I Lead the Strategy & Execution of Your eCommerce Marketing Using a High-Performance Brand Operating System
What Problems Does Your eCommerce Marketing Consultant Solve?
Your agencies, freelancers, and internal teams operate in silos with no central playbook. This causes conflicting strategies, wasted fees, and “random acts of marketing” that fail to generate scalable growth.
Your business has hit a brick wall and growth has stalled. What worked before is no longer effective, and you lack the strategic insight to unlock the next level of growth that your brand deserves.
Your business operates reactively. You chase fleeting trends, randomly test tactics, and lack a clear, data-informed roadmap for the next 12-18 months, leaving you vulnerable to competitors.
You’re struggling to attract the right customers who are ready to buy. Your traffic is either too low, too expensive, or made up of visitors who have no intention of buying.
You’re getting people to your website, but the site is the bottleneck. A confusing layout, slow load times, or a poor user experience causes visitors to leave without buying.
Your business is a “leaky bucket,” spending heavily on new customers but failing to generate repeat purchases with no strategy to maximize the value of the existing customers.
Your technology stack (e.g., Shopify, Klaviyo, GA4) is a patchwork of platforms that don’t work together. You’re collecting data but can’t translate it into business health or actionable insights.
Revenue may be growing, but profitability is stagnant or declining. High shipping costs, rising ad spend, poor inventory management, and high return rates are eating away at your bottom line.
You are the owner/operator trapped in execution instead of leading the company. You struggle to delegate because the strategy lives in your head, not in a repeatable operating system your team can follow.
Brand Pollution
Incorrect, inconsistent, or “dirty” information about the brand, customer, product, or competition created by AI, disconnected agencies, freelancers, or junior-level, inexperienced in-house teams.
Brand Fragmentation
When a brand’s identity and content looks and feels different across all of their channels as a result of agencies, freelancers, and inexperienced in-house teams focusing only on their channel with no regard for the bigger picture, producing content divorced from highlighting how the brand is Different, Unique, Better, and Special in favor of siloed channel hacks.
Brand Signal Loss
The symptom of Brand Pollution. It is the erosion of brand equity and market share as a result of misinformation and poor sales and marketing execution by Agency and Freelance partners, inexperienced in-house teams, and AI hallucinations confusing the algorithm.
Brand AI Hallucinations
Factual errors or misrepresentations of a brand and its products, produced by AI tools that lack specific brand context. Without a “Single Source of Truth,” these errors can lead to significant legal risks and the erosion of customer trust.
Random Acts of Marketing
The silent killer of profitability and relentless operational friction that grinds execution to a halt, where strategy dissolves into noise across scattered freelancers, agencies, in-house teams, and AI tools. It generates an invisible “Entropy Tax” on growth, forcing you to pay premium rates for fragmented outputs, leaving you with zero owned leverage and an organization that cannot scale.
Strategy Renting
The systemic failure where brand intelligence is “rented” from external vendors rather than “owned” as an internal business asset. It results in a total reset of channel strategy every time a partner leaves, forcing you to pay a recurring “Learning Tax” to solve the same problems over and over.
Agency & Freelancer Chaos
The systemic failure where growth plateaus because marketing strategy is fragmented across siloed specialists or lives only in the founder’s head. It results in “chaos disguised as activity,” characterized by misaligned efforts and a total loss of campaign attribution.
Inexperienced In-House Teams
Bright but inexperienced teams that lack the seasoned judgment required to consistently and predictably produce the results the brand needs. This “Leadership Void” forces CEOs into micromanagement, effectively using the marketing and sales budget to fund the team’s learning curve rather than driving growth.
Who Would You Trust With Your Brand’s Success?
STANDARD CONSULTANTS
Ideal Partners The Source Approach Was Built For
Stop Lost Sales From Agency & Freelancer Chaos or Inexperienced In-House Teams. Start Profitable, Rapid, Growth
Why Choose The Source Approach As Your eCommerce Marketing Consultant
Scenarios The Source Approach eCommerce Marketing Consulting Is Best For:
The Strategic Launch (The “No-Guesswork” System)
You are building a DTC brand or taking your brick-and-mortar business to eCommerce, and you need a marketing engine that scales. You can’t launch to crickets. You need an eCommerce Marketing Consultant to install your Marketing Operating System from the start, building a foundation for scalable, predictable revenue.
Scaling From 6 to 7 Figures
“Hustle” got you to 6 figures, but systems get you to 7. You’ve hit the ceiling where manual effort fails. You need an eCommerce Marketing Consultant to install a scalable “Marketing Operating System,” transforming your daily grind into a data-driven engine that breaks the $1M barrier by unifying all marketing channels to work in concert.
The 7-Figure System Upgrade
You have the revenue, but your AI, agencies, and teams operate in silos. You need an eCommerce Marketing Consultant to install a “Marketing Operating System.” I elevate and unify your entire stack, ensuring every resource works in synchronization to drive maximum revenue.
