Most e-commerce brands don’t have a traffic problem; they have a trading problem.
I help small to medium eCommerce brands bring structure, clarity, and commercial thinking to their online stores.
I work as a Fractional eCommerce Manager, helping founders and teams:
Build clear trading plans aligned to revenue targets
Forecast growth using real data, not guesswork
Improve conversion, AOV and overall performance
Create structure across marketing, website and email
The focus is simple: better decisions, driven by data.
I don’t focus on more activity — I focus on what actually drives revenue.
That means understanding your metrics, building a plan, and trading your website with intention.
"If you don’t understand your numbers, you can’t scale your business."
Jenna Medcalf
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"Most eCommerce brands don’t have a traffic problem — they have a trading problem."
Jenna Medcalf
About Me
I’m Jenna Medcalf, a Fractional eCommerce Manager with over 20 years of experience in digital trading and eCommerce.
I’ve worked with brands including New Look, Karen Millen and The Very Group, leading trading strategy, forecasting and performance optimisation.
More recently, I’ve supported independent brands to grow through improving conversion, AOV and building clear trading plans.
My approach is grounded in commercial thinking — understanding what drives revenue and focusing on what matters most.