Kristen Andrews
Kristen Andrews
Building Pipeline and Accelerating Revenue for B2B SaaS with Data-Driven Marketing Strategies
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%
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%
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
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
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.
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.
Customer-Centric Product Development
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.
Customer-Centric Product Development
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
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
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 to marketing is grounded in data-driven decision-making and strategic execution, with analytics guiding the strategy.
01
Analyze
By conducting a comprehensive analysis of historical data, I establish a clear performance baseline, enabling the development of highly targeted, strategic campaigns designed to deliver measurable and impactful growth.
Define
Leverage insights from the analysis to define clear, actionable marketing strategies and measurable KPIs that align with business goals. Establish messaging frameworks, and a roadmap for execution.
02
Develop
Build and launch integrated campaigns across email, social media, paid ads, content marketing, and events. Tailor messaging to each channel and stage of the buyer’s journey while ensuring consistency across platforms.
03
Optimize and Measure
Monitor campaign performance using KPIs like MQLs, SQLs, and ROI. Use A/B testing, real-time data analysis, and feedback to refine strategies and enhance results.
04
Process
My approach to marketing is grounded in data-driven decision-making and strategic execution, with analytics guiding the strategy.
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 to marketing is grounded in data-driven decision-making and strategic execution, with analytics guiding the strategy.
01
Analyze
By conducting a comprehensive analysis of historical data, I establish a clear performance baseline, enabling the development of highly targeted, strategic campaigns designed to deliver measurable and impactful growth.
Define
Leverage insights from the analysis to define clear, actionable marketing strategies and measurable KPIs that align with business goals. Establish messaging frameworks, and a roadmap for execution.
02
Develop
Build and launch integrated campaigns across email, social media, paid ads, content marketing, and events. Tailor messaging to each channel and stage of the buyer’s journey while ensuring consistency across platforms.
03
Optimize and Measure
Monitor campaign performance using KPIs like MQLs, SQLs, and ROI. Use A/B testing, real-time data analysis, and feedback to refine strategies and enhance results.
04
Skills
Skills
Demand Generation
Demand Generation
Demand Generation
Cross-Channel Marketing
GTM Strategy
GTM Strategy
GTM Strategy
Event Marketing
Event Marketing
Event Marketing
Marketing Analytics
Marketing Analytics
Marketing Analytics
Strategic Finance Marketing
Strategic Finance Marketing
Strategic Finance Marketing
Customer Segmentation
Customer Segmentation
Customer Segmentation
ROI Analysis
ROI Analysis
ROI Analysis
Marketing Attribution
Marketing Attribution
Marketing Attribution
Content Marketing
Content Marketing
Content Marketing
UI Design
UI Design
Brand Positioning
Brand Positioning
Brand Positioning
Intent Data
Intent Data
Intent Data
Reputation Management
Reputation Management
Reputation Management
SEO
SEO
SEO
Team Building
Team Building
Team Building
Budget Management
Budget Management
Budget Management
Upsell/Cross-selling
Upsell/Cross-selling
Upsell/Cross-selling
ABM
ABM
ABM
Graphic Design
Graphic Design
Graphic Design
+ More
+ More
+ More
Experience
Experience
Senior Director of Marketing
Senior Director of Marketing
Senior Director of Marketing
Smartwebs
Smartwebs
Smartwebs
July 2022 - Present
July 2022 - Present
Marketing Strategist
Marketing Strategist
Marketing Strategist
Acklen Avenue
Acklen Avenue
August 2021 - Jan 2022
August 2021 - Jan 2022
Founder | Marketing Director
Founder | Marketing Director
Founder | Marketing Director
TMS Media
TMS Media
March 2013 - September 2021
March 2013 - September 2021
Co-Founder
Co-Founder
Co-Founder
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."
