Fractional Head of eCommerce
Part-time leadership of your eCom plan, team and agencies on a monthly retainer.
Fractional Head of eCommerce
Senior eCommerce leadership, without the full-time hire.
I help PE-backed and mid-size consumer brands grow on Amazon and retail.com: big-brand strategy, hands-on execution, and lean, AI-enabled teams.
You might need me if
Amazon is growing, but margin isn't.
You pay agencies, but no one owns the strategy.
You need a lean eCom team and don't know what to hire vs. automate.
Your board wants a credible eCommerce plan.
How I help
Find what's blocking growth, fix it, then scale what works.
eCommerce Team Design
The right structure, roles and hiring plan for your stage, including where AI can replace new headcount.
AI-Enabled eCom Operations
Automated performance reporting, listing and content workflows, and brand QA, so a lean team does more.
Audit & 12-Month Growth Plan
Where you're leaking revenue and margin, and a prioritized roadmap to fix it.
Amazon & Retail.com Reset
1P/3P strategy, digital shelf and content, retail media and social.
Agency & Tech Selection
Choosing the right partners and tools, and holding them accountable.
Proof
+38%eCom growth in one year at Bradshaw Home (PE-backed)
+$48Mone-year growth on a $150M book at Newell Brands
12person digital team built from scratch at NBG Home (PE-backed)
70→96%in-stock rate after an inventory rebuild with retail partners
Brand-side experience
Bradshaw Home (GoodCook, Casabella, Mr. Clean, Dawn, Clorox) · NBG Home · Newell Brands · Kimberly-Clark Professional
Retailers
Amazon · Walmart · Target · Home Depot · Costco · Wayfair · Kroger
How AI fits
I don't just recommend AI. I run my own business on it.
My own content brand runs on a 5-role AI team that produces a full week of multi-channel content and a live growth dashboard every week, with me reviewing, not doing. I bring the same approach to eCommerce teams: clear roles, clear rules and a human review step.
- Strategist & Analyst · weekly numbers and what to do next
- Creative Strategist · the weekly brief
- Content Producer · a week of content, drafted
- Revenue Lead · offers and partnerships
- Brand QA · nothing ships off-brand
How we can work together
Monthly retainer
Ongoing fractional leadership of your eCom plan, team and agencies, a few days a month.
Fixed-scope project
An audit, a team design or an Amazon reset, with a clear deliverable and timeline.
Advisory
A senior sounding board for your CEO, eCom lead or PE operating partner.
About
Hi, I'm Amanda.
I've spent 16+ years on the brand side of eCommerce, most recently leading eCommerce and digital marketing as a Sr. Director at two private-equity-owned consumer brands, Bradshaw Home and NBG Home, after roles at Newell Brands and Kimberly-Clark. I've sat in the board meetings, owned the P&L and built the teams. Now I bring that experience to brands that need senior leadership without a full-time hire. Based in Atlanta, working remotely.
Let's talk about your eCommerce business.
A 20-minute intro call, no pitch deck required. Send a note and I'll reply within one business day.
Amanda@Ahughesco.com