Fractional E-Commerce Executive

The company is a longstanding workwear brand seeking a fractional, executive-level e-commerce leader to drive digital growth across DTC and wholesale drop-ship channels. This part-time engagement will provide hands-on strategic leadership to transition the organization from a wholesale-centric model to a scaled, digital-first business with the primary objective of roughly doubling current e-commerce revenue. The role requires heavier upfront discovery and support during the company’s year-end seasonal peak, with primarily remote work and periodic onsite visits.

Responsibilities

• Drive a digital growth vision and roadmap across DTC, marketplace, and wholesale channels; set priorities and measurable targets.
• Develop and execute channel strategy to grow online revenue (DTC, marketplace, retail partnerships) while coordinating handoffs to internal teams for execution.
• Lead advertising strategy and optimization (paid social, search/PPC, etc.), including creative and audience recommendations to improve ROAS and CAC.
• Diagnose and improve on-site conversion and traffic strategies.
• Assess and optimize distribution and fulfillment strategy (3PL relationships, multi-warehouse placement, transit times) to support DTC performance.
• Provide operational guidance across merchandising, inventory planning, and seasonal demand to ensure scalable fulfillment and customer experience during peak periods.
• Deliver actionable, prioritized recommendations and work alongside internal teams to implement strategy and measure outcomes.
• Regularly report progress and KPIs to the executive team and assist in stakeholder alignment and decision-making.
• Be available for onsite engagement during onboarding and peak seasons (an initial onboarding visit and periodic visits as required), with primarily remote work otherwise.

Qualifications

• Proven operator with experience scaling a wholesale-centric company into a high-performing e-commerce business (DTC + marketplace + channel partnerships).
• Demonstrated track record of materially growing online revenue (e.g., substantial year-over-year growth or revenue doubling).
• Strong performance marketing background (paid social, search/PPC, etc.) with experience turning ad spend into predictable revenue.
• Experience with site conversion optimization, analytics, and customer acquisition/re-engagement strategies.
• Knowledge of fulfillment models, 3PL management, inventory placement strategies, and logistics that impact transit times and customer experience.
• Hands-on, execution-oriented leader who prioritizes ownership and operational delivery over pure advisory work.
• Comfortable operating part-time (approximately 8–15 hours/week on average) with heavier upfront and seasonal commitment as needed.
• Available to travel to Indiana for onboarding and periodic onsite work as required.
• Excellent cross-functional communication and stakeholder management skills; ability to work with a family-owned, seasonal business environment.
• Preferred: candidates located in the Midwest region or those able to travel to Indiana periodically.