Commercial Ecommerce Consultant · Melbourne, AU

TRADING
STRATEGY.
REAL
RESULTS.

I help brands trade smarter online — connecting the dots between commercial strategy, content quality, data integrity, and partner relationships to find the opportunities others miss.

D2C & Marketplace Trading Content & Merchandising CRM & Retention Commercial Strategy Category & Buying
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13+
Years across DTC, B2B & Marketplaces
8.6×
ROAS delivered through retention-first strategy
53%
D2C revenue growth over three years
47%
Revenue from top loyalty segment
About

HYBRID.
COMMERCIAL.
HANDS-ON.

I'm Erin MacGillivray — a commercially minded ecommerce operator with 13+ years across DTC, B2B, and marketplaces, spanning furniture, homewares, power tools, garden, and FMCG.

My background is genuinely unusual: Interior Design graduate, Senior Buyer, and Ecommerce Manager — all in one person. I understand margin and range architecture as deeply as I understand conversion, CRM, and SEO. I move between strategic and hands-on work with equal confidence.

I love the craft of trading the site — shaping assortments, building campaigns, improving PDPs, and using behavioural data to understand how customers move, choose, and convert. I'm equally energised by the creative side and the commercial side.

What ties everything together is a belief in purposeful, needs-based design — products, services, and experiences that genuinely help people, built with clarity and integrity.

Erin MacGillivray
Services

WHAT I
DELIVER

Flexible engagements — from a focused audit to ongoing fractional management. Every engagement starts with understanding your commercial reality, not a template.

01
Ecommerce Health Check & Audit

A structured review of your DTC site and/or marketplace presence — what's broken, what's underperforming, and a prioritised roadmap of quick wins and strategic improvements.

D2C Amazon Marketplaces GA4
02
Trading & Commercial Strategy

Promotional calendar management, pricing strategy, bundle development, margin analysis, and the commercial decision-making that drives sustainable revenue growth.

Pricing Promotions Margin Range
03
Content & Merchandising

PDP strategy, benefit-led copywriting, SEO hygiene, imagery direction, and category architecture — the full content engine that drives discoverability and conversion.

SEO PDP Copy Imagery
04
CRM & Retention

Klaviyo setup and migration, welcome series, lifecycle automation, segmentation, and loyalty strategy — building the customer base that generates compounding revenue.

Klaviyo Lifecycle Retention Email
05
Marketplace Management

Amazon (1P & 3P), eBay, Kogan, Catch, Harvey Norman — account management, catalogue accuracy, AMS, A+ content, Buy Box strategy, and FBA/FBM planning.

Amazon eBay Kogan FBA
06
Fractional Ecommerce Management

Ongoing retainer-based support — your ecommerce function, properly managed. For businesses that need commercial depth and execution without a full-time hire.

Retainer Ongoing Full stack
Philosophy

DESIGN
SHOULD
HAVE PURPOSE.

I'm not a natural salesperson. What I am is someone who connects deeply with products, services, and experiences that genuinely help people. When something is well-designed, built with integrity, and created to solve a real need — I can champion it with conviction.

This philosophy shapes how I build ranges, optimise PDPs, craft stories, design customer journeys, and collaborate with teams. My goal is always to create commercially strong, human-centred solutions that stand the test of time.

Purpose First, Always
Everything begins with understanding what people are actually trying to do. Design should remove friction, not add noise.
Every Feature Must Earn Its Place
No gimmicks. No bloat. Multifunctionality is only valuable when it's intentional — when each element contributes to clarity or confidence.
Empower the User
Good design helps people do more with what they already have. The goal isn't to push consumption — it's to build capability.
Storytelling That Elevates Value
I translate purpose into meaning. When something is genuinely useful and well-designed, the story writes itself.
Consistency Builds Trust
Across PDPs, campaigns, content, and brand experiences — accuracy, governance, and quality control aren't admin. They're part of the design.
Capabilities

THE FULL
PICTURE

📊
Ecommerce Trading & Lifecycle

PDP optimisation, onsite merchandising, CRO, SEO/SEM hygiene, launch-to-exit trading across WooCommerce, Shopify, and Magento.

📧
Marketing, CRM & Campaign Execution

End-to-end campaign planning, promotional strategy, segmentation and automation (Klaviyo/Mailchimp), paid media briefing, post-campaign insights.

🛒
Buying & Category Management

Range architecture (G-B-B), supplier negotiation, pricing and margin protection, inventory recovery, OTB/WOS analysis, demand planning.

🤝
Client, Vendor & Stakeholder Management

Trusted partner to suppliers, merchants, and cross-functional teams. Onboarding, expectation-setting, conflict resolution, and leading through change.

📈
Analytics, Forecasting & Data Integrity

GA4, marketplace dashboards, SAP/3PL/ecommerce reconciliation, forecasting, WOS analysis, performance reporting and insights translation.

🎨
Creative, Content & Brand Execution

Brand storytelling, design-led thinking, showroom and exhibition design, VM alignment, short-form video, content governance and production.

🔄
Project & Change Leadership

Website migration, PIM implementation, SOPs, QA, training, workflow optimisation, cross-functional delivery across buying, marketing, finance and ops.

🌏
Marketplace Operations

Amazon (1P/3P), ASIN creation, A+ content, FBA/FBM planning, Buy Box, replenishment, eBay, Kogan, Catch, Harvey Norman, MyDeal.

How I Work

A CLEAR
STRUCTURED
PATHWAY

01
Discovery & Diagnosis

A focused session to understand your goals, your current ecommerce reality, and where the real opportunities are. No templates — just honest commercial assessment.

02
Audit & Roadmap

A thorough review of your site, marketplaces, data, and commercial performance. Clear prioritised roadmap balancing quick wins with longer-term capability building.

03
Execution

Hands-on delivery across the agreed scope — whether that's a one-off project or ongoing monthly management. I work independently and don't need hand-holding to get started.

04
Review & Optimise

Regular reporting, transparent communication, and continuous improvement. You'll always know what's working, what isn't, and what we're doing about it.

Who I Work Best With

Small to mid-sized brands with good product and real commercial ambition — but not yet the in-house ecommerce depth to execute consistently. Founders, marketing managers, and commercial leads who want a genuine partner, not a vendor.

What Makes This Different

I've been the sole ecommerce operator for a national brand. I understand what it means to be the person who keeps everything running — not just the person who advises. That operator instinct changes how I approach every engagement.

Contact

LET'S
TALK.

Whether you're looking for a focused audit, ongoing ecommerce support, or just want to understand what's possible — I'd love to have a conversation.

📱
0422 223 705
✉️
erinmd@outlook.com.au
🎨
Portfolio — Coroflot
💼
Melbourne, VIC — Australia