ECOMMERCE, RETAIL, AND CPG
Fractional Revenue Leadership for Retail and CPG
Retail, CPG and commerce leaders managing several channels need commercial decisions that account for inventory, pricing and customer retention. The mandate aligns those decisions with internal owners and agreed economic measures.
WHO IT IS FOR
Which companies are the best fit?
Brands and operators managing a mix of direct-to-consumer, retail, marketplace, distributor, and wholesale channels where topline growth no longer explains economic quality.
EXPECTED RESULT
What should leadership expect?
A channel portfolio managed for profitable, forecastable growth instead of disconnected volume targets.
OPERATING PRESSURES
Why can revenue grow while the business becomes less predictable?
- Channel reports hide contribution margin and inventory cost
- Promotions create volume without durable customer value
- Demand forecasts, purchasing, and commercial plans use different assumptions
- Retail, distributor, marketplace, and DTC teams optimize locally instead of across the portfolio
MANDATE
What does the fractional mandate connect?
- Channel contribution, pricing, promotion, returns, inventory, and working-capital signals
- Demand planning and commercial forecast assumptions
- Customer acquisition, repeat purchase, lifecycle, and account expansion
- Retail, distributor, marketplace, and DTC decision rights and scorecards
FIRST 90 DAYS
A sector-specific operating sequence
- Build a channel-level revenue and contribution view
- Audit promotion, return, inventory, forecast, and customer-cohort evidence
- Identify where growth consumes margin or working capital
- Set channel roles, pricing guardrails, and promotion decision rules
- Align demand planning with commercial commitments and inventory risk
- Prioritize retention, assortment, account, and partner opportunities by economic value
- Run monthly channel and demand reviews using one evidence base
- Measure a focused set of pricing, lifecycle, or channel experiments
- Transfer the scorecard and decision cadence to commercial and operating owners
METRICS
Which indicators should move?
- Contribution margin by channel
- Inventory turns and aged inventory
- Forecast error
- Repeat purchase and retention
- Average order value
- Return and promotion economics
ENGAGEMENT FIT
Who should not hire this service?
Not a fit for a company seeking only paid-media execution, marketplace listing management, or a growth promise without access to margin, inventory, returns, and customer data.
Scope boundary: Andre leads commercial architecture and operating decisions. Accounting policy, tax treatment, product safety, and legal channel requirements remain with qualified owners.
OPERATING AUTHORITY
What evidence supports Andre’s approach?
The self-reported AGI Brazil leadership experience covers sales organization, channels and management cadence.
AGI commercial leadership experienceFAQ
Questions buyers ask before engaging
Can a Fractional CRO work across DTC and wholesale?
Yes. The purpose is to make channel roles, economics, customer ownership, pricing, and inventory implications visible in one operating model.
Does the engagement include demand forecasting?
It includes commercial forecast assumptions, governance, and connection to demand and inventory decisions. Statistical planning and supply-chain execution remain collaborative responsibilities.
What is the first eCommerce metric to fix?
There is no universal first metric. The diagnostic identifies whether contribution margin, repeat purchase, inventory, returns, acquisition cost, or channel mix is the binding constraint.
RELATED GUIDES
Continue the evaluation
SOURCES AND CONTEXT
Reference material
Diagnose the operating constraint before choosing the solution.
Start with the revenue fingerprint, evidence, and decision rights.
Discuss Fractional CRO scopeEngagement scope and evidence
Scope, executive coverage, availability, fees and client implementation responsibilities are agreed in a written proposal. This is not outsourced prospecting, commission-only closing or a guaranteed revenue result.
Discuss Fractional CRO scope