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?

Labelbox

Labelbox is the data factory for generative AI, providing high-quality, differentiated data to leading model builders and enterprise AI teams.

Main job functions:
1. PLG executive focusing on creating and scaling the growth engine. Acquisition, retention, & monetization efforts. Responsible for a 5x growth in self-serve ARR from 6-7 figures in one year.

2. Built a high-performing growth team consisting of growth marketing, marketing ops, performance marketing, product management, design, and engineering. 

3. Hyperfocused on building product-led sales motion from 0-1. Operationalized a PQA scoring model in 3 months. Drove a 6-figure pipeline through rapid experimentation of PQL/PQA motion.

4. Created an efficient Paid and ABM marketing motion that generates 4x ROI on top-line Active Pipeline per quarter.

5. Lead the GTM acquisition efforts of the supply marketplace of Alignerr.com. Focused on acquisition and supply liquidity to ensure demand is met.

Director of Growth & Head of GTM for Alignerr

Growth Consulting

Netlify

Senior Growth Lead

• All things Acquisition, Retention & Monetization. Loops loops loops!

• Instrumental in developing and strategizing the acquisition strategy for Netlify's PLG engine

• Collaborate with growth team in standing up and contributing to the PQL motion (Product Led Sales)

• Stood up and help drive several data projects in collaboration with Data/Eng/Product teams involving tools such as Snowflake, Census, Segment, Hubspot, Mode, Transform, SFDC & more

• Managing Performance Marketing functions including Google Ads (paid search, display), LinkedIn Ads, Twitter Ads, Carbon Ads, & more in order to drive Self Serve growth & Enterprise hand raiser motions

• Deeply embedded in cross-functional collaboration between different parts of the org in order to scale Acquisition, Retention & Monetization growth loops

Growth

Stytch

– Provided 1:1 advisory services to CEO and founding team on best PLG practices towards acquiring the self-serve developer and providing input towards onboarding strategies to increase activation.

– Owned, managed, launched, and scaled the growth marketing acquisition strategy targeting the self-serve developer. Managed a paid $200k+ monthly budget across various channels.

– Supported the marketing team through leadership and management while the Head of Marketing was on maternity leave. Temporarily had strategic input on marketing initiatives. Had 1:1s with each team member and coached each member with guidance and best practices.

Growth Advisor

MuteSix

• Mentored paid search marketing coordinators and led them to successfully manage new accounts within 3 months

• Continued growth of existing accounts while managing a 10x increase in budgets

• Thought leader in new google search strategies

Senior Search Engine Marketing (Growth) Manager

• Drove a +340% YoY increase in ROAS while controlling $2.4 million in annual budget

• Increased landing page conversion rate by +4% by leading creative teams to design new webpages using effective optimization techniques & designing conversion loops

• Fully develop strategy, manage $100k+ monthly budgets, and own entire paid marketing campaigns of Google & Bing Paid Search, YouTube, Display, & Discovery ads

• Consistently launch new strategic campaigns through strong partnerships and effective cross-functional collaboration with design, creative, data/analytics, and marketing teams

• Received promotion

Search Engine Marketing (Growth) Manager

•Content writer and storyteller for various medium publications with more than 100,000 followers medium.com/@drewteller 
•Created and manage publication: Yogi Stories https://medium.com/yogi-stories

StoryTELLER

Lund Yoga Community (LYC)

•Launched the first donation-based yoga studio in Sweden -> 56% Monthly Gross Margin

•Using storytelling, I created the mission & the vision of the brand backed by solid values which were consistently delivered upon every single day through copywriting, social media messaging, and website positioning

•Generated customer base to 200 people in less than 4 months through use of strategic product market fit and emotional value-based messaging 

•Cultivated a global community with an audience from 25+ different countries (my favorite part)

•Product Marketing Achievement: Drove a consistent 25% monthly new member activation rate through weekly social media & email campaign testing (IG was ToF, FB was MoF, email was BoF)

•Developed social media marketing and Facebook ad strategies to position with targeted audience

•Growth Achievement: Maintained a 75% weekly user retention through listening to my students, adapting to their needs, and serving tea (seriously, tea helped!)

•Investment Achievement: Awarded 1-year funding by pitching to local investors and partnering with the University, which opened up the potential market to 25k more students

•SEO Achievement: Landed #1 on Google Search in less than 5 months

GetAccept

• Hypergrowth startup environment where I was the 3rd person in the marketing team while company was scaling from 30 to 100 employees -> responsible for growing their sales enablement product while simultaneously running experiments

• User Acquisition Growth: Generated a 6% increase in SQLs from a 22k MQL base through an email campaign consisting of 3 strategic touch points (top of funnel audiences -> newsletter, blog, website visitors, webinar attendees)

• Product Marketing: Assisted in ~14% increase of sales yield by creating a fully functioning sales/marketing collateral content management library within HubSpot

•Sales Enablement: Researched, synthesized, and authored the first educational content piece on Sales Enablement to help align internal marketing and sales teams to work more cohesively: https://www.getaccept.com/blog/ultimate-guide-how-and-why-you-need-sales-enablement-in-your-organizations

Senior Growth/Product Marketing

AEI/Affiliated Engineers, Inc.

•Designed Heating, Ventilation, Air Conditioning, and Energy modeling of complex systems in Hospitals, Biotech labs/Cleanrooms, Data Centers, and renewable energy-focused buildings

•Managed design projects of 1-3 years and budgets of $800k+

•Created technical presentations, trend data analysis, and developed proposals

•Proficient in AutoCAD, Revit, and MS Excel skills for design completion

•Engineered wiring and controls diagrams for the control systems of new building platforms

•Reviewed specifications and submittals in fast pace environment to ensure construction deadline is met

•Managed business relationships and budgets for multiple clients

•Created excel spreadsheets using complex formulas and macros for streamlining work and efficiency
 
•Quality assurance and oversight for manufacturing and construction practices

Mechanical Project Engineer, Management Consultant

Director of Growth | Labelbox | TheProductLed.com

PLG | ABM | Growth Marketing | PLS | GTM Motions

With over 6+ years of leadership in product-led growth (PLG), product-led sales (PLS), and growth marketing strategies, I am a proven leader in scaling businesses through innovative go-to-market (GTM) and account-based marketing (ABM) tactics. My expertise spans both bottoms-up approaches, optimizing self-serve acquisition, and top-down strategies, where I’ve significantly influenced pipelines and revenue growth.

As the first PLG marketing hire at Netlify and the PLG executive hire for the product-led sales motion at Labelbox, I have a track record of driving substantial results.

--

M.S. Management (Thesis: Strategic Thinking)
B.S. Mechanical Engineering
B.S. Materials Engineering

I am addicted to Strategic Thinking where the intersection of Systems Thinking + Cognitive Psychology + Game Theory live. To me, strategic thinking is more than strategy, it's about developing facilitators of strategic thinking -> | Being holistic | Developing quick insights | Growing intuition | Embracing logical thought | Integrative - synthesizing discrepancy | Flexibility & open mindedness | Metaphoric - storytelling

Growth Advising & Consulting:
* Innovator: Advisor-level role who designs growth models - qualitative & quantitative
* Builder: Advisor/Consultant level role who builds out processes & systems to test growth model hypotheses (mostly Series A and B startups with PLG focused models)
* Optimizer: Consultant-level role who optimizes/scales growth channels (e.g. Google Paid Search)

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