More revenue from the traffic you are already paying for.
I am Jason Millward, and Scale and Summit is my ecommerce performance practice. I work with founder-led Shopify brands on conversion, UX, paid media, search, AI visibility and CRM, and I have spent twenty years carrying the revenue number inside brands rather than presenting decks about it.
Twenty years in ecommerce, ten of them owning a P&L. I traded inov-8 to its first million pound month, opened fifty-six countries for them, and built Naturewall's ecommerce team from one person to eight.
Where growth usually gets stuck.
Every specialist optimises what they are measured on. Paid is judged on return on ad spend. Search is judged on position. Email is judged on opens. All of that is reasonable, and it is usually why a brand can have healthy reports from every channel while revenue per session sits exactly where it was a year ago.
Somebody has to hold the whole picture, decide what gets attention this quarter, and be answerable for whether it worked. In most brands at this size that person is the founder, and the founder already has a full week.
The expensive choices tend to arrive before the experience does. Replatform or repair. Change agency or change the brief. More budget or better conversion. These are six figure decisions, and most founder-led brands meet them for the first time at exactly the point where getting one wrong costs a year. What is missing is not ambition. It is somebody who has already stood at this junction several times and knows which road tends to go where.
What I work on.
Six disciplines, all answerable to the same number. Not all of them at once: the Review settles which ones will actually move it this quarter, and the rest wait their turn.
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Conversion rate optimisation
Turn the traffic you already have into more orders.
Research first, then a prioritised set of hypotheses, then tests sized so they can actually conclude. If your traffic will not power a test I will say so, and we ship on evidence and judgement instead of pretending a two percent lift on four hundred sessions means something.
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UX and ecommerce design
Improve the journey before spending more to fill it.
Product page, collection, cart and checkout, rebuilt around how people actually decide to buy your particular product rather than around a template.
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Paid media, Meta and Google
Spend measured against contribution, not against what the platform reports.
Account structure, creative testing, and a realistic view of what your advertising is actually adding rather than taking credit for.
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Search and AI visibility
Rank in Google, and be readable to the assistants people now ask before they search.
A growing share of product discovery is an answer rather than a listing, and most Shopify stores are close to invisible to it. I have been improving this in house since well before it had a name.
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CRM, email and SMS
Turn first orders into second and third ones.
Lifecycle, segmentation, subscriptions, and a promotional calendar built on margin rather than discount.
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Performance review and strategy
What to do next, in what order, and what each move is worth.
The quarterly plan your team, your agencies and your board can all work from, with a number attached to every line of it.
How this starts.
The Growth Review
Two weeks. £1,750, fixed.
I look at all of it: store, data, paid, search, CRM and margin. What comes back is not a list of fifty observations, because a list of fifty is a way of avoiding responsibility for which one to fix. You get the small number of decisions genuinely worth your attention this quarter, each scored on likely impact, how confident I am, what it costs to do, and how long before you know whether it worked. Everything else is ranked behind them so nothing is lost.
It finishes with a live session where we decide, together, what you are actually going to do.
What a Review covers in fullThen a plan for ninety days
The sequence, who owns each move, the number it should shift, and how we will know. Included in the fee, and yours to keep. Plenty of brands run it perfectly well with their own team or their existing agencies, and that is a good outcome.
And if you would rather I ran it
Ongoing work is quoted from the plan, once we both know what it actually needs. Monthly reporting against the one number we agreed, rolling, with thirty days' notice on either side. The Review fee comes off your first invoice, and there is no expectation that you carry on.
Twenty years of it, in businesses you can look up.
All of this was delivered in house, with my name against the target, rather than sold from an agency and handed to somebody else to do. I currently also run ecommerce for a DTC coffee brand, which is why coffee is the one category I do not take on.
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inov-8
Ecommerce Trading Manager, 2018 to 2023.
Global performance footwear, sold into fifty-six markets.£1m
The first net trading month at that level in the company's history.
I led the Black Friday trading that delivered it. I also implemented Global-E to open fifty-six countries with dedicated storefronts in Australia, Canada, Norway, Denmark and Sweden, played a key part in moving inov-8.com to a headless architecture, and ran ecommerce delivery for the most successful product launch the business had had.
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Smiffys
Ecommerce Manager, 2016 to 2018.
