I find where you might be wasting money, and where you could be making more.
Dalton Shooks
Fractional marketing director (fractional CMO) for design-led ecommerce and DTC brands
Dalton Shooks
Fractional marketing director (fractional CMO) for design-led ecommerce and DTC brands
Dalton Shooks
Fractional marketing director (fractional CMO) for design-led ecommerce and DTC brands
Sound familiar?
Spend on ads, with nothing bringing customers back.
Discount-heavy promotions that cheapen the brand.
Agencies each running their own version of the brand.
1/3
So, is this for you?
Yes, if you...
Run a brand where design, taste and look matter to how you sell
Spend on email, social or ads and can't tell what's working
Work with agencies and want someone steering them
Want growth that keeps what makes your brand special
Not for you, if you...
Haven't launched yet
Want someone to build and run your ads and emails hands-on
Want discount-driven growth at any cost
Want a guaranteed revenue number
How it works
1
Discovery call
A free thirty minute call. You answer a few questions when you book, and before we talk I look at your store and open with two things I noticed. Then we get into what's stuck and what you've tried. I tell you where I'd look first and whether I can help. If I'm not the right fit, I'll say so and point you somewhere useful.
2
Paid diagnostic
If we're a good fit, you give me read-only access to your store and channels. The diagnostic starts at $797, priced by your channels and size and confirmed after our call. About a week later, we meet and I walk you through at least three specific opportunities, what each is worth, and what I'd do first, with a short deck and a spreadsheet. If I can't find three,you don't pay.
3
Ongoing work or a deeper audit
Depending on what the diagnostic shows, we go one of two ways. For a larger or more complex business, a deeper audit builds the full plan, channel by channel. If you'd rather have me carry it forward, I set the priorities and manage the agencies and freelancers who do the work, with regular check-ins. If you don't have a team, I recommend people. Either is scoped to your business, and the diagnostic fee counts toward it if you start within 30 days.
I work with the agencies and team you already have.
A paid, fixed-scope look at your business. You get three things:
1
A short findings deck with at least three specific opportunities, each with the evidence behind it.
2
A spreadsheet estimating what each could be worth, with the assumptions shown so you can check the math.
3
A one-page summary you can forward to a partner or your team: what I found, what it's worth, and what to do first.
Sample[SAMPLE ONE-PAGER]
1/4
We go through it together on a video call.
What I need from you
Read-only access to your store, email platform, ad accounts and analytics. About 60 minutes of your time, split between sharing access and filling out a questionnaire.
What I look at
Email, social, paid ads and search, pointed at the people most likely to buy, with creative that fits your brand.
Blended CAC and marketing efficiency, not just platform-reported ROAS.
New versus returning customer revenue, by channel.
Creative testing cadence and fatigue.
The website, offers and promotions that turn a visit into an order, without leaning on discounts.
Conversion by device, source and landing page.
Contribution margin after discounts, shipping and returns.
Discount depth, promo cadence and offer structure, and what they do to full-price sales.
The emails and offers that bring customers back, in a voice that sounds like your brand.
Second-purchase rate and time to second order.
Flow versus campaign share of email revenue, plus deliverability and list health.
Cohort retention and LTV to CAC payback.
Brand eye. Performance mechanics.
I'm Dalton, a fractional marketing director: a part-time marketing lead for brands that need senior direction without a full-time hire. You may also hear it called a fractional CMO. I set the plan and manage the agencies and freelancers who build and run the work. For the last 4 years I've helped brands with their marketing strategy.
Before marketing, I spent over a decade in LA's entertainment industry, on both sides of the camera, including commercial photography for brands. That taught me how a brand comes across before anyone reads a word of it. The last 4 years taught me the other half, what makes a brand sell. I work where those two meet, helping a brand sell more without losing what makes it itself.
I'm best suited to brands doing roughly $2M to $20M a year. If what I do sounds like what you need, reach out, whatever your size.
Results
[RESULT 1: the number]
[WHO: brand type and size]
[WHAT CHANGED: one sentence]
[QUOTE, optional]
[RESULT 2: the number]
[WHO: brand type and size]
[WHAT CHANGED: one sentence]
[QUOTE, optional]
[RESULT 3: the number]
[WHO: brand type and size]
[WHAT CHANGED: one sentence]
[QUOTE, optional]
FAQ
Cost and risk
The discovery call is free. Diagnostics start at $797, priced by how many channels you run and the size of the business, and I confirm the number after our call. If you move to ongoing work or a deeper audit within 30 days, the diagnostic fee counts toward it.
Then you don't pay. If I can't find at least three specific opportunities, each with a rough value and a first step, I'll tell you at the meeting and there's no charge. I don't guarantee revenue results, since what happens after the plan leaves my hands isn't something I control.
Working with me
An agency does the work, and a consultant tells you what to do and leaves. I sit in between: I set the plan, manage the agencies and freelancers who build and run the work, and keep it on brand. If you don't have a team, I recommend people. I don't build the ads or emails myself.
I work with them. I set the priorities and check the work against the plan, and I recommend changes only when the numbers call for it.
Your data
Read-only access to your store, email platform, ad accounts and analytics. I use it only for your diagnostic, I don't change anything, and I remove my access when the work ends.
Fit
I'm best suited to brands doing roughly $2M to $20M a year. Smaller brands can still start with a diagnostic, and I'll tell you honestly if it's too early.
I don't design logos or build websites. By brand, I mean how your company looks, sounds and feels, from the website to the emails to the ads. I use proven marketing and sales methods and check each recommendation against what makes your brand yours.
Yes. Online brands are my specialty, but the same approach applies wherever look and feel matter.
Let's talk.
Pick a time that works. I read every intake before the call, so a few questions come first.
Dalton Shooks.Fractional marketing director (fractional CMO) for design-led ecommerce and DTC brands.Dalton Shooks.Fractional marketing director (fractional CMO) for design-led ecommerce and DTC brands.Dalton Shooks.Fractional marketing director (fractional CMO) for design-led ecommerce and DTC brands.Dalton Shooks.Fractional marketing director (fractional CMO) for design-led ecommerce and DTC brands.
