Digital · Marketing · eCommerce · AI-Enabled Consulting
Strategy that
builds.
technology that
scales.
Mack and Fairview is a digital, marketing, and eCommerce consulting firm with two decades of C-suite experience building 0-to-1 products, scaling DTC channels, and driving digital transformation for Fortune 500 brands — now AI-enabled from the ground up. We don't just advise. We build the tools, run the sprints, and own the outcomes.
Three disciplines. One integrated practice.
Most consultancies specialize in one lane. We sit at the intersection of digital, marketing, and commerce — because that's where the real growth opportunities live. Each engagement is informed by all three.
Digital Consulting
Digital transformation, platform strategy, technology architecture, and 0-to-1 product development. We've re-platformed Fortune 500 brands, stood up first-ever digital channels, and built products that created entirely new categories. We know what it takes to go from idea to live, at scale, with a board watching.
Marketing Consulting
Brand strategy, demand generation, performance marketing, and customer acquisition built around measurable outcomes. We've led marketing for brands from startup to enterprise — and we know the difference between marketing that looks good in a deck and marketing that moves the revenue line. P&L accountable, always.
eCommerce Consulting
End-to-end eCommerce strategy and execution across Shopify Plus and VTEX. From new channel launches and platform migrations to conversion optimization and managed operations — we've built over $40M in new commerce revenue from zero, and we hold every engagement to a measurable revenue outcome.
Enterprise thinking. Without enterprise overhead.
The firms that pioneered integrated digital, marketing, and commerce consulting — Accenture Song, Merkle, Publicis Sapient — built their models for a different era and a different client. Engagements start at seven figures. The partner who sold you disappears after the kickoff. Strategy and execution are siloed. AI is bolted on top of legacy delivery processes. And 18 months later you have a report, not a result.
That model made sense when digital transformation was nascent and only enterprise holdcos had the expertise to navigate it. It doesn't make sense anymore — when the tools are accessible, when AI compresses timelines, and when what you actually need is a senior operator who can think at the C-suite level and execute at the sprint level.
Mack and Fairview was built for the space those firms can't serve: brands that need Accenture-caliber thinking without Accenture-caliber overhead, timelines, and minimums. Growth-stage companies moving at speed. Mid-market brands in transformation. DTC operators who need a strategic partner, not a staffing agency.
"The capabilities of Accenture Song, Merkle, and Publicis Sapient — without the overhead, the handoffs, or the wait."
We carry two decades of Fortune 500 experience from inside those ecosystems — VML / WPP, Publicis.Sapient, TBWA\Worldwide — and we've applied that knowledge at every scale, from startup to global enterprise. Now we bring it to engagements that those firms would never take.
Growth-Stage Brands Moving Fast
You've found product-market fit and you're scaling — but your marketing infrastructure, tech stack, and commerce operations are lagging behind your growth. You need a strategic partner who can set direction and execute in the same sprint. You don't have time for a six-month strategy engagement that produces a slide deck.
$5M – $50M Revenue RangeMid-Market Brands in Transformation
You're re-platforming, entering a new commerce channel, or rebuilding your digital marketing infrastructure. The decision is made — now you need someone who's done it before, knows where the landmines are, and can run the work without a 40-person team behind them. Platform migrations, channel launches, organizational redesign.
$50M – $500M Revenue RangeEnterprise Teams That Need Agility
You're inside a large organization but operating like a startup — a new initiative, a new channel, a transformation program that can't afford to move at enterprise speed. You need an external partner who brings C-suite credibility to internal conversations and can ship in weeks, not quarters.
Fortune 500 / Enterprise DivisionOperators Who Need to Build Something New
You have a product idea, a new category hypothesis, or a tool gap your team has been working around for two years. You need a partner who's built 0→1 products before — from positioning and packaging through technical architecture and launch — and who treats your problem as a real product problem, not a consulting engagement.
0→1 Product & Category BuildTwo decades of outcomes that shipped.
We're not a strategy-only firm. Every number below represents a live product, a launched channel, or a transformed business — built and delivered.
- Built VML's enterprise commerce practice from zero — establishing the agency as a leading North American VTEX systems integrator and Shopify Plus partner, generating $40M+ in new business over nine years.
