E-commerce strategy
Know what to work on next. A clear diagnosis of your acquisition, funnel and retention, translated into a practical roadmap.
STRATEGY. EXECUTION. A CLEARER WAY FORWARD.
More than traffic.
Better commerce.
I’m Lucian. I help e-commerce businesses find what’s holding growth back—and work hands-on to fix it.
From Shopify and Amazon Ads to conversion, data and AI. One experienced partner who sees how it all connects.
For founders, e-commerce teams & agencies.
Lucian RotaruStrategy in mind. Hands on the work.
10+ yearsacross digital disciplines
Strategy + executionfrom diagnosis to implementation
Local & internationalbrands, agencies and e-commerce teams
01 / THE BIGGER PICTURE
Good ads can’t fix
a difficult buying experience.
More traffic isn’t always the answer. Sometimes the product page creates doubt. Sometimes the numbers don’t add up. Sometimes the right customers never find you.
I look at acquisition, the store experience, measurement and retention together—so we can find the real constraint before spending more to work around it.
Traffic, but few purchasesAd spend without clarityFriction at checkoutData without decisions
Find the constraint. Fix what matters. Then build on it.
02 / HOW I CAN HELP
One business.
Connected expertise.
Bring me a specific challenge or a bigger question. We’ll define the right scope around what your business needs.
Shopify & CRO
Make it easier to choose, trust and buy. Improve store UX, product pages, landing pages and merchandising around the customer journey.
Amazon Ads / PPC
Understand where spend goes and what deserves attention. Campaign structure, search terms, bids and reporting, informed by broader paid-media experience.
Paid acquisition
Connect Google and Meta campaigns to the offer, the landing page and the economics behind a sale—not just the click.
Analytics & measurement
Make decisions with numbers you understand. Review GA4, tracking and reporting to see what’s happening and where to investigate.
Practical AI
Spend less time on repeatable work. Apply AI to research, analysis, content and workflows, with human judgment where it matters.
03 / HOW I THINK
Start with the constraint.
Not a list of tactics.
The first job is to understand what is limiting progress. Then make the next step specific, manageable and measurable.
- 01
Diagnose
Look at the business, the customer journey and the evidence.
- 02
Prioritize
Choose the changes most likely to matter, within your resources.
- 03
Execute
Work hands-on, alongside your team or with specialist partners.
- 04
Measure
Agree what success means and check what actually changed.
- 05
Improve
Keep what works. Learn from what doesn’t. Decide the next move.
04 / SELECTED EXPERIENCE
Different contexts.
A wider perspective.
Experience across agencies, e-commerce and larger organizations informs how I approach the next challenge.
AGENCY / DIGITAL PROJECTS
Grapefruit
Digital marketing and web projects in an agency environment, including automotive work and enterprise content management with Adobe Experience Manager.
Marketing + implementationE-COMMERCE / RESEARCH
GPeC
Collaboration on research into Romanian e-commerce websites, coordinating contributors and turning a shared brief into organized work.
Research + coordinationE-COMMERCE / TRUST
Trusted.ro
Early professional work in the Romanian e-commerce ecosystem, building a foundation in client communication, testing and collaborative delivery.
Commerce + communicationIndustry exposure: e-commerce, automotive, banking, food & beverage, healthcare and publishing.More on LinkedIn ↗
05 / YOUR PARTNER IN THE WORK
A broad background.
A sharper focus.
I’m Lucian Rotaru—an independent digital marketing and e-commerce specialist with more than a decade across agency work, freelancing and consulting.
My work has moved from content and digital projects toward the full e-commerce journey: how people find a store, what helps them buy and what brings them back.
Today, I’m deepening that focus through Shopify, CRO, Amazon Ads, data and practical AI. I stay curious about new tools, but the question stays the same: does this help the business or its customers?
Get to know my background ↗06 / LET’S TALK
What’s worth
solving next?
Tell me what you’re building, what isn’t working, or what you want to improve. A clear starting point is enough.
lucian.rotaru88@gmail.com ↗Connect on LinkedIn ↗I’ll reply personally. Let’s start with a conversation.