Rooted Essence · Led by Jon Bullinger

Senior E-Commerce Leadership. Without Another Full-Time Hire.

I help consumer brands grow Amazon, DTC and Shopify. I set the strategy, lead the work and get hands-on when needed.

Fractional. Remote. Typically 8–10 hours a week. About fractional e-commerce leadership →

Let's Talk →See My Work →

Founder · Operator · Growth Partner

By The Numbers

Experience That Scales.

15+

Years Of E-Commerce Leadership

$150M+

Online Revenue Generated

1M+

Customer Orders Driven

GLOBAL

Experience

STARTUPS • GROWTH-STAGE • GLOBAL ORGANIZATIONS

MULTI-CHANNEL

Commerce Leadership

Amazon • DTC • Retail • B2B • Marketplaces

How I Work

Senior experience. Without another full-time executive.

You get an experienced e-commerce leader embedded in the business for the amount of time the business actually needs.

You work directly with me.

Typically 8–10 hours a week
Remote
Work directly with Jon
Lead internal teams
Manage agencies and vendors
Get directly into the work when needed

Full-time executive

A full salary and long-term commitment, whether the business needs 40 hours a week or 10.

Agency

Specialist execution across many accounts, usually managed through an account team.

Rooted Essence

One senior e-commerce leader in the business for the time it actually needs.

What I Can Own

Lead it. Grow it. Build it.

I make decisions across every part of the e-commerce business, lead the people doing the work and step in myself where it helps.

Lead

E-commerce strategy
Prioritization
P&L / business thinking
Team leadership
Agency / vendor management
Roadmaps

Grow

Amazon & Marketplace Strategy
DTC
Shopify
Conversion
Retention
Merchandising
Digital growth
Analytics

Build

UX
Front end
Back end
Commerce architecture
Integrations
SEO / AEO
Content architecture
Technical execution

Website Modernization

Your Website Was Built for Yesterday's Search. Let's Get It Ready for Tomorrow.

Your website needs to do more than look good. It needs to help customers find you, understand what you offer, and take action.

I help businesses modernize their websites for Google, AI-powered discovery, mobile performance, and conversion. From complete redesigns to technical improvements, I focus on building websites that work harder for your business.

Start here

Website Readiness Audit — $750

One-time fee

A practical assessment of what's working, what's holding your website back, and where to focus next.

Get Your Website Audited →

Full rebuild

AI-Ready Website Reboot

Projects starting at $5,000

A strategic website redesign focused on stronger positioning, better usability, modern search visibility, and measurable business outcomes.

Explore Website Reboot →

Ongoing support

Website Maintenance

Starting at $150/month

Monthly care that keeps your content current, checks site health and handles routine updates.

View Maintenance Plans →

The Work

Selected work.

A few examples of businesses I've helped grow, what I was brought in to solve, and what changed.

Brands I've helped grow— companies I've worked for, worked with, or helped grow, from startups to global organizations.

Fitness + E-Commerce

CENTR

Led global e-commerce growth across Amazon and DTC.

Generated approximately $500K+ in incremental Amazon sales after bringing the channel in-house.
Launched 40+ products, contributing to $800K+ in DTC revenue growth.

The Challenge

Led e-commerce growth across the U.S., Australia, and UK for a global fitness and wellness platform.

Centr needed to strengthen its global e-commerce operation across Amazon and DTC while bringing greater ownership of key channels in-house.

What I Worked On

Global e-commerce strategy
Amazon Seller Central
DTC across the U.S., Australia and UK
Shopify migration
Klaviyo implementation
New product launches
Team development

The Outcome

Transitioned Amazon from an external agency to an in-house team, generating approximately $500K+ in incremental Amazon sales. Launched 40+ products across Amazon and DTC, contributing to $800K+ in DTC revenue growth.

Consumer + Wellness

NuNaturals

Rebuilt digital commerce across DTC and Amazon.

Increased Shopify conversion from 1.64% → 3.07% and repeat customer rate from 15% → 47%+.
Grew annual DTC revenue 300%+, the email list 850%+, and Amazon sales 25X+ over four years.

The Challenge

Rebuilt the digital commerce engine for an established natural sweetener and wellness brand.

NuNaturals had significant opportunity across DTC and Amazon but needed stronger infrastructure, channel ownership and a more effective customer growth and retention strategy.

What I Worked On

Shopify rebuild
Amazon Seller Central strategy
Conversion optimization
Email, SMS and retention
Paid media and landing pages
E-commerce P&L and team leadership

The Outcome

Increased Shopify conversion from 1.64% → 3.07% and repeat customer rate from 15% → 47%+. Increased annual DTC revenue 300%+, grew the email list 850%+, and increased annual Amazon sales more than 25X over four years.

Founder + Consumer Brand

Yéyo Tequila

Built a premium spirits brand from concept to scale.

Built from concept into a seven-figure consumer brand.
Expanded across multiple U.S. markets, Canada and Puerto Rico.

The Challenge

Built a premium spirits brand from concept into a seven-figure consumer business.

Build a premium consumer brand from the ground up and create the commercial infrastructure needed to grow across e-commerce, retail and distribution.

What I Worked On

Brand and growth strategy
E-commerce
Product development
Retail and distributor expansion
Key account growth
COGS and margin improvement
Team and operational infrastructure

The Outcome

Built Yéyo from concept into a seven-figure consumer brand and expanded the business across multiple U.S. markets, Canada and Puerto Rico.

Chapter one: building and growing the brand.

