Growth has flattened and no one can say why.
What I do: trace the leaks across your funnel, product pages, search and channels, then size each one in dollars so you fix the biggest first.
Fractional digital commerce leadership
Your online business should be growing faster. I find out why and fix it.
For consumer and apparel brands that have outgrown their digital team but aren't ready for a full-time VP. I find where revenue is leaking across your site, marketing, data and technology, then help your team close the gap.
+$250M digital revenue growth led20 years running brand sitesEx-J.Crew, LOFT, Chico's, WHBM, Soma
Problems I solve
Does any of this sound familiar?
These are the problems growing brands bring to me most. Each one maps to a specific piece of work.
Revenue only moves when you run a promotion.
What I do: calculate what discounting really costs you, then rebuild the promotion calendar and merchandising so full-price selling carries more of the plan.
Ad spend keeps rising but profit doesn't.
What I do: measure acquisition cost against customer lifetime value by channel and cohort, so budget moves to the customers who come back.
The site converts below where it should.
What I do: optimize conversion onsite and offsite, from paid and email landing experiences to search, product pages and checkout, and lead the redesign when fixes aren't enough.
Your platforms, tools and AI aren't delivering the growth you paid for.
What I do: lead digital transformation from the business side: audit your platforms, systems and AI personalization tools, set the roadmap, and guide selection and rollout with your technology team. I led the replatform of three brand sites and a new PIM, delivering a 10–18% conversion lift.
SKU counts keep growing, but margin isn't.
What I do: assess SKU productivity and margin contribution, then build a digital assortment strategy that invests in proven full-price demand and exits what dilutes margin. At Chico's, online exclusives grew to 20% of direct sales.
Services
Find the revenue, plan the growth, then put it to work.
Start here
Digital Growth Snapshot
An outside-in review of your customer experience, from search and product pages to promotions and checkout, benchmarked against two or three of your competitors. No data access needed. You get a short readout of what's costing you revenue and where to look first.
1 weekFixed fee, credited toward the Review
Revenue Optimization Review
For when growth has stalled or you can't see where revenue is leaking.
You get sized opportunities across site, SKU profitability, merchandising, promotions and marketing channels, plus a quick-win list. It ends with a readout to your leadership team and a plan ranked by revenue impact. I need read-only access to your analytics and ecommerce data, and about two hours of your team's time.
3 weeksFixed fee
Data and Growth Roadmap
For when you need a clear growth plan, or you're spending more to acquire customers and can't tell which ones are worth it.
You get lifetime value, cohort and attribution analysis, a technology, systems and AI personalization audit, a 90-day action plan, and a north star vision with a long-range plan (LRP) for digital.
3–4 weeksFixed fee
Implementation Partner
For when no one senior owns digital, or you have the plan and need senior hands to make it happen.
You get ongoing leadership alongside your team and agencies: digital transformation, site redesigns and replatforms, vendor and systems selection, AI personalization rollout, KPI tracking and team coaching.
Monthly retainer3-month minimum
Not sure where to start? Begin with the Snapshot. If you're ready to look at your data, start with the Review, or pair it with the Roadmap as one combined diagnostic.
Why Megwil
What you get that other advisors can't easily offer.
I've run it, at peak
I've owned the digital P&L, the site and the promotion calendar through record Black Friday and Cyber Monday days. My advice comes from running specialty apparel and consumer businesses, including assortment, sizing and promotion economics.
One leader across the whole business
Merchandising, marketing, customer data and technology in one senior advisor, so the fixes connect instead of competing for the same team.
An outside-in, AI-ready view
Every engagement benchmarks you against your competitors and shows where AI and personalization can realistically move revenue, with an audit of the tools you already pay for.
Independent and senior, start to finish
I'm not tied to any platform or agency, so recommendations are based on what fits your business. You work with me directly, from the first call to the final readout.
Fractional, full-time hire or agency
| Full-time VP hire | Agency | Megwil Advisory | |
|---|---|---|---|
| Time to start | 3 to 6 months of search | 2 to 4 weeks | About 2 weeks |
| Cost | $250K+ a year with benefits | Retainer plus media and tools | Fixed-fee projects, scoped to what you need |
| Point of view | Your business only | The channels they sell | Site, marketing, data and technology together |
| Who does the work | Builds a team over time | Often junior staff | A former VP, every time |
About
Megan Williamson, Founder
I help consumer brands make digital a bigger, more profitable share of the business. I've led digital businesses of up to $625M in annual sales and grew digital revenue by $250M across a three-brand portfolio.
My work covers the full path to purchase. Offsite, that means paid media, email, SMS and marketplaces. Onsite, it means search, product pages, checkout and full site redesigns. I've led digital transformation across platforms, product information systems and AI personalization, launched native apps, and built the teams to run them.
I set direction too: a north star vision for digital and the long-range plan that ties it to annual targets, investment and headcount. Clients get one senior leader who can shape the three-year plan and fix what's costing revenue this quarter.
Based in northern New Jersey. I work remotely and in person across the New York metro area.
+$250MDigital revenue growth over five years, Chico's, WHBM and Soma
4xNative app conversion versus mobile web, with 50% higher order value
+31%Order value from outfitting at LOFT, adding $12M+ a year
$19MRecord Cyber Monday demand day at J.Crew
Book an intro call
Tell me what's holding your digital growth back.
- Book a 30-minute intro call
- Proposal with fixed scope and price within a week
- Work starts