Commercial direction
Connect the digital plan to revenue, margin and the wider business. Set trading priorities, budgets and measures that help the team make better decisions.
Trading plans · Budgets & forecasts · Performance reviews
Booking Oct - Dec 2026Fractional digital
Fractional leadership · Retail & ecommerce
Fractional digital
&
ecommerce leadership.
I’m James Mark Lewis. I provide senior digital leadership on a part-time basis, connecting commercial priorities, people and delivery to business performance.
Discuss digital leadershipWhen I can help
A capable team.
A clearer direction.
Your business needs someone to connect the trading numbers, customer experience, technology and team. You may need that leadership a few days a month, through a period of change, or while you plan a permanent hire.
I take an agreed leadership remit within your business, working with the people and partners already in place.
A leadership gap.
Decisions still need an owner.Teams and agencies are busy.
Priorities are disconnected.The business is changing.
The digital plan needs to catch up.
Where I take the lead
The commercial picture.
The detail to deliver.
Customer experience
Use customer behaviour and performance data to find friction across the journey. Give conversion, retention and onsite improvements a clear order of priority.
Conversion · Customer journeys · Retention priorities
People & partners
Give internal teams and agencies a shared direction. Clarify responsibilities, improve briefs and hold delivery to the outcomes the business needs.
Team direction · Agency oversight · Clear accountability
Roadmap & delivery
Make considered decisions about platforms, systems and investment. Sequence the work, manage dependencies and keep priorities moving through to delivery.
Digital roadmaps · Technology decisions · Delivery oversight
How we work together
A clear remit.
A place in your team.
We agree the outcomes, decision-making authority and time commitment before starting. Your team has clarity on what I own, what they own and how we will review progress.
Understand
Get close to the business
Review performance, meet the team and understand the customer journey, current commitments and constraints.
Align
Set the priorities
Agree the commercial goals, the work that matters most and a practical rhythm for decisions and accountability.
Lead
Stay involved in delivery
Work with your team and partners, remove blockers and review performance as the plan moves into practice.
The engagement is shaped around the leadership you need, with scope, time commitment and fees agreed upfront.
Experience & recommendations
Commercial leadership.
Proven at scale.
I’ve led digital and ecommerce teams that generated over $600 million in revenue in the last six years.
I bring 15 years in ecommerce, with digital and commercial leadership experience at Kmart, Baby Bunting and Frontline Stores.
AI and automation can be part of that work where they serve a clear business need. If your main priority is deciding how to use AI, my advisory service is the place to start.
Explore AI advisoryFrom the people I’ve worked with.
James was the ecommerce guru at Frontline. He developed and implemented a shared ecommerce solution that was deployed to assist many of our retailers with their first online presence. After the successful roll out, he assisted with the marketing and SEO components and was instrumental with forward strategy. He established many important relationships with various technical partners. His communication skills were always outstanding, both verbal and written. His stakeholder management skills were always excellent.
What stood out most was his ability to connect the dots between data, customer needs, and commercial outcomes, always pushing for measurable results. As a manager, he was both supportive and sharp, providing clear direction while empowering the team to grow. His cross-functional experience across SEO, analytics, and ecommerce made him an invaluable leader in driving digital performance.
Start a conversation
Put experienced
leadership to work.
Tell me about your business, your team and the gap you need to fill. We’ll discuss the remit and whether fractional digital leadership is the right fit.
Booking Oct - Dec 2026Prefer email?
james.lewis@jamesmark.com.au