Andrew Capland

Camp Solo

Camp Solo is a private community for solopreneurs to exchange ideas, share experiences and resources, and find real support through the highs and lows of running your own business - campsolo.co

Co-Founder

Delivering Value

I help heads of growth accelerate their careers with 1:1 coaching, and I help early-stage SaaS teams scale as a product-led growth advisor.

Services include:
* 1:1 coaching for heads of growth
* PLG advising for SaaS teams

I specialize in helping clients who work at small to mid-sized SaaS companies (usually starting around $6-$10 million in ARR). If that sounds like you, send me a message!

I've supported clients from amazing companies like:
copy.ai
Notion
Sprout Social
Pendo
Lusha
Whimsical
Motion

Founder

Delivering Value Podcast

Candid conversations with growth leaders about the setbacks, feedback, and self-doubt that almost derailed their careers - and instead shaped their path to success.

No growth tactics, playbooks, or guides. Just raw stories from the trenches and lessons to help others encountering the same challenges.

Subscribe 👇

Podcast Host

Proof-of-Skill

Product-led Growth Advisor

Protocols

Navattic

Advisor

Happeo

Product-led growth advisor

Contingent

Advisor: product-led growth

Expel

Avrios

Product-led growth Advisor

Coach for heads of growth | PLG advisor | former growth @ Postscript, Wistia, HubSpot

After coaching more than 50 clients, it's become clear... Most Growth Teams face the same struggles:

You’re not always sure which lever to pull to drive meaningful impact.

You don’t have a repeatable operating system, so there's no structured process for prioritizing experiments, aligning across teams, or scaling execution

You're spending too much time convincing instead of executing. You're constantly selling ideas internally, securing resources, and fighting for buy-in.

Your role feels misunderstood because your boss has never done your job, and leadership sees the numbers but doesn’t always recognize the full impact of growth.

You’re ready for the next level but don’t have a clear roadmap to get there.

I'm Andrew

I’m the former growth lead at two high-volume PLG businesses: Director of Growth at Wistia, and Head of Growth at Postscript.

I’ve been where you are.

I’ve built and scaled growth teams from scratch, run hundreds of experiments, and made every mistake in the book. I know what "good" looks like, and I know how overwhelming it can feel without mentorship from someone who's done your job.

Now, I take everything I've learned to help other growth leaders increase their impact and influence.

☎️ Book a call to work with me ☎️
https://deliveringvalue.co/get-started

Delivering Value offers coaching & advising for product-led growth teams.

Because scaling a product-led business is hard. It's a really effective go-to market model, when done right. But, it’s still relatively new and most companies don’t have someone with extensive PLG experience. 

That means you spend a lot of time and money making mistakes trying to figure it out. Or, you feel overwhelmed by all the content out there, trying to teach yourself.

That’s were the idea of Delivering Value was born. To help early-stage tech companies save time by avoiding common mistakes, learn proven frameworks & methods instead of trying to figure it out themselves, & ultimately grow faster.

Services include:
* 1:1 coaching for heads of growth
* PLG advising for SaaS teams
* Digital products for the growth community

I specialize in helping clients who work at small to mid-sized SaaS companies (usually starting around $8-$10 million in ARR), not tech unicorns. If that sounds like you, send me a message!

I'm helping a bunch of people update their resumes. And I'm seeing a new format that’s working right now - it's different from the advice we've been told for years.

The old way was all about results:

- took [thing] from A --> B 
- increased conversion rate of [thing] Z%
- scaled to $XX,XXX MRR

Good stuff for sure.

But without the context of the business (size, stage, gtm model) the reader can't tell if those results are a single, triple, or a home run.

And the same title in growth can mean five different things depending the stuff above too. 

That is why strong candidates keep getting overlooked.

After working with several growth leaders on their job searches in 2025, I started testing a different way to structure their resumes.

What emerged from that experimentation became the CATER framework.

(ironic because everyone says to “cater” your resume to the role. But this actually helps you cater it to what you actually did.)

Here's the gist:

Use one bullet for each
- context: what kind of company you were at (size, stage, GTM)

- accountability / ownership: the KPIs you were responsible for + the surface area you owned

- team: who you managed, how the team changed, who you worked with

- execution + results: what you did and how it went (most resumes start here… which is why they fall flat)

Then you can go deeper with 3-4 bullets for the E/R part of the acronym.

