FRACTIONAL E-COMMERCE LEADERSHIP
Step out of running e-commerce.
Stay in control.
Lauren Goodwin, Principal
Meet Your OPERATING PARTNER
I work with founder-led beauty, fashion, and consumer brands doing at least $2M.
After leading e-commerce for Honest, Proudly, Revlon, bareMinerals, Rebecca Taylor, and Harry Winston, I bring that experience to growing brands that need senior e-commerce leadership without the cost of a full-time executive.
One accountable partner, not another vendor to manage.
What Comes OFF YOUR PLATE
E-commerce shouldn’t feel like another job, but right now nothing moves without you.
I own the day-to-day and keep the work moving.
You get your time and headspace back for the decisions only you can make.
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I run the e-commerce cadence and manage the agencies, vendors, and team. You don’t need to sit through every status call to know what’s happening.
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What gets funded? What gets fixed first? What can wait? I make those calls across marketing, site, merchandising, retention, inventory, and margin.
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I keep owners, deadlines, and performance visible, clear blockers, and step in when the work or the numbers start going off track.
Selected RESULTS
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![Merle Norman]()
Merle Norman
Grew DTC demand +25% YTD while maintaining profitable growth.
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![Rebecca Taylor models]()
Rebecca Taylor
Grew demand +28% YoY while exceeding forecast and maintaining a $9 ROI.
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![Juicy Couture Beauty]()
Juicy Couture Beauty
Launched website in under two months and reached six figures by year-end.
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![Perfec Tone]()
Perfec Tone
Grew email to 51% of monthly sales within two months of relaunching the program.
TESTIMONIALS
Is Your HOLIDAY PLAN Ready?
By October, you should be executing the plan, not figuring it out.
Over two weeks, I’ll build your DTC holiday plan across promotions, site updates, creative, email and SMS, merchandising, and key campaign dates so your team knows what needs to happen and when.
3 spots available (truly)! Final start: September 15.
Top Qualities: STEADFAST. INTELLIGENT. SOLUTION-ORIENTED
“…[Lauren] effectively scaled the organization's e-commerce business by using a diverse array of skillsets in branding, digital marketing, technology, and creativity. ”
Michael Pendleton, Global Marketing Executive at Merle Norman
“What made our conversation exceptional was [that] it felt like you got into the trenches with me, met me where I was, and helped me see a path forward with everything I shared, coupled with your knowledge and expertise.”
Niti S, Founder
“The automated flows [Lauren] implemented—such as welcome series, cart abandonment, and post-purchase follow-ups—significantly boosted customer engagement. As a direct result, we saw a noticeable increase in orders, proving the effectiveness of [her] strategies.”
Teneya Gholston, Owner of Texture Crush