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How is this different from hiring an agency or consultant?Agencies execute pieces of the mix. Consultants advise. I own the plan and the outcome, lead the people (in-house + agencies), and make the calls that compound.
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How much time do we need?Most clients start at 1 day/week, stepping up during launches or pivots. (Many UK providers cite 10–20 hours per week as typical.)
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How quickly will I see results?Tactical changes, like ad optimisations or CRO updates, can deliver early signals within weeks. Strategic shifts, brand messaging, positioning or funnel redesign, take longer. Most clients see meaningful progress within 3 to 6 months, depending on scale and complexity.
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How do we measure success?Every engagement starts with agreed business goals, revenue targets, return on ad spend, conversion rate lifts. From there I set KPIs and benchmarks. Progress is tracked weekly, optimised monthly, so you stay on course.
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Will we be boxed into a plan?Not at all. I favour flexible roadmaps that evolve with insights. Strategy isn’t about rigid templates, it’s about adapting as performance data, market shifts, or customer behaviour changes.
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What type of clients do you work with?I typically support brands that sell products online, from early‑stage direct‑to‑consumer labels to established bricks‑and‑clicks retailers. Whether you’re testing category expansion or scaling through paid media, I help e‑commerce businesses grow.
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Do you join client teams, or work independently?Both. Some clients need hands‑on delivery on platforms and funnels; others want strategic mentorship. I can step into your team as a tactical partner or operate as a strategic guide alongside your internal marketing staff.
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How do you charge?I work either on monthly retainers or project‑based terms. Retainers start at a fixed fee aligned with scope and goals. For one‑off audits or priority projects, I’ll quote a flat rate. No hidden fees, no volume‑driven upsells.
Let's Work
Together
© Matt Roffe 2025