From SPF to CEO (and Everything In Between): No Box, No Problem — David Keusch

Some people fall into email.
David Keusch dissected it academically, stress-tested it in one of Switzerland’s most advanced agencies, then casually walked into the CEO role like, “Cool, let’s do this.”

He’s a perfect fit for the “My Path Doesn’t Fit Any Box” 🌈🧭 contributor type: bachelor’s thesis on campaign management systems, years leading email programs for some of Switzerland’s biggest brands, international study stops, self-employment, and enough technical depth to go far beyond the usual SPF-DKIM-DMARC bingo. Add a healthy sense of humour about the “email is dead” narrative—and you get a perspective that’s refreshingly honest, strategic, and fun.

How would you describe your unique path into — and through — the world of email?

Started at one of the most advanced digital agencies of Switzerland more than 10 years ago. Wrote my bachelors thesis about evaluation of multiple campaign management systems. Worked there for many of the biggest and well known brands of Switzerland as a project manager, consultant and lead link within the area of email.
Moved on to a new agency a few months ago where I started as CEO. Email is still a topic but less for me these days.

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What key experiences shaped your work, even if they happened outside the email industry?

Study program (USA, Netherlands, France).
Self employment with my own company.

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What challenges or turning points pushed your career in unexpected directions?

Strategic decisions of service providers that had a huge  impact on our own business and decisions (was a great chance). New job in different roles (from consultant / lead link to ceo).

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What perspective do you bring that you feel is often missing from typical email career stories?

Personal insights, funny answers to why emails are not dead yet, technical insights to more than spf dkim dmarc bimi.

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What do you hope others can learn from your less traditional journey?

Hope, fun and trust

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Hope, Fun, and a Bit of Swiss Precision

David’s story isn’t about climbing the email ladder rung by rung. It’s about trusting the weird turns, laughing at the chaos caused by service providers’ “strategic decisions,” and knowing when to zoom out—from consultant to CEO—without losing the plot.

If you’re looking for permission to enjoy the journey, take smart risks, and still care deeply about craft (even when email is no longer your full-time job)… this one’s for you.

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Add Your Voice!

This interview is part of The Email Freelancer Pathways Project, a series documenting the many different paths into email.

Through a short survey, I’m collecting experiences from email professionals to make these career journeys visible — and to help advocate for better access to the tools people are expected to master.

If you work in email in any capacity, your experience matters.

👉 Take the survey here!

📩 Connect with me on LinkedIn or send a message.

With Love from Vancouver
Annett
Founder, EmailBoutique.io

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