Once you stack your resume in this order, it reads like a cohesive story - and it allows your future interviewers to ask much better questions. 

Curious if anyone else has tried this. It’s been working really well for the folks I’m helping.

ps - I just did a deep dive about this on substack + youtube: https://lnkd.in/edC7NWWB

Coach for heads of growth | PLG advisor | Former 2x growth lead (Wistia, Postscript) | Co-Founder Camp Solo | Host Delivering Value Pod 🎙️

I’m 39. Have 2 kiddos. And run two businesses from Massachusetts 👋

Before this, I spent 12 years growing B2B SaaS companies like Wistia, Postscript, and HubSpot.

Now, I'm growing my own stuff.

Delivering Value (my core business):
- 1:1 coaching for people who lead growth teams
- advising product-led companies on scaling systems
- podcast where growth leaders share their toughest career moments

Camp Solo (my second business):
- private community for ambitious solopreneurs
- members share wins, losses, and build together

Here’s what that looks like day to day 👇

5:45am - wake-up to screaming 17mo old
6-8 am - get everyone fed, dressed, and out the door
9-10 am - workout and shower
10–2 pm - coaching & advisory calls
2–5 pm - creative work and business ops
5:30 - 8 - dinner and family time

Organic content is my growth engine. I:

- share lessons from my 13 yrs in the tenches
- give insights from 85+ coaching clients
- build in public, even though my college friends think its cringy

Running solo looks polished from the outside, but I ride a roller coaster of emotions depending on the moment.

Still, I wouldn’t trade it.

That's a small tax to pay for the freedom of being an entrepreneur.

ps - if you're thinking of going solo, drop your questions below. Happy to share what I’ve learned so far.

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If you like to…

explain your job to everyone you work with (again and again)
constantly beg for resources (and get told “not this quarter”)
feel like you’re the only one prioritizing the business over personal agendas

…might I recommend a career in growth?

The great paradox of career growth: 
People who get promoted fastest tend to do less, not more.

- they're not volunteering for every new opportunity
- they're not working the most hours
- they're not the most responsive

They’re choosing the right opportunities. And making sure everyone knows WHY those choices matter.

I’ve seen this pattern again and again.

First as someone who climbed from IC to Head of Growth.
Now as a coach to dozens of growth leaders doing the same.

Promotions don’t go to the hardest workers doing the most units of work.
(at least not once you reach Director or VP level)

They go to the people who create the most impact. 

I recorded an 11-minute video breaking down the four habits that separate high performers from everyone else, including how to:

align perfectly with your boss
protect your focus
manage up like a pro
make your work visible (without playing politics)

watch it here: 
https://lnkd.in/evABPJ8T

Signup page: your trial expires in 14 days
In-app banner: your trial expires in 14 days
Welcome email: your trial expires in 14 days
The SDR: “you have 14 days to enjoy your trial”

Someone, writing into support:

“Hey, how long is the trial?”

I’ve made all of these mistakes as a former 2x head of growth:

- I created sweet dashboards nobody used.
- I kept weak experiments alive way too long.
- I over-engineered work that could’ve been quick/scrappy.
- I wasted time on projects when I should have pushed back instead.
- I scoped work to the resources I had (instead of advocating for the resources I really needed)

Each seemed small at the time. 

But over months and years, these little mistakes add up. Learning to spot (and fix) them was a turning point. 

Sometimes the most important lessons aren’t the latest tactics, channels, or frameworks.

What’s the small mistake you wish you had caught earlier?

Mercado Livre Arena Pacaembu

Marketing Planning Manager

As a Marketing Manager, I lead the management, optimization, diversification, and growth of marketing channels for stakeholder relations and proprietary events. I'm responsible for the entire channel strategy, including Google Ads, Meta Ads, TikTok, Twitter, YouTube, influencers, programmatic media, DV360, SEO, blog, social media, email, WhatsApp, and outdoor media (OOB).

Main activities and results:

Brand and channel management and optimization: I developed and implemented integrated strategies across multiple platforms, [insert specific metrics, such as percent increase in reach or engagement]. Diversifying marketing channels helped reach a broader audience and tailor messages for each channel and target audience.

