But the blended economics don't feel as good as the channel reports. Attribution is creating confidence where there should probably be more questions.
E-Commerce Growth · Strategy · Execution
Your business shouldn't need more guesswork.
You've already built something that works. The harder question is why growth is now becoming more expensive, more complicated and less predictable. I help founders and e-commerce leaders find the commercial bottlenecks behind that — and fix them across acquisition, conversion, search, retention, technology and the customer journey.
You may recognise this
The business is working. It just feels harder than it should.
Customer acquisition keeps getting more expensive.
Everyone reports good numbers, but the overall picture is unclear.
Revenue grows, but profit or efficiency doesn't follow.
Your team has thirty priorities and no obvious top three.
You know there is more potential, but not exactly where it sits.
Shopify
E-Commerce Strategy
Google Ads
Meta
SEO
CRO
CRM
Retention
Analytics
International Growth
THE REAL CHALLENGE
You're probably not missing another marketing channel. You're missing certainty about where the next meaningful improvement comes from.
At a certain stage, e-commerce stops being a simple question of generating more traffic. Paid media, your shop, pricing, product availability, SEO, CRM, positioning, creative, conversion and customer retention all start influencing each other. The frustrating part is that every one of them can look reasonably healthy on its own while the business as a whole still underperforms.
Increasing budget isn't automatically growth. At some point the better move may be conversion, retention, organic demand or offer improvement.
Activity is not the same as leverage. The challenge is identifying which few initiatives deserve disproportionate attention.
You have the traffic, customers, products and team. Something in the system is preventing that potential from turning into stronger commercial results.
Meta has one answer. Google has another. Analytics tells a third story. The business needs one commercial interpretation.
Not another specialist defending one channel. Someone capable of understanding how the pieces interact and where the real constraint sits.
How I approach it
First understand the business. Then decide what deserves fixing.
You don't need another person arriving with a predetermined service to sell. The goal is to understand what is actually constraining growth, quantify the opportunity and put the highest-value work first.
01 · DIAGNOSE
Find the constraint.
We look across your commercial numbers, acquisition, shop performance, customer journey, SEO, retention, positioning and existing team or agency setup.
Outcome: clarity about what is actually holding the business back.
02 · PRIORITISE
Separate important from merely interesting.
Most established businesses don't suffer from a lack of ideas. They suffer from too many. We rank the opportunities by likely commercial impact, effort, speed and dependency.
Outcome: a small number of priorities you can confidently act on.
03 · FIX
Turn the answer into implementation.
Depending on the engagement, I can execute directly, work alongside your team or make sure your existing agencies are working toward the right commercial goal.
Outcome: less theory, more measurable change.
Relevant experience
Advice matters more when you've carried the consequences.
My perspective comes from agency consulting, senior in-house e-commerce responsibility and building my own businesses. These numbers aren't the offer. They're evidence that I've worked at a scale where small decisions become commercially meaningful.
€2M+
Paid media spend managed across major acquisition channels.
8-Figure
Hands-on leadership experience inside substantial e-commerce businesses.
150K+
Monthly visitors built on an owned digital property.
100K+
Email audience built and marketed to at meaningful scale.
Where I can help
Your problem may cross more than one channel.
That's normal. Most meaningful growth problems don't respect department boundaries. I can work across the areas below without turning every diagnosis into a referral to another specialist.
Shopify & E-Commerce
Shop architecture, merchandising, collections, product discovery, Markets, PDPs, checkout, apps and commercial structure.
Performance Marketing
Google, Meta, Pinterest, Shopping, campaign structure, creative testing, product feeds and acquisition economics.
SEO & Demand Capture
Technical SEO, site architecture, commercial landing pages, content, internal linking, authority and international search.
Conversion & Customer Journey
Product pages, offer clarity, trust, UX, landing pages, merchandising and better alignment between ads and the shop.
CRM & Retention
Klaviyo, lifecycle automation, abandoned cart, segmentation, winback, post-purchase and customer value.
AI Search & Brand Presence
How your brand appears and is understood in systems such as ChatGPT, Gemini and Perplexity, including reputation and authority signals.
