Fractional Ecommerce Director

About the Role

Platinum Brands manages five Shopify-based stores specializing in workwear and safety equipment, including brands like DNC Direct and Safety Direct. We seek a fractional Ecommerce Director to provide executive oversight across these sites, ensuring effective tracking of key performance indicators, optimizing Google Ads expenditure, and driving profitability without the need for full-time personnel. This role demands a strategic yet hands-on approach, requiring direct interaction with account data to produce actionable recommendations.

Key Responsibilities

• Develop and maintain KPI frameworks for all five stores, targeting a ROAS of at least 6 on Google Ads campaigns, maintaining total marketing spend under 20% of revenue, and monitoring metrics such as CAC, AOV, and customer mix.
• Continuously monitor daily and weekly performance against targets, highlighting potential issues proactively.
• Create concise, actionable reports for the founder to facilitate rapid decision-making rather than just dashboards.
• Evaluate paid media campaigns across all stores, advise on budget redistribution to meet ROAS goals, and identify campaigns or keywords that require scaling or pausing.
• Balance growth initiatives with efficiency constraints to maintain marketing expenditure ceilings.
• Supervise email and SMS lifecycle marketing efforts via Klaviyo in conjunction with paid media strategies to reduce paid acquisition dependency.
• Link ecommerce metrics to financial outcomes using tools like Xero, focusing on profitability rather than mere revenue.
• Identify when campaigns demonstrate misleading success metrics without contributing to profitability.
• Communicate performance insights clearly to operational teams and conduct regular sync meetings with the founder and relevant personnel.
• Provide specific, actionable written updates rather than generic status reports.

Success Criteria

• Achieving and sustaining a blended ROAS of 6 or higher across Google Ads campaigns.
• Maintaining overall marketing expenses at or below 20% of revenue.
• Establishing a reliable reporting cadence trusted by leadership for swift, informed decisions.
• Minimizing unexpected performance issues through early detection and flagging.

Candidate Requirements

• Demonstrated success in converting data insights into financial improvements, including concrete examples where you identified performance issues and implemented measurable fixes.
• Deep understanding of ecommerce metrics like conversion rate, AOV, bounce/exit rates, CAC, ROAS, marketing efficiency ratio, and contribution margin, including their interdependencies.
• Proven track record managing ecommerce performance for multiple brands or storefronts, preferably using Shopify.
• Hands-on experience managing Google Ads campaigns with ownership of budget decisions.
• Ability to work directly with raw analytics data from platforms like Shopify, Google Ads, and email marketing tools.
• Financial acumen with comprehension of margins, CAC, LTV, and blended marketing efficiency.
• Strong written communication skills to translate complex data into clear, executable recommendations.

Preferred Qualifications

• Experience within the workwear, safety equipment, trade, or hybrid B2C/B2B sectors involving considered purchases.
• Familiarity with Klaviyo email/SMS platforms and Xero accounting software.
• Background managing small teams or contractors.

Compensation and Engagement Details

The role is a fractional or part-time contract requiring one day weekly commitment, with some flexibility on scheduling and occasional ad hoc check-ins. Reporting line is to the Founder/Owner. Pay will be determined based on candidate experience and market rates for fractional ecommerce roles, typically structured as a flat retainer or day rate. The position is remote, with preference for candidates based in Australia to align with time zones.