Fractional & Remote
Head of Marketing
for E-Commerce & D2C Brands
With Misty
I’m Misty Burrell.
I work with established e-commerce and direct-to-consumer brands as a Fractional Head of Marketing, Fractional CMO, Creative Director, and Brand Manager, bringing senior-level strategy across the entire marketing ecosystem without requiring the overhead of a full-time executive.
My role is to see the whole picture.
Brand.
Customer.
Product.
Positioning.
Creative.
Search.
Advertising.
Email.
Retention.
Conversion.
Community.
Revenue.
And the systems connecting all of it.
Because when every marketing channel is managed separately, growth can become expensive, inconsistent, and difficult to understand.
for Brands That
Have Outgrown
Fragmented Marketing
Senior E-Commerce
Marketing Leadership
Your e-commerce brand does not necessarily need another agency.
It may need a senior marketing leader who can step into the business, understand the entire customer and revenue ecosystem, identify what is actually holding growth back, and lead the marketing function with the same level of accountability expected from an internal Head of Marketing or CMO.
That is where I come in.
EmBeance Places Social Community & Brand Management At The Core Of Marketing & Advertising Strategy.
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EmBeance Places Social Community & Brand Management At The Core Of Marketing & Advertising Strategy. ~
Disclaimer: Consent Is Key So Check Your Email For Your Official Opt In Once You’ve Signed Up.
Maybe Your Brand Has Marketing
But Does It Have Leadership?
A lot of established D2C brands reach a point where the problem is no longer a lack of marketing activity.
There may already be:
A Shopify or other e-commerce platform
Paid media
An SEO provider
Email and SMS
Social media
Influencers or affiliates
A creative team
Freelance designers
Photographers and videographers
Developers
Customer service
Operations
Existing agencies or specialists
And yet the brand can still feel fragmented.
The ads are focused on acquisition.
Email is focused on promotions.
Social is focused on content.
The website is focused on products.
Creative is focused on aesthetics.
SEO is focused on rankings.
And nobody is necessarily responsible for making sure all of those decisions support the same brand, customer journey, positioning, and revenue strategy.
That is a leadership problem.
Not a content problem.
Not an ad problem.
Not an SEO problem.
A marketing leadership problem.
I Step Into the Gap Between Strategy and Execution
At EmBeance
As your Remote or Fractional Head of Marketing, I look across the ecosystem rather than treating every marketing channel as a separate assignment.
That means determining:
What the brand should be known for
Who the brand is actually positioned to serve
Whether the offer supports the positioning
Where customers discover the brand
What causes them to trust it
What gets them to purchase
What prevents conversion
What creates repeat purchases
Where acquisition is becoming too expensive
Where creative is becoming disconnected from strategy
Whether paid media is amplifying a strong brand or compensating for a weak one
Whether email is building customer value or simply discounting
Whether search visibility reflects the authority the brand wants to build
Whether the customer experience matches the promise being made
Whether the marketing data is actually being interpreted correctly
What should be fixed before more money is put behind it
The objective is not to make the brand busier.
The objective is to make the marketing ecosystem more intentional, connected, measurable, and commercially useful.
What Fractional
Marketing Leadership Looks Like
Custom Solutions Tailored To Your Brand & Business On Retainer
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Custom Solutions Tailored To Your Brand & Business On Retainer ~
Ecommerce Brand Strategy:
A growing D2C brand needs more than a beautiful identity.
It needs a position that can survive competition.
I work across:
Brand positioning
Differentiation
Messaging architecture
Customer and market analysis
Brand perception
Product positioning
Offer architecture
Pricing psychology
Competitive positioning
Brand voice
Customer experience
Brand evolution and repositioning
The goal is to make the brand easier to understand, easier to remember, easier to trust, and ultimately easier to choose.
Paid Media Strategy:
Paid media should amplify a strong marketing system.
It should not be expected to rescue one.
I can provide strategic oversight across:
Google Ads
Meta Ads
Paid search
Paid social
Campaign architecture
Creative strategy
Landing page alignment
Offer alignment
Audience strategy
Tracking and measurement considerations
Performance analysis
Budget allocation
Testing priorities
Acquisition economics
The goal is not to chase a dashboard metric without understanding the business underneath it.
Revenue quality matters.
Customer quality matters.
Margin matters.
Retention matters.
Brand health matters.
And the relationship between those variables matters.
Ecommerce Growth Marketing:
Growth should not be reduced to "run more ads."
I evaluate the complete path from discovery to purchase and beyond.
That can include:
Customer acquisition strategy
Conversion strategy
Product merchandising
Collection and category strategy
Landing page strategy
Website experience
Promotional strategy
Launch planning
Seasonal campaigns
Customer lifecycle strategy
Retention opportunities
Repeat purchase strategy
Average order value opportunities
Customer lifetime value
Funnel architecture
Revenue planning
The question is always bigger than "what should be posted?"
The better question is:
What does the brand need the customer to understand, believe, do, and experience next?E
Search Brand Management:
Modern e-commerce discovery does not happen only through traditional search engines.
Customers may encounter a brand through Google, AI search, social search, marketplaces, reviews, communities, creators, video, paid media, product discovery platforms, and recommendations.
Your digital presence has become a distributed brand ecosystem.
I manage that ecosystem through the same broader Search Brand Management philosophy used throughout my work.
The objective is to create consistency between what customers search, what they discover, what the brand says, what other people say about the brand, and what ultimately happens when someone reaches the website.
