Automation isn’t about replacing people
It is about removing the soul-crushing busywork so people can focus on work that actually matters.
CREATIVE TECHNOLOGIST · FENTON, MICHIGAN
I build things that work while you sleep.
I’m Jeff Bilbrey. Twenty years of building software: platforms, WordPress plugins, automation tools, internal systems, and a few projects that are hard to categorize.
THE ORIGIN STORY
Curiosity became a career.
Technology only matters if it serves the business.
It started the way a lot of tech stories do: I was the kid who took apart the family computer just to see how it worked. That curiosity never went away. It just got more expensive.
In 2010, I launched Detroit Sports Nation from a WordPress install and a lot of late nights. It grew to 7.5 million monthly pageviews and $45K/month in revenue. I rebuilt the platform three times after algorithm changes erased traffic, and came back stronger each time.
While building DSN, I spent nine years as a Team Lead in IT Operations at Amrock, managing systems and DevOps work for more than 180 staff. In 2025, I joined Fletcher Media as Director of Technology, where I architect infrastructure for millions of readers and build the tools that keep a 40-person team moving.
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What I actually believe
Ship fast, iterate faster
A real system in the world teaches more in one week than months of planning in a deck.
Tech should be invisible
The best platforms feel effortless. The complexity belongs under the hood.
Build systems, not Band-Aids
Durable systems cost a little more thought up front and save years of operational pain.
WORKING TOGETHER
Direct, hands-on, and allergic to surprises.
If something is a bad idea, I’ll tell you—but I’ll also bring a better one. I don’t hide behind jargon or pad timelines. You will always know where the project stands.
I am not the person who draws the architecture diagram and hands it off. I build the thing, test it, break it, fix it, and ship it.