Interim and Fractional Ecommerce Leadership for DTC and B2B ECommerce Brands
Ecommerce Leadership for scaling businesses
I’m Dominic Smith — an ECommerce Leader helping ambitious brands to scale.
With over 20 years of experience across fashion retail, DTC and B2B e-commerce, I’ve worked inside founder-led businesses, in-house teams and on large-scale growth and transformation programmes.
I’ve seen what works, what scales, and what quietly holds businesses back.
I operate as your on-demand Head of E-Commerce — setting direction, prioritising what matters, fixing issues that block growth, and working alongside your team to turn plans into results.
Available as Full Time or Interim support for your business.
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why hire ecommerce leadership for your business?
Running an ECommerce business can quickly become overwhelming: marketing channels pulling in different directions, website performance slipping, teams busy but progress slow.
When growth feels stretched, stuck, or overly dependent on paid media, that’s where I add value.
I bring clarity and momentum and simplify complexity, make confident decisions, and help teams focus on the work that actually moves the needle — whether that’s a few days a month, a focused project, or ongoing fractional leadership
When Would My Business Need Fractional Help?
There are multiple signs that perhaps you may be struggling and need al ittIe help. My approach is to spend some time in your busines, understand it and then look at the issues preventing growth … and work with you to fix them
The focus is on turning fragmented activity into a joined-up commercial engine that scales — without overbuilding teams or burning budget
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How can Redleafdigital help scale your business?
I have worked with multiple businesses over the year to drive significant growth over the years – across many sectors – and I know the levers to push and pull to drive yor growth.
Why not have a quick look here at my background and understand why I am the perfect choice to work woth in your business
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“In the time I worked with Dominic I found him enthusiastic and driven to deliver exceptional results utilising his broad knowledge base. I would not hesitate in recommending for a challenging E-commerce role!”
Jason Moon, Director, Notcutts
Signs that you need ecommerce leadership support
When e-commerce growth slows, it’s rarely due to a lack of tools, talent, or effort. More often, it’s because no one is accountable for the entire system — from first click to repeat purchase.
I help brands remove this friction by stepping in as a single point of ownership for e-commerce performance. If you recognise any of the following and have limited time and resource to address it then its time to speak to a Fractional Head of Ecommerce!
Decisions Made In Silos
Paid media, email, CRO, and UX are optimised separately. Each channel can look “successful” in isolation, while overall revenue and profit stall because no one is prioritising based on total commercial impact.
Customer UX Is Broken
Without a single owner, handoffs between acquisition, conversion, and retention break down. Friction builds at key moments — product pages, checkout, post-purchase — quietly suppressing conversion rates and lifetime value.
Low Impact
Activity
Teams stay busy launching campaigns, redesigns, or features without clarity on what will actually move the needle. Without ownership, there’s no ruthless prioritisation — just motion instead of progress.
Reactive Not Proactive
Experiments happen sporadically, driven by opinions or short-term pressure. Without one owner, insights aren’t compounded, learnings are lost, and optimisation never becomes a repeatable growth engine.
Accountability Is Diluted
When results fall short, responsibility is unclear. Agencies blame the site, the site blames traffic, and leadership lacks a clear line of sight into what’s working, what isn’t, and why.
Some ecommerce growth case studies
“Dominic is a terrific person to work with and I’ve enjoyed every moment. He’s very intelligent, direct and considerate and he’s extremely passionate about doing a great job. I highly recommend Dominic.”
Simon Bird, Founder, Revlifter
The Redleafdigital growth framework
The Growth Framework focuses on managing the entire e-commerce system — from acquisition to conversion to retention — rather than optimising channels in isolation.
I start by diagnosing where revenue is leaking, align paid media, website experience, and lifecycle marketing around one growth plan, then implement structured testing and optimisation to drive sustainable, profitable growth.
dont just take my word for it ....
the growth ledger blog
