Case study

Rebuilding GTM from scratch at Centage

FP&A software for CFOs and finance teams. VP of Marketing, 2024–Present, Austin, TX.

Category FP&A / finance-ops SaaS Role VP of Marketing Team One generalist hire, plus agencies and AI agents

Situation

Centage builds FP&A software for CFOs and finance teams. When Andrew joined, the marketing function needed to be rebuilt from scratch — messaging, product marketing, content, demand generation, and performance marketing all had to be established or reworked.

Strategy

Andrew rebuilt the entire GTM function, running a deliberately lean team — one generalist hire plus specialist agencies and AI agents — built for speed rather than headcount. The work spanned three fronts:

A GEO/AEO strategy to build visibility in AI-powered search and answer engines, not just classic organic search. An executive thought-leadership program built around the CEO's actual voice and the buyer's real concerns, using an AI-assisted writing system rather than generic prompted content. And a channel/partner marketing function built from the ground up.

Results

Doubled pipeline year-over-year.
$1.224M in ARR pipeline generated in Q1 2026 against a $900K target — up 95% quarter-over-quarter — on $30K in ad spend.
Took Centage's GEO/AEO visibility from zero AI Overview visibility to routinely recommended across core FP&A search terms.
3M+ organic impressions and a 436% increase in demo requests from the executive thought-leadership program.
Built and led the channel/partner marketing function — partners now contribute roughly 20% of new revenue.

Pipeline figures represent marketing-sourced opportunity value, not closed revenue.

What a colleague said

"I've worked with a lot of marketing leaders over my career, and Andrew is one of the rare ones who actually understands product — not just how to talk about it, but how to think about it. He came in and rebuilt the entire marketing function from the ground up, and dug into the product with real rigor rather than just turning handed-off information into copy. What surprised me most was how early and seriously he adopted AI into the team's day-to-day work — deploying it systematically across content, SEO, design, reporting, and demand gen in ways that let our lean team punch well above its weight. Andrew is a straight shooter, a collaborative partner, and someone who brings real strategic thinking alongside a willingness to do the work himself."
— Kate, VP of Product, Centage

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