- Launched ADT's first-ever DTC channel, taking it from zero to $1M/month. Improved conversion from 3% to 5% in year one through CRO, personalization, and checkout optimization.
- Led H Mart's seven-month VTEX re-platform across 90+ stores — one of the most complex grocery commerce migrations in North America.
- As Chief Product Officer at LegalShield, launched 14 products in 18 months, created IDShield from scratch (10× sales growth), and delivered 100% conversion lift with −20% CAC across a full digital re-platform.
- Conagra's first DTC site (Duncan Hines × Dolly Parton) — built in six weeks, sold out in one hour.
- Director-level digital strategy for Ford, GM, Subaru, Chrysler, Nissan, and Lincoln across multiple agencies — building the analytics and digital infrastructure that now underpins those brands' digital presence globally.
The honest comparison clients never see.
Large holding-company consultancies are built for large holding-company problems. Here's what that trade-off actually looks like for a mid-market or growth-stage brand — and where a senior-led boutique consistently outperforms.
| The Question | Accenture Song / Merkle / Publicis Sapient | Mack and Fairview |
|---|---|---|
| Who leads the work? | A senior partner sells it. An associate director runs it. Junior staff deliver it. The talent you saw in the pitch is not the team you get. | The founder leads every engagement. The person with two decades of C-suite experience and $40M+ in commerce built is the person doing your work. |
| Minimum engagement size | Typically $500K–$2M+ to get meaningful senior attention. Mid-market brands are not a priority — they're a training ground for junior staff. | Right-sized for growth-stage and mid-market. No minimum that prices out brands who need the expertise most. |
| Time to first deliverable | 3–6 months of discovery, alignment workshops, and stakeholder interviews before anything ships. Roadmaps are the product. | Two-week sprint cycles. Working deliverables — not decks — at the end of every sprint. Revenue-generating changes ship before the full engagement closes. |
| Strategy vs. execution | Strategy and execution are separate teams, separate budgets, often separate vendors. The firm that advises you rarely builds for you. | We advise and build — same team, same sprint, same accountability. No handoff between strategy and execution because there's no seam between them. |
| AI capability | AI is a newly acquired capability layer, usually bolted onto existing delivery models. "AI-enabled" often means a licensed tool wrapped in existing process. | AI-native from day one — including two live AI products we built ourselves (Cartwell, Shelf Analyzer). We don't talk about AI, we ship it. |
| Flexibility & pivots | Change orders, re-scoping conversations, new SOWs. Large firms are optimized for predictability — not agility. Changing direction mid-engagement is expensive and slow. | Backlog reprioritization takes a 30-minute conversation, not a new contract. Built for businesses that move faster than a six-month roadmap. |
| Operator credibility | Advisors who advise. Deep institutional knowledge, lighter operational skin-in-the-game. Recommendations are not tested on their own products. | We run active products (Cartwell, Shelf Analyzer) under the same conditions we recommend to clients. Our advice is tested on our own revenue, not just case studies. |
The firms that built this category aren't wrong — they're just built for a different problem.
Accenture Song, Merkle, and Publicis Sapient are exceptional at what they do for the clients they're built for. If you're a Fortune 100 brand needing a 200-person global transformation program, they are the right call. If you're a $20M DTC brand that needs to re-platform, rebuild your acquisition engine, and ship an AI product in the next six months — you need a different kind of firm. That's what we are.
What "boutique" actually means here.
Boutique doesn't mean smaller capacity. It means higher concentration of senior talent per engagement — no dilution through account management layers, no junior staff hidden behind a senior face. Every hour billed is a senior hour. Every decision is made by someone with two decades of experience, not two years. That's a structural advantage, not a size limitation.
Product and innovation executive with two decades building 0-to-1 products, DTC and commerce platforms, and digital transformation for Fortune 500 brands. Founder of Cartwell and Shelf Analyzer. Currently leading WPP's North American commerce platforms practice as Executive Director while building Mack and Fairview as a consultancy for the brands the holdcos can't serve.
The person who leads your engagement is the same person who built a $40M commerce practice, launched 14 products in 18 months, and is currently shipping live AI products.
That's not a case study. That's the team. When you engage Mack and Fairview, you're not buying access to a firm's brand — you're buying direct access to a founder-operator with two decades of C-suite experience across Fortune 500 brands, who has sat in your seat, made your trade-offs, and shipped real outcomes under real pressure. No account manager. No offshore delivery. No junior analyst dressed up as a strategist. Just the person with the receipts, working your problem.
