Fractional Ecommerce Director Service

Ecommerce performance rarely suffers because teams lack effort. It drops when strategy, trading, marketing and technology are misaligned, and no one owns ecommerce outcomes at a senior, commercial level.

The Fractional Ecommerce Director Service from Cogent2 provides senior, part time leadership for ecommerce-first businesses that need clear ownership of online performance. This role sits above execution, focusing on growth strategy, trading performance, team alignment and ensuring ecommerce activity delivers profitable, scalable results.

It is designed for ecommerce-led brands where growth has outpaced leadership capacity, or where ownership is split across marketing, product and technology teams without a single point of accountability.

Cogent2’s Fractional Ecommerce Directors work inside the business, partnering closely with founders and leadership teams. Alongside senior leadership, you gain access to a joined-up technical and delivery team that can execute and refine change when required.

When to hire a Fractional Ecommerce Director

This service is particularly well suited to ecommerce businesses that:

• Rely heavily on online sales as their primary revenue channel

• Lack a single owner for ecommerce performance

• Experience misalignment between marketing, trading and technology

• Are scaling quickly without senior ecommerce leadership

• Need strategic ecommerce leadership on a part time basis

Hiring a Fractional Ecommerce Director brings focus, clarity and accountability to online growth.

What the service delivers

Cogent2 Fractional Ecommerce Directors operate at a senior commercial level with a strong execution mindset.

This typically includes:

• Acting as a Fractional and Part Time Ecommerce Director

• Owning ecommerce strategy and performance targets

• Aligning marketing, trading, product and technology teams

• Setting clear priorities and KPIs for growth and profitability

• Improving decision making around investment and experimentation

• Supporting and mentoring Heads of Ecommerce and Trading teams

Because Cogent2 combines leadership with delivery capability, strategy turns into measurable results.

Ecommerce strategy and trading leadership

Ecommerce success depends on disciplined execution, not isolated tactics.

The Fractional Ecommerce Director Service focuses on building sustainable performance.

This includes:

• Owning trading calendars, campaigns and performance reviews

• Improving conversion, retention and customer lifetime value

• Balancing growth initiatives with operational readiness

• Ensuring ecommerce decisions support margin and scale

• Driving continuous improvement across the funnel

The emphasis is commercially grounded leadership.

Cross-functional ecommerce leadership

Ecommerce sits at the intersection of multiple functions.

Cogent2 Fractional Ecommerce Directors work closely with:

• Marketing and acquisition teams

• Ecommerce trading and merchandising

• Product and UX

• Technology and integration teams

This ensures ecommerce plans are executable and supported across the business.

Programme support and performance stabilisation

Fractional Ecommerce Directors are often engaged when growth stalls or complexity increases.

This can include:

• Stabilising underperforming ecommerce channels

• Supporting replatforming or major ecommerce change

• Improving performance ahead of peak trading

• Reducing reactive decision making

• Protecting customer experience during growth

Cogent2’s joined-up delivery capability allows issues to be addressed decisively.

Ongoing leadership and continuity

Many clients retain this role as ongoing senior ecommerce leadership rather than a short engagement.

This can include:

• Regular executive-level ecommerce performance reviews

• Cover during leadership transition or growth

• Supporting long-term ecommerce planning

• Acting as a consistent senior ecommerce authority

This model provides leadership without adding permanent overhead.

The Cogent2 Difference

Cogent2 works alongside ecommerce platforms and delivery teams so our Fractional Ecommerce Directors can focus entirely on performance, alignment and execution. We do not sell software. We take ownership of how ecommerce supports business growth.

By combining Fractional Ecommerce Director leadership with a joined-up technical team, Cogent2 removes the gap between ambition and reliable ecommerce execution.

Strengthen ecommerce leadership

Ecommerce growth fails when ownership is fragmented.

Hire an Ecommerce Director from Cogent2 on a Part Time, Fractional basis to bring clarity, accountability and momentum to your ecommerce performance.