CRM development and data management optimization: I oversaw the implementation and refinement of the data management and CRM system, restructuring flows for all customer touchpoints. This strategy allowed a deeper understanding of the customer journey, leading to an [insert specific metric, such as percentage increase in engagement] and improved customer experience through gamification and personalization, increasing retention by 28%

Data analysis and performance improvement: I conducted regular data analyses, identifying failures and opportunities for improvement. The changes implemented, based on tested data, improved the conversion strategy by integrating paid media, CRM, content, SEO, CRO, UI, UX, and web analytics, increasing campaign efficiency and boosting conversion rates by 45%.

Media, Data & CRM Manager 

GLA | Growth Leaders Academy

As an active member of the Growth Leaders Academy, I am at the forefront of a movement that redefines marketing and growth practices in Brazil. This pioneering program not only accelerates my leadership skills but also provides me with an arsenal of advanced techniques and a robust network of mentors and peers. Here, I not only learn: I apply. Each session transforms theory into practice, generating exponential growth and innovative insights that are immediately tested in the projects I lead.

Membro

Mineirinho

As a leader in digital marketing strategies at Mineirinho, I focus on expanding visibility and strengthening our brand through innovative approaches. I effectively manage multiple advertising platforms, including Google Ads, Meta Ads, and TikTok, maximizing the reach and efficiency of our campaigns. I implement personalization and segmentation tactics that significantly increase customer retention and loyalty, boosting sales. I conduct regular evaluations of campaign performance, adjusting strategies to maximize ROI and enhance the user experience.

Media Manager

Silicone Center

At Silicone Center, I led the structuring and management of comprehensive initiatives in Paid Media, CRM, Content, SEO, CRO, UI, UX, and Web Analytics. I effectively coordinated both online and offline media channels, including influencers, blogs, email marketing, and an innovative brand Ambassador program, aiming to optimize our market approach and strengthen engagement with our audience.

Main activities and results:

Media channel strategy and management: I implemented integrated media strategies that increased brand visibility and maximized marketing budget efficiency. My result-focused management led to a 35% growth in the volume of leads captured through our diversified campaigns.

Performance analysis and optimization: I conducted rigorous data surveys and analyses to assess conversion sources, identify reasons for drop-offs, and evaluate the effectiveness of specific campaigns. This detailed analysis allowed for refined adjustments in the campaigns, improving lead qualification rates and overall media channel efficiency.

Sales results improvement: In partnership with the SDR and Sales teams, the adjusted strategies contributed to a 27% increase in the volume of Sales Qualified Opportunities (SQOs). Moreover, these joint efforts were crucial for a 45% increase in sales conversions, highlighting the effectiveness of the integrated marketing tactics we adopted.

Innovation and leadership in Ambassador Program: I led the creation and management of a brand Ambassador program, which not only expanded our influence network but also solidified brand perception among the target audience, resulting in a notable increase in customer loyalty and recommendations.

Marketing Consultant

At Zak, I pioneered the creation and development of the Growth Marketing area, where I led the implementation of scalable and sustainable strategies for growth. I was responsible for planning and executing tactics that notably increased service demand and improved lead qualification from MQL to SQL, in addition to managing end-to-end marketing activations.

Main activities and results:

Growth structure and leadership: I established the foundations of the Growth area, creating marketing strategies that propelled predictable and measurable growth for the company. This initiative involved collaboration with the SDR and Sales teams to align and optimize sales and marketing funnels, increasing demand generation and conversion rates from MQL to SQL.

CRM Hubspot implementation and management: I implemented the CRM Hubspot, crucial for developing communication, sales, and onboarding strategies, resulting in greater revenue predictability and the acquisition of detailed insights about customer behavior, along with a significant improvement in revenue predictability and behavioral insights acquisition.

Marketing channel management and optimization: I managed a variety of marketing channels including Google Ads, Meta Ads, influencer marketing, programmatic media, SEO, email marketing, and field marketing, using tools like Neoway to maximize media indicator efficiency, resulting in an increase in lead volume and improvement in lead qualification. 

Performance analysis and continuous improvements: I conducted deep analyses to identify challenges in paid media channels, CRM, content, SEO, and Web Analytics, implementing improvements based on test data that increased conversion rates across various funnels, resulting in an increase in conversion rates.

