Ecommerce Marketing Consultant
One Person Who Owns
the Whole Mix
Most ecommerce brands do not have a channel problem. They have a coordination problem — a Google freelancer, a Meta agency, an email tool nobody owns, and no one whose job it is to decide where the next dollar goes. I take that decision.
The Problem
Why Do Separately Bought
Channels Compete?
Every specialist you hire is rewarded for their own number going up. None of them is rewarded for the business making more money. The arithmetic under that is how each channel counts a conversion: when two specialists both book the same order, the sum of their reports is larger than the business.
What goes wrong buying channel by channel?
- Each channel reports its own ROAS, and they add up to more revenue than you actually made
- Nobody can say what the next $10,000 should buy
- Your Meta agency wants more Meta budget. Your Google freelancer wants more Google budget
- Creative gets made for whoever asks loudest
- Email is “handled” by whoever has the login
One owner across all of it
- One blended number, measured against revenue you can reconcile to Shopify
- Budget moves monthly to whatever is actually earning
- One person with no incentive to favour a channel, because the fee does not change
- Creative briefed against the channel that needs it most
- Email and retention priced into what you can afford to pay for a customer
The Mix
What Is Each Channel
Actually For?
Channels are not interchangeable and they are not all worth the same to you. Deciding which deserves the next dollar is the job — and it starts with agreeing what each channel is even called, because Analytics assigns every visit to a default channel group whether or not that grouping matches how you buy.
| Channel | Its job | What decides whether it earns |
|---|---|---|
| Google Search & Shopping | Capture existing demand | Highest intent, and the first place to look for waste. Branded traffic you were winning free is the most common leak. |
| Meta | Create demand | The growth channel when it works, the money pit when the creative goes stale. Judged on blended return, not in-platform ROAS. |
| Amazon | Meet people already shopping | Worth it when you have the margin and the listings to support it. Often better than another point of Meta spend. |
| Microsoft / Bing | Cheap incremental search | Small volume, older and wealthier audience, usually the lowest cost per acquisition in the account. Takes an hour a month. |
| Email & retention | Make the first sale affordable | Decides what you can pay to acquire. The channel most often left to whoever has the login. |
| Site and CRO | Stop paying for traffic that leaks | The cheapest growth in any account is usually already on the product page. |
Tier 2 prices every channel as one number, so I have no financial reason to recommend more of any particular one. That matters more than it sounds.
Proof
What Do the Results
Actually Look Like?
Pulled from live ad accounts, not estimated. Every figure covers the last 24 months. Real brands, real numbers, named.
3.9x
Petticoat Lane — blended return while paid spend came down by a third
3.6x
Shurhold — Google and Meta run together, spend up 35%, revenue up 44%
7.5x
Blended return across eight accounts over the trailing year
Petticoat Lane is the clearest example of what owning the mix means. The right answer was not more paid — it was migrating the store to Shopify, cutting paid spend by a third and working the organic channel underneath it. Average search position went from about 18 to 7, though organic revenue has not followed yet. No channel specialist would have proposed that, because it shrinks their budget. The platform move is the part people fixate on, and it is the smaller half: what a migration actually decides is whether URLs, canonicals and templates survive it intact.
Pricing
What Does It Cost
to Work Together?
Published, so you can rule me in or out without booking a call.
Channel Management
Starting at $1,500 /month
You own the plan. I run the channels.
- Campaign build and management
- Conversion tracking and reporting
- Monthly performance call
- SEO is not included at this tier
- Additional channels +$500 each
- Minimum ad spend $5,000/month
- 6 month commitment
Most Popular
Growth Partner
Starting at $4,000 /month
I own paid strategy end to end.
- Everything in Channel Management
- Every channel included, priced as one
- SEO included: technical, on-page and content
- Channel mix and budget allocation
- Creative direction and briefs
- Quarterly CRO roadmap
- 25 hours a month included
- Minimum ad spend $10,000/month
- 3 months, then month to month
Fractional CMO
Starting at $7,000 /month
I own the whole marketing function.
- Everything in Growth Partner
- Email, SEO and site direction
- Contractor sourcing and management
- Quarterly planning with you
- 40 hours a month included
- Minimum ad spend $20,000/month
- 6 month commitment
FAQ
Questions About
Owning the Mix
If yours is not here, ask it on the call.
What does an ecommerce marketing consultant cost?
How is this different from hiring a specialist per channel?
Do you replace my existing agency?
What about email, SEO and the site?
What is the minimum I should be spending?
How quickly will I see a difference?
What is ecommerce marketing?
What is an ecommerce marketing strategy?
Let’s Talk
Book a free 30 minute call. I will tell you what I would do with your accounts, whether or not you hire me.
Book a Discovery Call
30-minute strategy session
Prefer to Reach Out Directly?
Happy to talk it through over email or a quick call. I usually reply within a few hours on weekdays.
- greg@digitalkarbon.com
- Massachusetts • Nationwide
Who You Talk To
Me, Every Time
What to Expect
- 30 minutes with me, not a salesperson
- What I would change in your account first
- No pitch deck, no obligation