Why I’m Returning to My Roots in eCommerce

For the past few years, I’ve worked closely with founders and small teams, helping them grow their online presence.

But recently, I’ve made a clear decision to shift the direction of my work.

I’m moving away from offering social media as a standalone service and refocusing on what I’ve spent the majority of my career doing, eCommerce.

A Natural Shift, Not a Sudden Change

Before starting my consultancy, I spent over 16 years working in eCommerce and digital roles across brands including New Look, Karen Millen and The Very Group.

My role was always rooted in trading.

Looking at performance, understanding customer behaviour, and identifying where revenue was being won or lost. And most importantly, making decisions that drove growth. Over time, I realised that this is still where I bring the most value.

What I Started to See

Working with brands more recently, a pattern became clear.

Most didn’t have a traffic problem.

They had a structure problem. They were:

• Running campaigns without a clear trading plan

• Investing in marketing without understanding conversion

• Looking at data, but not using it to make decisions

As a result, growth felt inconsistent and reactive.

Why I’ve Pivoted

The more I worked with brands, the more obvious it became that what they really needed wasn’t more marketing.

They needed:

• Clarity

• Structure

• Commercial thinking

So I’ve repositioned my work to focus on exactly that.

What I Do Now

I now work with brands as a Fractional eCommerce Manager, supporting them to bring structure and clarity to their online performance.

This includes:

• Building eCommerce trading plans aligned to revenue goals

• Creating budgets and forecasts to support growth

• Weekly performance reporting and actionable insights

• Improving conversion rate and average order value

• Supporting Shopify performance and optimisation

• Managing Klaviyo email marketing as a key revenue channel

It’s about moving away from guesswork and towards a more structured, data-led approach.

Who I Work With

Typically, I work with:

• Small to medium eCommerce brands

• Founders who are ready to scale

• Teams that need senior support without hiring full-time

Often, these are businesses doing well but seeking more clarity and direction.

Why This Matters

Growth in eCommerce doesn’t come from doing more.

It comes from doing the right things, at the right time, with a clear plan behind them.

That’s what I help brands build.

A Note on This New Chapter

This shift also felt like the right time to refine how I show up as a brand.

A huge thank you to Natasha Clarke, an incredibly talented brand photographer, for capturing this new direction so perfectly.

Her work has helped bring this next chapter to life visually, and I couldn’t recommend her more.

What’s Next

Over the coming months, I’ll be sharing more around:

• eCommerce performance and trading

• Conversion and retention strategies

• What actually drives sustainable growth

If you’re an eCommerce brand looking to scale with more structure and clarity, I’d love to connect on LinkedIn or alternatively book a call to chat.