FRACTIONAL ECOMMERCE DIRECTOR
Senior eCommerce leadership,
without the full-time overhead.
I run growth end to end for $10M–$100M DTC and omnichannel brands, from first click through checkout and retention: CRO, subscriptions, lifecycle, promotions, launches, and the data behind them. 16 years, $500M+ generated, brands scaled from zero to $100M+.
Brands I've built, scaled, and led online
RK Digital Commerce
SOUND FAMILIAR?
Your funnel is leaking, and no one's accountable for it.
No black box, no guesswork. Just the honest read on what's actually holding your site back.
- Your CRO “strategy” is a Slack thread and a spreadsheet nobody's opened since last quarter.
- You're paying an agency five figures a month for test ideas that never make it past “in review.”
- Subscription churn creeps up every quarter and nobody's owned that number since launch.
- Your stack (email, testing, subscription platform) all fires in different directions because no one's steering the whole thing.
- The last platform migration took longer than promised, cost more than budgeted, and broke half your integrations.
- You know conversion is leaving money on the table. You just don't have anyone senior enough in the seat to prioritize the fix.
You don't need another agency retainer. You need someone who's owned this exact problem before, and fixed it.
WHY FRACTIONAL
Same expertise. None of the overhead.
Here's what changes when you stop trying to hire your way out of this.
| Full-Time Hire | Fractional | |
|---|---|---|
| Time to start | Months of interviews, offers, and counter-offers | Start next week |
| Cost structure | Salary + equity + benefits + severance risk | Pay for the work. Nothing else. |
| Flexibility | Locked into one role, one scope, one headcount line | Scale up for a launch, scale down after |
| Ramp-up time | 90 days before they're even useful | Already knows the playbook. Runs it week one. |
| Expertise level | Whoever fits the budget, which makes it a gamble | A senior operator who's scaled this exact problem |
| Risk if it's not a fit | 6–12 months and a payout to unwind | Contract ends. No drama. |
This isn't a stopgap. It's how growing brands get senior-level execution without the org chart.
WHAT I DO
Core pillars of expertise
Go-to-Market & Launches
Go-to-market strategy, product launches, and campaign strategy: from positioning and promo calendar to launch-day execution across every channel.
Full-Funnel Growth & CRO
Optimization from homepage to checkout: A/B experimentation program ownership, personalization, and conversion work that ships with reported results.
Subscription & Retention
Subscription architecture, lifecycle marketing, cancel-save and win-back flows, plus referral and loyalty programs built to hold churn down as you scale.
Platform & Data
Tech stack migrations, replatforming, PDP/PLP and category architecture, plus the reporting and forecasting that guide planning across the business.
Leadership & Ops
P&L ownership, team building, dev/CRO agency management, and executive-level reporting that shapes real investment decisions.
PROOF
Numbers, not adjectives
Midi Health
6 confirmed CRO winners generating +$1.03M annualized. Scaled to $10M ARR with 78–80% subscription order mix.
Tonal
Doubled site CVR from 3% to 6% while scaling from ~$5–10M to $100M+ annual revenue.
OnCourse Home Solutions
Built the company's first CRO roadmap from scratch, with up to $10M ARR lift and +30% SEO performance.
Sunski & Nitro
15% YoY revenue growth at Sunski; grew Nitro's eCommerce revenue from $8M to $12M, hitting 100% of targets 4 years running.
Industries
What people say
“I worked with Rich at Midi, where he played a key role in our e-commerce operations… he keeps stakeholders aligned and is proactive about catching issues early. I'd be happy to work with him again!”
Chief of Staff & New Vertical Product, Midi Health
“He set up our whole email marketing situation from zero… generating hundreds of thousands of dollars for us to date… Honestly the guy just gets it. He cares about the outcome like it's his own business.”
Co-Founder, RJ Nautical
“Rich and I first worked together at Tonal and he was an absolute expert in his space… incredibly nimble, knowledgeable and an asset to any organization.”
VP Marketing & Customer Experience, Former Nike & Tonal
“He took ownership of forms/data flows, implemented monitoring, put solid processes in place, and managed triage during launch. He's organized, proactive, and great to partner with.”
