Jethro Xu

Jethro Xu is the Founder of JET.AVE, Agency Head at Metric Digital, and fractional Chief Marketing Officer at several startups. With close to two decades of experience in marketing and eCommerce, Jethro has helped build and scale many eCommerce storefronts, both for himself and his clients. His eCommerce experience is varied, and ranges from consumer electronics and movie paraphernalia, to flowers and healthcare products, and everything in between! His portfolio of eCommerce clients also includes companies at every stage of business maturity, from startups with a single product, to established multinational brands trying to expand into new markets.

Jethro’s career began in retail and event marketing, using traditional marketing methods to drive sales at brick and mortar stores or exhibition booths. As one of the earlier adopters of digital channels and platforms, he quickly found himself taking on clients in the OG eCommerce space – blog shops. Since then, he has continuously grown his arsenal of marketing and eCommerce strategies in order to stay ahead of the constantly evolving eCommerce landscape.

With Jethro’s guidance and support, his clients have seen consistent growth for their eCommerce businesses, with year-over-year revenue increasing by anywhere from 2x to 10x within the first year of working together. He has also helped his clients establish eCommerce presences on 4 continents (North America, Europe, Asia, and Australia). As a firm believer in efficiency, Jethro’s approach favours the use of automation and data-driven optimisations, streamlining processes, reducing inefficiencies, and eliminating the need for guesswork. 

As an experienced trainer and mentor, Jethro has crafted and run courses that specialise in helping businesses which already have an eCommerce presence to further hone and improve their eCommerce strategy, whether this is through the use of audience expansion, new market penetration, or the use of a holistic omnichannel marketing approach to reduce leaks in their sales funnel. 

In his free time, Jethro serves as a mentor to young entrepreneurs and business owners, and volunteers his marketing and eCommerce expertise to non-profits and charitable organisations.