Available now for new assignments

Carl Johan Malmström · Interim e‑commerce manager

Your head of e‑commerce, two to four days a week.

For fashion, footwear and lifestyle brands that need a senior e‑commerce lead, but not a full‑time hire.

17 years in fashion
10+ years in e‑commerce
30+ Shopify stores
Shopify Partner

Write to me Ask for my portfolio

Or test your store in 30 seconds

Brands I've worked for

MonoJim RickeyJupiterAsfvltLjungMarcus LarssonMK LifestyleCréscereWorld AmbassadeursTeddy LunaLevel Agency

Selected work

Stores I've built and run.

Built from scratch, then run for years.

Scandinavian footwear · 2019–2023

Mono

I built the brand's own store and ran it for four years.

4 yearsas store manager

Design, build and launch
Daily operations and product data
Google and Meta Ads
Product photography and lookbooks

Footwear & bags · 2020–2022

Jim Rickey

New owners, new platform. I rebuilt the store and connected it to stock and fulfilment.

2 yearsof e-commerce after the ownership change

Relaunch on a new platform
Stock and logistics integrated
Google and Meta Ads
Product photography and lookbooks

Premium menswear · 2019–2022

Jupiter

A menswear retailer with no online store. I launched their first and ran it from day one.

1stonline store, built from scratch

Store launch
E-commerce manager from day one
Google and Meta Ads
Photography, content and staff training

Menswear

Ljung

A store that feels like the brand and can grow with it.

Designed around the brand
Built to scale
Team trained to run it

The full cases are in my portfolio. Just ask.

years in fashion

30+

Shopify stores launched

3–5

years a typical client stays

week to get started

Quick check

How fast is your store on mobile?

Paste the address and Google measures the store the way a customer on a phone sees it. Takes about 30 seconds.

When it fits

Someone senior on the store. Now, not in six months.

Your e-commerce manager left

Or is on leave. I cover the role from next week and help you hire the right person.

Nobody owns the store

It sits with someone who already has a full job. Campaigns slip and sales stand still.

You're changing platform

Moving to Shopify or rebuilding after new owners. I've launched 30+ stores and know where it goes wrong.

You want AI to actually save time

Small tools for product data, content and reports that the team uses every week.

What I do

Run it. Build it. Fix it.

I run the store and build what's missing. No waiting on an agency.

E-commerce management

Daily operations, campaigns, Google and Meta Ads, product data and the weekly numbers.

Mobile and checkout

I find where customers drop off, fix it and measure the result.

Shopify, hands-on

Shopify Partner. Themes, apps, Liquid and integrations with stock, ERP and fulfilment. I write the code.

Landing pages and funnels

Campaign and launch pages, live in days.

Software and AI tools

Internal tools and automations built with AI. The things your developers never get to.

Visuals without a shoot

Campaign and product imagery from Aavi Studio, the studio I co-founded. Quoted separately.

What clients say

In their own words.

“Our Shopify store crashed and we were in full panic. A friend put us in touch with CJ. We'd barely been talking a minute before he was on it, and a few hours later the site was back up. The man's a lifesaver.”

JosefFounder, UBL

“CJ knows e-commerce and digital marketing better than anyone I've worked with. He thinks strategically but does the work himself, and everything is built around your brand. He also knows the fashion industry, which makes a real difference. Our results improved a lot with him on board. If you want someone who delivers, it's an easy choice.”

Marcus LarssonFounding Designer, Ljung

“Carl Johan really knows fashion and e-commerce, and working with him was a great experience. If you want to take your business to the next level, I'd recommend him without hesitation.”

Jeanett PerssonCo-founder, Persiscente

How it works

Three steps. No long sales process.

You write to me

Where is the store today, and what isn't getting done?

A one-page proposal

Within a day: a plan for 30, 60 and 90 days, days per week and a fixed monthly fee.

Start next week

Access, a kick-off with the team and the first fixes live within two weeks.

DAY 1Campaigns, product data, conversion

DAY 2Build, test, report

DAY 3Landing pages, tools, team

DAY 4Bigger projects and planning

ALL WEEKOn call for urgent fixes. Numbers every Friday.

2 days a week: your store has an ownerYou pick the days · CET hours

Fee: Fixed monthly, paid in advance
Days: 2 to 4 a week, or full-time
Term: 6 months, then rolling
Notice: 3 months, both ways

Not the right fit? If you need a full agency or someone in the office every day, I'm probably not your person.

About

Carl Johan Malmström

I started in footwear wholesale in Oslo, selling Hunter, R.M. Williams, Sanders and Frye to over a hundred shops across Norway. That's where I learned how fashion and footwear actually sell.

Since 2017 I've run online stores for fashion and footwear brands, often for years with the same client. I've built the stores, shot the products, run the ads and trained the teams.

Today I build most things myself with AI, which means fewer handovers and fewer agency briefs. I'm also co-founder and creative director of Aavi Studio.

Remote · CET hours · Stockholm and Oslo when needed

Currently building

aavi.io

Software for photographers and photo studios. Launches in 2027.

Download CV (PDF)LinkedIn

Not ready for a retainer?

Start with a store review.

I go through the store on mobile, test checkout and tracking, and find what's costing you sales. Then I fix the five biggest issues. Fixed price, three working days. If I can't find five, you don't pay.

Ask about a review

Contact

Need an e‑commerce lead by next week?

Tell me a little about the store. I reply within 24 hours on weekdays.

Carl Johan

Email or WhatsApp?johan@togrow.agency WhatsApp +46 70 401 90 99