Ecommerce Fractional CMO

As a Ecommerce Fractional CMO, I bring over 15 years of proven expertise in driving business growth through innovative and strategic marketing initiatives. Whether you're a small business, start-up, or mid-sized company, my services are tailored to meet your unique needs without the commitment and cost of a full-time executive.Gain access to top-tier marketing leadership without the overhead of a full-time hire. My extensive experience spans various industries, ensuring your business benefits from the latest marketing trends and strategies.

Tip the see-saw in your favor & win the crowd

I’ve been working in the digital marketing field for over 15 years and as an independent consultant working with companies all sizes – advising on content marketing, google penalties, brand, audience development, technical SEO, digital PR, organizational design, and growth.

Let Me Be Your Brand Development Fractional CMO

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What can I bring to your company when you hire me as Brand Development Fractional CMO

I find myself in a privileged position through hosting my SEO meetups, where I have access to a wealth of data alongside my fellow members. These gatherings serve as a fertile ground for the exchange of insights and information stemming from diverse industries. My team and I take it upon ourselves to meticulously gather and arrange this data, ensuring that every participant can reap the benefits from a broad pool of knowledge. As we all are aware, unstructured data holds little to no value, akin to unmined gold lying dormant underground, awaiting to be discovered and valued.

We delve into this data reservoir, sifting through to find and present the most valuable pieces of information — the golden nuggets that can offer substantial learning experiences to our attendees.

Would you be interested in granting your attendees access to this repository of golden opportunities?

Find out more

Experienced Brand Development Fractional CMO

I have worked in numerous large enterprises within the marketing & SEO departments. Taking these businesses up the search engine result pages (SERPS), these roles formed the bases of my experience.

I have also been fortunate enough to advise & consult numerous smaller and medium businesses across a wide array of verticals and this also greatly enhanced my knowledge about the market and of course how to implement a ‘search’ strategy to garner visibility and generate revenue.

I have also been fortunate enough to participate in some more unique projects

Who is Ross Kernez?

First and foremost I am curious. I am curious to understand what makes a search engine place one website above another.

What makes these vastly complex and nebulus algorithms tick? Some of my friends & colleagues will tell you I have an unbalanced curiosity/obsession.

I like to quote an unknown source in response: “Don’t judge people for the choices they make when you don’t know the options they had to choose from.”

When others ‘stamp out at’ 5pm and head to the bar. I head home to dig deeper.

I have been experimenting and learning with SEO for the past 15 years. In that time I have worked with numerous large businesses pushing them up the SERP’s and driving more traffic, conversions and most importantly gathering data to empower future improvements.

Mentor at ‘Starta Venture Capital’

Mentoring startups has put me in front of some incredible talent, it has allowed me to test my skills to the limit across a diverse marketplace. Founders are highly motivated and bright individuals mentoring them has been both an honor and an ongoing challenge. It perfectly compliments my other activities as it constantly tests and sharpened my skills set. Not to mention building my network.

Grace A.I

I was part of the team that built the search engine Grace AI that was powered by IBM. This was a fantastic experience to work with some great minds, this was another project that took me outside my comfort zone, tested my skills & exposed my weaknesses.

When working with an Ecommerce Fractional CMO, you can expect a professional who specializes in driving online growth through strategic marketing initiatives. They will start by evaluating your current digital marketing efforts, identifying opportunities to optimize customer acquisition, conversion rates, and overall online presence. Their focus will be on creating data-driven strategies that improve traffic, sales, and customer retention across key platforms such as your website, social media, and email marketing.

The Fractional CMO will likely prioritize enhancing the user experience on your site, ensuring that your SEO, paid advertising, and content marketing efforts are aligned with best practices for ecommerce. They will also explore opportunities to improve your ecommerce funnel, from awareness to post-purchase engagement, driving repeat business and increasing customer lifetime value.

