Fractional Product & Ecommerce Leadership
I fix the hard problems in subscription & regulated commerce.
I'm Nick Wallace. Retention, conversion, and replatforming for subscription and regulated-commerce brands doing $10M–$300M — Culligan, MeUndies, and FabFitFun among them.
Brands I've built for — directly and through The Beyond Group & Best Worlds
What I Do
Three ways to engage: fractional leadership (1–2 days a week on retainer), fixed-scope projects, or advisory. Every offer below comes with receipts.
Retention & Subscription Growth
Churn teardowns, cancellation-flow redesign, loyalty and portal strategy for subscription brands that are leaking revenue.
- 26% churn reduction — $2.8M ARR retained in 90 days
- Save rate improved 8% → 15% across 5+ A/B iterations
- 6-month subscriber decline reversed to +1.8% MoM growth
Replatforming & Post-Acquisition Consolidation
Platform selection, migration leadership, and multi-brand unification — the messy projects most agencies won't touch.
- Culligan: 3 acquired brands consolidated, +28% conversion in 60 days
- TopDownAuto: 5 brands unified on one instance, 200K+ SKUs
- MeUndies headless recovery: 3.2s → 1.1s, +30% funnel conversion
AI & Automation for Commerce Ops
Workflow automation, ML-powered search, and AI support that removes manual work instead of adding dashboards.
- 80% of support tickets automated — $150K/yr saved
- 30 hrs/week of admin work replaced with n8n workflows
- ML search saving $400K annually across 650K+ SKUs
Case Studies
Culligan — 3-Brand Platform Consolidation
Led the $10M consolidation of three acquired brands onto one ecommerce platform, coordinating 12 teams across ERP, UX, and marketing. Delivered a 28% conversion increase within 60 days of launch.
MeUndies — Headless Recovery & CRO
Turned around a $100M brand's struggling headless Shopify migration: server-side rendering cut load time 3.2s → 1.1s for a 30% funnel conversion lift, PDP redesign added 12% sitewide, and tool consolidation halved operational headcount.
Subscription Retention Turnaround
For a $30M ARR subscription brand: redesigned cancellation flows and launched an interactive rewards portal, cutting active churn 26% ($2.8M ARR retained in 90 days) and reversing a 6-month subscriber decline to +1.8% MoM growth.
Professional Experience
Fractional Product & Ecommerce Leader
Independent
Now taking fractional and contract engagements directly: retention and subscription growth, replatforming and post-acquisition consolidation, and AI-powered commerce operations. Everything I did for $50M-$300M brands at The Beyond Group and Best Worlds, available 1-2 days a week or as a defined project.
- —Fractional leadership — embedded 1-2 days/week on a monthly retainer
- —Fixed-scope projects — replatform audits, retention teardowns, consolidation playbooks
- —Advisory — strategy sessions for founders and product leaders
Senior Product Manager
The Beyond Group
Worked with $50M+ DTC brands like FabFitFun, MeUndies, and Culligan on their hardest ecommerce problems. The work that's too messy for most agencies; platform consolidations, conversion optimization, complex retention systems. Owned a $300M+ ARR portfolio and every engagement reminded me why I love this space: no two brands break the same way.
- —Led Culligan's $10M, 3-brand platform consolidation to a 28% conversion increase in 60 days
- —Cut active churn 26% ($2.8M ARR retained in 90 days) for a $30M subscription brand
- —Built FabFitFun's experimentation program from scratch — 9% lift, $2M annualized revenue
- —Increased MeUndies funnel conversion 30% via server-side rendering (3.2s → 1.1s)
COO & Lead Product Manager
Best Worlds / CartSave
Joined a 20-year ecommerce agency and helped transform it into a SaaS company. Built multiple Klaviyo integrations from scratch - wrote the API docs, designed ML classification systems, onboarded the first 70 merchants myself. Learned that building a product is the easy part. Getting people to use it is the real work.
- —Scaled the SaaS division $0 → $5M ARR at 87% gross margins
- —94% client retention and 40% YoY growth across 50+ clients
- —CartSave: 0 → 30 merchants, $3M GMV, ML classification on 2M+ abandoned carts
- —3 Klaviyo-certified integrations adopted by 250+ merchants ($10M GMV in year one)
Director of Product & Operations
Harbor Farmz
Founding team member at a $25M-funded medical cannabis startup. Took us from $0 to $2M MRR in 6 months while navigating rigorous compliance, implementing an Oracle ERP system, and scaling the team to 75+ people. Chaotic, intense, and exactly the kind of 0→1 challenge I love. Also learned more about data compliance and manufacturing than I ever expected.
- —$0 → $2M MRR in 6 months as founding product/ops lead
- —Owned a $5M P&L at 98% on-time delivery through a 25+ partner network
- —Oracle ERP with state compliance APIs at 99.9% uptime and regulatory accuracy
Director of Product Ops
OZ Botanical
Built the operation from scratch for an international nutraceutical company with European ownership and $10M funding. Launched multiple product lines, built the operational strategy, figured out cross-border logistics. First time I realized how much I enjoy taking something from nothing to something real.
- —Market analysis and customer research informing product development strategy
- —Cross-functional process optimization and stakeholder alignment on key initiatives
QA Manager
Hartman USA
Where it all started. European FDA-regulated medical device manufacturing taught me that systems either work or they don't; there's no faking compliance. Built my first predictive model here (94% precision on machine failures). Discovered I loved building systems more than managing quality processes.
- —Predictive analytics framework development for product enhancement opportunities
- —Cross-functional collaboration enabling new product development initiatives
About Nick
There Has to Be a Better Way
I've said this my entire career, whether I was working in startups, managing FDA compliance for medical devices, or building ecommerce platforms for $100M+ brands.
I'm analytical but I love fashion and elegant design. I build data pipelines but care deeply about delightful shopping experiences. I appreciate craft and tradition – not because I'm stuck in the past, but because I've seen what happens when you rush without respect for what works.
What drives me isn't just optimization metrics. It's watching someone on a team go from drowning in manual processes to actually doing creative, valuable work. It's building something that feels elegant to use, not just functional. It's helping founders who are stuck figure out the path forward.
The technical stuff? M.S. in Machine Learning. Expert in API integrations, automation workflows, platform migrations. But honestly, the technology is just the tool. The real work is understanding the problem deeply enough to build the right solution.
When I'm not designing systems or building solutions to help others, I'm on the trail hiking or trying a new coffee shop with my 4-year-old yellow lab Arnold.
Recent Articles
Let's Connect
Tell me about the problem - a replatform, a retention leak, a post-acquisition mess, or something nobody else will touch. I reply within a day.