Andrew Royal, PCM

Full Stack RevOps

Companies have a definitive need for revenue operations, but many SMBs cannot afford to hire a full-time specialist. The task of setting up the RevTech stack is highly specialized, and reliable marketing, sales, service and product data can be difficult to decipher, let alone source. I like to think of revenue operations as the backroom hamsters, making everything possible for your company to have the greatest success.

I founded Full Stack RevOps as I saw a massive gap in data analysis and poorly executed revenue technology (RevTech) stacks within SMBs. 

On the data front, many SMBs rely on GA4 (farewell UA; you shall be missed by all). GA4, unless properly set up and managed, will not give you all the information you need. Think of it as trying to write a precis on A Brief History of Time, and you are only given the first three chapters. I specialize in data tracking using event-based systems and matching that with other sources to provide a holistic view of your revenue efforts. Having reliable data will lead you to make better decisions, increasing your overall revenue. I stand behind that statement. 

RevTech stacks are critical in the current era, and all too often, I have seen SMBs that have a graveyard of RevTech solutions, many of which they may be unaware that they are still paying for! There are a few reasons for this: sometimes, a new employee joins and recommends a new system or an executive hears about a solution that a connections company uses, and SOS (shiny object syndrome) kicks in. Most of the time, though, it comes down to not being a champion of the product. That champion needs to be at a senior level. Buy-in is critical to the success of a MarTech. And I can confidently say, that if you aren't running a cohesive RevTech environment, you will run into issues as you scale.

Thus, Full Stack RevOps was born. I lead my team to bring the greatest value to SMBs.

Founder and and Principal

WRKOUT

I was responsible for the technical aspects of marketing. Using the AAARRR model, I improved adoption for the V2 iteration of the product.. Using Metabase and SQL, I improved product understanding and adoption. The need for a true event-based tracking system was needed and I led the team in developing a Mixpanel implementation for additional insights. A/B testing was a critical part of my day-to-day and tested multiple web and email elements, increasing conversions by over 400% across select features. The legacy part of the company was running on HubSpot. This was not needed in the new model and I managed the migration from HubSpot to Mailchimp. Working with the engineering team we built an extensive set of API calls to auto-populate the Mailchimp account and update their records in real-time as actions were taken in the backend. I was able to increase open rates to over 60% and CTR to over 15%. I also managed the deployment of the Intercom system for the customer success team.

Senior Director of Marketing

MINDCURE 

MINDCURE was a life sciences company focused on developing digital therapeutics technology & researching psychedelic compounds to rapidly scale science-based and evidence-backed breakthroughs that invite us all into our richest lives. Unfortunately, MINDCURE ceased all operations in March 2022. I managed and mentored a team of high-performing marketers. We increased our overall engagement across all platforms by ~275%. Part of my role was to build a strong marketing strategy where I created a story arc to tell the company's story on a six-month rolling period. Using this arc, I created a matrix of what resources my department could offer each business unit based on the number of available content slots and the channels each division needed to be promoted on. My budget was $1.6 million. I managed external teams of podcasters, PR, advertising and brand contractors.

Director of Marketing

Discover Canada Tours

Discover Canada Tours is one of Vancouver's largest tour operators with tours across British Columbia, Alberta and Yukon. I built a team of 6 marketers and managed and mentored them pre-COVID and during COVID. The company did not lay off all of the marketing staff during the pandemic and we assisted in driving new sales during COVID-19, bringing in revenue which
enabled the company to continue to operate. When I first joined, we reworked the company brand identity and brand positioning of Discover Canada Tours, Destination Snow, West Trek and DC Student Adventures. As part of this exercise, I was responsible for creating 60,000 words of copy to uniquely highlight different tour offerings of the company across the core company brand and five additional sub-brands. In the 7 months leading up to the pandemic, I was directly involved in an increase of 30% in online bookings through our marketing efforts.

Marketing Manager

Gearbox Creative (Pty) Ltd

As a shareholder of Gearbox Creative, I was involved in any major company decisions. I also acted as a advisor on the Board to assist the new management team in taking over the company.

Shareholder and Board Member

Gearbox Creative is not a visual communications agency, but rather a kickass way to give your company the attitude to differentiate yourself from the rest of the mundane companies out there. It is about being at the forefront of the market - and having your voice makes a difference. Trust us: the rest of the sheep will follow, but you will be first! As CEO, I built the company from the ground up to be an award-winning digital agency with a core team of five full-time high-performing employees and a contractor book of over 20 professional contractors. We managed over 100 clients during my time at the company with a churn rate of ~25% over seven years. We were responsible for many successful digital campaigns for our clients, many seeing ROMI results of over 500%.