My period at Zak was concluded due to a layoff.

Growth Marketing Coordinator

Sumicity

I developed and managed digital media strategies focused on maximizing sales efficiency and improving key performance indicators such as CPA (Cost Per Acquisition), CPL (Cost Per Lead), CAC (Customer Acquisition Cost), and CR (Conversion Rate).

Main activities and deliveries:

Digital campaign development and management: I led the implementation of campaigns on platforms such as Google, Facebook, Spotify, Twitter, and programmatic media, centered on optimizing the efficiency of each channel, which boosted sales and market penetration. This effort resulted in a significant improvement in the overall efficiency of marketing channels.

Media channel analysis and optimization: I conducted detailed analyses to assess the performance of various media sources, applying continuous tests and optimizations that contributed to consistent growth in lead conversion.

Interdisciplinary collaboration and management: I interacted with Content, SEO, E-commerce, CRO, UI, UX, and Web Analytics teams to identify and resolve issues in the digital acquisition funnel, enhancing acquisition strategies and boosting customer retention.

Performance Marketing Specialist

Media agency management: I managed the agency responsible for campaigns on Google, Facebook, Spotify, Twitter, and other strategic media, focusing on sales efficiency. This role was crucial for enhancing strategic KPIs such as CPA, CPL, and CAC, resulting in a considerable increase in the ROI of advertising campaigns.

Development of media performance strategies: I developed and implemented strategies aimed at optimizing campaign performance, directly improving sales efficiency and marketing indicators.

Performance analysis: Regular monitoring and evaluation of key indicators allowed me to identify and implement continuous improvements in campaigns, positively impacting the overall efficiency of customer acquisition processes.

Digital Marketing Senior Performance Analyst

Divulga Maiz Brazil

I played a crucial role in the implementation and development of a comprehensive media performance strategy. My contribution resulted in a significant expansion of acquisition channels from 2 to 6, and the optimization of marketing strategies to elevate the company's results.

Main activities and deliveries:

Acquisition channel diversification: I expanded the range of digital marketing channels, incorporating new platforms beyond the traditional Google Ads and Facebook Ads. This resulted in a substantial increase in market coverage and the ability to reach diverse audiences, improving the overall visibility of the brand.

Development of ad management methodology: I developed and implemented management methodologies for Google Ads and Facebook Ads, enhancing the effectiveness of these campaigns. My data-driven approach boosted performance metrics, optimizing the ROI of these channels.

Implementation of retargeting tools: I handled the implementation of retargeting strategies that significantly increased the conversion rate, leveraging user purchase intent and maximizing repeat sales.

Influence marketing and social commerce strategy: I designed and executed influence marketing and social commerce strategies, focused on data analysis and results. This not only strengthened the brand's online presence but also boosted sales through social channels, leveraging influencers and social commerce tactics to directly engage with consumers.

Application of Lean and Agile methodologies: I implemented Lean and Agile methodologies in team and project management processes, which significantly improved operational efficiency. The visualization of KPIs in strategic reports and tactical dashboards was essential for commercial and sales decision-making, providing a clear view of performance and guiding actions based on concrete insights.

Traffic and Performance Marketing Consulting

Agência Digital Clicksoft

As a Marketing Coordinator, I was challenged to lead a performance team and manage paid media campaigns on platforms such as Facebook Ads, Google Ads, Twitter, LinkedIn, and DV360. My management stood out for its consultative role beyond just being a supplier, dealing directly with clients from various niches, including significant involvement with real estate ventures.

Main activities and deliveries:

Paid media campaign management: I developed and managed integrated paid media campaigns, enhancing the effectiveness and precision of targeting. This resulted in improvements in the quality of generated leads and an increase in sales, particularly significant in the real estate sector.

CRM implementation and analytical tools: I implemented various CRM systems and integrated them with diverse databases to create strategic dashboards that provided greater business intelligence. This initiative allowed for a clearer and more accurate view of campaigns, optimizing strategies and significantly improving the qualification of leads and sales conversions.

