About Foundry

Growth engineered
with structure and
profitability in mind.

Foundry was built on a simple belief — that meaningful ecommerce growth comes from strong infrastructure, refined acquisition systems and a clear understanding of the numbers behind the business. Not guesswork. Not vanity metrics.

ACA
Chartered Accountant
Qualified through ICAEW — financial discipline built into every growth decision.
£100k+
Revenue Generated
Built and scaled DTC and high-ticket ecommerce brands from zero.
4
Live Ecommerce Brands
Active testing labs — every strategy is proven before it is recommended to clients.
Keelan Sethi Socratous — Founder, Foundry

Why Foundry exists

Foundry was built after a realisation that most ecommerce brands do not struggle because of a lack of marketing tools — they struggle because growth is often disconnected from commercial reality.

Too many businesses focus purely on vanity metrics — ROAS, clicks, revenue — without understanding the operational, financial and conversion systems required to scale sustainably. A strong ROAS number means very little if the underlying unit economics are broken.

"Growth should be engineered with structure and profitability in mind — not driven by guesswork or vanity metrics."

My background combines both sides of that equation. Alongside building ecommerce brands and customer acquisition systems, I trained and qualified as an ACA chartered accountant, gaining experience across multiple industries and developing a strong understanding of commercial performance, profitability and operational structure.

Over time I became increasingly drawn toward ecommerce, paid acquisition, conversion optimisation and the systems behind profitable online growth. Since then I have built and operated ecommerce brands myself — developing Shopify stores, Meta advertising funnels, conversion-focused product pages and acquisition systems designed not simply to generate traffic, but to drive commercially sustainable growth.

Foundry works closely with founder-led ecommerce brands that want more than outsourced ad management. The goal is to act as a growth partner — helping brands build scalable ecommerce systems through strategy, execution and continuous refinement.

Keelan Sethi Socratous
Founder, Foundry · ACA Qualified · Ecommerce Operator
How We Think

The principles behind
every Foundry engagement

01
Growth without profitability is just noise
Every recommendation starts with the unit economics. If the numbers do not work at current scale, scaling faster makes it worse — not better.
02
Systems beat campaigns
Individual winning ads fade. A structured acquisition system — creative testing, funnel architecture, conversion infrastructure — compounds over time.
03
Operators think differently to agencies
We run our own brands. We know what it costs to acquire a customer, what a good margin actually feels like, and what it means to have real money on the line.
04
Clarity before scale
Before increasing ad spend, we want to understand your conversion rate, your CAC, your contribution margin and your payback period. Clarity first. Scale second.
05
The truth about your numbers
We will not tell you your ROAS looks great if your margin is being destroyed. Commercial honesty is the foundation of a partnership that actually works.
06
Built for founders, not committees
Foundry works with founder-led brands. Fast decisions, direct communication, and a partner who is as invested in the outcome as you are.
Ready to work together?
No pitch. A commercially honest conversation about your brand.
Book a Discovery Call