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.
I'm building AI infrastructure for eCommerce brands right now. OpenClaw agents that pull performance data across all ad sets every few hours, flag anything with CPA above threshold, and draft kill/scale recommendations with actual reasoning, not vibes. Work that used to require a media buyer, an analyst, and a morning standup now runs in the background while you sleep.
Read on LinkedIn →Your Google Shopping feed isn't just feeding Google anymore. 83% of ChatGPT's product carousel comes straight from Google Shopping results. If you've been treating your product feed as a backend input for ad campaigns, you're missing the fact that it's now your primary storefront for AI commerce too.
Read on LinkedIn →Most marketing teams are structured to protect roles, not produce results. The chain of specialists was never efficient; it was just how agencies justified headcount. For a lot of brands, the right partner isn't a restructured agency team. It's one senior operator with AI tools who can move faster than a team of five.
Read on LinkedIn →I replaced almost every N8N automation I had with pure code, deployed to a server that Claude built using the Railway API. When I need 40 dedicated landing pages for high-performing Google Ads keywords, Claude builds them in seconds by hitting the CMS API directly. Work that used to take a week, done before my coffee gets cold.
Read on LinkedIn →80% of marketers feel pressure to adopt AI, but only 6% have it embedded in daily operations. That gap isn't a training problem, it's a leadership problem. Executives are mandating AI adoption the same way they mandated "digital transformation" a decade ago: top-down pressure with no actual playbook.
Read on LinkedIn →Most eCommerce sites I audit are running page builders that spit out 5,000+ node "div soup" DOMs. If your site is hard for Googlebot to parse today, it's going to be impossible for AI shopping agents to transact on tomorrow. DOM cleanliness just became a commerce infrastructure problem.
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.
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.