They will work closely with your internal team, ensuring smooth execution of campaigns while measuring and adjusting strategies based on performance metrics. You can also expect them to bring fresh ideas for scaling your ecommerce business, leveraging the latest trends and technologies. The flexibility of their role allows you to access high-level marketing expertise without the commitment of a full-time CMO, helping you achieve sustainable growth in a competitive online market.

What should you expect from your Brand Development Fractional CMO

Here’s some feedback from someone who has worked with Ross

Lam E.

Working with an Ecommerce Fractional CMO has been a game-changer for our online business. They quickly analyzed our current marketing efforts and identified key areas to optimize, especially in terms of driving traffic and improving conversions. Their expertise in SEO, paid advertising, and email marketing has boosted our sales significantly. We’ve also seen major improvements in our customer retention thanks to their focus on refining our ecommerce funnel. The flexibility of having a part-time CMO who can deliver high-level results without the full-time cost was exactly what we needed to scale effectively.

Byrne A.

Hiring a Fractional CMO for our ecommerce business was one of the best decisions we’ve made. They brought a fresh perspective to our digital marketing strategy, helping us improve everything from website SEO to our social media ads. Their data-driven approach allowed us to better understand our customers and optimize our funnel, which led to higher conversion rates and increased sales. They also helped us implement better email marketing campaigns that boosted customer loyalty. The part-time arrangement fit perfectly with our budget, and their expertise has taken our online business to the next level.

Murphy V.

Our experience with an Ecommerce Fractional CMO has been fantastic. They immediately identified opportunities to streamline our marketing efforts and boost sales. From improving our website’s user experience to optimizing our ad spend, they helped us significantly increase traffic and conversions. We’ve also seen stronger engagement through their content and email marketing strategies. Their deep understanding of ecommerce trends and analytics was invaluable, and the flexibility of their role made it easy for us to manage costs while getting top-tier results. Our ecommerce business is thriving thanks to their strategic input.

Objective and Unbiased Analysis

The core value of a digital marketing expert witness lies in their ability to provide objective and unbiased analysis for legal cases. This impartiality is essential for the integrity of the legal process, as it ensures that their testimony is credible and reliable. Objective analysis means that the expert witness examines all relevant data, facts, and evidence without allowing personal opinions or external pressures to influence their findings.

An unbiased expert witness offers a clear, fact-based perspective on complex digital marketing issues, which is invaluable in a courtroom setting. Their role involves scrutinizing digital marketing practices, campaigns, and analytics to determine compliance with industry standards and legal regulations.

Commitment to Professionalism and Ethical Integrity

Ethical integrity involves adhering to strict ethical guidelines and principles. This includes avoiding any conflicts of interest, ensuring that their findings and opinions are based solely on factual evidence and sound analysis. An expert witness must remain impartial, providing testimony that is free from personal or financial bias. Their role is to assist the court in understanding complex digital marketing issues, not to advocate for either party.

A digital marketing expert witness’s commitment to these principles is crucial, as their testimony can significantly impact the outcome of a case. By maintaining high standards of professionalism and ethical integrity, they contribute to a fair and just legal process, ensuring that their insights and opinions are respected and valued.

Topics that I can cover:

Search Marketing

Paid Search

Email Marketing

SMM Marketing

Fractional CMO

Just SEO?

Absolutely not, although i started in SEO, when I am a full stack marketer i realized that a good SEO strategy without a holistic understanding of marketing. Is like a funnel with holes in it. No matter how much traffic you drive through the funnel you will be leaking leads and wasting your resources.

I have garnered a solid understanding of digital marketing and how to juggle the many disciplines and allow them to fit and work together. I also have managed teams of freelancers and employees in the double digits. I love to help people manage their teams more efficiently.

FAQs

What is an Ecommerce Fractional CMO, and how does this role apply to ecommerce businesses?