Multidisciplinary team leadership: I led a team of professionals in design, content, paid media, social media, and SEO, coordinating comprehensive strategies for blogs and social media. The implementation of tracking tools such as AppsFlyer, Google Analytics, Adobe Analytics, and Google Tag Manager ensured accurate performance assessment of digital channels.

Key Account Development: I managed important accounts such as Aceleradora SDP, Rio Innovation Week, Loreal, Bait Inc, and Pixel Incorporadora. In each project, I dedicated myself to adapting strategies according to client specificities, ensuring satisfaction and high-level service to meet each client's marketing needs.

Marketing Coordinator

Riomarca

At Riomarca, I served as the Marketing Project Manager, responsible for developing and implementing comprehensive digital marketing strategies and managing the execution of significant projects. This role involved leading online media campaigns and managing SEO and Web Analytics activities.

Main activities and deliveries:

Online media campaign strategy and management: I was responsible for online media campaigns, including Facebook Ads, Google Ads, Bing, LinkedIn, and programmatic media. My role focused on optimizing these campaigns to maximize return on investment and expand the reach of digital marketing.

Creative direction and leadership: I led a team of designers tasked with developing creative content for ads, landing pages, and user interfaces for websites, systems, and apps. This work ensured that all visual elements were not only attractive but also optimized for conversion.

Project management and delivery: I managed the execution and delivery of development projects for clients, including the creation of websites, apps, and systems. This management ensured that all projects were delivered with high quality and within established deadlines.

High-profile clients: I coordinated projects for high-profile clients such as Portal Cataratas, AquaRio, Brazilian Volleyball Confederation, and Brazilian Cycling Confederation, which involved managing complex expectations and delivering marketing solutions that met their specific needs.

Marketing Project Manager

EMGEPRON - Empresa Gerencial de Projetos Navais

I managed the strategy and execution of online and offline media campaigns, in addition to coordinating the production of promotional materials and managing endomarketing. I was responsible for planning and executing sponsorship actions, managing advertising investments, and organizing national and international events, while also managing the implementation of CRM and Inbound and Outbound marketing strategies.

Head of Advertising Division

My achievements included effectiveness in managing social media campaigns and digital campaigns that maximized participation and engagement at the event, as well as successfully coordinating operations that facilitated an integrated and high-level event experience, ensuring the success and visibility of the fair.

Marketing Analyst

During my internship in advertising, I worked on the production of promotional materials and developed endomarketing actions. I planned, coordinated, and implemented strategies for social media, websites, apps, and promotional videos for the RIDEX fair and other campaigns. I significantly contributed to the development of promotional campaigns that improved internal and external communication. I also provided effective support in digital marketing activities that enhanced the online presence of the RIDEX fair.

Advertising Intern

Marketing Manager @Mercado Livre Arena Pacaembu | Strategic Growth | Data Analysis | Performance | Media Optimization | CRM Strategies

As the leader of a prominent Brazilian brand and a member of the Growth Leaders Academy (GLA), I am at the forefront of accelerating the development of marketing and growth leaders. With an MBA in Marketing Such management and extensive certifications in digital media, marketing strategies, and growth marketing, I bring over a decade of marketing expertise across various industries.

My professional journey is driven by a passion for crafting strategies that foster scalable and sustainable growth, underpinned by data-driven insights, media, and CRM innovations. Currently, I manage the brand's strategy, overseeing the optimization, diversification, and expansion of marketing channels, enhancing stakeholder relationships and proprietary events. My strategic initiatives include the overhaul of our data management and CRM systems, establishing comprehensive customer interaction flows that have significantly improved engagement, retention, and conversion rates across diverse platforms.

I am a relentless seeker of knowledge, continuously stepping out of my comfort zone to broaden my horizons. I cherish networking and value the dynamic exchange of ideas, believing that professional growth thrives in collaborative environments. Working alongside multidisciplinary teams, I strive to integrate diverse perspectives into enriched solutions that drive outstanding results.

My objective is to persist in my educational journey, contribute innovatively to the marketing and growth sectors, and generate substantial impact and value for the organizations and clients I collaborate with.

I am open to new connections and opportunities that challenge my skills and allow me to contribute significantly to organizational success. Feel free to contact me via email  or through LinkedIn to explore potential collaborations.

E-mail: lucasn.torres@gmail.com

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Lucas Torres

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