Uncle FECO

Uncle FECO reinvents the traditional consulting model by offering Fractional E-Commerce Officer (FECO) services with a sharp, unfiltered voice rooted in real-world results. Designed as a candid, hands-on alternative to buttoned-up corporate advisors, Uncle FECO delivers tactical, high-impact strategies for Amazon, DTC, and omnichannel growth.

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We optimize. We grow. We don’t sugarcoat.

Uncle FECO is a character: part digital pit crew chief, part salty startup veteran.

Who we are. What we do.

Uncle FECO is led by Tony Martinelli, a veteran digital operator who has worked with brands large and small. He’s scaled brands like Bai, KIND, Booginhead, Clif Bar, and Method from early-stage through acquisition. He has also worked extensively with large, international companies like Samsung, Coty, Kohler, Philips and Unilever to align operations, drive growth, and build modern commerce engines. For companies large or small, with long-term or short-term needs, Uncle FECO can help grow your brand and transform your ecom teams.

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