Analytics & Economics
GA4, attribution, MER, CAC, contribution economics, dashboards and connecting marketing KPIs to business reality.
International Growth
Market entry, localisation, search demand, Shopping, paid acquisition and expansion into new European and international markets.
Client fit
This works best when there's something worth fixing.
I'm not trying to be the right consultant for everyone. My value is highest when the business already has traction, the opportunity is meaningful and you're willing to make changes once we know what needs changing.
✓
We should probably talk
You've already built a real business and want more from it.
✓
You already have meaningful revenue, customers,
traffic or acquisition spend.
✓
You believe there is more potential in the business
than the current setup is capturing.
✓
You want someone who can independently challenge
assumptions, teams and agencies where necessary.
✓
You care about profitable growth and commercial outcomes,
not just prettier channel metrics.
✓
You are willing and able to implement changes once
we identify the highest-value opportunities.
×
Probably not the right fit
You're mainly looking for cheap execution.
×
The lowest hourly rate is your main supplier-selection criterion.
×
You want senior expertise at freelancer-marketplace pricing.
×
You need somebody to simply execute a task list
without questioning whether it makes sense.
×
The organisation isn't currently able or willing
to act on strategic recommendations.
×
You're looking for guaranteed overnight results
rather than serious commercial improvement.
A simple filter:
if the cheapest proposal usually wins,
I'm probably not the right person.
Ways to work together
Use as much of me as the problem actually requires.
Sometimes you need an independent diagnosis. Sometimes the answer is obvious but implementation is stuck. Sometimes what you really need is senior ownership across the whole e-commerce function.
Growth Assessment
A structured commercial diagnosis of what is limiting growth and where the highest-value opportunities sit.
- Commercial analysis
- Channel review
- Conversion & retention
- Prioritised action plan
Implementation Sprint
Once we know what matters, we fix it. A concentrated engagement focused on the areas with the strongest commercial upside.
- Shopify
- Feeds & tracking
- CRO
- CRM & acquisition
Fractional Head of E-Commerce
Senior commercial ownership across the digital business without immediately adding another permanent leadership hire.
- Strategy
- Team leadership
- Agency management
- KPI ownership
Team Training
Build stronger internal capability so your team can understand, challenge and execute more effectively itself.
- SEO
- Paid acquisition
- E-commerce
- Growth strategy
Why me
I've been on your side of the table too.
I've worked as a consultant, led e-commerce and marketing inside an eight-figure business and built my own digital businesses. That means I understand the difference between a recommendation that looks good in a presentation and one that still makes sense when you have to pay for it, implement it and answer for the result.
I can go from the management conversation directly into the Google Ads account, shop architecture, product feed, SEO setup, Klaviyo flow or analytics data when that's what solving the problem requires. But the point isn't to demonstrate how many tools I know. The point is to help you make better commercial decisions and turn those decisions into growth.
FAQ
Before we talk.
Do you only work with Shopify businesses?
+No. Shopify is a major focus and the platform I want to work most deeply with, but I also work with Shopware stores and WordPress / WooCommerce businesses. Many of the problems I solve — acquisition, conversion, SEO, CRM, analytics and commercial prioritisation — sit above the shop platform itself.
Are you an agency?
+No. You work directly with me. I can work independently, alongside your internal team or as the commercial layer between management and your existing specialist agencies.
Are you strategic or hands-on?
+Both. I can work through the commercial strategy with founders or management and then move directly into Shopify, Google Ads, Meta, SEO, product feeds, analytics, CRO or CRM where implementation requires it.
What size company is the best fit?
+Usually an established e-commerce company with meaningful revenue, customers, traffic or acquisition spend. The more commercial leverage there is in solving the problem, the more valuable my involvement tends to become.
Can you work with our existing agencies?
+Yes. In many cases that's one of the most useful arrangements. I can help management decide what the commercial priorities actually are and then make sure internal teams and external agencies are aligned around them.
Do you only work with German companies?
+No. I work in English and German and have experience across several European and international e-commerce and search markets.
Think something is holding growth back?
Show me
the numbers.
Tell me where the business is today, where you want it to go and what currently feels harder than it should. You don't need to know the answer. Finding that is part of the job.