Chapter two: the digital commerce rebuild →

Consumer Brand

Barlean's

Led DTC and marketplace growth for an established wellness brand.

Grew online sales 25%+ year over year.
Generated $1M+ in Amazon sales in the first 70 days on Seller Central.

The Challenge

Led e-commerce growth across DTC and major marketplaces for an established health and wellness brand.

Barlean's needed to accelerate DTC and Amazon growth while improving the efficiency of its e-commerce operation.

What I Worked On

DTC and B2B e-commerce strategy
Amazon Seller Central transition
Inventory optimization
Demand forecasting
Operational efficiency

The Outcome

Grew online sales 25%+ year over year. Generated $1M+ in Amazon sales in the first 70 days after transitioning from a reseller model to Seller Central. Identified $500K+ in annual cost savings through operational improvements.

Outdoor + Consumer

Yakima Products

Built and scaled e-commerce and marketplace growth.

Increased website transactions 67% after the platform migration.
Grew Amazon sales more than 15X over four years.

The Challenge

Built and scaled e-commerce and marketplace growth for one of the most recognized brands in outdoor vehicle gear.

Yakima needed to modernize its digital commerce platform while building Amazon into a meaningful growth channel.

What I Worked On

E-commerce and digital strategy
Magento migration and site rebrand
Amazon Vendor Central growth
Digital marketing and product launches
Yakima PRO development

The Outcome

Increased website transactions 67% following the platform migration. Grew Amazon sales more than 15X over four years. Launched Yakima PRO, increasing margins by 12.5%.

Health + Science

DermTech

Built the e-commerce foundation for a new DTC launch.

Built the e-commerce foundation for the DTC launch of Luminate.
Co-launched the #SunRegrets campaign — 4,500 email leads and 1 billion media impressions in 3 weeks.

The Challenge

Led e-commerce and digital growth for an innovative genomics company changing how melanoma is detected.

DermTech was preparing to bring its first consumer product, Luminate, directly to consumers and needed the e-commerce experience, acquisition strategy and launch infrastructure built around it.

What I Worked On

DTC e-commerce strategy
Shopify portal development
Customer journey optimization
Paid media
Consumer research
Cross-functional medical and legal approvals
Launch strategy

The Outcome

Built the e-commerce foundation for the DTC launch and co-launched the #SunRegrets campaign, generating 4,500 email leads and 1 billion media impressions in 3 weeks.

Global Wellness

Youth & Earth

Led Amazon growth across European marketplaces.

Led Amazon strategy across 6 European marketplaces.
Drove 67% year-over-year Amazon growth in the UK.

The Challenge

Developed and led Amazon marketplace growth strategy for a fast-growing European longevity and wellness brand.

Youth & Earth wanted to accelerate Amazon growth across a complex multi-country European marketplace operation.

What I Worked On

Amazon growth strategy
Six European marketplaces
Marketplace performance
Channel prioritization
Marketplace execution

The Outcome

Led Amazon growth strategy across 6 European marketplaces and drove 67% year-over-year Amazon growth in the UK.

Global Organization

Intel

Led global digital marketing and e-commerce initiatives.

Strengthened Intel's global software partner ecosystem across international markets.
Expanded digital engagement with Intel's global partner community.

The Challenge

Global digital marketing and e-commerce leadership inside one of the world's largest technology companies.

Intel needed to strengthen and expand its global software partner ecosystem across multiple international markets.

What I Worked On

Global partner marketing strategy
Software and industry partnerships
International market development
Digital and social strategy

The Outcome

Expanded relationships with software partners and industry associations across markets including Russia, China, Turkey and Mexico while helping strengthen digital engagement with Intel's global partner community.

Yéyo Tequila home page with the headline “We Age Differently.” over rippling turquoise water

What I'm Building Now

Yéyo TequilaDigital Commerce Rebuild

Yéyo outgrew its old website.

I rebuilt the digital experience around where the business is today — commerce, retail, product launches, brand storytelling and search.

UX + Commerce
Shopify
Custom Functionality
SEO + AEO

View The Case Study →Visit Live Site →

Who I Work With

We should probably talk if…

01You need experienced e-commerce leadership but not another full-time executive.
02Amazon or DTC has grown beyond the team's current expertise.
03You have agencies and specialists but need someone senior connecting the pieces.
04Growth has stalled and you need someone to identify what actually matters.
05Your team knows what needs to happen but needs experienced leadership to get it across the finish line.
06Your website needs modernizing, or you need dependable ongoing website support.

Jon Bullinger, founder of Rooted Essence and of Yéyo Tequila

About

About Jon Bullinger

I'm the operator behind Rooted Essence, with 15+ years across e-commerce, digital growth, consumer brands and entrepreneurship.

I've worked across startups, growth-stage businesses and global organizations, and I've also built Yéyo Tequila from the ground up. Being a founder has given me a different perspective on growth because I've dealt with the same realities my clients face: budgets, inventory, marketing, technology, customers, hiring, cash flow and making decisions when there isn't a perfect answer.

That's why Rooted Essence is intentionally direct. You work with me, not a layered agency team.

I don't just advise founders. I am one.

Connect On LinkedIn →

Let's Talk

Let's talk.

Tell me what you're working on — e-commerce leadership, a website audit or a full website reboot — and I'll respond directly about the next step.

Prefer to talk first? Book an introductory conversation about the business and whether I can help.

Schedule A Meeting →

Or skip the calendar and send a note using the form — it lands straight in Jon's inbox.