I tend to be most useful when growth starts exposing the gaps in a business.

I’m Mo. For more than a decade I’ve worked inside consumer brands as they grew: beverage, food, and DTC companies going from early traction to much larger operations. My job usually starts where things stop working the way they used to. The storefront can’t keep up, data lives in six places, support is drowning in “where’s my order,” or a process that worked at a thousand orders a month breaks at twenty thousand.

The work sits across ecommerce, technology, data, and operations. I’ve built storefronts and marketing systems, analytics and reporting, integrations and internal tools, and the processes that connect acquisition, retention, and customer experience. I’ve done it from the inside, as the person responsible, and from the outside through my studio.

Today I run Keytactic, an ecommerce studio for food & beverage brands, and I build software for problems I keep running into. I started out building forums for video game clans in high school, and I’ve been building things to fix problems ever since.

A few things I’ve done

• Launched CANN’s ecommerce site in two weeks, then built the digital team and systems behind its growth to millions in revenue.
• Led digital transformation at NJOY, including the migration of customer service to Salesforce Service Cloud and custom apps for store and B2B onboarding.
• Led technology and digital at Hi Seltzers, one of the fastest-growing hemp beverage brands in the U.S.
• Built Keytactic into a studio with 20+ brand projects, from custom storefronts to replatforming and integrations.
• Open-sourced tools like a WooCommerce Subscriptions → Klaviyo plugin.

Outside of work

I live in Atlanta with my wife and our two cats. I cook a lot, mostly the Bangladeshi food I learned from my mom, plus whatever I’m experimenting with that week. I keep too many plants, I travel when I can, and I’m slowly working through every coffee shop in the city. Some of that ends up in Notes.