Search visibility is not simply an SEO function.
It is a brand management function.
Ecommerce Creative Direction:
Creative should not exist separately from marketing strategy.
As Creative Director, I establish the strategic direction behind how the brand looks, communicates, campaigns, launches, and presents itself across the customer journey.
That can include:
Campaign concepts
Seasonal creative direction
Product storytelling
Campaign styling
Website visual direction
Social visual direction
Email creative direction
Photography direction
Art direction
Brand consistency
Creative briefs
Content direction
Brand experience
I do not believe every brand needs more content.
I believe brands need better creative decisions.
Email, Lifecycle & Retention :
Modern e-commerce discovery does not happen only through traditional search engines.
Customers may encounter a brand through Google, AI search, social search, marketplaces, reviews, communities, creators, video, paid media, product discovery platforms, and recommendations.
Your digital presence has become a distributed brand ecosystem.
I manage that ecosystem through the same broader Search Brand Management philosophy used throughout my work.
The objective is to create consistency between what customers search, what they discover, what the brand says, what other people say about the brand, and what ultimately happens when someone reaches the website.
Search visibility is not simply an SEO function.
It is a brand management function.
Leadership Over Execution
Search Brand Optimization at EmBeance introduces leadership into marketing systems.
Not just execution.
This includes:
Brand consistency enforcement
Platform policy alignment (Google, Meta, etc.)
Industry-specific advertising considerations
Messaging risk review in sensitive categories
Structural alignment between content, ads, and website
Long-term visibility integrity
This is not about restriction.
It is about controlled scalability so that what you’re building and growing, lasts in integrity, compliance, and with structured marketing & operational systems attached.
Compliance-Aligned Marketing
(Not Legal Representation)
EmBeance is not a law firm.
I do not provide legal advice.
I do not replace attorneys.
I do not interpret statutes as legal counsel.
I operate as a marketing leadership and execution partner that ensures your brand ecosystem is structured in a way that can be reviewed, supported, and approved by qualified legal counsel when required.
Where appropriate, I collaborate directly with client-appointed legal counsel or assist clients in identifying legal professionals experienced in their industry.
Why This Role Is Necessary
Attorneys are essential.
But attorneys are not built to manage daily marketing execution, including:
social content approval
ad variations and campaign updates
website updates and landing page testing
content publishing velocity
cross-platform consistency enforcement
At the same time, marketers are not always equipped to manage:
regulatory nuance
platform policy enforcement
industry-specific advertising constraints
brand risk exposure across multiple channels
Search Brand Optimization at EmBeance exists in that gap.
As the bridge between legal oversight and marketing execution.
Why AI Alone Is Not Enough
AI can generate information. But it cannot provide governance.
When used for compliance-related guidance, AI often produces:
conflicting interpretations
generalized answers without context
inconsistent outputs depending on phrasing
AI is a tool for ideation.
It is not a system of accountability.
Search Brand Management & Optimization at EmBeance provides that structure.
Who This Is For
Search Brand Management & Optimization at EmBeance is designed for businesses that are:
Already generating revenue
Operating as a primary professional endeavor, not side projects or hobby businesses.
Operating in competitive or regulated markets
Serious about long-term brand visibility
Ready to move beyond fragmented marketing execution
Willing to operate within structured systems for sustainable growth
How To Retain EmBeance
Engagement Policies
Every engagement begins with an application to work with me.
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Every engagement begins with an application to work with me. ~
Step 1: Submit An Application
We begin by learning about your business, growth goals, operational structure, and industry-specific considerations.Every engagement begins with a paid Strategic Brand Audit.
If approved, you'll be invited to a Strategic Alignment Call to determine:
partnership fit
ecosystem complexity
growth opportunities
operational requirements
governance considerations
This is not a sales call.
It is a mutual evaluation process.
Step 2: Customized Recommendation
Based on our conversation, you'll receive a strategic recommendation.
This may include:
Strategic Brand Audit
For businesses requiring a comprehensive evaluation.
Strategic Restructuring
For businesses requiring ecosystem optimization.
Search Brand Management Partnership
For businesses prepared to engage in long-term strategic growth.
Every recommendation is customized.
Step 3: Ongoing Marketing Partnership
Search Brand Management at EmBeance operates exclusively through long-term strategic partnerships.
This model allows for:
continuity
governance
authority building
sustainable growth
operational consistency
Short term engagements are not sustainable.
Brand Strategy & Management sets the foundation for growth when the path is followed.
Investment
Foundation & Presence Partnership
Starting at $2,500/month
10~12 hours weekly. Senior strategy, brand oversight, and focused execution on your highest-priority marketing needs. Right for businesses that need an experienced marketing mind in their corner focusing on the right things at the right time,and streamlined / systemized to scale to new levels over time - not all at once.
Growth Partnership
Starting at $5,000/month
20 hours weekly. Full strategic oversight, campaign management, brand governance, content direction, and compliance / diagnostic reviews built in. Right for established businesses ready to scale with systems that actually hold and a senior leader watching the whole picture, not just individual deliverables.
Authority Partnership
Starting at $7,500/month
This is the answer to "what would it cost to just retain you completely?"
Full-time hours. Full-scope management. Brand, growth, communications, content, campaigns, compliance ~ everything under one roof with one senior leader leading all of it. This tier is for organizations ready to stop patching and start building.