Interim, Fractional and Full Time Ecommerce Leadership for DTC and B2B ECommerce Brands
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 an ECommerce 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.
“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’ve worked with a diverse range of brands—from small to large businesses, across luxury, consumables, retail, travel, and B2B—each with distinct audiences and commercial objectives.
This breadth of experience allows me to tailor strategies to the specific needs of each business, helping drive sustainable growth, stronger customer engagement, and long-term brand impact.
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 achieved by simply increasing ad spend. It comes from aligning every part of the ecommerce ecosystem so it works together effectively.
My 8-point growth framework focuses on the key drivers of long-term performance—from attracting and retaining the right customers, to optimising website experience, merchandising, product strategy, and international expansion.
By addressing each of these areas systematically, businesses can unlock more consistent growth, improve efficiency, and build a scalable, repeatable ecommerce engine.
