Your Fractional Ecommerce Director for Shopify.
One senior operator. A stack of AI agents doing the grunt work. The cost structure that makes it possible.
What Partners Say
“The scale of what Dan uncovered in our product catalogue was genuinely shocking. Thousands of product records with the wrong information, taxonomy misclassifications we’d never have found ourselves, alt text that had been wrong since day one. He fixed all of it systematically and quickly, and the difference in how our catalogue looks and performs has been significant. He’s meticulous in a way that’s hard to find.”
“Before working with Dan, our team was spending hours every week doing things manually that should never have been manual. He built out a complete automation system that connected our Shopify store, our email platform, our supplier feeds, everything, and it just works. We saved over 120 hours a month almost immediately. That’s time we’ve reinvested into actually growing the business.”
“Dan understands premium brands. He doesn’t push for quick wins that compromise the positioning, he thinks carefully about how digital should work for a business like ours, where trust and relationship are everything. Having someone who can hold the strategic picture while also getting into the detail of how the site and our Google presence actually perform is exactly what we needed.”
“Dan is the person we bring in when a client needs serious ecommerce thinking and we need to know it’ll be delivered properly. He works seamlessly as an extension of the Ranch team, the client never feels like they’re dealing with a third party. The quality of the strategy and the execution is consistently high, and he operates with real commercial intelligence, not just technical output.”
“We’d been sitting on a wealth of data and had no idea what it was telling us. Dan came in, got into the analytics properly, and gave us a clear picture of where we were losing people and why. The recommendations were practical and prioritised, not a wishlist. We finally understood our users, and the improvements we made off the back of his work had a real impact on how the site performed.”
Meet Dan Le Gresley.
20 years in ecommerce and digital, working across both ends of the market. Blue chip clients including GSK, Amazon, Ecolab, Eli Lilly, and The Economist. DTC brands like Onbord, My Expert Midwife, and Electrocore. The through-line is always the same: make the commercial side of digital actually work.
Now I take on three partners at a time and work as their embedded fractional director. I own the strategy, write the code, run the ads, and ship the automations. One person. One invoice. Everything connected.
Why Fractional Wins.
Compare the real cost of your options.
Traditional Agency
- Junior AM as day-to-day contact
- Senior talent sold, juniors deliver
- Work split across 20+ clients
- £5k–£10k/mo for fractured output
- No P&L ownership
- Long onboarding, slow iterations
Atherstone Digital
- Direct access to Dan (Founder)
- One senior expert, every task
- Max 3 partners at a time
- From £3,000/mo. Full stack.
- Full P&L accountability
- Week 1 execution, weekly sprints
Full-Time Director
- ~£100k/year all-in cost
- Recruitment risk & notice periods
- One set of skills
- Benefits, desk, equipment overhead
- Limited tool stack bandwidth
- Slow to hire, slow to exit
The Force Multiplier Stack.
Grow the revenue
The work that turns traffic into revenue and customers into repeat buyers.
- CRO & Optimisation
- Paid Media & PPC
- Lifecycle Marketing
Run the operation
The unglamorous ops work that silently costs you revenue when it goes wrong.
- n8n Automation
- Feed Optimisation
- Catalogue Health
Build the tech
The technical foundation your growth sits on top of.
- Shopify Store Builds
- LLM Search Readiness
- Technical Execution
The AI agents do the grunt work.
Most fractional directors bill you for time spent pulling data, writing product descriptions, and chasing catalogue errors. I don't. A stack of agents running on n8n handles the work that used to justify a junior team.
That's what makes the economics work. You get senior strategy and execution at a fraction of director cost because the AI layer absorbs the grunt work.
Generated automatically by n8n at 08:00 every Monday. No dashboards. No manual pulls.
Illustrative data. Your digest is tailored to your stack.
Catalogue errors, alt text gaps, and pricing inconsistencies flagged automatically across your entire Shopify.
On-brand product descriptions and feed titles generated at scale, reviewed before publishing.
Weekly digest in your inbox every Monday. No dashboards to maintain.
How It Works.
No lengthy SOWs. No agency politics. Just a senior operator embedded in your business from week one.
Audit & Onboarding
Week 1: Full tech stack audit, analytics review, and commercial baseline. We find the quick wins and the structural problems.
Sprint Planning
We agree a 90-day roadmap with weekly sprint priorities. Everything is tracked. Nothing gets lost in email threads.
Execution
I build, test, and launch. Whether that's a new Shopify flow, a paid media campaign, or an n8n automation — I do the work.
Measure & Iterate
Weekly performance reviews. Monthly commercial reports. Quarterly strategy sessions. The feedback loop never stops.
The Numbers.
Real commercial outcomes from real partnerships.
The 5 Shopify Metrics Most Brands Track Wrong
A practical guide to the numbers that actually predict revenue growth. Used by brands doing £500k–£5M.
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Partner Application.
I only work with 3 partners at a time to ensure maximum focus. Complete this application to see if we're a fit.
- Direct access to Dan (Founder)
- Full tech stack audit
- Custom AI agent deployment
Current Capacity: 2/3