CMO, Fortell (Formerly Tonal & Fitbit)
Featured in
Platforms
Shopify · BigCommerce · WooCommerce · WordPress · Webflow · Contentstack · Adobe Commerce · Salesforce Commerce Cloud · Klaviyo · Attentive · Active Campaign · SKIO · Recharge · Intelligems · Optimizely · VWO · Intellimize · Nosto · GA4 · Triple Whale · Segment
Sales Channels
DTC · Amazon (Seller & Vendor Central) · High-end brick & mortar (Nordstrom, REI) · Independent & branded retail · Telesales · Subscription
HOW WE'LL WORK TOGETHER
A simple process. No surprises.
You'll always know what's happening, what's next, and what it's moving.
Audit
A clear-eyed look at where your site is actually losing revenue: homepage, PDPs, cart, checkout, and the tech stack behind it all.
Roadmap
A prioritized plan, ranked by impact and effort, not by what's easiest to sell you. You always know what's next and why.
Execution
Tests ship, pages get rebuilt, the roadmap moves forward, with regular reporting so you always know what it's driving.
ENGAGEMENT OPTIONS
Ways to work together
START HERE
Website Conversion & UX Audit
A forensic look at where your website is losing revenue and exactly what to do about it.
- Full site review: homepage, PDPs, cart, checkout
- Funnel friction & mobile UX assessment
- Conversion quick wins & prioritized roadmap
- Monthly CRO analysis & A/B testing direction
- UX & landing page strategy
- Dev backlog prioritization
- Weekly strategy calls & monthly performance review
- Full website strategy & roadmap ownership
- Campaign launch governance & cross-team coordination
- KPI framework & leadership reporting
One-off project · Report, walkthrough + strategy call · Scoped to your business
Book an audit →MOST POPULAR
Monthly Optimization Retainer
Ongoing conversion, UX and website strategy so your site keeps improving month after month.
- Full site review: homepage, PDPs, cart, checkout
- Funnel friction & mobile UX assessment
- Conversion quick wins & prioritized roadmap
- Monthly CRO analysis & A/B testing direction
- UX & landing page strategy
- Dev backlog prioritization
- Weekly strategy calls & monthly performance review
- Full website strategy & roadmap ownership
- Campaign launch governance & cross-team coordination
- KPI framework & leadership reporting
Monthly retainer · 3-month minimum · Scoped to your business
Learn more →SENIOR SUPPORT
Fractional Website Lead
Senior eCommerce website leadership, without the full-time salary.
- Full site review: homepage, PDPs, cart, checkout
- Funnel friction & mobile UX assessment
- Conversion quick wins & prioritized roadmap
- Monthly CRO analysis & A/B testing direction
- UX & landing page strategy
- Dev backlog prioritization
- Weekly strategy calls & monthly performance review
- Full website strategy & roadmap ownership
- Campaign launch governance & cross-team coordination
- KPI framework & leadership reporting
1–2 days per week · Monthly retainer · Scoped to your business
Let's talk →* Pricing and final scope to be confirmed.
ABOUT ME
16 years, one throughline.
I've spent the last 16 years turning messy, growth-starved ecommerce operations into stable, scalable systems that actually convert, starting as an individual contributor and working my way up to building and leading teams of my own. Along the way I've sold everything from SaaS platforms to in-home fitness equipment, home utility insurance, and CPG sunglasses, which taught me that the fundamentals of a great ecommerce experience don't change, but how you execute them always does.
I've led 8 full website redesigns, brought brands and stores online from scratch, and built the affiliate networks, inventory systems, and promotion strategies that kept them growing after launch. Along the way I stopped being a specialist: on any given week I might be the project manager, the dev and creative team's point person, running email or affiliate marketing, or tightening up CRO and SEO. Growing ecommerce businesses rarely hand you a clean job description, and I've always been the person willing to figure it out.
LET'S TALK
Book a 15-minute growth audit
Tell me a bit about your business. I'll follow up to find a time that works.