The 8-Figure Orchestrator
You have multiple teams (internal/external) that aren’t synced. Marketing fights with Ops. You need an eCommerce Marketing Consultant to align all departments under a Single Source of Truth, ensuring the entire machine moves in the same direction to multiply ROI and speed.
Your Growth Has Become Unpredictable
Feast or famine months are killing your planning. You rely on luck. You need an eCommerce Marketing Consultant to install repeatable growth loops and customer retention systems, transforming your business into a predictable asset that grows month over month.
You Want to Build an Asset for Exit
You aren’t just building a job; you are building a company to sell. But right now, the business relies on you. You need an eCommerce Marketing Consultant to document and automate operations, increasing your multiple by proving the business runs successfully without you.
Why Work With The Source Approach? You’re Getting an Asset You Own, Not Just an eCommerce Marketing Consultant
What To Expect From Your eCommerce Marketing Consultant
How The Source Approach To The eCommerce Marketing Consultant Works
Weekly Structure
Each month, we break the weeks up into key focus areas, leaving room for attention to critical deadlines on projects that may fall outside that week’s focus area.
– Week 1: Conversion Rate Optimization
– Week 2: Advertising
– Week 3: AISEO & SEO
– Week 4: Social Media, PR, Email & SMS, Influencer Marketing, Affiliate Marketing
About: Tanner Rankin CEO, Fractional CMO, Consultant, Author, Speaker
Tanner Rankin is the Fractional CMO for eCommerce, who leads the strategy and execution of eCommerce marketing by installing the Brand Operating System that elevates and unifies AI, agencies, freelancers, and in-house teams under a Single Source of Truth (SSOT).
Tanner specializes in replacing random acts of marketing with a system built for rapid, scalable growth that is an asset brands actually own, rather than rent.
Tanner brings 10+ years of operator experience as the CEO of The Source Approach (eCommerce Fractional CMO Consulancy) and Referazon (Amazon Influencer Search, CRM, & Shoppable Video Platform).
Seen on: Forbes, Entrepreneur, The Business Journals, Tanner is an Amazon Keynote Speaker, and an eCommerce Keynote Speaker, and as an Author, has authored SEO For Everyone and Social Media Marketing For Everyone.
What I Do As Your eCommerce Marketing Consultant
Create Rapid, Scalable Growth by Installing Your Brand Operating System (Brand Source OS)
- Teach your AI.
- Train your team.
- End random acts of marketing.
Get Recommended by AI With AI Search Optimization (AISO)
- Get your products recommended in AI Searches
- Positively impact how AI sees your brand
- Boost your brand’s authority
Save Time by Integrating AI Systems Into Your Marketing
- Automate marketing & sales-related tasks
- Delegate administrative work to AI
- Gain invaluable insights
Get Found In Searches With SEO & GEO
- Moving beyond simple indexing to Noun Phrase Optimization (NPO) for conversational shopping engines
- Drive organic sales from product searches
- Show up ahead of competitors
Get Sales With PPC Advertising
- Boost Marketplace, Native & Google PPC
- Drive Profitability
- Skyrocket ROAS
Drive Revenue With Conversion Rate Optimization
- Boost Conversion Rates
- Drive Profitability
- Get Sales
Get Reviews With Product Review Optimization
- Skyrocket Clicks From Search & PPC
- Boost Social Proof
- Drive Sales
Boost Profitability With Effective Sales Funnels
- Boost your email marketing funnels
- Drive your social media marketing funnels
- Skyrocket your influencer marketing funnels
Skyrocket Demand with Influencer Marketing
- Grow Brand Equity
- Boost Awareness
- Drive Sales
Become Experts at eCommerce
- Avoid costly mistakes
- Target KPI’s & GPI’s
- Defend your brand
Don’t Just Get an eCommerce Marketing Consultant: Get an Operator & OS That Delivers Rapid Profitable Growth
How Your Brand Operating System (BOS) Gives You An Unfair Advantage
Most consultants give you a ‘To-Do’ list. I give you an Asset You OWN.
The Brand Source OS is architected to transform your brand into a high-margin, self-operating asset by doing three things simultaneously:
01
Increase
Certainty
Remove the Human Error
By installing a Brand Operating System, I replace ‘hope’ with a predictable execution framework. You stop relying on a “good month” and start relying on a calibrated machine.
02
Decrease
Effort
Remove the Founder Bottleneck
The system is designed to run without you needing to approve every subject line or keyword change. You move from the “Engine Room” to the “Cockpit,” focusing on high-level strategy while the OS handles the heavy lifting.
03
Decrease
Time Delay
Accelerate Market Velocity
I eliminate the “Agency & Freelancer Lag.” The BOS moves your brand at the speed of the algorithm, collapsing the distance between spotting an opportunity and capturing the profit. While your competitors wait for their agency’s monthly report, you are already executing on yesterday’s data.
