Kristen Andrews
Kristen Andrews
Building B2B SaaS Marketing Engines
That Create Pipeline and Revenue
Scaling a B2B SaaS Marketing Engine
Built and scaled NetVendor’s marketing function into a revenue-focused GTM engine across demand generation, ABM, content, product marketing, events, partnerships, and marketing operations, while building the reporting and attribution framework used to measure pipeline, revenue contribution, and channel performance in Hubspot.
Marketing-Sourced Pipeline
+104%
Marketing-Sourced Closed-Won Revenue
+157%
Strategic SaaS Repositioning
Spearheaded Smartwebs' transformation from standalone products to an all-in-one HOA management solution by rebranding features, streamlining pricing, and eliminating a-la-carte options—driving higher ACV and new AAR growth.
ACV Increase
72.42%
New Revenue Increase
692%
Scaling a B2B SaaS Marketing Engine
Built and scaled NetVendor’s marketing function into a revenue-focused GTM engine across demand generation, ABM, content, product marketing, events, partnerships, and marketing operations, while building the reporting and attribution framework used to measure pipeline, revenue contribution, and channel performance in Hubspot.
Marketing-Sourced Pipeline
+104%
Marketing-Sourced Closed-Won Revenue
+157%
Strategic SaaS Repositioning
Spearheaded Smartwebs' transformation from standalone products to an all-in-one HOA management solution by rebranding features, streamlining pricing, and eliminating a-la-carte options—driving higher ACV and new AAR growth.
ACV Increase
72.42%
New Revenue Increase
692%
Scaling a B2B SaaS Marketing Engine
Built and scaled NetVendor’s marketing function into a revenue-focused GTM engine across demand generation, ABM, content, product marketing, events, partnerships, and marketing operations, while building the reporting and attribution framework used to measure pipeline, revenue contribution, and channel performance in Hubspot.
Marketing-Sourced Pipeline
+118%
Marketing-Sourced Closed Won
+157%
Strategic SaaS Repositioning
Spearheaded Smartwebs' transformation from standalone products to an all-in-one HOA management solution by rebranding features, streamlining pricing, and eliminating a-la-carte options—driving higher ACV and new AAR growth.
ACV Increase
72.42%
New Revenue Increase
692%
ABM Strategy
Implemented an Account-Based Marketing strategy targeting high-value HOA accounts, leveraging CRM tools for prioritization, personalized multi-channel campaigns, and tailored content. Collaboration with Sales boosted engagement and pipeline contribution.
Attribution
59.7%
Deal size
25X
ABM Strategy
Implemented an Account-Based Marketing strategy to drive targeted engagement with high-value HOA management accounts. Leveraged CRM and third-party tools to identify and prioritize accounts, created personalized multi-channel campaigns, and developed personalized content to address specific pain points. Collaborated with Sales to align accounts and streamline workflows. Achieved measurable results, including increased engagement and pipeline contribution.
Attribution
59.7%
Deal Size
25X
Event Management
Managed end-to-end event marketing for 30+ events annually, overseeing booth design, promotional materials, event sourcing, sponsorships, swag selection, logistics, and on-site execution. Developed and executed post-event nurture campaigns to maximize ROI and brand visibility.
Event Management
At Smartwebs, I managed all aspects of event marketing, averaging 30 events annually. This included designing and creating booth displays, developing promotional materials like flyers and videos, sourcing and booking events, and managing sponsorships to maximize brand visibility. I also handled swag selection and distribution, coordinated shipping and freight logistics, and ensured seamless event execution from planning to post-event nurture campaigns.
Product UX/UI Research
and Design
Established a Customer Advisory Board to gather structured feedback for new software features, aligning development with customer needs. Integrated market research, stakeholder input, and advisory feedback to design the user interface for Smartwebs' upcoming lifestyle software.
Conceptualized/Executed Brand, Event and Marketing Strategy
Spearheaded the creation of The Top Summit, a premier conference for professionals. Developed the event concept, including naming, branding, logo, and website design, while crafting a marketing strategy to drive attendance. Secured high-profile speakers, including Rachel Hollis as the keynote, and executed promotional campaigns that sold out the event in 48 hours.
Sold Out Attendance
48 hours
Sold Out App Pre-sale
24 Hours
Executed Brand, Event and Marketing Strategy
Spearheaded the creation of The Top Summit, a premier conference for professionals.
Sold out Attendance
48 hours
GoGrow App
Designed the GoGrow App from the ground up, including naming, branding, logo, website, app design, and marketing strategy. Successfully launched the app at The Top Summit, leveraging event momentum to sell out lifetime pre-sales ($10,000 per user) within 24 hours.
Pre launch sell out
24 hours
FB Community Members
1,000+
GoGrow App
Designed the GoGrow App from the ground up, including naming, branding, logo, website, app design, and marketing strategy. Successfully launched the app at The Top Summit, leveraging event momentum to sell out lifetime pre-sales ($10,000 per user) within 24 hours.