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2026 – Now
Founder & Chief Product Officer — Cartwell · Shelf AnalyzerBuilding AI-commerce infrastructure for the agentic web
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2026 – Now
Commerce Platforms Lead, N. America — Executive DirectorWPP Enterprise Solutions · Detroit, MI
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2017 – 2026
Executive Director, Commerce Platforms · Global Shopify & VTEX LeadVML (a WPP company) · $40M+ new business · Detroit, MI
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2014 – 2017
SVP — Chief Product Officer & Chief Digital OfficerLegalShield · 14 products · IDShield 10× growth · Ada, OK
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Earlier
VP Client Partner · Global Executive Director, Digital · Strategy DirectorPublicis.Sapient · TBWA\Worldwide · Autoweek · MRM · JWT · Carmichael Lynch
Not AI-flavored. AI-native.
We embed AI into every engagement — not as a novelty, but as operational infrastructure. Custom agents, purpose-built tools, and AI-assisted workflows that make our consulting faster, more precise, and more scalable than a traditional firm.
- Custom AI agents built on frontier LLMs that automate research, competitive analysis, content generation, and reporting — cutting weeks of analyst work to hours.
- Proprietary tool development: we build and deploy purpose-specific AI tools for clients rather than handing them generic copilot subscriptions. Tools built to solve real operational problems, owned by the client.
- AI-powered commerce diagnostics — including Shelf Analyzer, which simulates how AI shopping agents evaluate and rank your products versus competitors, and returns a prioritized fix list.
- AI-assisted CRO and personalization: behavioral models, predictive segmentation, and dynamic merchandising that go beyond rules-based logic into real machine learning.
- Internal AI operations: we use agents ourselves for every engagement — competitive intelligence, market research, content briefs, and performance analysis — passing the efficiency directly to clients through better outputs at lower cost.
A consultancy backed by products we built ourselves.
Mack and Fairview isn't just a consulting firm — we're a product company that consults. That means our advice is backed by live technology we've built, shipped, and are actively growing. We eat our own cooking.
Mack and Fairview is the parent company of Cartwell.io — and the mind behind ShelfAnalyzer.com.
While we consult, we also build. Cartwell is defining an entirely new category: AI-commerce infrastructure for the agentic web — how brands get seen, chosen, and bought when shopping moves to LLMs and autonomous agents. ShelfAnalyzer is the first live tool in that platform, available today.
Ecosystem
AI-commerce infrastructure for the agentic web. Cartwell is defining the "AI shelf" — the new front line of discovery where shopping agents, not search results, decide which products get surfaced, recommended, and purchased. Three horizons: show up, convert, get bought.
Active — Platform in BuildA 0-to-1 AI-native product that runs brands through blind, web-grounded AI shopping simulations. Type your brand — in minutes see the shelf an AI builds for your category, who beats you, and a prioritized list of product-data gaps to close. No tags, no uploads. Live today.
Live Now — Free to TryThe next layer in the Cartwell platform — modeling the revenue impact of closing each AI-shelf gap so brands can prioritize by projected growth, not guesswork. From diagnosis to a defensible growth plan the C-suite can act on.
In BuildWe Prove It Before We Pitch It
Shelf Analyzer is a product built on the same AI-commerce principles we recommend to clients. When we advise on AI-driven discovery optimization, we're drawing on a live product we built, tested, and are selling — not a whitepaper or a conference talk.
We Build What Doesn't Exist Yet
Cartwell exists because there was no tool to solve a real, emerging problem. That same instinct — identify the gap, build the solution — is what we bring to consulting engagements. If the tool you need doesn't exist, we'll build it.
Operator Credibility, Not Just Advisor Credibility
Running a live product company while operating a consultancy means our advice is grounded in current operational reality — not theory. We're navigating the same decisions, trade-offs, and platforms we recommend to you, right now.
What we're brought in to do.
From Fortune 500 transformations to category-creating startups — here are the four domains where we consistently deliver outcomes.
Build 0→1 Products & Categories
AI-native and digital products from concept to launch. We've created entirely new product categories — IDShield, Cartwell, Shelf Analyzer — and taken them from idea to paying customers. Category creation, positioning, pricing and packaging, product-market validation.
