Q&A: Bradley Keefer of Keen Decision Systems
Bradley Keefer
Chief Revenue Officer
Keen Decision Systems
Main job responsibilities: I lead the company's sales organization across the full customer journey, from marketing and new client acquisition to account management and analytical support. This ensures seamless client engagement and satisfaction. My strategic focus is on driving growth and retention, enabling predictable and profitable scale for Keen. I also serve as Keen's go-to-market visionary, aligning the evolution of our platform and partnerships to meet the dynamic needs of our clients and the broader marketing landscape.
How you help clients win during uncertain times: This is actually core to Keen’s value. Our mission is to empower clients to achieve more with less. In today's challenging economic landscape, we help brands optimize their marketing investments to maximize profitable returns. On average, we deliver a 25% increase in marketing-influenced revenue without requiring additional budget. This demonstrates the power of data-driven decision making and strategic resource allocation.
New marketing tactic that you use: I recently discovered the power of YouTube Shorts — a bit late to the game, admittedly. What surprised me most was that I found myself purchasing several DTC products as a result of these ads, something I historically wouldn't have done. As someone deeply entrenched in marketing, I've trained myself to filter out advertising, but this format broke through. It's a testament to how engaging, snackable content can effectively capture consumer attention and drive action.
Best career advice you've received: Curiosity and grit will set you apart. Too many people simply show up. Those who arrive with ambition, challenge the status quo and relentlessly execute will redefine what's possible. Just be mindful of moving too fast — others might not be able to keep up. Find the right balance.
Memorable aha moment in your career: Early in my career, while helping to build Profitero's e-commerce business, I had a realization that has stuck with me: No one really knows exactly what they're doing — we're all figuring it out as we go, based on the information we gather each day. This remains true in marketing today. New channels, technologies and consumer behaviors are constantly emerging. Success belongs to those who stay curious, agile and willing to experiment.
What you're reading or watching on TV right now: Not really a TV guy, but I am reading:
- "The AI Edge" by Jeb Blount and Anthony Iannarino
- "The Let Them Theory" by Mel Robbins
- "Rethinking Work" by David Blustein and Lisa Flores
I'm particularly fascinated by how AI will reshape not only day-to-day work but also the broader culture of work itself. We are at a pivotal moment — one that is both daunting and exhilarating for the human workforce. While AI introduces uncertainty, it also presents an unprecedented opportunity to redefine how we operate and innovate.
Beyond automation, I believe AI could be the catalyst that finally propels organizational structures and processes into the modern age. Many businesses are still functioning within frameworks designed in the early 1900s, despite the rapid evolution of technology and consumer behavior. Perhaps AI will be the force that compels companies to rethink traditional hierarchies, streamline decision making and embrace more dynamic, efficient ways of working.
Future travel or leisure plans: In the world of CPG and marketing, leisure time is a rarity. This spring, my calendar is packed with industry events. On the personal side, we just returned from Disney World, and we're gearing up for a summer trip to London and Paris — the first European adventure for our kids. It's an exciting time, both professionally and personally.