An Ecommerce Fractional Chief Marketing Officer (CMO) is a senior-level marketing executive who works on a part-time, temporary, or project-based basis to provide strategic marketing leadership for ecommerce businesses. This role is highly beneficial for companies that need expert guidance in digital marketing, but may not have the budget, or immediate need, for a full-time CMO. The ecommerce landscape is dynamic and competitive, requiring businesses to constantly adapt their strategies to meet evolving consumer demands, new technologies, and shifts in digital marketing platforms. A fractional CMO brings in-depth knowledge and experience in crafting marketing strategies that drive online sales, improve customer experience, and build brand recognition without the financial commitment of a full-time hire.

An ecommerce fractional CMO typically works with companies that need help scaling their online presence, driving more traffic to their website, improving conversion rates, and ultimately growing revenue. Ecommerce businesses often face unique challenges, including high competition, constantly changing algorithms on platforms like Google and Facebook, and the need to deliver exceptional customer experiences. A fractional CMO helps navigate these challenges by developing comprehensive marketing strategies that focus on attracting, converting, and retaining customers through a variety of digital channels. Their involvement spans from digital marketing and social media strategies to email marketing, SEO, and performance tracking.

The fractional CMO’s role starts by assessing the company’s current ecommerce operations, including its website, digital marketing efforts, customer acquisition strategies, and overall brand positioning. This analysis helps identify strengths, weaknesses, and opportunities for improvement. Based on this evaluation, the CMO creates a tailored marketing plan designed to achieve the business’s specific goals. Whether the company is looking to increase traffic, improve conversion rates, or expand into new markets, the fractional CMO ensures that the marketing strategies are aligned with the company’s broader business objectives.

One of the critical aspects of an ecommerce business is its website. A well-optimized website is essential for driving sales, and the fractional CMO plays a crucial role in ensuring that the company’s website is user-friendly, visually appealing, and optimized for conversions. This involves everything from improving site navigation and page load speeds to ensuring that product descriptions are compelling and calls to action are clear. The CMO ensures that the website provides a seamless shopping experience for visitors, making it easy for them to find and purchase products.

Search engine optimization (SEO) is another key component of a successful ecommerce strategy, and a fractional CMO helps ensure that the company’s website is optimized to rank higher in search engine results. SEO involves optimizing the website’s content, technical structure, and backlinks to increase visibility in search engines like Google. The CMO works with the company to conduct keyword research, identifying the most relevant and profitable search terms that potential customers use when searching for products online. By optimizing product descriptions, meta tags, blog content, and other on-site elements, the CMO helps improve organic search traffic, which can result in more leads and higher sales.

In addition to organic SEO, paid advertising plays a significant role in driving ecommerce growth. A fractional CMO helps develop and manage paid advertising campaigns, such as Google Ads, Facebook Ads, Instagram Ads, and shopping ads on platforms like Google Shopping and Amazon. Paid advertising allows ecommerce businesses to target specific audiences based on demographics, location, interests, and browsing behavior. The CMO creates tailored ad campaigns designed to drive traffic to the website and convert visitors into customers. They also manage ad budgets to ensure that the campaigns are delivering a positive return on investment (ROI). This involves continuously monitoring and adjusting campaigns based on performance metrics such as click-through rates (CTR), cost per click (CPC), and conversion rates.

For ecommerce businesses, customer acquisition is a major focus, and a fractional CMO helps develop strategies to attract new customers. This might include running digital advertising campaigns, creating engaging social media content, or optimizing the company’s website for lead generation. The CMO ensures that all customer acquisition efforts are aligned with the company’s overall marketing strategy, targeting the right audiences with the right messaging. By creating a cohesive approach to customer acquisition, the CMO helps drive more traffic to the website and convert that traffic into paying customers.

