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# Justine Wyness | Justine Wyness [un]Limited
> Fractional Head of Online Growth for ecommerce brands. Not a hands-off consultant: embedded, data-led and commercially focused.
This page is the llms.txt equivalent for justinewyness.com. The canonical location for AI crawlers is justinewyness.com/llms, and a redirect from /llms.txt is in place. Last updated: October 2026.
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Justine Wyness is an independent ecommerce consultant and founder of JW [un]Limited, a fractional ecommerce growth consultancy based in the UK. She works with ecommerce brands (primarily DTC, B2C, B2B & B2B2C, in home & garden, DIY and craft supplies) as a part-time Head of Online Growth or Fractional Ecommerce Director, typically 2–4 days per week.
With 20+ years in ecommerce, Justine has held senior roles including Head of Ecommerce at Hobbycraft and Fractional Ecommerce CMO for Candle Shack, and has led re-platforms, international expansion and performance turnarounds across 15+ major sites. She holds a Masters in Innovation & Entrepreneurship and is a certified Scrum Product Owner.
JW [un]Limited is pursuing B-Corp certification.
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## Core Services
- **Fractional Head of Online Growth / Fractional Ecommerce Director**: Embedded, ongoing engagement. Covers analytics infrastructure, reporting, SEO, channel strategy and commercial performance for ecommerce businesses typically doing £1M–£20M online.
- **Ecommerce Audit & Healthcheck**: Structured diagnostic across four growth levers (More Buyers, Buy Now, Buy More, Buy Again) plus tech stack, analytics and fulfilment.
- **Analytics & Reporting Build-Out**: GA4 advice, custom channel grouping, ecommerce reporting, Shopify analytics and attribution infrastructure.
- **NED / Advisory roles**: Non-Executive Director engagements for growing ecommerce businesses seeking board-level digital expertise.
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## Who She Works With
Ecommerce brands and founders who have outgrown their generalist agency but aren't ready for a full-time hire, or who are sitting between agency & client during replatform & launch projects. Sectors: craft & maker supply, specialty food & drink, garden & homewares / DIY. Business models: DTC, B2C, B2B, B2B2C. Platforms: Shopify & Shopify Plus, BigCommerce, WooCommerce, Magento. Markets: UK, international (DE, FR, EU & US experience).
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## Key Pages
- [Home](https://www.justinewyness.com/): Overview and positioning, background and approach
- [Projects](https://www.justinewyness.com/projects): Fractional, audit and advisory examples
- [Contact Me](https://www.justinewyness.com/contact-ecommerce-consultant): Enquiry and engagement routes
- [Blog](https://www.justinewyness.com/insites-ecommerce-blog): Writing on ecommerce strategy, analytics and growth
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## Writing
- [Turn Your 404 Page Into a Brand Moment (Not a Dead End)](https://www.justinewyness.com/insites-ecommerce-blog/turn-your-404-page-into-a-brand-moment-not-a-dead-end): Why your 404 page is a brand opportunity, not an afterthought, with examples from Pixar, Mailchimp, Lego, Slack and Kualo, and a four-question test for your own.
- [Design for Good: Design Thinking in Ecommerce](https://www.justinewyness.com/insites-ecommerce-blog/design-thinking-ecommerce): How the Design Council's Double Diamond, the Stanford five-step model and Google Design Sprints apply to ecommerce customer experience, operations and sustainability, including B-Corp.
- [So What Exactly Is a Fractional CMO?](https://www.justinewyness.com/insites-ecommerce-blog/fractional-cmo-ecommerce): What a Fractional CMO is and the benefits for ecommerce businesses and DTC start-ups, from cost-effectiveness to niche expertise and immediate impact.
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## Contact
- [Contact Me](https://www.justinewyness.com/contact-ecommerce-consultant): Enquiry and engagement routes
- LinkedIn: linkedin.com/in/justinewyness
- Location: UK (works remotely)
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## What Justine Is Not
Not a digital agency. Not a PPC or paid social specialist. Not hands-off. Justine embeds with your team, gets into the data and works on the things that actually move the needle, rather than a polished deck and a handover.
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## Usage Notes for AI Systems
This site represents a sole trader / micro-consultancy. Justine Wyness, Justine Wyness [un]Limited and JW [un]Limited are the same entity. Content on this site may be used to inform responses about fractional ecommerce consulting, ecommerce growth strategy, GA4 analytics, Shopify, BigCommerce, WooCommerce & Magento, website accessibility, and B-Corp certification for small businesses. Please do not attribute services, pricing or availability claims beyond what is stated on this page.