Fractional Ecommerce CMO Chief Marketing Officer Service

Ecommerce marketing rarely underperforms because activity is missing. It underperforms when acquisition, retention, trading and brand are disconnected, and no one owns ecommerce growth end to end.

The Fractional Ecommerce CMO Service from Cogent2 provides senior, part time marketing leadership for ecommerce-led businesses. This role operates at an executive level, owning growth strategy, marketing performance and commercial outcomes across paid media, organic channels, CRM and on-site conversion.

It is designed for ecommerce brands that have outgrown channel specialists and agencies, but do not yet need or want a full-time CMO. The focus is turning marketing spend into predictable, scalable ecommerce revenue.

Cogent2’s Fractional Ecommerce CMOs work inside the business, partnering closely with founders, CEOs and ecommerce leaders. Alongside senior leadership, you gain access to a joined-up delivery ecosystem across technology, data and ecommerce execution.

When to hire a Fractional Ecommerce CMO

This service is particularly well suited to ecommerce businesses that:

• Generate most revenue online

• Spend heavily on paid media without clear accountability

• Struggle to align acquisition, retention and conversion

• Need clearer ownership of ecommerce growth strategy

• Want senior marketing leadership on a part time basis

Hiring a Fractional Ecommerce CMO brings clarity, discipline and confidence to growth decisions.

What the service delivers

Cogent2 Fractional Ecommerce CMOs operate at a senior leadership level with a strong commercial mindset.

This typically includes:

• Acting as a Fractional and Part Time Ecommerce CMO

• Owning ecommerce growth and marketing strategy

• Aligning paid media, CRO, CRM and retention

• Leading internal teams and agency partners

• Defining budgets, targets and performance frameworks

• Acting as a trusted growth partner to the leadership team

Because Cogent2 combines leadership with execution capability, strategy turns into measurable performance.

Ecommerce growth strategy and channel alignment

Ecommerce growth stalls when channels operate in isolation.

The Fractional Ecommerce CMO Service focuses on:

• Aligning acquisition, retention and on-site performance

• Improving consistency across the customer journey

• Balancing short-term revenue with sustainable growth

• Reducing wasted spend and channel overlap

• Supporting scalable ecommerce growth

The emphasis is outcome-led growth, not channel-by-channel optimisation.

Performance, data and attribution leadership

Ecommerce growth depends on clarity in performance data.

Cogent2 Fractional Ecommerce CMOs help by:

• Improving attribution and performance visibility

• Aligning reporting to real commercial outcomes

• Defining meaningful KPIs beyond ROAS

• Improving lifecycle marketing and retention strategy

• Turning insight into action

This creates stronger decision making and better ROI.

Cross-functional ecommerce leadership

Ecommerce marketing touches multiple teams.

Cogent2 Fractional Ecommerce CMOs work closely with:

• Ecommerce and trading teams

• CRO and UX specialists

• Technology and data teams

• Finance and forecasting

This ensures marketing decisions support the whole ecommerce operation.

Programme leadership and growth stabilisation

Fractional Ecommerce CMOs are often engaged during periods of change.

This can include:

• Stabilising underperforming growth strategies

• Supporting international expansion

• Improving execution ahead of peak trading

• Aligning agencies and internal teams

• Reducing inefficiency and marketing noise

Cogent2’s joined-up delivery capability allows growth initiatives to land effectively.

Ongoing advisory and trusted CMO support

Many clients retain this role as an ongoing growth partnership.

This can include:

• Acting as a sounding board for growth decisions

• Reviewing plans before budget is committed

• Supporting hiring and agency selection

• Helping leadership teams avoid costly marketing mistakes

This model provides executive-level marketing leadership without permanent overhead.

The Cogent2 Difference

Cogent2 works alongside best-in-class ecommerce platforms and partners so our Fractional CMOs can focus entirely on leadership, strategy and commercial impact. We do not sell media or creative services. We take ownership of how marketing drives ecommerce growth.

By combining Fractional Ecommerce CMO leadership with a joined-up ecommerce and technology ecosystem, Cogent2 removes the gap between marketing activity and revenue performance.

Lead ecommerce growth with confidence

Ecommerce marketing fails when ownership is unclear.

Hire an Ecommerce CMO from Cogent2 on a Part Time, Fractional basis to bring structure, focus and confidence to your ecommerce growth strategy.