Case Studies
Frontier Therapeutics
Before the Source Approach, Frontier Therapeutics faced complex operational friction. After deploying the Brand Source OS, they hit 54% growth and 400% ROAS in e-commerce.
La Joya
From zero D2C experience to a 7-figure seller. See how La Joya Jewelry utilized the Source Approach and Brand Source OS to dominate eCommerce.
Raising Mama
From a powerful idea to a hit launch. Raising Mama took the Source Approach, installing Brand Source OS, to exceed Q1 sales goals by 85%.
Erecta-Rack
From struggling online to 145% YOY growth. Erecta-Rack took the Source Approach, installing Brand Source OS, making eCommerce their #1 sales channel.
BioWave
From a fragmented DTC strategy to explosive growth. This luxury pain relief device brand unified its marketing to achieve a 640% sales increase on Amazon.
Cambio Roasters
From marketing chaos to 270% YOY growth. Cambio took the Source Approach, installing Brand Source OS, to become America’s fastest-growing K-Cup brand.
eCommerce Marketing Consultant Reviews
“Our company has dealt with quite a few consultants over the years, and Tanner is at the top. We meet for an hour each week, and he never seems rushed or annoyed at our questions. On the contrary, he excels at explaining concepts in such a way that we understand and can execute on his suggestions. The real challenge is finding the resources to implement all the amazing ideas he has. Because of his breadth of experience across industries and with multiple companies, he is well versed in about any area we address. Tanner is worth his weight in gold. We never second-guess our investment with Tanner.”
– Steve Larsen, Reminderband
“The Source Approach completely turned around our Amazon and E-Commerce performance fast. When we began with Tanner, our listings were at a standstill. As soon as we implemented his frameworks and followed his guidelines, our sales and entire brand presence skyrocketed. I have no doubt that this system is rock-solid and can be applied to any market segment. We’ve since been experiencing explosive YOY growth. Tanner at The Source Approach got our online sales on the right track, and set us up with the skills to maintain and improve our E-Commerce performance in perpetuity.”
– William Zelany, Frontier Therapeutics
“I ‘ve been working with Source Approach for only a few months and we’ve already seen excellent results. Everything they do is discussed through one-on-one consulting, where thoughtful strategic decisions are made. In this short period of time, they have completely overhauled the product copy using SEO data as the guideline, developed and implemented PPC ad, and conversion rate optimization campaigns as well as developing affiliate marketing strategies. We’ve already seen a major increase in our sales and are gaining traction in many market segments. We’re extremely pleased and excited to continue our marketing partnership with Source Approach. Five Stars for sure!!!!!!”
– Mike Pace, CEO Skate Anytime
How You’ll Work With Your eCommerce Marketing Consultant
Weekly Video Calls
We meet 1,2, or 3 hours a week on video calls via Google Meet.
Daily Slack Communication
I join your teams Slack channel for daily chat communication.
Trello Project Management
I project manage and collaborate on our projects in Trello.
The eCommerce Marketing Consultant Trusted by Great Brands
Award Winning eCommerce Marketing Consulting
eCommerce Marketing Consultant Services For Brands
What’s the Source Approach?
Over a decade ago, I stepped in as a new CMO for a rapidly scaling brand. On paper, we had it all: high-budget agencies, brilliant freelancers, and a great product. But the results were inconsistent, and the churn was expensive. We were burning through cash and talent, yet we felt stuck.
The turning point came during a tense meeting with the CEO. He slammed his hand on the table and said something I will never forget:
“Everyone we hire tells a different story. The ads don’t match the emails. The SEO doesn’t match the brand. None of this sounds like us.”
The Lightbulb Moment He was right. We didn’t have a talent problem; we had a translation problem.
We had distinct “silos”—Amazon, Social, Email, PPC, SEO—all operating in isolation. Each agency was improvising, guessing at the brand’s voice and strategy. We were fragmented, and the customer could feel it.
The Invention: The First “Source Code” I realized we couldn’t just “manage” these teams; we had to align them at the DNA level.
I built the first iteration of The Source Approach: a centralized “Source Code” that bottled the founder’s vision, the product truth, and the customer psychology into a Single Source of Truth (SSOT). Suddenly, every freelancer and agency was singing from the same sheet music. Chaos turned into clarity. Revenue followed.
The Evolution: Enter the AI Era Then, the AI revolution hit. I saw brands making the same mistake again—feeding generic prompts into powerful AI tools, resulting in hallucinations and generic copy.
I realized that the Source Code I built for humans was actually the missing link for AI.
The Solution Today: Brand Source OS Today, I don’t just manage marketing. I install the Brand Source OS.
This is the Brand Operating System that houses your brand’s intelligence. It is the central brain that teaches your human teams and trains your AI.
As your Fractional CMO, I ensure that every agency, every freelancer, every in-house team member, and every AI prompt draws from the same Source. No more fragmentation. No more hallucinations. Just one unified, dominant brand, scaling profitably.
