Fractional Head of Ecommerce · US DTC · $2–20m

Leadership, without the hire.

We take the Head of Ecommerce seat in your business: install the P&L, put daily numbers in front of your team, run the weekly rhythm, and answer for whether growth makes money. Senior leadership, without the hire. Led personally by Matthias Camilleri.

Book an intro call →How it works ↓

Six signals you're in the right place.

A seat, not a service.

Matthias holds the Head of Ecommerce seat. Decisions, forecast, and the numbers are his.

Contribution first.

Every decision is priced against what it leaves in the business, after ads, discounts, returns, and software.

You keep everything.

The system is built in your business, owned by your people. If we ever part ways, the department keeps running. That's the point.

Finance-trained, then operator.

EY-trained, Master's in Accountancy, then Ecommerce Manager and later fractional Head of Ecommerce at Jimmy Joy, an eight-figure DTC brand.

We direct. Your team executes.

Your people get better every quarter, and the capability stays when we leave. We never run your ads or make your creative.

Development on your side.

Whenever the roadmap needs development, Frontleft's development team is on your side to scope it, quote it and deliver it, with the seat directing the work.

How it works.

Step 01

Diagnose

Store, P&L, and the operation behind them, scored against a fixed standard. The scores make the first priority obvious.

Step 02

Roadmap

The diagnosis becomes a twelve-month plan, sequenced so each fix compounds the next. Yours to keep, whether or not we go further.

Step 03

Install

The operating system: contribution P&L, daily read of the business, playbooks, and a weekly rhythm your team owns.

Step 04

Run

Matthias runs the department and reviews the numbers with you every month.

What gets installed.

The seat comes with a system. These stay in the business whether we do or not.

Installed once, run weekly. This is the difference between advice and an operating system.

An audit & sequenced roadmap — the full read of the store, turned into a plan sequenced in the order that pays fastest.

An ecommerce P&L — true contribution; the number that says whether growth is making you money.

Automated daily performance reports — the team sees every dip and improvement the morning it happens.

A weekly operating rhythm — every number and area owned by someone on your team.

Playbooks & briefs — clear, repeatable ways of working, so the output is consistent no matter who does the task.

Acquisition held to real economics — what a customer is allowed to cost, derived from your own margins.

CRO & retention operations — optimised to extract more quality from your existing agencies and team, for maximum impact.

Matthias Camilleri

Founder · Fractional Head of Ecommerce

Meet your Head of Ecommerce.

Matthias takes the seat personally on every fractional engagement. Finance-trained, then operator: the P&L discipline of a Big 4 firm applied to the daily running of a Shopify store.

EY-trained, Master's in Accountancy. Ecommerce run as a business unit on a real P&L, every decision held to its contribution.
Ecommerce Manager, then fractional Head of Ecommerce, at Jimmy Joy. An eight-figure DTC nutrition brand: launches taken from all-hands scrambles to routine, two Shopify Plus stores consolidated into one. Case study →
Founder-operator. Co-founded, ran and sold a DTC brand in a category where paid acquisition is mostly off the table. Case study →
Digital since 13. Building websites since he was thirteen, then five years running a paid-ads and content agency before specialising in ecommerce.
Engagements across continents. Founder-led retailers and DTC brands in the USA, Australia, the Netherlands, Dubai and Malta, on the same operating system every time.

If the roadmap needs development.

Sometimes the audit finds the store itself is in the way: a migration, a rebuild, an integration that's missing, a custom app, or a backlog of fixes nobody owns. When that happens, our development team scopes and quotes the work separately, and the seat directs it. The retainer never includes development, and you're never sold work you don't need.

How a project runs →

Let's talk about your store.

Forty-five minutes, straight to calendar. Worst case, you leave with a sharper read on your own store.

Best fit: founder-led DTC brands doing $2–20m on Shopify, without a senior ecommerce leader, or with one, when you want the team operating better and smarter. Matthias takes three brands at a time; when the seats are full, they're full.

Book a free consultation →Or email uscontact@frontleft.io