Costume and seasonal, trading direct and wholesale together.+30%
Revenue year on year, on forty-six percent more traffic.
A conversion programme that lifted the Australian market by thirty-two percent. An underperforming paid channel rebuilt with the agency until it returned over three hundred percent. A user testing framework that informed the design decisions on a new platform, and a spending review that found a hundred thousand pounds of annual savings.
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Naturewall
Head of Ecommerce, 2023 to 2025.
Shopify direct to consumer, home improvement.8
People in a team I built from nothing, alongside the P&L.
I owned strategy, roadmap and P&L, and set trading strategies that consistently exceeded stretch revenue targets across the financial year. I launched a dedicated US storefront to open a second market, and ran growth across paid, search, CRM, affiliates and influencer as one plan rather than five separate budgets.
What working with one person actually changes
The person you meet is the person doing the work. There is no handover after the first conversation, because there is nobody to hand over to.
Paid, conversion, search and CRM get decided together. In the same head, in the same week, rather than being discussed separately in four different meetings by four people who each want a bigger share of the budget.
An operator rather than an adviser. I have held the target, the budget, the trading calendar and the stock problem at the same time. That tends to show up in which recommendations survive contact with a real week.
Everything stays in your name. Accounts, data, documentation and test history, from day one. If we stop, nothing goes with me.
One brand per category, two at a time. I will not be working on the same problem for a competitor of yours, and the work stays deep enough to be worth having. Where real depth is needed on a build or on creative volume, I bring in people I have worked with for years, at cost, under my direction.
Can an AI assistant read, trust and recommend your store?
More product discovery now begins inside ChatGPT, Gemini and Perplexity, and most Shopify stores are close to invisible to all of them. Put your URL in and get a scored report on where you stand. It takes about two minutes and there is no call at the end of it.
Pricing.
The diagnostic work is fixed price, so you know exactly what you are committing to before you commit to anything. Ongoing work is quoted from the plan, because until the plan exists neither of us knows what it needs.
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£1,750
Growth Review
Fixed scope, two weeks, one off. It rises to £2,500 once the first two brands are done. The fee comes off your first invoice if you go on to work with me.
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£2,500
Pre-Investment Review
The same diagnosis aimed at one expensive decision: a replatform, a rebuild, an agency change or a new market. Written so it can go in front of a board or an investor.
Ongoing work is quoted from the plan
It is rolling, with thirty days' notice on either side, and there is no annual contract. If the work is not paying for itself you should be able to stop. Media, tooling and any specialist time are billed at cost in your own name, never marked up, and I do not charge a percentage of ad spend.
Founder-led consumer brands on Shopify, roughly £1m to £10m, without an ecommerce director in the building.
Outdoor and endurance, sports and fitness, footwear, fashion, home and interiors, beauty. I know these categories from the inside, and I know what their customers actually want to find out before they commit.
Smaller than that and a Review will usually be worth more to you than a retainer. Larger, and a permanent hire is often the better answer. Either way you will hear it on the call rather than after an invoice.
The questions that usually come up
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Can one person really cover six disciplines?
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Not at the same time. The Review decides which two or three matter this quarter and the others wait. Where genuine depth is needed I bring in specialists I have worked with for years, at cost and under my direction.
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I already have agencies. Does this replace them?
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Usually not. More often it gives them a clearer brief and a single number to work towards, with somebody client side who can read their reporting properly. I have managed agencies for a decade and I know what a good one looks like. If a change is warranted, the Review will show you why.
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How quickly does anything change?
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The Review lands two weeks after we start. On retained work the first changes are usually live within thirty days, and the first real evidence of whether they worked arrives around sixty.
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Do you build websites?
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No. I will brief your developer or agency, or bring in one I trust. A rebuild is sometimes the right call, though it is rarely the quickest route to a better conversion rate, and the Review will tell you which situation you are in.
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Why only two clients?
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Because the value here is depth, and depth does not survive a full roster. It also means I am never optimising against one client on behalf of another, which matters more in these categories than people expect.
Start with a twenty minute call.
No deck and no discovery process. Tell me the number you are trying to move and I will tell you where I would look first. You should come away with at least one thing worth doing. If I am not the right person for the rest of it, I will say so.