Fractional Head of eCommerce
Your eCommerce
team of one.
One senior operator with AI tools who can move faster and think more holistically than a team of five. Strategy, execution, and growth for brands doing $100K to $30M, without the $200K+ salary.
Book a Free Strategy Call →30 minutes. No pitch. Just a conversation about what you're building.
You've tried freelancers. You've tried agencies.
Nothing sticks.
You know you're leaving money on the table. Your site isn't converting the way it should. Your ads feel like guesswork. Your email is an afterthought.
You've hired freelancers who only know their one thing. You've tried agencies where every insight passes through four people before it reaches anyone who can act on it. By the time a recommendation makes it from the analyst to the account manager to the strategist to the buyer, it's lost all its edges.
The real problem? None of them see the whole picture. They don't understand how your ad spend connects to your landing pages connects to your email flows connects to your margins. The walls between strategy and execution were always artificial. The best work happens when they collapse entirely.
Your in-house eCommerce executive, but fractional.
I step into your business and own the entire eCommerce operation. I'm in your Shopify admin, your Klaviyo account, your Google Ads dashboard, and your Amazon Seller Central doing the work alongside your team.
Strategy + Execution
I don't hand you a roadmap and disappear. I build the strategy, set up the systems, and personally execute the work that moves the needle.
Full-Stack Expertise
Shopify Plus, BigCommerce, Adobe Commerce, Amazon, Google Ads, Meta, Klaviyo, HubSpot, GA4. One person who connects all the dots.
Flexible Engagement
Ongoing fractional, monthly retainer, project-based, or hourly. No long-term contracts. Structured around what your business actually needs.
One operator. AI-native. Faster than a team of five.
Most marketing teams are structured to protect roles, not produce results. The chain of specialists, account managers, strategists, media buyers, analysts, didn't just slow things down. It diluted the thinking.
I work differently. The person making the strategic decision is the same person pulling the data, building the system, and measuring the result. No handoffs. No translation layer. No tickets submitted to a data team that comes back three weeks later with a deck that answers the wrong question.
AI didn't create the need for integrated thinkers. It just made the old model impossible to defend. I use AI agents and automation across every function I touch, from real-time ad performance monitoring to automated content pipelines to feed optimization. Work that used to require a media buyer, an analyst, and a morning standup now runs in the background.
AI-Powered Ad Monitoring
Automated agents pull performance data across all ad sets, flag anything with CPA above threshold, and draft kill/scale recommendations with actual reasoning.
Automated Content Pipelines
Dedicated landing pages for high-performing keywords, with targeted copy that matches search intent, built in seconds through direct CMS API integration.
Real-Time Feed Optimization
Product feed quality isn't a backend chore anymore. It's your primary storefront for AI commerce across Google Shopping, ChatGPT, and Meta.ai.
Answer Engine Optimization
Your content architecture restructured so ChatGPT, Perplexity, and Google AI Overviews cite your brand. 400-500% citation volume increases in 90 days.
Everything your eCommerce operation needs. One person.
eCommerce Management
- Strategic planning and roadmapping
- P&L ownership and KPI tracking
- Platform optimization (Shopify, BigCommerce, Adobe Commerce)
- Vendor management and team coordination
- Technology stack selection and implementation
Growth Marketing
- Paid acquisition (Google, Meta, Amazon, programmatic)
- SEO strategy and implementation
- Email and SMS automation (Klaviyo, HubSpot)
- Retention and loyalty programs
- Affiliate and partnership programs
Conversion Optimization
- A/B and multivariate testing (VWO, GA4)
- Customer journey and funnel optimization
- PDP, checkout, and navigation redesigns
- Heatmap and behavioral analysis
- Landing page optimization
Marketplace Expansion
- Amazon Seller Central and Vendor Central
- PPC and DSP campaign management
- Listing optimization and A+ content
- Feed management and profitability analysis
- Walmart and Target marketplace strategy
Content + AI Visibility
- SEO-optimized product and category content
- Email and SMS campaign content
- Brand voice development
- Answer Engine Optimization (AEO/GEO)
- AI/LLM visibility for ChatGPT, Perplexity, Google AI
Analytics + Operations
- GA4 and GTM implementation
- PowerBI and Looker Studio dashboards
- Attribution modeling and reporting
- Process optimization
- Competitive intelligence
What happens when strategy and execution come from the same person.
Real results from real clients. Not hypothetical.
What I'm seeing in eCommerce right now.
Shopify just provisioned /agents.md on every store. It's not a discovery doc, it's a protocol that walks AI agents through search, cart, and checkout on behalf of a customer who never sees your site. One client account I pulled this morning: 18,955 agentic sessions and $12,807 in attributed revenue over 30 days, with ChatGPT driving 90% of it.
Read on LinkedIn →Everyone's posting about Shopify dropping llms.txt on every store. The file that actually deserves attention is agents.md, a step-by-step protocol for AI agent checkout, and what gets surfaced is only as good as the catalog data behind it. Same conversation we've been having for years, just on a new surface.
Read on LinkedIn →Google just published a guide on building agent-friendly websites and it might be the most underrated AEO update of the year. It's almost word-for-word what the accessibility crowd has been asking for since 2015: semantic HTML, stable layouts, real button tags instead of styled divs. Years of being treated as a compliance checkbox, now a visibility moat.
Read on LinkedIn →Shopify Analytics now lets you set targets for any metric and track them live. Pick the metric, filter to a channel, set the period, and you get a visual gauge updated daily. Most brands run on vibes and don't know they're 30% short on the quarter until it's too late to course-correct.
Read on LinkedIn →Claude Skills are the unlock. They turn your best processes into something Claude can execute on demand, at scale, with consistency you can't get from one-off chats. I've found myself building more every day, to the point where it's become most of what I actually do. Once you get a taste, you can't go back.
Read on LinkedIn →Is this right for you?
This is for you if...
- You're an eCommerce brand doing $100K to $30M in revenue
- You need senior-level leadership but aren't ready for a full-time executive
- You've tried freelancers or agencies and the results haven't stuck
- You know you're leaving money on the table but don't have the expertise to capture it
- You want one person who sees the whole picture and makes it all work together
Probably not the right fit if...
- You need a full-service agency with a team of 20
- You're pre-launch with no product or revenue yet
- You're looking for someone to just run your ads without touching anything else
The outcome: predictable revenue growth, streamlined operations, optimized acquisition costs, and a clear path to scale. You'll finally have someone who sees the whole picture and makes it all work together.
Who's behind this?
I'm Paul Rice. I've spent 15+ years scaling eCommerce brands from the inside, not as a consultant watching from the sidelines, but as the person in the platform doing the work.
I've held VP-level eCommerce and marketing roles at multi-brand consumer companies where I owned P&Ls, managed 8-figure budgets, and led teams across acquisition, conversion, retention, and marketplace channels. I've also run my own eCommerce business for 14+ years, so I understand what it's like to be the founder making every dollar count.
Now I do it fractionally for growth-stage brands through Proven.Digital. Same experience, same execution, without the $200K+ salary.
Don't take my word for it. Ask AI.
Click any logo below to get an objective AI analysis of Proven Digital and whether this model could work for your business.
Ready to scale strategically?
All engagements start with a free 30-minute strategy call. Your business, your goals, and exactly how I can help. No pressure, no sales pitch.
Book Your Strategy Call →This site was designed, written, and built in a single AI session. That's how I work. Ask me how.