Ran fractional eCommerce leadership from 6,000 km away for Rose Buddha, a Québec DNVB in hypergrowth

One month had closed at +488% year over year. Growth like that hides everything: no structured processes, marketing automation stretched to its limits, and SEO at 12% of traffic against a 40 to 50% benchmark for the category.

An ambitious revenue target was set for the following year, with expansion toward English Canada and the US on the horizon. The brand needed professionalization at the speed of its growth, and no single local hire could cover the full spectrum.

The mission combined a game plan, a sourced squad, and management by the numbers:

• The game plan: a framing in 10 workstreams covering content architecture, design and UX, SEO, content, marketing automation (Mailchimp to HubSpot), media and PR, checkout, new business models, people, and processes.
• The squad: specialists sourced, briefed, and coordinated remotely (SEO, UX, development, CRM, copywriting) alongside 4 agencies, instead of producing everything solo.
• Management by the numbers: a weekly KPI and funnel dashboard, monthly sales targets, weekly touchpoints, and a structured media budget across Google Ads, programmatic, and social.
• Structuring: a 3-level bug management process, a product launch cycle, a weekly leadership committee, and final organization recommendations to hand the machine over.

• Two consecutive months above sales targets, the best one at CA$551K against a CA$435K objective.
• Average order value up from CA$172 to CA$214 over the period.
• A structured organization: squad in place, processes, dashboard, governance.

Key takeaway. The fractional leadership plus squad model works at 6,000 km, and it later became the matrix for much larger missions. Part of the compensation was indexed on incremental revenue, an alignment of interests that cuts both ways: it rewards performance and exposes you to the slow months.

The honest point: the COVID base effect caught up with the brand mid-year, growth slowed hard, and one target month was missed. The mission industrialized a brand whose wave was receding, and that context belongs in the story.