Andrew Shaw
FRACTIONAL CMO + VP MARKETING
I build marketing functions from scratch and connect them to revenue. Fractional CMO and executive-level leadership for companies that need the system built, not just managed.
© Andrew Shaw. All rights reserved.
Work
Most of the organizations I've worked with had the same problem: marketing was generating activity but not pipeline. The function existed, but the infrastructure underneath it didn't -- no attribution, no CRM-to-sales handoffs, no forecasting tied to real signals.
I come in and build what's missing. GTM strategy, lifecycle and demand generation, positioning, sales enablement, and the revenue reporting that makes marketing defensible to a CFO.
Case Study
A CPG had a $9M+ annual retention program that wasn't working. I rebuilt it from the infrastructure up: CRM handoffs, lifecycle sequencing, custom messaging, and full-funnel reporting aligned to the actual sales cycle.
Result: ~$10M in retention revenue from ~$205K in incentive spend. 49x ROI. $5M above internal targets. Revenue pacing 44% ahead of prior year.
About
I've originated marketing functions from scratch at CVS Health and World's Finest Chocolate, led enrollment marketing at York College of Pennsylvania, and run a branding agency. Earlier I spent nine years as an award-winning journalist -- a habit of finding the real story before trying to tell it that never left.
My work consistently starts in broken or pre-function environments and ends with marketing embedded in revenue planning, not reporting to it.
Based in the Philadelphia/York PA area. Available for fractional engagements nationally.
Contact
Interested in working together or want to talk through what you're building? Fill out the form or reach me directly.
Thank you
Looking forward to working together.