Fractional Marketing Operations for GovTech SaaS & Social ImpactHanna Retana
For mission-driven B2B SaaS companies selling to government, nonprofits, or impact-focused enterprises, I help you build marketing systems that drive growth, without the enterprise price-tag.
You're building technology that actually matters: tools for smarter cities, healthier communities, or more sustainable futures. But your marketing feels duct-taped together, and you're burning budget without clear ROI.
I build marketing operations that scale with lean teams: the strategy, systems, and execution. From positioning that resonates with government buyers to analytics dashboards that actually inform decisions, I ensure your marketing works as hard as your product does.
What's included:
Full marketing ops
Comprehensive email strategy
SEO+GEO content/calendar
Advanced campaigns
Partnerships
RFP support
FAQs
I am direct, collaborative, approachable, and hands-on. I don't show up with a slide-deck and disappear. I'm with you Slack, join the stand-up meetings, and believe in real-time iteration. I'll challenge your assumptions (kindly) and push you to make decisions based on evidence, not gut feelings. Also, I reply fast, probably a little too fast, but distributed teams need that.
I'm based in Costa Rica (GMT-6), which overlaps perfectly with US schedules. I'm highly flexible for meetings and I've worked with teams in all US timezones, plus European and APAC time-zones. Wherever your team may be located, you can be confident that I know how to make async work.
Yes, I typically work with only 2-3 retainer clients at a time, which ensures I can give your company focused attention without burning out. This model also means I'm constantly learning what works across the industry and different companies and bringing those insights to your team. You get a dedicated marketing leader without paying for 40 hours a week you don't need yet.
Sales, of course!
But, more seriously, with metrics we agree on upfront. Typically that's some combination of: qualified leads generated, website traffic from target segments, conversion rates, email engagement, pipeline attribution, and campaign ROI. I'm a big fan of focusing on 3-5 key metrics rather than drowning in vanity numbers.
Three things:
1) I specialize in government, public sector, and mission-driven markets where traditional B2B playbooks don't work. I understand long procurement cycles, multi-stakeholder decision-making, and how to message for impact.
2) I'm hands-on with execution, not just strategy. I build the systems and run the campaigns, not hand you homework.
3) I've done this at scale (securing $5M+ in business) and at scrappy startups (building analytics engines in 7 days), so I can meet you where you are.
You're ready if: you have product-market fit (even early/imperfect), you're generating some revenue or have active pilots, you have budget for marketing ($5K+/month total including my retainer and ad spend), and you have at least one person internally who can partner with me (founder, PM, or sales lead).
Then we pivot. It happens all the time. Startups move fast, I expect your priorities to shift as you learn more about your market, close deals, or adjust strategy--and honestly, I might bring some of these realizations to light for you as well. I build flexibility into how we work together so we can reallocate time and budget to what matters most.
Starting at$4,500 /mo
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Google Analytics
HubSpot
Notion
Slack
Digital Marketing Specialist
Growth Marketer
Marketing Strategist
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Hanna Retana
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Costa Rica- $10k+
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Fractional Marketing Operations for GovTech SaaS & Social ImpactHanna Retana
Starting at$4,500 /mo
Tags
Google Analytics
HubSpot
Notion
Slack
Digital Marketing Specialist
Growth Marketer
Marketing Strategist
For mission-driven B2B SaaS companies selling to government, nonprofits, or impact-focused enterprises, I help you build marketing systems that drive growth, without the enterprise price-tag.
You're building technology that actually matters: tools for smarter cities, healthier communities, or more sustainable futures. But your marketing feels duct-taped together, and you're burning budget without clear ROI.
I build marketing operations that scale with lean teams: the strategy, systems, and execution. From positioning that resonates with government buyers to analytics dashboards that actually inform decisions, I ensure your marketing works as hard as your product does.
What's included:
Full marketing ops
Comprehensive email strategy
SEO+GEO content/calendar
Advanced campaigns
Partnerships
RFP support
FAQs
I am direct, collaborative, approachable, and hands-on. I don't show up with a slide-deck and disappear. I'm with you Slack, join the stand-up meetings, and believe in real-time iteration. I'll challenge your assumptions (kindly) and push you to make decisions based on evidence, not gut feelings. Also, I reply fast, probably a little too fast, but distributed teams need that.
I'm based in Costa Rica (GMT-6), which overlaps perfectly with US schedules. I'm highly flexible for meetings and I've worked with teams in all US timezones, plus European and APAC time-zones. Wherever your team may be located, you can be confident that I know how to make async work.
Yes, I typically work with only 2-3 retainer clients at a time, which ensures I can give your company focused attention without burning out. This model also means I'm constantly learning what works across the industry and different companies and bringing those insights to your team. You get a dedicated marketing leader without paying for 40 hours a week you don't need yet.
Sales, of course!
But, more seriously, with metrics we agree on upfront. Typically that's some combination of: qualified leads generated, website traffic from target segments, conversion rates, email engagement, pipeline attribution, and campaign ROI. I'm a big fan of focusing on 3-5 key metrics rather than drowning in vanity numbers.
Three things:
1) I specialize in government, public sector, and mission-driven markets where traditional B2B playbooks don't work. I understand long procurement cycles, multi-stakeholder decision-making, and how to message for impact.
2) I'm hands-on with execution, not just strategy. I build the systems and run the campaigns, not hand you homework.
3) I've done this at scale (securing $5M+ in business) and at scrappy startups (building analytics engines in 7 days), so I can meet you where you are.
You're ready if: you have product-market fit (even early/imperfect), you're generating some revenue or have active pilots, you have budget for marketing ($5K+/month total including my retainer and ad spend), and you have at least one person internally who can partner with me (founder, PM, or sales lead).
Then we pivot. It happens all the time. Startups move fast, I expect your priorities to shift as you learn more about your market, close deals, or adjust strategy--and honestly, I might bring some of these realizations to light for you as well. I build flexibility into how we work together so we can reallocate time and budget to what matters most.
$4,500 /mo