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About the Role

Platinum Brands manages five Shopify-based stores specializing in workwear and safety equipment, including brands like DNC Direct and Safety Direct. We seek a fractional Ecommerce Director to provide executive oversight across these sites, ensuring effective tracking of key performance indicators, optimizing Google Ads expenditure, and driving profitability without the need for full-time personnel. This role demands a strategic yet hands-on approach, requiring direct interaction with account data to produce actionable recommendations.

Key Responsibilities

Develop and maintain KPI frameworks for all five stores, targeting a ROAS of at least 6 on Google Ads campaigns, maintaining total marketing spend under 20% of revenue, and monitoring metrics such as CAC, AOV, and customer mix.
Continuously monitor daily and weekly performance against targets, highlighting potential issues proactively.
Create concise, actionable reports for the founder to facilitate rapid decision-making rather than just dashboards.
Evaluate paid media campaigns across all stores, advise on budget redistribution to meet ROAS goals, and identify campaigns or keywords that require scaling or pausing.
Balance growth initiatives with efficiency constraints to maintain marketing expenditure ceilings.
Supervise email and SMS lifecycle marketing efforts via Klaviyo in conjunction with paid media strategies to reduce paid acquisition dependency.
Link ecommerce metrics to financial outcomes using tools like Xero, focusing on profitability rather than mere revenue.
Identify when campaigns demonstrate misleading success metrics without contributing to profitability.
Communicate performance insights clearly to operational teams and conduct regular sync meetings with the founder and relevant personnel.
Provide specific, actionable written updates rather than generic status reports.

Success Criteria

Achieving and sustaining a blended ROAS of 6 or higher across Google Ads campaigns.
Maintaining overall marketing expenses at or below 20% of revenue.
Establishing a reliable reporting cadence trusted by leadership for swift, informed decisions.
Minimizing unexpected performance issues through early detection and flagging.

Candidate Requirements

Demonstrated success in converting data insights into financial improvements, including concrete examples where you identified performance issues and implemented measurable fixes.
Deep understanding of ecommerce metrics like conversion rate, AOV, bounce/exit rates, CAC, ROAS, marketing efficiency ratio, and contribution margin, including their interdependencies.
Proven track record managing ecommerce performance for multiple brands or storefronts, preferably using Shopify.
Hands-on experience managing Google Ads campaigns with ownership of budget decisions.
Ability to work directly with raw analytics data from platforms like Shopify, Google Ads, and email marketing tools.
Financial acumen with comprehension of margins, CAC, LTV, and blended marketing efficiency.
Strong written communication skills to translate complex data into clear, executable recommendations.

Preferred Qualifications

Experience within the workwear, safety equipment, trade, or hybrid B2C/B2B sectors involving considered purchases.
Familiarity with Klaviyo email/SMS platforms and Xero accounting software.
Background managing small teams or contractors.

Compensation and Engagement Details

The role is a fractional or part-time contract requiring one day weekly commitment, with some flexibility on scheduling and occasional ad hoc check-ins. Reporting line is to the Founder/Owner. Pay will be determined based on candidate experience and market rates for fractional ecommerce roles, typically structured as a flat retainer or day rate. The position is remote, with preference for candidates based in Australia to align with time zones.

Fractional Ecommerce Director