--- title: Experience | Richard Kelsey | Ecommerce Teardown description: Richard Kelsey's experience: independent ecommerce and AI consultant since May 2026, Beer Cartel co-founder (2009 to September 2025), 3x Top 50 in Australian Ecommerce. url: https://ecommerceteardown.com/cv --- Experience # Richard Kelsey: Experience Independent ecommerce and AI consultant in Sydney. 16 years building and running Australian online retail. Read my biography below or download the full CV. To work together, see [Ecommerce Consulting](https://ecommerceteardown.com/consulting) or [AI Strategy](https://ecommerceteardown.com/ai-strategy). [Download PDF](https://ecommerceteardown.com/Sample/Richard-Kelsey-CV.pdf) [Open CV in new tab](https://ecommerceteardown.com/Sample/Richard-Kelsey-CV.pdf) ## From research to online retail I am Richard Kelsey, a Sydney-based ecommerce and AI consultant and co-founder of Made 4 Tradies. Before online retail, I worked in market research. That background shaped how Geoff Huens and I built Beer Cartel and the Australian Craft Beer Survey. Today I advise Australian online retailers on growth, customer acquisition and practical AI. At Made 4 Tradies, the focus is websites and marketing for trade businesses. [My Made 4 Tradies biography](https://made4tradies.com.au/about/richard-kelsey) explains that part of my work. ## Experience and current work 1. **2009 to September 2025: Beer Cartel.** Co-founder and CEO, building the business from a storage shed into Australia's #1 online craft beer retailer. The business was sold in 2024; I stayed through the transition until September 2025. 2. **2016 to 2022: Australian Craft Beer Survey.** Worked with Geoff, the Beer Cartel team and industry partners on six published research editions. [Read the survey case study](https://ecommerceteardown.com/case-studies/australian-craft-beer-survey). 3. **2019 to September 2025: Retail Drinks Australia.** Board member representing online liquor retailers. 4. **Current: Made 4 Tradies.** Co-founder, applying ecommerce and marketing experience to Australian trade businesses. 5. **May 2026 to present: independent consulting.** Ecommerce growth strategy, customer acquisition planning and practical AI for marketing and operations. ## Recognition I was named in Inside Retail's Top 50 People in Australian Ecommerce in 2019, 2021 and 2022. Beer Cartel's company awards are listed separately in the media archive, including its retail and BigCommerce recognition. ## Selected interviews and coverage The Crafty Pint · 17 October 2019 ### [Balter Top Australia's Biggest Craft Beer Survey](https://craftypint.com/news/2209/balter-top-australias-biggest-craft-beer-survey) Reports the 2019 results and identifies Rich Kelsey as a driving force behind the survey. He comments on changes in craft beer preferences. Richard quoted The Crafty Pint · 28 November 2019 ### [Behind Bars: Beer Cartel At Ten](https://craftypint.com/news/2241/behind-bars-beer-cartel-at-ten) An anniversary profile covers the founders, ecommerce business and survey. Richard describes designing the research with input from industry participants. Richard interview SmartCompany · 27 July 2018 ### [Using market research to build Beer Cartel](https://www.smartcompany.com.au/retail/savvy-market-research-won-beer-cartel-online-retail-award/) Richard explains how the Australian Craft Beer Survey supported industry knowledge and content marketing. The article credits both founders with developing the campaign and reports Beer Cartel's ORIAS award. Richard interview [Browse all media, podcasts and survey reports](https://ecommerceteardown.com/media). ## At a glance - **Independent Consultant, Digital Marketing and AI Strategy** (May 2026 to present). Ecommerce growth strategy, customer acquisition planning and practical AI for marketing and operations. - **Co-founder, Made 4 Tradies.** Websites for Australian trade businesses. [Read my Made 4 Tradies biography](https://made4tradies.com.au/about/richard-kelsey). - **Co-founder and CEO, Beer Cartel** (2009 to September 2025). Built Australia’s #1 online craft beer retailer from a storage shed. Sold in 2024, stayed on through the transition. Five platform migrations, four email platform implementations, a team that grew to 30+. - **Board member, Retail Drinks Australia** (2019 to September 2025), representing online liquor retailers. - **Recognition.** Top 50 People in Australian Ecommerce, Inside Retail (2019, 2021, 2022). Beer Cartel was named Online Retailer of the Year by Beer & Brewer five times. - **AI training.** Claude Code in Action (Anthropic, March 2026), plus courses on generative AI for business leaders, AI ethics and Microsoft Copilot (September 2025). - **Education.** BCom, Marketing and Finance, University of Canterbury. Postgraduate Diploma in Business Administration, Massey University. ## Full CV On mobile, the preview may be limited. Use **Download PDF** or **Open CV in new tab** above for the full layout.