Andrew Capland

Hey, I'm Andrew 👋- the Head of Growth at Postscript. I’ve spent the last 13 years working in SaaS marketing tech and have led Growth at two different orgs - including one remotely. In addition to being a full-time growth leader, I have a professional coaching business designed specifically for growth professionals (deliveringvalue.co) where I help clients level-up their skills and transition from solo practitioners to cross-functional growth lead. During sessions, I share the habits, rituals, processes and best practices that I’ve learned throughout my career to help growth practitioners deliver more value and advance their careers. That includes tactical skills, like conversion rate optimization, improving activation rates, and scaling high-volume a/b testing programs. As well as soft skills, like getting buy in from senior stakeholders, prioritization frameworks, and documentation. The core of my approach is understanding what's valuable to your target user, delivering that value in creative ways, and removing as many distractions as possible. I don't share growth hacks or shortcuts. Just the processes, prioritization, and rigor that have helped me. I specialize in helping growth practitioners working at growing tech startups, not unicorns. My ideal clients are: 1. SaaS marketers or product managers: looking to transition into the cross functional world of growth 2. Existing Growth practitioners: (growth marketers or growth product managers) starting a new role and looking to hit the ground running 3. Existing growth leaders: feeling stuck and unsure how to scale growth in their organization

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  Conversion rate optimisation

  I have run countless tests and projects to improve conversion rates. My general approach is to remove friction and use motivation to drive action. Removing friction is basically finding out where your users get stuck and making it simpler. Using motivation is different things at different parts of your product journey. But, generally speaking, it's understanding what's most valuable to your users and highlighting that value.

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  Growth marketing

  I led a cross-functional team focused on increasing Wistia's Activation rate. We created a new user onboarding process from the ground up (running countless experiments and optimizations along the way) and many Product Led Growth initiatives to help drive engagement and increase our conversion rates.

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  Marketing automation

  I have helped scale Wistia's database into the hundreds of thousands. We have countless marketing automation programs in place. From internal rotators and data updates to complex user onboarding and winback campaigns. I love exploring the technical segmentation as much as the user journey.

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  Mindset coaching

  During sessions, I share the habits, rituals, processes and best practices that I’ve learned throughout my career to help marketers deliver more value to their users and advance their careers. That includes tactical skills, like conversion rate optimization, improving activation rates, and scaling high-volume a/b testing programs. As well as soft skills, like getting buy in from senior stakeholders, prioritization frameworks, and documentation.

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  CrazyEgg

  13 years of experience

  I absolutely love Crazy Egg. Using this tool in conjunction with other user research (like FullStory or Usertesting.com) has been a game changer for us to improve our designs and user experience.

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  Hubspot

  16 years of experience

  I actually worked at HubSpot for three years and have used the software at three separate companies since then. I've helped build complex marketing automation workflows and scaled databases to hundreds of thousands of contacts.

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  Mixpanel

  13 years of experience

  The MixPanel was a core part of our experimentation process. Their funnel visualization tools gave us insights into how our projects impacted user behavior.

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  Optimizely

  13 years of experience

  I've run close to 100 tests in Optimizely. I've used their platform directly and synced Optimizely with our database to see the impact that testing website pages have on product behavior.

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  Trello

  12 years of experience

  Our teams spend a lot of time working in Trello on a daily basis. We manage our cross-functional project workflow in there and operate in weekly sprint cycles.

• https://wistia.com/learn/marketing/approach-to-a-b-testing
• https://wistia.com/learn/marketing/score-leads-with-video
• https://blog.growthhackers.com/so-you-were-hired-as-the-head-of-growth-at-a-startup-now-what-7383f2247e3b
• https://blog.growthhackers.com/how-to-define-a-strategy-for-your-growth-team-a-step-by-step-guide-for-new-leaders-at-startups-d266a4de635a
• https://www.productled.org/blog/growth-loops-action-inside-postscripts-referral-program