Manchester-based digital leader Jack Turner has launched ETTA, a fractional ecommerce consultancy built for founder-led fashion and streetwear brands.
Jack spent nine years in-house before founding ETTA, holding digital and ecommerce roles across JD Sports, size?, HIP and Kick Game, including a spell working internationally across JD Sports' APAC business. ETTA takes that operator experience and makes it available to brands that need senior digital leadership but are not yet at the scale to justify a full-time hire.
The consultancy runs two engagement models. The fractional model embeds Jack as an acting Head of Ecommerce, owning strategy, trading and the digital roadmap end to end. The consultancy model supports brands that already have a team in place but lack specific expertise, delivered on an ongoing or project basis. Work spans site strategy, conversion rate optimisation, CRM and retention, and international readiness.
Jack said: "There's a stage most growing fashion brands hit where the founder is still making every digital decision, and they're doing it while managing three or four agencies who have never spoken to each other. Nobody in that setup is accountable for the commercial outcome. The fractional model exists because these brands need someone senior enough to own that, but they don't need, and often can't justify, a full-time hire yet. Growth without systems is just organised chaos."
ETTA is currently working with a number of growing UK fashion and streetwear brands.
Jack added: "Manchester has always punched above its weight in retail and sports fashion, and a lot of the most interesting DTC brands in the country are being built here and across the North. I wanted to build something that works the way founders actually work, with clear ownership and honest strategy rather than an account manager and a deck."
Find out more at etta.digital
