An ecommerce consultant who has run the whole channel mix.
I've carried the P&L across DTC, marketplace, wholesale, and retail at WIN Brands Group, the acquirer behind Homesick and Qalo, and advised Fortune 500 consumer-goods teams, including Nike, Coca-Cola, Hallmark, and P&G, on brand strategy. I was an early Shopify employee who helped build and scale the Partner Program before any of that. That channel-mix judgment now runs from $6,000 a month in 2026, not a $30,000-a-month full-time hire.
A profitable DTC apparel brand had stalled at $12M in GMV, with CAC creeping and retention flat. I rebuilt its category architecture, its channel mix and its retail plan across three national accounts.
Above Consulting, Advisory starts at $10,000 a month and Partner at $20,000. Every tier and term is published.
Brands where growth in one channel stopped covering the whole P&L.
Now I work as a fractional ecommerce growth consultant to brands scaling from $5M toward $100M and beyond. The work is operator judgment on the decisions that move the P&L, on any platform, and execution is what agencies sell.
Most ecommerce brands hit a point where the single channel that built them, usually paid social into a DTC store, stops carrying the business. The next leg of growth lives in the mix: marketplace, wholesale, retail, subscription, and owned audience, each with its own margin and its own operating demands. I help brands read that mix and decide where the next dollar and the next hire actually go. This is platform-agnostic work: Shopify, headless, or across Amazon and retail, the constraints on the P&L are the same.
Single-channel brands hitting a ceiling
Founder-led ecommerce brands past $5M where CAC on the core channel keeps climbing and the next move is no longer obvious. That means channel mix, contribution margin, and retention, before you pour more into a channel that is already saturating.
Scaling into omnichannel · $25M to $100M+
Brands taking ecommerce into retail, wholesale, and marketplace without wrecking margin or brand, plus the operating systems and finance that scale needs, which is the work larger and enterprise consumer teams bring me in for.
Adding a fifth channel won't fix the four you have.
When a channel stalls, the reflex is to open another one, to hand it to an agency, or to hire a VP to go find it. Each is an expensive way to add capacity when the stall is usually about judgment. A full-time leader runs $30,000 to $45,000 or more a month fully loaded, before a six-to-twelve-month ramp and the real chance you hire twice. Opening a fifth channel looks cheaper than a hire and rarely is, because it takes budget, inventory, and attention away from the four already running.
| Your situation | The right tool | Why |
|---|---|---|
| You don't know what to do next | Fractional advisor | Senior judgment on the few calls that move the business |
| You know what to do, need hands | Agency or junior hire | Execution capacity once the strategy is set |
| A whole function, all day, ongoing | Full-time hire | True forty-hour ownership the business can't run without |
The full breakdown, with the cost math and failure modes, is in fractional advisor vs agency vs a full-time hire. Plenty of the time the right answer is an agency, or nothing at all. You'll hear that on the first call. If you want the buyer-side process in full, it is written out in how to choose an ecommerce growth advisor.
Most brands read their channel mix wrong.
The work lands in four places, and every one of them comes back to the mix. You can run my first-pass math yourself before we ever talk, with the DTC margin calculator and the max allowable CAC tool.
Unit economics & profit
Contribution margin per channel, not blended, because the blend hides whichever channel is losing money. The work behind the brand profitability teardown and the inflection points.
Channel mix & acquisition
Fixing the mix and getting CAC and payback under control across paid, owned audience, retail media, marketplace, and the shift off rented reach.
Omnichannel & expansion
The move into retail, wholesale, and marketplaces without losing margin or brand, including the own store versus marketplace call and international.
M&A: buy, sell, or hold
Whether the next move is scale, profit, or a sale, and what has to be cleaned up first. Buyers price a multi-channel brand on different math than a single-channel one. I've been on the buy side of a nine-figure acquirer and the sell side of my own company.
The brands that get the most out of this arrive with one channel that stopped paying and no clear reason why, and if that is where you are, you already have the whole brief.
How this starts, and how it ends if it isn't a fit.
30-minute call
A free call on which channel stopped carrying the business and what the rest of the mix looks like now.
The Read
Two weeks, fixed fee. Every channel laid out side by side on margin and payback, then a written call on where the next dollar and the next hire go. Credited back if you sign a tier within 30 days.
Pick a tier
Consulting, Advisory, or Partner, from $6,000 a month. Most of the work is sequencing the mix, which is usually a weekly conversation, so most brands land in Advisory.
Hand off
It ends when the team reads the mix without me, which is the point of the whole engagement.
I've run every channel I'd ask you to bet on.
Most ecommerce consultants know one channel well and talk about the rest. I joined Shopify early to help build and scale the Partner Program, then co-founded WIN Brands Group, the acquirer behind Homesick, Qalo, and a portfolio of scaled consumer brands, where the growth came from DTC, marketplace, wholesale, and retail running at once. I also built Uptime and sold it to Tiny, a publicly traded acquirer, and I've advised Fortune 500 consumer-goods teams including Nike, Coca-Cola, Hallmark, and P&G.
Across all four channels I've carried a P&L and watched what each one does to margin as volume grows. I don't advise on a channel I haven't run. If your business is specifically direct-to-consumer, see DTC growth consulting; if you build in the Shopify ecosystem, see Shopify growth consulting. More in the full background, or read about the Advisory tier.
The six questions that come up first.
Tell me which channel stopped working.
We'll spend a free 30 minutes on that channel: what the mix looks like now, what it costs you per order, and where the next dollar goes. You'll also hear it if I'm not the one to fix it. If you want the margin math first, the free wholesale versus DTC margin calculator runs it.