Abernathy Digital is an executive partner that helps founder-led companies evolve from instinct- and relationship-led growth into sustainable, systems-led commercial engines. We build integrated commercial systems across go-to-market strategy, brand, marketing, sales, revenue operations, and executive reporting that are respectful to the original mission and vision. You will benefit from Andrew’s 16 years of B2B revenue marketing success throughout a variety of industries and corporate environments – from PE-backed SMB to multi-national. • Fractional CMO/CRO and commercial leadership advisory to early-stage B2B companies navigating first commercial builds, marketing function development, and organizational design. • Consultation on brand narrative, customer acquisition strategy, CRM implementation, attribution modeling, and pipeline architecture. • Applying Claude, ChatGPT, Perplexity, and Gemini daily across strategic planning, competitive analysis, organizational diagnostics, and content production.

Commercial Infrastructure, GTM, & Leadership • Built the company’s commercial and GTM infrastructure from zero to 14 FTE; designed, hired for, and led all inbound, outbound, and M&A integration motions for the company including cross-functional ones with Finance, Tech, BI, and Operations. • Designed and implemented a unified Sales & Marketing operating model with shared KPIs and accountability for pipeline generation, conversion, forecasting, and revenue outcomes. • Established segmentation strategy, ICP development, and multi-product pipeline architecture supporting enterprise, channel, and SMB growth motions. Revenue Growth & Commercial Performance • P&L ownership across a multi-product portfolio 3xing revenue from $10mm acquired customer base to ~$35mm annual revenue; budgetary authority from pens to people. • Sustained a 45–60 MW active annual pipeline while maintaining MQL-to-SQL conversion rates above 30%. • Executed rapid GTM pivot following major market disruption, sourced new 90 MW pipeline 2x prior in four mo. • Established partner channel earning 60–85% revenue share and 1,300%+ ROI against cost base. • Commissioned all contracts from Legal and handled customer and partner negotiation. Product Marketing, Positioning & Narrative • Defined positioning, bundling, and buyer-facing messaging across multiple overlapping energy solutions. • Translated complex engineering, financial, and regulatory concepts into clear commercial narratives tailored to multiple stakeholders across Commercial Real Estate, Healthcare, Pharmaceutical, Multifamily Housing, Manufacturing, and Professional Services. • Conducted 25+ structured, compensated VOC and ICP interviews that reshaped targeting, segmentation, messaging strategy, and market prioritization for our CHP product launch. Brand, Communications & Executive Visibility • Developed customer communications cadence for account retention and expansion in a regulated environment. • Owned PR, executive communications, thought leadership, and stakeholder messaging. • Secured placements across NJBIZ, Energy Dive, Facilities Dive, Silicon Review, and related industry publications. • Built executive visibility through quarterly bylined articles, speaking engagements, and media opportunities. • Owned government relations at Local, State, and Federal levels regarding policy and regulatory dynamics. RevOps, Systems & Executive Reporting • Architected CRM and reporting infrastructure using HubSpot, BI tooling, attribution systems, and forecasting frameworks to provide executive visibility into pipeline and revenue performance; utilized data to make investment decisions. • Implemented shared KPI governance, reporting cadence, and weekly/monthly/quarterly performance management processes across Sales and Marketing; implemented aligned departmental OKRs. • Presented commercial performance, growth initiatives, and strategic recommendations directly to executive leadership and Board stakeholders.

• Diagnosed absence of formal commercial infrastructure and developed the company’s initial three-year GTM and marketing strategy within first 90 days. • Defined early positioning, segmentation, demand generation strategy, and pipeline architecture for an emerging clean energy product portfolio; product launch of the Connected Microgrid®. • Assumed informal sales leadership responsibilities prior to promotion, aligning Sales and Marketing around shared commercial systems and accountability. • Led all PR, communications, product launch messaging, and thought leadership initiatives during the company’s early growth phase.

Brand Governance & Commercial Alignment • Led OEM parts brand communications across Volvo Genuine Parts and Pure Mack Parts within Volvo Group’s $2.3B North American aftermarket business unit, owned a $1mm annual budget. • Governed messaging and brand compliance across a distributed dealer network spanning thousands of locations, improving consistency and field execution. • Designed sales and marketing assets supporting dealer enablement and enterprise sales initiatives. Product Marketing & Revenue Impact • Led relaunch of Volvo Reman and Mack ReMack product lines, repositioning offerings against used alternatives and strengthening value communication. • Co-led a six-month, $500k campaign reversing a multi-year radiator sales decline and delivering a 6-point gain during the campaign period.

Commercial Transformation & GTM Infrastructure • Built the company’s first structured digital demand generation and CRM-enabled pipeline infrastructure across five divisions and multiple business entities; designed and launched ShopCross.com earning $6mm annual revenue. • Helped transition the organization from a traditional relationship-driven sales model into a modern demand generation and pipeline-oriented commercial system. • Contributed heavily to CRM (HubSpot) and ERP (NetSuite) implementation efforts across divisions as the only major stakeholder outside of the executive suite. Brand Positioning & Product Commercialization • Operationalized corporate brand consolidation across multiple divisions, overcoming internal resistance and improving consistency of messaging, positioning, and sales adoption. • Spearheaded U.S. commercialization and launch of the Universal Robots collaborative robotics platform, an emerging category within industrial automation. • Built educational and buyer enablement systems designed to improve prospect readiness prior to sales engagement. • Recruited 60+ engineers as SMEs to scale technical content production and customer education, acting as strategist, coordinator, editor, and publisher for written and video content. Executive Visibility & Organizational Influence • Presented marketing strategy annually to the Board of Directors and participated in quarterly executive P&L and sales reviews. • Participated in CEO-led sales restructuring initiatives focused on accountability, compensation alignment, and organizational effectiveness.

Established a digital marketing team within a website development and proprietary CMS company. Focused on inbound/content marketing, email marketing, social media marketing, and website UX.