Fletcher Keeley

Work History — No. 03

The track record

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

2025 — Present

Tiehack Works

Founder & Principal Engineer

Boutique consultancy building AI-powered operations and growth infrastructure, plus the adoption work that makes clients actually use it.

  • Designed and operate 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.

2023 — 2025

Cabana Life

Vice President of Ecommerce

Owned ecommerce growth and full P&L for a scaling DTC brand; ran the business end to end and led the internal digital and AI transformation.

  • Grew revenue ~10x (seven to eight figures) leading a five-person in-house team and five specialist agencies: dev, paid media, affiliate, catalog, and direct mail.
  • Ran eight demand channels against an annual growth model I built — customer-base projections, new vs. returning revenue, and per-channel targets that became each agency's KPIs.
  • Opened the affiliate channel and grew it from 2% to 8% of revenue (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), 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.

2021 — 2023

Cabana Life

Digital Director

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

  • Built data-driven marketing systems and a coordinated calendar from the ground up.
  • Launched paid and organic growth programs; hit year-over-year revenue goals.

2019 — 2021

Cabana Life

Ecommerce Manager

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

  • Managed SEO, paid media, and UX specialists against shared targets.
  • Aligned inventory and product storytelling with seasonal campaign strategy.

2018 — 2019

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

FASTG8

Delivery & Insights Manager

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

  • 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

webShine

SEM Manager

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

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

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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