Stand Up & Scale DTC / eCommerce
New DTC channels from zero to $20M+, Shopify Plus and VTEX strategy and execution, composable and headless commerce, omnichannel and retail media. We've done this for ADT, Conagra, H Mart, and dozens of others — we know the playbook and we execute it.
Own P&L & Revenue Growth
Revenue ownership, CRO, customer acquisition and retention, marketing analytics and measurement. We're comfortable in front of boards, comfortable in the data, and comfortable being held to a revenue number — not just a deliverable.
Lead Digital Transformation
Re-platforming, organizational design, team building, and C-suite stakeholder management across CPG, retail, automotive, and financial services. We've led transformations for some of the most complex organizations in the world — and delivered measurable results, not just reports.
Deep platform knowledge across the stack.
Our consulting is grounded in hands-on platform expertise — not high-level familiarity. We've built, migrated, and optimized on these platforms at enterprise scale.
Shopify Plus
From DTC launches to enterprise migrations, Hydrogen headless builds, checkout extensions, Shopify Flow automation, and custom app development. We established VML as a leading North American Shopify Plus partner and have delivered $40M+ in Shopify-driven commerce.
VTEX
Enterprise VTEX implementation, IO development, FastStore, marketplace architecture, and multi-tenant configuration. Led H Mart's 90-store VTEX migration and helped establish VML as a leading North American VTEX systems integrator.
AI & Frontier LLMs
Practical AI deployment across commerce, marketing, and digital operations. Custom agent development, AI-native product building (Shelf Analyzer), and AI-powered workflows that create real operational leverage — not just demos.
Agile consulting. Transparent by default.
We don't work in black boxes or deliver surprise invoices. Every Mack and Fairview engagement runs on a structured agile framework — giving your team full visibility, predictable delivery, and the flexibility to adapt as your business evolves.
Agile prioritizes people over process, working software over documentation, client collaboration over contract negotiation, and responding to change over following a fixed plan.
At Mack and Fairview, we've adapted agile principles specifically for consulting and eCommerce — where market conditions shift, customer behavior surprises, and a two-week head start can mean millions in revenue.
Agile Values in Practice
Working Deliverables
↑ overSlide decks about deliverables. You see real, testable outputs every sprint.
Client Collaboration
↑ overHanding you a spec and asking you to wait. Your team is embedded throughout.
Responding to Change
↑ overA rigid plan. Markets shift — we pivot without blowing the budget.
Direct Communication
↑ overTicket queues. A direct line to your strategist, developer, and operator.
The Sprint Cycle — How a Two-Week Engagement Iteration Works
Sprint Planning
Align on priorities, size work, lock the sprint backlog.
Strategy & Build
Deep work begins — research, analysis, development, or creative.
Stand-ups
15-min async or live sync. Nothing surprises you mid-sprint.
Review & QA
Everything is tested and reviewed against acceptance criteria.
Sprint Demo
We show the work. Your feedback directly shapes the next sprint.
Retro & Replan
What worked, what didn't. Backlog reprioritized. Repeat.
Full Visibility, Always
Access to our project board, sprint backlog, and velocity metrics at all times. No more checking in to find out where your engagement stands — you already know.
Faster Time to Value
Instead of waiting months for a final report, you get working outputs shipped every two weeks. Revenue-generating changes can go live long before the full engagement is complete.
Change Without Chaos
Business priorities shift. In our model, reprioritizing the backlog takes a 30-minute conversation — not a change order, a re-scoping call, or a new SOW.
You're Part of the Team
Your stakeholders aren't passive approvers — they're active participants. Sprint reviews and planning sessions keep your team embedded in every decision.
Lower Risk, Better Outcomes
Short feedback loops catch misalignment early — before it becomes expensive. Issues that would take months to surface in a traditional engagement are caught in days.
Measurable Progress
Every sprint ends with a demo against real acceptance criteria. Progress measured in shipped work and revenue outcomes — not percentage-complete estimates.
Let's figure out where we can move the needle.
Whether you're launching a new channel, re-platforming a complex commerce operation, building an AI-native product, or transforming how your organization works digitally — we'd like to hear about it. No deck required. Just a conversation.