About Darby

Darby Cox headshot

Hi, I'm Darby.

I've spent most of my career building things that didn't have a playbook yet.

In 2013 I co-founded Smoke Cartel, an e-commerce company that turned a profit in its first year. I spent four years as Operations Manager before becoming CEO and Chairman of the Board, took the company public, and led it through its acquisition in 2021. Along the way I built a marketing and content department from scratch, ran operations through more Black Friday and 4/20 rushes than I can count, and hired a lot of people who didn't look great on paper and turned out to be the best decisions I ever made.

After Smoke Cartel I ran Cox Consulting, helping small and mid-sized e-commerce businesses with operations, growth, and technology. I also co-founded and chaired Reform Georgia, a justice-reform nonprofit.

Darby Cox smiling at the New York Stock Exchange — At the New York Stock Exchange, 2017

Darby Cox on a panel at Startup Grind Savannah — Speaking at Startup Grind Savannah

Darby Cox outdoors by a snowy river with a coffee — Off the clock

I still consult for businesses looking to improve their operations, grow, and strengthen their teams. If that sounds like you, book a call or get in touch.

These days I'm also writing The Team You Build, a blunt, field-tested guide to building a team that will outlast you. This site is where I share what I've learned about e-commerce, operations, technology, and the people side of running a business.

In my free time, I train large language models (yes, the AI kind). I studied Service Design at SCAD, and I live in Las Vegas.

Read Operations · Read The Team You Build · Get in touch

Follow me on Instagram: @darbycox