I’m Dominic Smith — a flexible, experienced e-commerce partner for DTC and B2B businesses.
Over the past two decades, I’ve worked across retail, B2B and digital commerce businesses from every angle: FTSE250 companies, founder-led startups, small to medium sized businesses and Travel.
As a Fractional E-Commerce Lead, I provide senior leadership to help businesses scale profitably without the overhead of a full-time hire – I help brands grow smarter, faster, and with less stress.
Running a small or growing online business means wearing too many hats. Marketing needs attention, the website needs fixing, performance needs reviewing, emails need sending — and all of it competes with the day-to-day reality of running the business.
When time is tight and progress starts to stall, it’s hard to know what to fix first or where to focus for the biggest impact. That’s where I help.
Because they need clarity, momentum, and someone who can step in and take ownership.
“Dominic brought both an insightful perspective along with energy to deliver it, a great combination. He will help get under the skin of what’s working and what’s not along with the priorities.”
Mark Wooton, Commercial Director, Notcutts
I help brands grow without the overhead of a full-time hire step in to take ownership, simplify complex challenges, and keep progress moving when resources are stretched.
My focus is always on clarity, momentum, and delivering actions that make a real difference—whether that’s improving your website, refining marketing campaigns, or shaping a long-term growth strategy.
Clients value my ability to bring calm, structure, and focus to busy teams, align stakeholders across functions, and drive results—whether it’s a few days a month, a focused project, or ongoing fractional support. Simply put, I help ambitious brands grow smarter, faster, and with less stress.
I’ve worked with a diverse range of brands—small to large, luxury to consumables, retail to travel and B2B—each with unique audiences and goals.
My experience enables me to tailor strategies to meet your business needs – driving growth, engagement, and long-term brand impact.
Over 20 years experience in developing growth strategies with both small businesses and FTSE 250 listed companies across the full ecommerce mix – everything from customer acquisition to web development and product roadmaps.
I work with you to understand those key KPIs and how they are performing. Once understood, I then look at putting a plan in place to improve those KPIs with growth levers
I am a qualified product owner – devising product roadmaps to drive growth and improve sales. I have set up and mapped out product roadmaps for growth in multiple businesses
I have worked in a variety of different industries including retail, banking, finance, utilities, travel and services. I also have experience of driving growth in both B2C and B2B sectors.
I am CIM qualified and have significant experience in both offline as well as online marketing plus ATL and BTL brand experience.
Hiring a full-time Head of E-Commerce is expensive and often premature. Agencies can execute, but they don’t own the whole picture or make the hard commercial decisions. That gap is where fractional support works best – bringing years of experience in driving growth.
I set up Redleaf Digital to give founders access to senior e-commerce leadership exactly when they need it — without the cost, risk, or commitment of a full-time hire. Working fractionally allows me to step back, simplify complexity, and design growth models that teams can execute consistently. No over-engineering. No channel obsession.
“I’ve had the pleasure to work with Dom for a number of years. Always impressed with his energy and attention detail, Dom transforms complex situations into clear strategies to deliver performance for businesses.”
Ian lloyd, Managing Director, IDHL
Sustainable ecommerce growth isn’t about spending more on ads—it’s about getting the whole system working together.
From attracting and retaining customers to optimising your website, merchandising, product strategy, and international expansion, this framework helps businesses grow with clarity, focus, and repeatable results.
Helping you attract the right audiences and convert them into paying customers efficiently and predictably.
Keep customers coming back, increasing loyalty and lifetime value through smarter engagement and repeat purchase strategies.
Guiding you to use online channels strategically to reach your audience, drive traffic, and grow sales without wasted spend.
Advising on the right ecommerce platforms and tools to support your growth, streamline operations, and improve the customer experience.
Helping you expand into new markets strategically, navigating local audiences, operations, and channels to scale globally.
Optimising your site’s day-to-day performance to maximise sales, conversion, and revenue across products and categories.
Designing and arranging your online products to drive engagement, guide purchase decisions, and boost sales.
Creating clear, strategic plans for your products and features to align teams, prioritise development, and drive business growth.
