Alex Golshan · Cnectivity, Inc.
Fractional executive for consumer, hospitality and platform businesses — digital growth, go-to-market, and the brand story that turns customers into members. An operator, not a deck.
Built one of the earliest buy-online-pickup-in-store, ship-from-store and endless-aisle operations in US retail, at Guitar Center.
Online revenue at Guitar Center — doubled without additional inventory investment.
BCBG Max Azria's international expansion, on a unified commerce platform built with Demandware.
VP and SVP roles in eCommerce, omnichannel and digital transformation. Advisory for Nike, Disney and Skechers.
The situation
Most growing businesses reach a point where growth is clearly the constraint — a stalled digital channel, a new market, a story that is not landing — and just as clearly not a full-time executive hire.
The budget isn't there. The mandate isn't settled. And a $350,000 SVP is the wrong instrument for a question you haven't framed yet — so the work gets handed to an agency that produces a recommendation, or to someone internal who already has a job.
What you need is someone who has run the function at scale, for a few days a month, who will own a number rather than deliver a deck.
What I do
Fractional CDO. I own the digital P&L — eCommerce, marketplace and direct-to-consumer — fix where revenue is leaking, make the platform decisions, and build the team that replaces me. At Guitar Center: online revenue from $150M to $300M.
Go-to-market. A new geography, a new channel or a new kind of customer: who to sell to first, how to position it, how to package and price it, and which partners open the door. At BCBG: expansion into 200+ countries. Today: leading B2B strategy and partnerships for a live video platform.
Story to loyalty. A posted product photo is not a story. I find the brand story you actually have, the customers you should be serving rather than the ones you serve by default, and write the story script — then build the content system that carries one consistent story across every channel, and the community and membership it should lead to. A fixed-fee sprint that ends in a playbook your team runs. Read: Loyalty 2.0
Engagements
The same three shapes for every situation above. Prices are published so you can decide whether to call before you call.
I run the function — digital, growth or go-to-market. Four to eight days a month, three-month minimum.
From $8,000 / monthA diagnostic of what is actually wrong, or a story-to-loyalty playbook — in writing, prioritised and sized, with the business case attached.
From $15,000A senior read on decisions as they arise: platform selection, hires, vendor negotiations.
From $2,500 / monthFor investors
The existing team can't get there, and a full-time CDO search would take five months you don't have. I step in inside two weeks and own the digital number until there's someone permanent to hand it to.
Writing
Twenty years of operating notes — on why omnichannel stopped being a differentiator, where loyalty programmes go wrong, and why the problem is almost never the technology.
Track record
Guitar Center · BCBG Max Azria Group · Tillster · Concentrix. Consulting and advisory engagements for Nike, Disney and Skechers.
Next step
Thirty minutes, no deck. Tell me what isn't working and I'll tell you whether I'm the right person for it — and who is, if I'm not.
Book a 30-minute callPrefer email? alex@cnectivity.com