vp-level ecommerce consulting
Let me dig through your business.
Brendan could sit in your VP of Ecommerce chair — he’s run the whole P&L at that level. He’d rather spend a few weeks in your numbers: the P&L, the funnels, the ad accounts, the organic plan — and hand you back what an operator actually sees.
P&L — March · consolidated
sample teardown · illustrative numbers
15% of revenue on shipping — the reorder margin died right here.
CAC doubled in March. Nobody paused it. Nobody owned it.
One SKU is quietly subsidizing the other nine.
The credential · Cute n Country
He’s operated every line
he’ll mark up in yours.
01 · the starting line
Nothing.
No audience, no store, no ad account, no brand. Cute n Country started at the same zero every founder knows.
02 · the audience engine
3M+ followers, built organically.
Country-lifestyle content compounded into one of the category's biggest social audiences — attention accumulated while it was still cheap, the same discipline that later ran Lucky Energy's creator engine.
03 · the machine
Shopify. Amazon. Facebook. Google. One P&L.
The audience fed an owned Shopify storefront and an Amazon channel; Facebook and Google paid poured fuel on what organic proved. Every channel answered to the same margin math — because it was Brendan's own margin.
04 · where it landed
~$10M
in revenue, inside 3 years, from zero
The audit is only as good as the operator holding the pen. Brendan isn’t pattern-matching from case studies — he’s run the P&L, eaten the shipping costs, and paused the ads with his own money on the line.
What the teardown opens
Four drawers.
All of them, opened.
Most audits check one drawer and bill for the desk. A VP of Ecommerce doesn’t get that luxury — and neither does this.
01 · P&L
The P&L
- Unit economics per SKU, not blended averages
- Margin leaks: shipping, returns, discounts, fees
- Which products subsidize which
- Fixed-cost creep hiding under growth
02 · Funnels
The funnel
- Offer and price architecture vs. AOV reality
- Site and checkout friction, page by page
- Email/SMS: flows that print vs. flows that spam
- Where repeat purchase actually comes from
03 · Paid
The ad accounts
- Meta, Google, and Amazon account structure
- Creative fatigue and testing discipline
- Measurement: what's real vs. platform-flattered
- Spend that should have been paused months ago
04 · Organic
The organic engine
- Social content system — or the lack of one
- SEO and owned-search positions worth defending
- Creator and affiliate leverage going unused
- Whether the brand earns attention or rents all of it
Two ways in
The teardown first.
Everything else follows.
start here
The Teardown
Fixed scope. You hand over read access and the numbers; Brendan goes through the four drawers and comes back with findings and a prioritized plan — working documents, not a slide deck. It ends in a working session where nothing is softened.
- P&L, funnels, ad accounts, organic — all four
- Findings ranked by dollars, not by effort to present
- Ends with a live working session and a 90-day order of operations
if you want the brain on call
Fractional VP advisory
For brands that come out of the teardown wanting the same eyes on the business every month: an ongoing cadence for channel bets, forecasting, hiring, agency oversight, and the calls you don't want to make alone.
- Monthly operating review against the plan
- Direct access between sessions — no relay
- Sits on your side of the table with vendors and agencies
worth the pen if
- You're doing real revenue and something feels off in the numbers
- You'll open the actual books — P&L, ad accounts, analytics
- You want it straight, ranked by dollars
not this offer if
- Pre-revenue and looking for idea validation
- You want a cheerleader, not an operator
- The numbers are off-limits “for now”
The ask
Open the books.
The intake asks for the numbers a teardown needs. If there’s real money hiding in your P&L — and there usually is — you’ll hear exactly where.