Pre launch sell out
24 hours
FB Community Members
1,000+
Process
My approach is built around understanding the system behind the opportunity, designing the right operating model, and creating repeatable infrastructure that connects strategy to execution, measurement, and scale.
01
Analyze
Start by understanding the business before prescribing marketing tactics. I assess the market, ICP, funnel economics, customer journey, team capabilities, technology, and GTM constraints to identify where growth is actually breaking down. The goal is to isolate the underlying constraint, not simply add more activity.
Design
Translate business priorities into a practical marketing system: what capabilities need to exist, where technology can create leverage, how ownership should be structured, and how Sales, Product, and Marketing work together. I build for repeatability rather than solving the same problem manually .
02
Build
Turn strategy into infrastructure, programs, and workflows teams can execute without relying on one person. This includes demand generation, ABM, attribution, automation, enablement, reporting, team structure, and AI-enabled systems built to scale with the business.
03
Measure
Connect the work back to pipeline, revenue, account movement, and business outcomes. I use attribution and performance data to understand what is working, where friction remains, and where investment should shift next.
04
Process
My approach is built around understanding the system behind the opportunity, designing the right operating model, and creating repeatable infrastructure that connects strategy to execution, measurement, and scale.
01
Discover
Brainstorming sessions in order to take their needs and company goals into account. Define the scope and objectives of the project and lays a fundamental foundation for everything that comes after.
Develop
Define the user experience, test and evaluate design concepts, and analyze how your designs will inform behavior and effect the experience of the user.
03
Define
Gather additional information about the ideal client, market opportunities and design sprint. Getting direct feedback from users themselves through user surveys and field activities.
02
Deliver
Determine design patterns, elements of template pages, different framework options, and work with developers to test design functionality.
04
Process
My approach is built around understanding the system behind the opportunity, designing the right operating model, and creating repeatable infrastructure that connects strategy to execution, measurement, and scale.
01
Analyze
Start by understanding the business before prescribing marketing tactics. I assess the market, ICP, funnel economics, customer journey, team capabilities, technology, and GTM constraints to identify where growth is actually breaking down. The goal is to isolate the underlying constraint, not simply add more activity.
Design
Translate business priorities into a practical marketing system: what capabilities need to exist, where technology can create leverage, how ownership should be structured, and how Sales, Product, and Marketing work together. I build for repeatability rather than solving the same problem manually .
02
Build
Turn strategy into infrastructure, programs, and workflows teams can execute without relying on one person. This includes demand generation, ABM, attribution, automation, enablement, reporting, team structure, and AI-enabled systems built to scale with the business.
03
Measure
Connect the work back to pipeline, revenue, account movement, and business outcomes. I use attribution and performance data to understand what is working, where friction remains, and where investment should shift next.
04
Skills
Skills
Demand Generation
Demand Generation
Executive / Board Reporting
Executive / Board Reporting
Pipeline Forecasting
GTM Strategy
GTM Strategy
Event Marketing
Event Marketing
Marketing Analytics
Marketing Analytics
Strategic Finance Marketing
Strategic Finance Marketing
Customer Segmentation
Customer Segmentation
AI-Enabled Marketing Systems
AI-Enabled Marketing Systems
Paid Media
Paid Media
ABA Campaigns
ABA Campaigns
Partner Marketing
Partner Marketing
UI Design
UI Design
Brand Positioning
Brand Positioning
Intent Data
Intent Data
SEO
SEO
Team Building
Team Building
Brand Positioning
Brand Positioning
Upsell/Cross-selling
Upsell/Cross-selling
ABM
ABM
AEO/GEO
AEO/GEO
Marketing Operations
Marketing Operations
Product Marketing
Product Marketing
+ More
+ More
Experience
Experience
Director of Marketing
Director of Marketing
Director of Marketing
NetVendor
NetVendor
NetVendor
January 2025 - Present
January 2025 - Present
Senior Director of Marketing
Senior Director of Marketing
Senior Director of Marketing
Smartwebs
Smartwebs
July 2022 - January 2025
July 2022 - January 2025
Founder | CMO
Founder | CMO
Founder | CMO
TMS Media
TMS Media
March 2013 - September 2022
March 2013 - September 2022
Co-Founder | CMO
Co-Founder | CMO
Co-Founder | CMO
Branding Freaks
Branding Freaks
February 2016 - June 2021
February 2016 - June 2021
Shaun Greenfield
Director of IT Operations
Smartwebs
"Before Kristen's arrival, marketing brought no real value to the bottom line. During the time she’s been with the company, we can directly trace our successes over the last two years to all of the effort she has put into SEO, marketing campaigns, and customer retention strategies."
Jessica Green
The Top Summit
"Kristen is a marketing genius with the rare ability to take a vision and turn it into a sold-out success. Kristen didn’t just create an event; she built a brand that resonated with our audience and set the foundation for future growth."
Stephen Thornhill
Co-Founder GoGrow App
"Kristen combines precision and creativity to bring ideas to life. Her strategic approach and ability to engage with our audience were key factors in the app’s early success."