Social media marketing is another critical tool for ecommerce businesses, as it allows them to connect with potential customers, build brand awareness, and drive traffic to their online store. A fractional CMO helps develop a social media strategy that aligns with the company’s goals and ensures that the business is leveraging the right platforms to reach its target audience. Platforms like Instagram, Facebook, TikTok, and Pinterest are particularly effective for ecommerce businesses because they allow for visually engaging content that showcases products. The CMO works to create a content calendar that includes product posts, promotional campaigns, user-generated content, and other engaging material that encourages interaction and sharing. Additionally, paid social media advertising can significantly expand the company’s reach and drive more qualified leads to the website.

Content marketing is another essential part of ecommerce growth, and a fractional CMO helps businesses develop a content strategy that drives organic traffic and builds brand authority. Content marketing involves creating valuable and relevant content that addresses the needs and interests of the target audience. For ecommerce businesses, this might include blog posts, product guides, how-to videos, and other forms of educational content that help potential customers make informed purchasing decisions. The CMO works to ensure that the content is optimized for SEO and aligned with the company’s overall marketing strategy. By creating high-quality content, the company can attract more visitors to its website, build trust with its audience, and increase sales.

Email marketing is another key channel for ecommerce businesses, particularly when it comes to nurturing leads and encouraging repeat purchases. A fractional CMO helps develop email marketing campaigns that engage customers at different stages of the buying journey. This might involve creating automated email sequences for abandoned cart reminders, post-purchase follow-ups, and personalized product recommendations. The CMO also works to segment the email list, ensuring that customers receive targeted messages based on their preferences, behaviors, and purchase history. Email marketing can be an extremely effective way to build customer loyalty, increase repeat purchases, and boost lifetime customer value.

For ecommerce businesses, improving conversion rates is a constant priority, and a fractional CMO plays a crucial role in optimizing the company’s conversion rate optimization (CRO) efforts. CRO involves testing and refining various elements of the website and marketing campaigns to increase the percentage of visitors who make a purchase. This might involve A/B testing different versions of product pages, optimizing calls to action, improving the checkout process, or offering incentives like free shipping or discounts. The CMO uses data and analytics to track the performance of different tests and make informed decisions about how to improve conversion rates.

Customer retention is just as important as customer acquisition for ecommerce businesses, and a fractional CMO helps develop strategies to keep customers engaged and loyal to the brand. Retaining customers is often more cost-effective than acquiring new ones, and loyal customers tend to make repeat purchases and recommend the brand to others. The CMO works with the company to create customer retention programs, such as loyalty rewards, personalized offers, and subscription services. Additionally, they help implement strategies for maintaining ongoing communication with customers through email, social media, and other channels. By focusing on retention, the CMO helps increase customer lifetime value and ensure that the company continues to generate revenue from its existing customer base.

Data analysis and performance tracking are critical components of any ecommerce marketing strategy, and a fractional CMO ensures that the company is using data to make informed decisions. Ecommerce businesses generate a wealth of data from various sources, including website analytics, advertising platforms, email marketing tools, and customer feedback. The CMO helps the company track key performance indicators (KPIs) such as website traffic, conversion rates, average order value (AOV), customer acquisition cost (CAC), and customer lifetime value (CLV). By analyzing this data, the CMO can identify trends, pinpoint areas for improvement, and adjust marketing strategies accordingly to maximize ROI.

For ecommerce businesses looking to expand into new markets, a fractional CMO plays a critical role in developing market entry strategies. Whether the company is expanding into new geographic regions, launching new product lines, or targeting different customer segments, the CMO helps develop a marketing strategy that supports these growth initiatives. This might involve conducting market research to identify opportunities and risks, developing localized marketing campaigns to resonate with the target audience, and adapting the company’s messaging to appeal to the specific needs and preferences of the new market. By carefully planning the market entry strategy, the CMO helps ensure that the company’s expansion efforts are successful.

For ecommerce businesses that rely on third-party marketplaces such as Amazon, eBay, or Walmart, a fractional CMO helps develop strategies to maximize sales on these platforms. Selling on third-party marketplaces can be an effective way to reach a larger audience and increase sales, but it also presents unique challenges in terms of competition, pricing, and visibility. The CMO helps optimize product listings, manage pricing strategies, and develop advertising campaigns that increase visibility on these platforms. Additionally, the CMO ensures that the company’s brand is consistent across all sales channels, whether it’s the company’s own website or a third-party marketplace.

