Ecommerce Non-Executive Director
Gary Baker
Experienced commercial and strategic expertise for the founders and boards of UK ecommerce, retail and digitally focused businesses.
Having built and run ecommerce businesses for more than 20 years, I understand the challenges that come with growing a business, improving profitability and making the decisions that will shape its future.
But I also understand how difficult it can be to step back from the day-to-day running of a business and look at it objectively.
That's where an experienced non-executive director can make a real difference.
I bring a founder's understanding of business, a commercial perspective developed through owning, advising and investing in ecommerce businesses, and the ability to look at things independently of the people running them.
I'm interested in working with ambitious businesses that would benefit from experienced ecommerce and commercial expertise at board level, whether that's through a formal non-executive director (NED) appointment or an ongoing strategic advisory relationship.
”Gary's knowledge, expertise and insights are priceless. He straight away was able to pinpoint a strategy that works and recommend implementing things we hadn’t considered. Extremely kind, professional and very generous with his knowledge and help. I would 100% recommend working with Gary.”
”Gary talked us through so many basic things we were missing, which once we put in place, we felt like why hadn't we been doing that before! He took so much care with our company, and worked with me and my team to implement his advice so we could really understand what we were doing. Highly recommend!”
★★★★★
★★★★★
- Sophie Cooper, I Am Denim
- Ade Hassan MBE, Nubian Skin
What can an ecommerce non-executive director bring to your business?
Ecommerce businesses are often built around the expertise, vision and determination of their founders.
But as the business grows, the decisions become more complex, the risks become greater and the experience needed to take the business forward changes.
Bringing an experienced non-executive director onto the board gives the business access to a different perspective and an additional level of commercial expertise, without expanding the executive team.
My contribution would be particularly valuable in areas such as:
Developing and reviewing business strategy and growth plans
Improving profitability and the overall commercial performance of the business
Reviewing ecommerce and digital trading strategies
Assessing new markets, products and commercial opportunities
Evaluating investment decisions and the allocation of resources
Reviewing financial performance, cashflow and business KPIs
Identifying commercial risks and challenging assumptions
Supporting the development of the leadership team
Reducing the business's dependence on its founders
Building long-term business value and preparing for eventual exit
As a non-executive director, my role is not to take over the day-to-day running of the business, but to help ensure the business is moving in the right direction, that decisions are properly considered and that the leadership team has the support and constructive challenge it needs.
What types of businesses could benefit?
Founder-led ecommerce businesses
You've built a successful business, but perhaps you've reached a stage where the next phase of growth requires a different approach.
You might be bringing in a management team, looking to expand into new markets, considering external investment or simply recognising that the business would benefit from more experience at a senior level.
A non-executive director can help bring a more strategic perspective to the business, while allowing you and your team to concentrate on running it.
Established ecommerce and DTC brands
You already have a leadership team and potentially an informal board, but would benefit from additional experience in ecommerce, commercial strategy or business growth.
I can bring an external perspective to the challenges the business is facing, helping the board assess opportunities, challenge existing thinking and focus on the things that will have the greatest impact on performance and long-term value.
Retail and other businesses with a digital focus
Your business might not be exclusively ecommerce, but online sales, digital channels or new commercial opportunities are an important part of its future.
Perhaps you're looking to grow your online business, develop a new digital revenue stream or bring greater ecommerce expertise into your existing board.
My experience can help ensure that ecommerce and digital opportunities are properly understood and considered as part of the wider business strategy.
Not every business that would benefit from board-level expertise necessarily needs to appoint a non-executive director.
Depending on the structure of your business and what you're looking to achieve, there are two ways we could work together.
Non-Executive Director
A formal appointment to your company's board, bringing independent judgement, commercial expertise and constructive challenge to the business.
This would typically involve:
Attending and contributing to board meetings
Reviewing board papers and business performance
Contributing to strategic planning and major commercial decisions
Providing oversight and constructive challenge to the executive team
Supporting the board in fulfilling its governance and risk management responsibilities
Being available for relevant discussions between meetings
The precise remit, time commitment and remuneration would be agreed as part of the appointment process.
Strategic Advisory
For businesses that would benefit from experienced, ongoing commercial and strategic input without making a formal board appointment.
I work with ecommerce founders and leadership teams on either a quarterly or monthly basis, helping them improve business performance, work through challenges and make better strategic decisions.
This can also be a useful option for businesses that don't yet have a formal board structure but want to introduce a more strategic approach to running the business.
Ways to get work with me
Non-executive directors aren't just for large companies
It's easy to think of non-executive directors as something that only large companies need.
But for an established, founder-led SME, having someone with relevant commercial experience involved at director level can be particularly valuable.
You might not have a large leadership team or a board with a wide range of experience to draw on. Many of the bigger decisions may still come down to you as the founder.
Bringing in a non-executive director can give you an additional level of commercial expertise, an independent perspective on the business and someone to help you think through the decisions that will shape its future.
Why Gary?
More than 20 years of commercial experience, gained from actually building and running businesses.
My background is in ecommerce and internet businesses, not simply advising them from the outside.
I've experienced the challenges of starting a business, growing it, managing people, dealing with cashflow, making investments and navigating the difficult periods that inevitably come with business ownership.
I've also worked with other ecommerce founders as an adviser, consultant and investor, giving me a broad perspective on what makes businesses successful, what holds them back and the decisions that can make a significant difference to their future.
My particular strength is looking at a business as a whole and understanding how its different commercial areas affect one another.
For example, how a decision about growth might affect cashflow, how a marketing strategy might affect profitability, or how the structure of the business might affect its long-term value.
I bring that joined-up thinking to strategic discussions, along with a willingness to ask difficult questions and challenge assumptions where necessary.
I believe a good non-executive director should be both supportive and challenging, bringing their own experience and judgement to the board while respecting the knowledge and expertise of the people running the business.
"Gary's knowledge, expertise and insights are priceless. I would 100% recommend working with him."
Sophie Cooper - I Am Denim
”Gary and I connected some time ago and I've enjoyed his refreshing takes on e-commerce. We've had a couple of calls and throughout Gary's objective approach to the customer journey has been insightful and we've implemented the ideas he's mentioned. Thoroughly recommend anyone in e-comm to have a chat!”
”Gary's knowledge and analytical approach to e-commerce is immense. He works on the small details that drive profitability with processes, systems & KPI's that many haven't thought of or use.”
★★★★★
★★★★★
- Joe Devereux-Kelly, GrowGrows
- Paul Bradley, Retail X
Discuss a Non-Executive Director Appointment
I'm interested in non-executive director and board-level opportunities with UK businesses where my ecommerce, digital and commercial experience could make a meaningful contribution.
I'm particularly interested in businesses with growth ambitions, those going through a period of change, or those looking to strengthen their commercial expertise at board level.
If you're a founder, business owner, chair, investor or recruiter looking for an ecommerce non-executive director, I'd be happy to have an initial conversation.
Please use the form below to tell me a little about the business and the type of appointment you're considering.
"Highly recommend having a chat with Gary Baker - a wealth of knowledge!"
Gemma Stuart, Gut Wealth
”Experienced insight that leads to real progress. Highly recommend!”
- Kate Legodi, Coeur et Maman
Gary Baker: Ecommerce Business Adviser
I help established ecommerce founders and leadership teams improve performance, solve difficult problems and make better strategic decisions.
Practical, independent advice based on more than 20 years starting, running, growing and advising ecommerce businesses.
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