Fractional Ecommerce Director — Platinum Brands Engagement type: Fractional / part-time contract Time commitment: 1 day per week (flexible on which day; some availability for ad hoc check-ins preferred) Reports to: Founder/Owner Location: Remote (Australia-based preferred for timezone overlap)About the rolePlatinum Brands operates five Shopify stores in the workwear and safety-equipment space — DNC Direct, WorkStitch, Work Boots Direct, Workwear Pro, and Safety Direct.
We're looking for a fractional Ecommerce Director to bring senior-level oversight across all five sites: making sure we're tracking the right metrics, spending Google Ads budget in the right places, and running a tighter, more profitable operation without needing a full-time hire.This is a hands-on strategic role, not a pure advisory one — you'll be expected to go into the accounts, look at the numbers, and come back with specific, actionable calls.Key responsibilitiesPerformance oversight & reportingOwn the KPI framework across all five stores: ROAS ≥6 per Google Ads campaign, blended marketing spend at or below 20% of revenue, plus supporting metrics (CAC, AOV, contribution margin after ad spend, new vs. returning customer mix)Review performance daily/weekly against these targets and flag issues before they compoundBuild and maintain a reporting cadence the founder can act on quickly — not just dashboards, but a short list of what changed and what to do about itPaid media (Google Ads)Analyze campaign-level performance across all five stores and recommend budget reallocation to hit ROAS targetsIdentify underperforming campaigns, ad groups, or keywords and recommend pause/scale decisionsOwn the balance between growth (scaling spend where ROAS supports it)



and efficiency (protecting the MER ceiling)Retention & lifecycle marketingOversee Klaviyo email/SMS performance as part of the blended marketing picture, not in isolation from paid spendIdentify where retention/lifecycle work can reduce reliance on paid acquisitionCommercial oversightTie ecommerce performance back to the financials (Xero) — margin, not just revenue, drives recommendationsFlag when a channel or campaign is hitting vanity metrics (ROAS, traffic) without moving the business forward on profitTeam & communicationTranslate performance data into clear direction for the team running day-to-day executionRun a weekly or biweekly sync with the founder and relevant team membersOwn written updates that are specific enough to act on, not generic status reportsWhat success looks likeBlended ROAS ≥6 across Google Ads campaigns, sustained (not a one-off valuable week)Total marketing spend ≤20% of revenue, blended across channelsA reporting rhythm the founder trusts enough to make same-day decisions fromFewer surprises — issues caught and flagged before they show up as a bad monthRequirementsA track record of turning metrics into money, not just reporting on them.
You should be able to point to specific instances where you diagnosed a problem in the data — a weak conversion rate, high bounce on a key landing page,



a low AOV — and made changes that measurably fixed it.
We want the before/after numbers, not just "I improved conversion rate."Fluency across the full metrics stack: conversion rate, AOV, bounce/exit rate, CAC, ROAS, blended MER, contribution margin — and how they interact (e.g. why chasing conversion rate alone can hurt margin, or why a high ROAS campaign can still be a bad use of budget)Demonstrated experience managing ecommerce performance across multiple brands or storefronts, ideally ShopifyHands-on Google Ads management experience — not just reviewing agency reports, but capable of making and defending budget callsComfortable working from raw data (Shopify analytics, Google Ads, email platform reporting) rather than needing everything pre-packagedFinancial literacy: understands margin, CAC, LTV, and blended marketing efficiency, not just top-line ROASStrong written communication — this role lives or dies on how clearly findings get turned into actionIn your application: include 2-3 specific examples of a metric you moved (conversion rate, AOV, bounce rate, ROAS, etc.) and the actual change you made to move it.
We're less interested in a list of tools you've used and more interested in the decisions you made and why.Nice to haveExperience in workwear, safety equipment, trade, or another considered-purchase B2C/B2B hybrid categoryFamiliarity with Klaviyo and XeroExperience managing a small in-house team or contractorsCompensation & structureTo be confirmed based on candidate experience and market rate for 1 day/week fractional engagements in this category — typically structured as either a flat weekly/monthly retainer or a day rate.

📌 Fractional Ecommerce Director (Queensland)
🏢 Platinum Brands
📍 Queensland