A fractional CMO also plays a critical role in managing the company’s overall marketing budget and ensuring that resources are allocated effectively. Ecommerce businesses often have limited marketing budgets, and it’s essential that every dollar spent delivers a strong return on investment. The CMO helps prioritize marketing initiatives based on their potential impact on revenue growth and ensures that the company is getting the most value out of its marketing spend. This involves continually analyzing the performance of different campaigns, adjusting strategies as needed, and reallocating resources to the areas that are delivering the best results.

For ecommerce businesses that are undergoing significant changes, such as rebranding, mergers, acquisitions, or major product launches, a fractional CMO provides the strategic leadership needed to manage these transitions smoothly. These types of changes can disrupt the company’s marketing efforts, but with the right strategic guidance, they can also present opportunities for growth. A fractional CMO helps navigate these changes by developing a communication plan that keeps customers, employees, and other stakeholders informed and engaged. The CMO ensures that the company’s messaging is clear and consistent throughout the transition, helping to maintain trust and minimize disruption.

In addition to external marketing efforts, a fractional CMO also helps ecommerce businesses align their internal teams around the marketing strategy. Effective marketing requires collaboration between multiple departments, including product development, sales, customer service, and logistics. The CMO ensures that all departments are aligned with the company’s marketing goals and that everyone understands their role in executing the strategy. This might involve leading strategy meetings, communicating key performance indicators (KPIs), and setting clear expectations for how each department contributes to the overall marketing objectives.

For ecommerce businesses, reputation management is also a critical part of marketing, and a fractional CMO helps ensure that the company’s reputation is positive and well-maintained. Online reviews and customer feedback play a significant role in influencing potential customers’ purchasing decisions. A fractional CMO helps develop strategies for managing and responding to customer reviews on platforms such as Google, Yelp, and Trustpilot. They also work to ensure that the company is proactively engaging with customers through social media and other channels to build a positive reputation. By managing the company’s online reputation, the CMO helps build trust with potential customers and drive more sales.

Crisis communication is another area where a fractional CMO provides invaluable support to ecommerce businesses. Whether the company is dealing with a product recall, negative media coverage, or a data breach, the CMO ensures that the company is prepared to respond effectively to any crisis that arises. This involves developing a crisis communication plan that includes clear messaging, a strategy for communicating with customers, and steps to mitigate the impact of the crisis. By managing communication during a crisis, the CMO helps protect the company’s reputation and maintain trust with customers and stakeholders.

For ecommerce businesses, technological advancements and digital innovations are constantly changing the marketing landscape. A fractional CMO stays up-to-date with the latest trends and technologies, ensuring that the company is leveraging the most effective tools and platforms to reach its target audience. Whether it’s adopting new marketing automation tools, experimenting with emerging social media platforms, or exploring opportunities in artificial intelligence and machine learning, the CMO helps the company stay ahead of the curve. By staying on top of the latest trends, the CMO ensures that the company’s marketing strategy remains relevant and competitive.

In conclusion, a Fractional Chief Marketing Officer for ecommerce businesses provides the strategic leadership needed to develop and execute comprehensive marketing strategies that drive traffic, increase conversions, and grow revenue. Whether the goal is to optimize digital marketing efforts, expand into new markets, improve customer retention, or manage a major product launch, a fractional CMO brings the expertise and flexibility needed to achieve success. With a data-driven approach, the CMO helps ecommerce businesses prioritize marketing initiatives, maximize ROI, and continuously improve their marketing efforts. Through a combination of creative strategies, digital marketing expertise, and industry knowledge, a fractional CMO helps ecommerce businesses achieve long-term success and growth in an increasingly competitive and dynamic marketplace.

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