Founder and Chief Executive Officer

Chronon Pty Ltd

Chronon is an attempt at quantifying non-continuous time. It's also a rad web dev that focuses on publishing and corporate sexiness. "You got a real perty database, my boy. " - Andy We built portals for clients to give them an online presence to push their business and move with the times. We have a robust portfolio of boutique eCommerce solutions. We offered website deployment, SEO techniques, online advertising consultations, eMarketing advice, social media activations and various other services. I co-developed a large-scale Magento project for our ICT client. We tied the system using API calls into the company's existing custom-built ERP system to populate and manage stock from within Magento. I was instrumental in the redevelopment of new digital publishing platforms for ELLE South
Africa, ELLE Decoration South Africa and Longevity Magazine. I was fortunate enough to work on a large digital campaign with Dermalogica using these publications as the launch pad for one of their product releases.

Co-Founder and Chief Marketing Officer

Megarom Interactive

Megarom Interactive was South Africa's largest importer and distributor of interactive video games. They represented Activision / Blizzard, Ubisoft, Rockstar Games, 2K Games, Namco Bandai, NCsoft and Koch Media during my employment, and have recently been awarded the distribution rights for Codemasters and Square Enix. I was able to secure coverage of over $2,000,000 within a small and very niche South African market. I strategically strategized the best placement of new titles in different media outlets according to the target market and demographic targeting. I created detailed reports monthly for each publisher with the monthly coverage and ROI on all campaigns. These reports were instrumental in getting further funding from the publishers for the promotion of future titles. Fun fact, I almost broke a global embargo on Call of Duty Modern Warfare due to some miscommunication of publication dates. We caught the error the day before the publication was due to be printed.

Public Relations Executive

Atoll Media

blunt Magazine was South Africa’s leading alternative youth culture magazine.  It covered mainly alternative music and alternative sports like skate and BMX.  I was responsible for all inland advertising sales as well as conceptualising and selling brand extensions like calendars and backing boards for the magazine.

Inland Advertising Executive and Special Projects Manager | blunt Magazine

Kirkpatrick and Associates

Event Manager

Roymec Pty Ltd

Data Analyst

I have two decades of marketing, sales and customer success experience. I hold a Professional Certified Marketer® in Marketing Management from the American Marketing Association. I am also a Mixpanel Partner, Mailchimp Certified and HubSpot Software certified. With this all in mind, I have built a learning and experience career and honed my skills to become a well-rounded revenue operations (RevOps) professional.

I have developed a passion for data-driven revenue operations. I founded Full Stack RevOps to help SMBs leverage data and technology to optimize their revenue operations processes and deliver measurable results. I have a PCM certification from the American Marketing Association and Mixpanel Partner, Mailchimp and HubSpot certifications, demonstrating my expertise in various marketing tools and platforms.

I primarily work with companies of sizes and funding stages to make data-driven RevOps decisions and deploy RevTech stacks with proven ROI. Using these systems' interoperability, I build beautiful and meaningful data visualization models. By leveraging the data and analytics I gain, I can identify key areas of improvement and develop strategies tailored to each business's unique needs.

I have successfully created and executed RevOps strategies for clients in various industries, including FinTech, wellness, eCom, retail, fitness and tourism. I have also increased my clients' conversions, retention, and revenue by implementing A/B testing, CRM systems, workflow optimization, project management tools, event-based tracking systems and deep analytics reports. I collaborate with cross-functional teams to align revenue operations with broader business goals and deliver exceptional customer experiences.

Business without data is like throwing a dart in the dark and expecting to hit the bullseye.

• Developed extensive marketing analytics reports improving product adoption using the AAARRR Model. 
• Reporting using Metabase and SQL to improve product understanding and adoption.
• Led the team to have a Mixpanel implementation for additional insights.
• Implemented A/B testing to multiple web and email elements, increasing conversions by over 400% across select features.
• Managed migration from HubSpot to Mailchimp with audiences and API calls from the production database, which increased open rates to over 60% and CTR to over 15%. The API calls to the production database allow for accurate customer journeys at all steps.
• Implemented Mandrill using custom HTML templates to send all transactional emails from the server.

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