Racheal Thornbury

For DTC & ecommerce brands

One senior person to set the strategy and run it.

An agency, or three. An in-house team doing good work in separate directions. Meanwhile the person deciding what actually matters is you, on top of running the company.

I've owned the full growth engine as a CMO, paid media through Amazon, site, retention and brand, and I still work in the accounts myself. Bring me in for the piece that's the constraint, or for all of it.

Book a free audit call

Strategy and execution together

Twelve years in consumer brands

DTC, Amazon, wholesale, retail

Sound familiar?

Blended CAC climbs while platform ROAS says everything is fine.
Amazon is flat, unlaunched, or eating your DTC margin.
Agencies and freelancers execute, nobody holds the strategy.
You need email, web and ads covered, without the scope or budget for three separate owners.
The budget is small and every dollar has to be pointed at the goal.
You are not even sure what the goals should be yet.
You are a new brand needing an ecommerce store built properly for SEO and conversion.
You are ready to unlock the next stage of growth and do not know how.
You need a marketing executive, not a full-time C-suite salary.

I hold the strategy and I do the work.

I'm not here to hold things together while you look for someone permanent. I build the plan, then execute against it: in the ad accounts, in Seller Central, in the theme, in the flows. When there is a team, I lead it. When there isn't, I am it.

Agile, not academic

Plans that survive contact with reality, revised on the evidence rather than defended to the quarter.

Every dollar and hour counted

I have run lean budgets and large ones. Stretching a limited one is the harder skill and the one I use most.

Your business, not just your marketing

COGS, inventory, pricing and cash flow sit in every call I make. I'll say so when marketing isn't your real problem.

Put me on it

Most engagements start with one and grow into two or three. Tap any of them for detail.

01 Fractional CMO

Full ownership on a retainer: strategy, budget, team and operating rhythm.

Where I've done it

CMO of a bootstrapped DTC brand through rapid growth, owning the marketing and marketplace P&L and a team that included agency partners.
02 Paid media strategy and management

Meta, Google, TikTok and Amazon, managed directly or audited for what to cut.

Where I've done it

Multi-million dollar, multi-channel budgets run against blended CAC and contribution margin, in-house and agency side.
03 Amazon and marketplace

Seller Central, Sponsored ads and DSP, plus listings, digital shelf and inventory.

Where I've done it

Launched a national outdoor cooking brand’s Amazon channel from zero into a major revenue stream: store build, campaign architecture, content.
Directed marketplace strategy across a large CPG portfolio agency side.
04 Retention, lifecycle and CRM

Email, SMS, subscription and loyalty built from scratch, with the data capture behind it.

Where I've done it

Built email and SMS from nothing for a fast-growing consumer brand, driving sustained growth in attributed revenue on durable goods.
05 Shopify and ecommerce ownership

Relaunches, CRO and merchandising, or ongoing ownership of every ecommerce metric.

Where I've done it

Led a complete Shopify relaunch as sole owner of conversion, AOV and merchandising, plus full rebuilds for a roaster and a new outdoor brand.
06 Brand and go-to-market strategy

Positioning from scratch, launch planning, and the creative pipeline behind it.

Where I've done it

Built a single-product business into a differentiated lifestyle brand, and sat on the GTM team for a product that won Outside Magazine’s Gear of the Year.

Get on a call and I'll tell you where the leak is.

A free audit call, live, no deck and no obligation. Retainer, project, or a short advisory sprint after that. I work with all budgets and scope to fit.

Book a free audit call