Fractional Ecommerce Director

Fractional Ecommerce Director — Platinum Brands

Engagement type: Fractional / part-time contract Time commitment: 1 day per week (flexible on which day; some availability for ad hoc check-ins preferred) Reports to: Founder/Owner Location: Remote (Australia-based preferred for timezone overlap)

About the role

Platinum Brands operates five Shopify stores in the workwear and safety-equipment space — DNC Direct, WorkStitch, Work Boots Direct, Workwear Pro, and Safety Direct. We're looking for a fractional Ecommerce Director to bring senior-level oversight across all five sites: making sure we're tracking the right metrics, spending Google Ads budget in the right places, and running a tighter, more profitable operation without needing a full-time hire.

This is a hands-on strategic role, not a pure advisory one — you'll be expected to go into the accounts, look at the numbers, and come back with specific, actionable calls.

Key responsibilities

Performance oversight & reporting

• Own the KPI framework across all five stores: ROAS ≥6 per Google Ads campaign, blended marketing spend at or below 20% of revenue, plus supporting metrics (CAC, AOV, contribution margin after ad spend, new vs. returning customer mix)
• Review performance daily/weekly against these targets and flag issues before they compound
• Build and maintain a reporting cadence the founder can act on quickly — not just dashboards, but a short list of what changed and what to do about it

Paid media (Google Ads)

• Analyze campaign-level performance across all five stores and recommend budget reallocation to hit ROAS targets
• Identify underperforming campaigns, ad groups, or keywords and recommend pause/scale decisions
• Own the balance between growth (scaling spend where ROAS supports it) and efficiency (protecting the MER ceiling)

Retention & lifecycle marketing

• Oversee Klaviyo email/SMS performance as part of the blended marketing picture, not in isolation from paid spend
• Identify where retention/lifecycle work can reduce reliance on paid acquisition

Commercial oversight

• Tie ecommerce performance back to the financials (Xero) — margin, not just revenue, drives recommendations
• Flag when a channel or campaign is hitting vanity metrics (ROAS, traffic) without moving the business forward on profit

Team & communication

• Translate performance data into clear direction for the team running day-to-day execution
• Run a weekly or biweekly sync with the founder and relevant team members
• Own written updates that are specific enough to act on, not generic status reports

What success looks like

• Blended ROAS ≥6 across Google Ads campaigns, sustained (not a one-off good week)
• Total marketing spend ≤20% of revenue, blended across channels
• A reporting rhythm the founder trusts enough to make same-day decisions from
• Fewer surprises — issues caught and flagged before they show up as a bad month

Requirements

• A track record of turning metrics into money, not just reporting on them. You should be able to point to specific instances where you diagnosed a problem in the data — a weak conversion rate, high bounce on a key landing page, a low AOV — and made changes that measurably fixed it. We want the before/after numbers, not just "I improved conversion rate."
• Fluency across the full metrics stack: conversion rate, AOV, bounce/exit rate, CAC, ROAS, blended MER, contribution margin — and how they interact (e.g. why chasing conversion rate alone can hurt margin, or why a high ROAS campaign can still be a bad use of budget)
• Demonstrated experience managing ecommerce performance across multiple brands or storefronts, ideally Shopify
• Hands-on Google Ads management experience — not just reviewing agency reports, but capable of making and defending budget calls
• Comfortable working from raw data (Shopify analytics, Google Ads, email platform reporting) rather than needing everything pre-packaged
• Financial literacy: understands margin, CAC, LTV, and blended marketing efficiency, not just top-line ROAS
• Strong written communication — this role lives or dies on how clearly findings get turned into action

In your application: include 2-3 specific examples of a metric you moved (conversion rate, AOV, bounce rate, ROAS, etc.) and the actual change you made to move it. We're less interested in a list of tools you've used and more interested in the decisions you made and why.

Nice to have

• Experience in workwear, safety equipment, trade, or another considered-purchase B2C/B2B hybrid category
• Familiarity with Klaviyo and Xero
• Experience managing a small in-house team or contractors

Compensation & structure

To be confirmed based on candidate experience and market rate for 1 day/week fractional engagements in this category — typically structured as either a flat weekly/monthly retainer or a day rate.