Walmart Canada
Vice President Strategy and Customer Experience
34%
Year-over-year digital revenue growth. Loyal customer count grew 76% as we reorganized the digital team around the customer journey.
Fractional Head of eCommerce
An experienced eCommerce executive on your team, part time.
I’m a fractional digital executive for mid-sized retailers and consumer brands in the US and Canada. I join your leadership team for a focused stretch, fix what’s holding back profitable online growth, and leave a team that moves faster without me.
Let's talk.
✳︎Help shoppers find you✳︎Move the sale forward✳︎Earn the next visit
01 / RESULTS
Results I’ve led as an eCommerce executive
In full-time leadership roles at Walmart Canada, Ashley Canada (The Dufresne Group), and PE-Backed Wellmore Holdings, I led teams that grew digital sales, improved margins, and connected online shopping with stores. My fractional work includes leading eCommerce at Kit + Ace and various other mid-sized retailers and brands.
Ashley Canada
Vice President eCommerce, The Dufresne Group
38%
Year-over-year digital revenue growth, with a 160-basis-point improvement in digital EBITDA margin. Executed 5 major strategic initiatives.
Kit + Ace
Fractional eCommerce Executive
12%
Online sales growth after auditing the customer experience and prioritizing 81 site improvements.
Wellmore Holdings
Vice President eCommerce
35%
Growth across a $215M PE-backed online portfolio against a 21% target. I brought four brands together under one e-commerce team.
Vega
Vice President eCommerce
$3.4M
Saved in inventory costs for protein powders and supplements as forecast accuracy rose from 71% to 95%.
3 pts
Reduced retail returns for high-end uniforms from 15% to 12% by improving online shopping using SKU-level returns and customer service data.
02 / DELIVERABLES
What I do.
I’m here to grow sales and improve margins, not to build decks or chase shiny objects.
Digital Commerce
Grow profitable sales across DTC, marketplaces, B2B, and stores. Improve how customers find, choose, and buy your products, then measure what moves sales and margin.
AI Readiness
Get your product data ready for AI search and shopping agents. Test and deploy conversational tools that help shoppers compare products and decide what to buy.
Organizational Redesign
Clarify who makes decisions across digital, stores, merch, ops, and technology. Redesign roles and reporting lines so teams can act faster and serve customers better online and in stores.
Tech Stack Optimization
Decide which platforms, tools, and vendors to keep or replace based on what they cost and what they help your team do.
03 / PROCESS
I join your team and lead the work.
I work alongside your leadership team one to two days a week, typically for three to six months. At the start, we agree on the outcome we’re working toward, the decisions I’ll own, and how we’ll measure progress.
Find what’s holding back growth
Look at sales and margin by channel, how customers shop, and where the team gets stuck. Pinpoint the few problems worth solving first.
Decide what to do first
Agree on what to invest in, what to fix, and what can wait. Give each priority an owner and a clear measure of success.
Lead the work and track results
Work with your people and partners to make decisions and get changes live. Review what’s moving sales and margin, then adjust the plan as we learn.
Hand the work back to your team
Before I wrap up, we name an owner for each priority and agree on how your team will track results. Your team leaves with a prioritized plan that shows what to tackle next.
Who I work with
Is this a fit?
When I can help
I work with established retailers and consumer brands, typically with $50M–$500M in annual revenue. A common fit is a store-led retailer that gets 10–15% of sales online and wants to grow that part of the business profitably. You have a clear priority, such as improving online margins or reducing returns, and a team I can work alongside to get changes live.
When you’ll need a different kind of support
If you’re launching your first online store, need someone to run campaigns and site updates day to day, or need a permanent full-time leader, you’ll be better served by a launch partner, an execution team, or a full-time hire.
04 / COACHING
Bring one decision. Leave with a plan.
One-on-one working sessions for retail and consumer brand executives and digital leaders facing a decision they need to get right.
Request a coaching sessionWhat we can work through
- Decide whether your next move is a senior hire, a team redesign, or outside support.
- Work out where to invest when digital sales have slowed or margins are under pressure.
- Pressure-test a platform replacement or an investment in AI search, shopping agents, or chatbots.
Send me the decision you’re facing and the context behind it. We’ll weigh the trade-offs and agree on a next step you can take back to your team.
05 / ABOUT
Meet Andrew.
Andrew CherwenkaFounder and Principal, P10 Digital
20+ years in digital, retail, and technology.
I’ve worked in digital since 2003, living and working in both the US and Canada. I’ve held executive digital and eCommerce roles at Walmart Canada, Ashley Furniture, and Wellmore Holdings, the health and wellness portfolio of Private Equity firm WM Partners.
My executive roles have spanned eCommerce, customer experience, and strategy. I’ve led the teams doing the work and made decisions about where to invest, how to organize the teams, and which technology to use. Today, I bring that experience to mid-sized retailers and consumer brands as a fractional executive.
Outside work, I’ve competed in three Ironman triathlons, six marathons, and more than 100 rowing regattas. I bring that same discipline to client work: set clear priorities, keep the team focused, and follow through to blast past each finish line.
Connect with Andrew on LinkedIn ↗Why P10?
Ten strokes can
change a race.
In competitive rowing, a Power 10 is a call for the crew to pull harder for the next ten strokes. When everyone responds together, the boat picks up speed and pulls ahead.
That’s the idea behind P10 Digital. I help align your team, focus the efforts, and make the moves that pull your business forward.
Let’s look ahead
What's your next digital growth move?
Let’s talk about what you’re trying to improve, where you need digital leadership, and whether working together makes sense. We’ll meet on Google Meet.