Our ‘Dovetale’

Our team has decades of marketing and software development experience leading teams at global companies like P&G, Coca-Cola, Electronic Arts, and Marriott. But our journey into cannabis began in 2015.

From 2015 to 2023, we focused on building bespoke, quantifiably high-performing, and visually stunning enterprise e-commerce websites for cannabis companies across the US.

These custom sites were built on best-in-class technologies like: Dutchie+, Jane Roots, NextJS, Vercel, GCP, Kubernetes, and Headless CMS systems like Strapi & Contentful.

That’s great, but here’s the cold hard truth.

While these enterprise-class sites delivered significant increases in revenue the costs, time, and human capital required to build and maintain was simply too expensive and challenging for the cannabis industry.

That’s why we spent 2 years developing Dovetail.

Our goal is to help you generate more revenue by enabling you to create a fully customizable and unique online store with ‘best-of-breed’ features and functionality that’s easy to implement.

With Dovetail, we’ve brought together all the tools, tech, & tricks we’ve learned from both our enterprise and cannabis experience and transformed them into a ‘ready-set-win’ solution that’s quick, easy, and cost-effective.

From “Age Gate to Check Out”, it’s built to increase online revenue. Full Stop.

Whether you operate a single store or multiple stores across the country, you can finally harness the true power of your e-commerce channel.

There’s no longer a need to try and compete with a site that’s 99% identical to 99% of your competitors.

No custom coding or expensive engineering required. Those days are over. Even if you have the team, time, and budget to develop against Dutchie or Jane Roots API’s, you can now turn your attention to other business building endeavors.

For the majority of companies that could never afford expensive web development, give us a shout. We’ll show you a brighter and more profitable future. Now, within your reach.

The Dovetail Team

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Eletronic Arts

Experience Matters

With proven track records in the cannabis industry and renowned CPG companies like Coca-Cola, Proctor & Gamble, and more, our team focuses on delivering quantifiable wins for customers like you.


Chief Technology Officer,

How can Dovetail guarantee your success?

One of the main reasons is Sean’s extensive experience leading engineering and product for Fortune 500 Fintech companies and CPG companies like Proctor & Gamble.

Additionally, Sean spent the last 5 years tackling and conquering marketing technology challenges for the cannabis industry.

With a strong educational background, leadership skills, and extensive experience, Sean has made significant contributions for every company he’s worked with.

Notably, in the fintech industry, Sean played a key role in developing all online payment processing APIs at Heartland, a division of the Fortune 500 company, Global Payments. In the CPG sector, Sean successfully built enterprise-class e-commerce solutions for Proctor & Gamble’s family of brands.

As CTO at Dovetail, Sean defines our technical vision and ensures our solutions are not only easy and cost-effective for our customers to implement but also deliver on our guarantee: if Dovetail doesn’t pay, you don’t pay.

Sean holds an MBA from the University of Texas and a degree in Computer Science from the University of Dayton.
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Chief Commercialization Officer, Co-Founder

Jeff brings extensive experience from both the cannabis industry and traditional CPG companies like Coca-Cola.

Before co-founding Dovetail, Jeff had an incredible 16 years track record at Coca-Cola followed by 5 years achieving massive wins building and transforming various cannabis marketing and sales organizations.

As the CMO at Ayr Wellness, he oversaw the integration of 78 cannabis dispensaries across 8 states and architected and implemented a unified retail, digital & brand strategy across the United States.

His marketing organization had an unparalleled focus on the customer and his e-commerce strategy resulted in triple-digit growth.

Prior to Ayr Wellness, Jeff led Marketing and Sales for GrowHealthy, a 18 dispensary cannabis company based in Florida.

Under his leadership, the company’s revenue grew from $10M to over $90M. During this period, he implemented an e-commerce platform that delivered a 3x increase in online revenue.

In addition to his extensive experience and proven track record in the cannabis industry, Jeff held leadership positions at Firehouse Subs and The Coca-Cola Company. During his tenure at Coca-Cola, he played crucial roles in commercializing product innovations such as Georgia Coffee, Gold Peak Tea, and Coca-Cola Freestyle.

Jeff holds a BA in Economics from Vanderbilt.
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Ready to meet
THE TEAM & learn more?

Demo Dovetail

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    *If it doesn’t pay, you don’t pay.

    We’re so confident you’ll see the same success as our customers, that if you don’t find value, you don’t pay. It’s as simple as that.