“The work we did with Yates gave us a new North Star. It really helped rally the entire organization.”
Ecommerce fractional CMO
You’re on the hook for a number. Channels are running, agencies are invoicing, a team is executing.What’s missing is a plan you trust and a fractional CMO seeing it through each week.
Hiring a full-time CMO is a twelve-month bet you can’t easily unwind and the search alone takes months. Instead, a fractional CMO works with you every week: setting the direction, steering the team, and making sure the plan actually gets done.
Ads, search, email, SMS, site, and retention stop chasing their own dashboards. One strategy sets the priorities.
We take the plan and run it. You’ll know why every number is there, without having to own the work.
Where the spend is working, where it’s wasted, and what your agencies aren’t telling you. Reported directly to you.
Every answer rests on documented strategy, research, and planning, and we’ll help you make the case.
Your agencies, channels, and budgets all follow one direction, and we check the results against the numbers every week.
If the right move eventually is a full-time CMO, you’ll know exactly what to hire for. Everything we built stays.
Yates has held the executive role inside companies from $5M to $400M a year. In each one he worked on the leadership team. For all of the examples below, each company now owns the plans, the processes and the team that got built up along the way.
$200M to $400M a year
Lifeway · Publishing and retail
Led ecommerce inside the company as Lifeway moved from more than 170 stores to a digital-first business.
Read the Lifeway case study$30M to $60M a year
JEDCo Brands · Licensed & owned brand apparel
Set the company strategy across wholesale, private label and direct sales, including the US launch of Jeep's lifestyle apparel line.
Read the Jeep case study$5M to $15M a year
Nurse in the Making · Nursing education
Leads marketing as part of the leadership team, from the annual plan to the channels and the people who run them.
47% DTC revenue lift in six months, after three flat years
50% ecommerce revenue growth
32% revenue increase in twelve months
174% DTC revenue growth YOY
An ecommerce fractional CMO does the same job as a full-time CMO, scoped to the hours you actually need. That means setting one plan across every channel, directing the people and agencies who execute it, and reporting straight numbers to you. Here that work is led personally by Yates Jarvis, weekly and direct.
It costs a fraction of a full-time hire’s package. Pricing scales with your company’s financials, terms run from a partial year to multiple years, and you own everything we build together.
Ask three things: has this person operated at your revenue range, will the work be done by the senior person you’re talking to or handed to junior staff, and what stays with your team when the engagement ends. Any option worth shortlisting should answer yes to all three.
Ecommerce experience matters because the decisions that move an online P&L are specific: channel mix, contribution margin, retention economics, site conversion. A generalist can learn them on your budget. A fractional CMO for ecommerce has already made them, from $1M to $400M a year online.
Yes, at companies from about $5M to $400M a year. Yates was fractional Head of Ecommerce at Lifeway, a publisher and retailer doing $200M to $400M a year, through its move to a digital-first business. He was fractional Chief Strategy Officer at JEDCo Brands, a licensed & owned brand apparel company doing $30M to $60M a year, where the work included the US launch of Jeep’s lifestyle apparel line. He is the fractional CMO at Nurse in the Making, a nursing education company doing $5M to $15M a year.
You make that hire from strength. You’ll know exactly what to hire for, and everything we built together stays with your team.
Usually, yes. Your agencies and in-house team keep executing; the fractional CMO sets the direction they execute against and checks the results every week. We direct through your people and partners, not around them.
It tracks the numbers that tie marketing to profit: customer acquisition cost (CAC), contribution margin after ad spend, repeat purchase rate, customer lifetime value and site conversion rate. We agree on the KPIs with you early and report them every week. Each channel is then judged on what it returns rather than on what its own dashboard claims.
Yes. Most of the brands we work with sell direct to consumers through their own site. Many run on Shopify, which Yates knows from leading a Shopify Platinum agency before 2 Visions. The plan works the same on any platform because it is about the business: which channels get the budget, what the site has to convert and how you bring customers back.