A Fractional CRO Expert for SINGER

Why Singer Chose Fractional CRO Expertise for Their North America Business

TL;DR SINGER needed ongoing CRO expertise to improve e-commerce performance but required someone who could work within their internal team structure rather than as a distant external consultant. Storetasker matched them with Eddie Dunk, a CRO specialist who embedded into SINGER's team with a dedicated internal email and full tools access from day one. The engagement expanded within weeks as the scope of work grew.

About the Client

SINGER is a globally recognized brand operating e-commerce across multiple regions. Their North America operation required focused CRO expertise to drive meaningful performance improvements, coordinated through their Global Digital Optimization team based in Sweden.

The Core Tension

SINGER needed CRO expertise that could operate as a genuine team member rather than an outside vendor advising from a distance.

Why internal integration mattered: SINGER set Eddie up with access to their full suite of tools within days of engagement. This wasn't typical for a fractional arrangement, but it reflected what SINGER needed: someone embedded enough to understand their systems, communicate in real time through Teams, and move at the pace of an internal team rather than waiting for weekly status calls.

Why flexibility in the engagement structure was important: SINGER requested a clear notice period before committing, wanting confidence that the arrangement could end cleanly if needed. Eddie structured the retainer so it could be cancelled before any new monthly period began, with no fixed-term commitment. That flexibility made it easier for SINGER's management to approve the engagement.

What was at risk: CRO work without proper team integration risks becoming a disconnected advisory layer that doesn't meaningfully change how decisions get made. SINGER needed someone who could influence the optimization process from the inside, not produce reports that sat unread outside their workflow.

The Storetasker Solution

Storetasker matched SINGER with Eddie Dunk, a CRO specialist with experience working across e-commerce brands on conversion optimization. Eddie's willingness to operate within SINGER's internal infrastructure and his flexible approach to structuring the engagement made him the right fit for a team that needed genuine integration rather than external consultancy.

The Work

• Established full internal integration with SINGER's team including dedicated email, Teams access, and internal tooling
• Developed CRO strategy and optimization roadmap for SINGER
• Managed ongoing monthly CRO work across conversion improvement initiatives
• Expanded scope within weeks of starting
• Coordinated directly with Helena Ellström and SINGER's Global Digital Optimization team
• Operated within SINGER's communication and workflow preferences throughout

Results & Impact

• Established embedded CRO function within SINGER's team
• Expanded engagement scope within the first month, reflecting confidence in the work
• Provided senior CRO expertise at a fraction of the cost of a full-time hire
• Demonstrated genuine team integration rather than external advisory distance

"XXX"

‍—Helena Ellström, Manager of Global Digital Optimization, SINGER

Why Storetasker

CRO expertise delivers more when it's genuinely integrated into how a team works rather than sitting outside it. Most brands don't need a full-time CRO specialist, but they need expert support available consistently who can operate within their systems and move at the pace their business requires.

Ready to embed CRO expertise into your team without full-time overhead? Explore how Storetasker can connect you with the expertise your business needs.