Fletcher Keeley

Work History — No. 03

The track record

Ten years, startup to enterprise: from managing search campaigns, to ~10x growth and full P&L ownership, to building the AI systems this site documents. Newest first.

2025 — 2026 · Boulder, CO

Tiehack Works

Founder & Principal Engineer

Boutique consultancy building AI-powered operations and growth infrastructure, plus the adoption work that makes clients actually use it. Wound down by choice in June 2026, with new contracts still signing. All client systems were transferred to their ownership and run in production today.

  • Designed and operated a ~20-agent AI fleet and an autonomous overnight orchestrator that ships reviewable work unattended.
  • Shipped client-operated AI "skill" libraries that non-technical teams run themselves as standing production work.
  • Built a code-first ecommerce data warehouse (BigQuery + dbt) with a natural-language analytics layer on top.

2019 — 2025 · Remote

Cabana Life

Ecommerce Manager → Digital Director → VP of Ecommerce

Five and a half years at a scaling DTC brand — seven to eight figures and ~10x revenue growth across the run — promoted twice: from owning daily ecommerce operations, to directing digital marketing, to running the business end to end with full P&L.

Vice President of Ecommerce

2023 — 2025

Ran the whole business with full P&L; led the internal digital and AI transformation.

  • Led a five-person in-house team and five specialist agencies — dev, paid media, affiliate, catalog, and direct mail — each held to KPIs from the growth model.
  • Matured the annual growth model into the company's management system: customer-base projections, new vs. returning revenue, and per-channel targets rolled up to the profitability the year required.
  • Scaled the channel portfolio to eight, adding a national catalog program, and grew the affiliate program (60–120 partners, from deal publishers to Capital One).
  • Owned the full ecommerce stack end to end: Shopify, Klaviyo, Zendesk CS (10–200 contacts/day, sub-24hr response in business hours), Loop returns integrated with Avalara tax, and the NetSuite + 3PL integrations behind 5-day nationwide delivery.
  • Brought AI-driven optimization and automation into the team's daily operations; held an equity stake.

Digital Director

2021 — 2023

Directed digital marketing across paid, search, and organic while building the systems underneath it.

  • Built the coordinated marketing calendar from the ground up and made it the operating spine for campaigns, promotions, and content.
  • Onboarded and managed the paid media agency running Google Ads and Meta against ROAS targets I set; launched the organic growth programs alongside.
  • Opened new demand channels: a tiered affiliate program on ShareASale with a partner agency, and auto-triggered direct mail retargeting landing within two days of a site visit.
  • Built the first version of the annual growth model — customer-base projections and per-channel targets — that later ran the whole business.
  • Hit year-over-year revenue goals while deepening the data behind every channel decision.

Ecommerce Manager

2019 — 2021

Owned day-to-day ecommerce operations and annual revenue targets; built the revenue foundation.

  • Ran the Shopify storefront day to day.
  • Ran SEO, paid media, and UX hands-on against target KPIs.
  • Stood up the operating rhythm the business kept for years: a daily revenue read and weekly channel reporting against plan.
  • Overhauled customer service by onboarding Zendesk — replaced clunky legacy software and inefficient processes, integrated CS across the stack, and trained our specialist to a sub-24hr standard.
  • Aligned inventory buys and product storytelling with seasonal campaign strategy.

2018 — 2019 · Remote

FMK Digital

Ecommerce Consultant

Independent consultant delivering strategy and optimization for early-stage DTC brands.

  • Ran strategy and conversion engagements across multiple concurrent clients.

2017 — 2018 · Carbondale, CO

FASTG8

Delivery & Insights Manager

Employee #7 at a paid-media agency building proprietary ad tech, embedded across national enterprise brand accounts.

  • Ran delivery on a proprietary outdoor-industry ad platform built in house — our own dataset, data management platform, customer graph, and ad server — serving enterprise clients.
  • Among the earliest teams to launch, sell, and actually run CTV campaigns.
  • Built and presented weekly reporting and strategy to client leadership at Fjällräven, CorePower Yoga, Smith Optics, Black Diamond, Mammut, DECKED, and Saxx.
  • Codified paid-media operations into agency-wide training I designed and delivered.

2016 — 2017 · Carbondale, CO

webShine

SEM Manager

Account lead managing and presenting strategy directly to 25+ client accounts.

  • Ran Google, Bing, and SEO programs; owned the client relationship outright.

2016

Colorado College

B.A. Economics

Returned to guest-lecture and mentor a student team (2019–2020). Continued formal study since: Launch School software-engineering program (2025).

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