Andrew Shaw
FRACTIONAL CMO + EXECUTIVE 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.
$19M+ — Tuition revenue influenced through lifecycle redesign
$10M — Retention revenue from $205K in incentive spend (49x ROI)
#7 — First-ever industry ranking achieved for a Fortune 10 retail media network
© Andrew Shaw. All rights reserved.
Work
I've originated marketing functions from scratch twice, inside a Fortune 10 and at a national CPG, and rebuilt broken ones in higher education, B2B SaaS, and agency environments. Every engagement starts the same way: find where the system is missing, build it, connect it to revenue.
Case Study: When Your Best Customers Stop Coming Back
A national CPG had a $9M+ annual retention program that wasn't working. Marketing and sales tracked different metrics, campaign timing was disconnected from the sales cycle, and there was no attribution layer connecting spend to revenue.I rebuilt the infrastructure first, then launched a fully integrated campaign on top of it: 10-week CRM sequence, paid search, paid social, display, print, and a Salesforce automation flow routing leads to reps within 24 hours.
Result: ~$10M in retention revenue from ~$205K in incentive spend. 49x ROI. $5M above internal targets.
Case Study: Product Launch for Fortune 10
A Fortune 10 retail media network had a high-performing product that brand partners weren't buying — not because the product was weak, but because no one had built the story that made it obvious.I originated the product marketing function from scratch: ICP, buyer personas, sell sheets, talk tracks, capability infrastructure, and the performance data that gave sales a story to tell. The product existed. I built the system that made it sell. Result of successful product launches: first-ever #7 industry ranking on Business Insider/eMarketer's annual Retail Media Networks report
Case Study: Turning First-Party Data Into a Revenue Product
CVS Media Exchange had 74 million loyalty members and no way to connect that data to off-site campaign attribution. I led the GTM and partnership launch that made CMX the first health and wellness retail media network in Pinterest's clean room initiative, built the positioning and sales narrative from scratch, and closed a $100K+ client deal in the process. The data asset existed. I built the infrastructure that turned it into a revenue product.
Case Study: Making the Marketing Match the Brand Promise
A four-year private college was losing accepted students to competitors despite a strong academic product and competitive tuition.The brand promised a personal, transformative experience. The acceptance moment delivered a generic folder. I rebuilt the entire accepted student experience from scratch: personalized welcome box, program-specific content developed with department chairs, and a coordinated Slate email sequence from acceptance through move-in day.
Result: $19.2M in influenced tuition revenue, 10% enrollment increase during a national demographic decline. 63% of incoming students said communications helped convince them to attend.
Strategic Framework Sample
A telehealth weight management company was competing in a saturated GLP-1 market with no clear USP, an undefined ICP, and a growing DTC ad landscape eating into margins.I built a complete go-to-market framework from scratch on a tight turnaround: competitive positioning, audience segmentation, channel strategy, budget allocation, and KPI framework anchored in behavioral economics and retention-first growth
About
I've built marketing functions from nothing twice — at CVS Health, where I originated the product marketing role for a startup retail media venture inside a Fortune 10, and at World's Finest Chocolate, where I was the first marketing hire and rebuilt the entire revenue infrastructure from CRM to campaign.Before that I led enrollment marketing at York College of Pennsylvania, ran a human-centered design agency, and spent nine years as an award-winning education and healthcare journalist.
The through-line: I start in environments where the playbook doesn't exist yet. I build the system, connect it to revenue, and leave something that works after I'm gone.I've written about marketing strategy for Workzone, hold a Graduate Certificate in Integrated Marketing from Cornell, and am a certified brand strategist and behavioral economics practitioner.Based in the Philadelphia/York PA area. Available for fractional engagements nationally.
Thank you
Looking forward to working together.