Fletcher Keeley

Boutique consultancy building AI-powered marketing operations and growth infrastructure for early-stage DTC, SaaS, and digital brands. Sole architect and engineer across a multi-client platform.

• ›Built and operate a ~20-agent AI fleet coordinated by a director meta-agent (Anthropic Agent SDK), with enforced tool-use grounding, an LLM-as-judge quality gate, and full per-call audit logging.
• ›Engineered an autonomous overnight orchestrator that clears a task backlog into reviewable draft PRs unattended, behind a 7-layer defense-in-depth safety model.
• ›Built a code-first ecommerce data warehouse (BigQuery, 54 dbt models) with Markov and Shapley multi-touch attribution implemented from scratch in SQL.
• ›Shipped governed AI skill libraries that non-technical client teams run themselves, plus RAG pipelines, a custom MCP server, and ~10 Railway-deployed services with config-as-code, Sentry, and cross-project observability.

Owned ecommerce growth strategy and complete P&L across acquisition, retention, and conversion.

• ›Grew revenue ~10x (seven to eight figures) leading a five-person in-house team and five specialist agencies, all held to targets from an annual growth model I built — documented as a case study.
• ›Ran eight demand channels end to end, opened an affiliate program that grew from 2% to 8% of revenue, and owned the full stack: Shopify, Klaviyo, Zendesk CS, Loop returns with Avalara tax, and the NetSuite + 3PL integrations behind 5-day nationwide delivery.
• ›Held an equity stake and operated with an owner's view of CAC/LTV/ROAS and profitability; built AI-powered marketing-calendar optimization and custom Shopify bulk operations via the Admin API, the early hands-on version of the engineering now central to Tiehack Works.

• ›Built data-driven marketing systems and a coordinated marketing calendar from the ground up; launched new paid and organic growth campaigns and optimized site KPIs to hit YoY revenue goals.

• ›Owned day-to-day ecommerce operations and annual revenue targets; managed SEO, paid media, and UX specialists.

• ›Ecommerce and performance-marketing strategy for early-stage DTC brands.

• ›Employee #7 at a paid-media agency; ran omni-channel programs across 8+ national brand accounts including Fjällräven, CorePower Yoga, Smith Optics, Black Diamond Equipment, Mammut, DECKED, and Saxx, spanning social, search, programmatic display, advanced TV, and Amazon.

• ›Managed Google AdWords, Bing, and SEO for 25+ clients as direct account manager.

• ›Python, APIs, and systems-architecture fundamentals; the formal grounding for the engineering now shipped through Tiehack Works.