The Team Behind Foundr Operators
Most coaching programs hire advisors. People who have studied the game, built a personal brand around it, and now teach it from the outside. Foundr Operators is built differently.
Every person coaching inside this membership is currently operating at the highest level of DTC. They are running paid acquisition, scaling brands, testing creative, and making high-stakes decisions with real money this week. That means when they tell you what is working, they mean right now, on live accounts, at scale.
They are not testing ideas on your spend. They already know what works. You are getting the answer, not the experiment.
Meet Nick Shackelford
Operator in Residence
Nick Shackelford has spent the last decade inside some of the most aggressive paid acquisition environments in DTC. He has managed more than $200M in Meta ad spend across 175+ brands, overseen $100M in monthly DTC revenue, and helped build Brēz from zero to $90M in three years.
Today Nick is a partner at Brēz and co-founder of Structured. He works across the full growth system every single week: paid acquisition, creative, conversion, retention, offers, inventory, and economics.
That matters because a winning ad is never the whole story. Nick sees what happens after the click. Whether the offer converts. Whether the page leaks. Whether customers return. Whether inventory holds. Whether revenue is actually turning into profit. That full-system view is what he brings into every Foundr Operators session.
Pupsocks
$13M in 32 days
Diff Eyewear
$255K in under 24 hours
Snow Teeth Whitening
2.4x sales increase at 1.7x ROAS — featured Facebook Business success story
Past performance is not a promise of future results. Each brand had its own product, offer, market conditions, budget, and team.
Meet the Growth Team
Nick sets the standard. The team around him holds it. Every coach inside Foundr Operators is active, accountable, and currently scaling brands. No juniors. No one who built their credentials advising from the outside. These are operators working with live brands, live ad accounts, and live skin in the game, brought in because they are among the best working in DTC right now. Members get specialist depth across every growth constraint: paid media, creative, conversion, lifecycle, and implementation. The right person for the right problem, every week.
Phoenix is Chief Brand Officer at Creative OS and ex VP of Social Commerce at Instant Hydration, a category-leading DTC brand operating with more than $1M in monthly paid acquisition spend. Inside Foundr Operators, she helps founders understand what their creative says to the market, why it is or is not earning attention, and how creative connects to the offer and wider growth system.
Will Armstrong is a paid media specialist focused on ecommerce growth through Google and Meta Ads. As Head of Google Ads and a META Ads Specialist, he builds and scales campaigns that turn paid traffic into sustainable revenue for online brands. His approach centres on campaign structure aligned to business goals, ongoing optimisation, and disciplined scaling. Originally from Australia and now based in Canada, Will works remotely with a client base primarily in the United States, giving him a sharp eye for cross-border audience targeting and budget allocation.
Specialist Support Across the Growth System
The wider team brings depth across paid media, creative, conversion, lifecycle, and implementation. Every coach works from the Foundr Operating System and the same live business context, so members get one connected view of what needs to happen next, not disconnected opinions or generic ecommerce advice.
Find Out if Foundr Operators Fits Your Brand
Foundr Operators is an application-only membership for established Shopify and DTC founders who want more control over profitable growth and the decisions behind it.
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