A 90-day ecommerce marketing plan built on contribution margin, not campaign ROAS

Most “90-day plans” are campaign calendars.

This one is not.

It is a diagnose → prioritize → prove loop tied to contribution margin and payback—not isolated ROAS screenshots.

Why 90 days

Long enough to see a real signal. Short enough to force focus.

Days 1–30 without diagnosis become busywork. Days 61–90 without a single proven lever become another quarter of fog.

Days 1–30 — Diagnose

Map the machine:

• Funnel and PDP conversion
• Retention and lifecycle (repeat rate, email/SMS share)
• Creative throughput vs fatigue
• Measurement vs P&L (MER, contribution margin after ads)
• Org and vendor gaps—who owns outcomes?

Output: a ranked list of constraints. Not forty “opportunities.” Three to five truths.

This is the core of a Growth Audit.

Days 31–60 — Prioritize

Pick one or two levers worth proving.

Resource them. Kill or pause work that burns margin without moving the business.

Typical levers at ~1–10M Shopify/DTC:

• Retention / offer architecture
• Creative system (briefs + throughput)
• Landing / PDP conversion
• Channel mix rebalance under a MER lens
• Agency / team operating cadence

If CAC is rising or you are on a plateau, resist “just raise budget” until the leak is named.

Days 61–90 — Prove

Ship. Measure against contribution margin and payback—not vanity ROAS alone.

Decide: continue, double down, or kill.

If the fit is right, this becomes the first chapter of Fractional CMO work. If not, you still leave with a map.

What “good” looks like

• Founders stop arguing about dashboards that disagree
• One owner of commercial priorities
• Creative and retention treated as systems, not side quests
• Agencies execute against a brief they did not invent alone

What this is not

• A Meta campaign plan
• A content calendar cosplaying as strategy
• A promise of a specific ROAS

At Foodello, brand and commercial systems compounded from €1M to €15M ARR. The plan always started with what was actually broken—not what was loudest.

Next step

Want this built on your numbers? Book a Growth Audit. We diagnose, rank, and leave you with a 90-day roadmap you can run with or without me.