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Fractional digital commerce leadership

Your online business should be growing faster. I find out why and help your team fix it.

For consumer and apparel brands that have outgrown their digital team, or whose digital leader needs senior support and added capacity. I find your biggest opportunities, build a practical plan, and help your team execute.

Book an intro call Start with a Growth Snapshot

+$250M digital revenue growth led20 years running brand sitesEx-J.Crew, LOFT, Chico's, WHBM, Soma

Problems I solve

Does any of this sound familiar?

These are the problems growing brands bring to me most. Each one maps to a specific piece of work.

Growth has flattened and no one can say why.

What I do: trace where revenue is leaking across your site, merchandising and channels, then size each leak in dollars so you fix the biggest first.

Revenue Optimization Review3 weeks

The site converts below where it should.

What I do: find where shoppers drop off, from landing pages to search, product pages and checkout, and fix what's costing sales. When fixes aren't enough, I lead the redesign.

Revenue Optimization Review3 weeks

Your platforms, tools and AI aren't delivering the growth you paid for.

What I do: audit your platforms, data and AI tools from the business side, then set a roadmap your technology team can deliver. I led the replatform of three brand sites and a new PIM, with a 10–18% conversion lift.

Data and Growth Roadmap3–4 weeks

How I work

Online order value at LOFT ran well below stores.

The problem

Store data proved customers bought complete outfits. Online, the product page showed one item at a time, so shoppers had no easy way to build the look.

What I did

Put outfitting on the product page: the pieces that complete the look, shown where the customer decides, so shopping online worked the way customers already shopped in store.

The result

+31% order value, adding $12M+ in revenue a year.

Services

Find the revenue, plan the growth, then put it to work.

Start here

Digital Growth Snapshot

For leaders who want an experienced outside view before committing to a larger project. I review your shopping experience against two or three competitors you choose. No data or system access needed.

  • Competitive scorecard from homepage to checkout, including how ready your product content is for AI-assisted shopping
  • Your top opportunities, each tied to the KPI it moves
  • A 30/60/90-day plan and a 30-minute findings call

You'll know where competitors are ahead, what to fix first, and what to do next.

1 weekFixed fee, credited toward your next engagement

Page 1 of a sample Digital Growth Snapshot scorecard for a fictional apparel brand See a sample Snapshot (2-page excerpt, fictional brand) Discuss a Growth Snapshot
Find

Revenue Optimization Review

Answers: Where are we underperforming, what is the upside, and what should we fix first?

You'll know where the money is and what to do first.

What's included
  • Revenue leak map across the funnel, product pages, search, promotions and channels
  • Opportunity sizing, each one estimated in annual revenue and margin
  • SKU and assortment productivity by margin contribution
  • Quick-win list your team can launch within 30 days
  • Leadership readout and a plan ranked by revenue impact

Starts with a short intake: read-only access to your analytics and ecommerce data, and about two hours with your team.

3 weeksFixed fee

Plan

Data and Growth Roadmap

Answers: What capabilities, investments, technology and operating changes will deliver the growth?

One plan your CEO, marketing and technology teams agree on.

What's included
  • Capability and operating model review: team, process and agency roles
  • Technology and AI investment plan: what to keep, fix, add or cut
  • Growth roadmap: a 90-day action plan with owners, and a north star vision with a long-range plan (LRP) for digital
  • KPI scorecard your team and board can track

Starts with an intake session with your leadership team on brand and business priorities. Scope is built around your primary growth challenge, with customer analysis such as lifetime value and attribution included where it answers that question. Vendor selection and rollout are part of the Implementation Partner.

3–4 weeksFixed fee

Implement

Implementation Partner

Answers: Who owns getting it done? For when no one senior owns digital, or the plan needs senior hands.

The roadmap gets done, with a senior leader accountable for results.

What's included
  • Weekly working sessions with your team and agencies
  • Monthly KPI scorecard and progress readout to leadership
  • Vendor and systems selection: requirements, demos, scoring and contract input
  • Rollout leadership for site redesigns, replatforms and AI personalization
  • Team coaching and support defining roles as you hire

Two levels: 20 hours a month for advisory and oversight, or 40 hours a month for hands-on leadership of rollouts and vendors.

Monthly retainer3-month minimum

Each engagement stands alone. Start where you need. If you do more than one, each builds on the last, so nothing gets redone.

Why Megwil

What you get that AI or another consultant can't give you.

I've run it, at peak

I've owned the digital P&L, the site and the promotion calendar through record Black Friday and Cyber Monday days. My advice comes from running specialty apparel and consumer businesses, including assortment, sizing and promotion economics.

Recommendations that fit the business

I lead on site experience, merchandising, conversion and commercial execution, and I check every recommendation against your inventory, margins, promotions, technology and team capacity. I work alongside your marketing and technology specialists.

AI speed, operator judgment

I use AI to gather and analyze faster, so your fee goes to decisions, not data pulls. Knowing what to act on, in what order, and what your team can realistically deliver comes from having run these businesses. I also audit the AI and personalization tools you already pay for.

Independent and senior, start to finish

I'm not tied to any platform or agency, so recommendations are based on what fits your business. You work with me directly, from the first call to the final readout.

When I'm most useful

  • Growth has stalled and you need an outside view of why.
  • There's a leadership gap in digital, or a new leader who needs senior support.
  • Your team is at capacity and priorities aren't moving.
  • A major change is underway: a redesign, replatform or new AI tools.
Megan Williamson, founder of Megwil Advisory

About

Megan Williamson, Founder

I help consumer brands make digital a bigger, more profitable share of the business. I've led digital businesses of up to $625M in annual sales and grew digital revenue by $250M across a three-brand portfolio.

My deepest work is the site and the merchandising behind it: search, product pages, outfitting, assortment, checkout and full redesigns. I've led replatforms, product information systems and AI personalization, launched native apps, and built the teams to run them. I partner with marketing and technology specialists so paid media, email and systems support the same plan.

I set direction too: a north star vision for digital and the long-range plan that ties it to annual targets, investment and headcount. Clients get one senior leader who can shape the three-year plan and fix what's costing revenue this quarter.

Based in northern New Jersey. I work remotely and in person across the New York metro area.

+$250MDigital revenue growth over five years, Chico's, WHBM and Soma
4xNative app conversion versus mobile web, with 50% higher order value
10–18%Conversion lift after replatforming three brand sites
$19MRecord Cyber Monday demand day at J.Crew

Book an intro call

Tell me what's holding your digital growth back.

  1. Book a 30-minute intro call
  2. Proposal with fixed scope and price within a week
  3. Work starts
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