Meet Matt

Chief Of Chaos


Chief of Chaos

Matt Frary is EVP of Brand Partnerships at Digital Media Solutions®  (NYSE: DMS), a digital performance marketing company. A serial entrepreneur, Matt sold his company SmarterChaos to DMS in 2020.

Known as the “Chief of Chaos,” Matt brings his entrepreneurial drive, positive outlook and trendsetting strategic thinking to the affiliate marketing industry. He’s regularly sought out to speak both locally and nationally and is considered an industry visionary in Affiliate and Digital Marketing.

His personal motto “Make It Happen” propelled him to launch six successful performance marketing companies, including SmarterChaos. Those companies grew to more than eight million in revenues, generating hundreds of millions in revenue for their clients. SmarterChaos boasts national brand clients past and present including Manscaped, FabFitFun, Shipt, eBags, Gobble, Dollar Shave Club, Meredith Magazines and more. SmarterChaos was listed six years in a row on the Inc. 5000 Fastest Growing Companies in America and is a Forbes Agency Council member. Prior to these companies, Matt also built a top 25 Affiliate Network called ROI Rocket to more than forty million in revenues from his apartment to their corporate offices in Denver. During his time leading SmarterChaos, Matt was selected for the Titan 100 list of CEOs and C-level executives in the Colorado metropolitan area. SmarterChaos was selected as a Colorado Company to Watch in 2020.

Matt’s passion for coaching young entrepreneurs and his ongoing desire to give back led him to become a Founder Institute Mentor in Denver, Colo., where he works with startup founders to successfully launch and scale their businesses. He is an Alumni Advisor for the Thunderbird International MBA program at Arizona State University, where he speaks about innovation, entrepreneurship and business strategy. Matt also sits on the Castle Rock Primary Employers Board, part of the Castle Rock Economic Development Council. He believes if you give of yourself, your time and your talents first, it will come back to you tenfold – a belief that he attributes to his strong Christian values.

Matt lives with his wife and kids in Castle Rock, Colo. When he’s not in the office, he’s spending time with his family and Bernese Mountain dog Anna in the great Colorado outdoors – usually skiing, mountain biking or jeeping.

Matt’s prior roles include Founder/CEO of She Is Media (acquired by DMS in 2020), Chief Influencer of Webfluential U.S., Owner/CEO of Elite Media Partners, Chief Deal Taker/Owner at DealTaker (acquired by DMS in 2020), and Owner/Consultant of SmartDog Marketing.

To learn more about Matt, visit: