AlmaFig

Fractional marketing leadership · B2B · Digital health · SaaS · Healthcare

Marketing leadership that leaves a working engine behind.

I help B2B companies in digital health, SaaS and healthcare build the positioning, systems and programs that turn marketing into pipeline. Senior leadership, scoped to what you actually need.

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Alyssa Carter, founder of AlmaFig
Alyssa Carter · Founder
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2.2x marketing-influenced pipeline growth in Y1 HelloBiome
$17M revenue, up from $7M, Series A to B Cylinder
6x revenue growth during marketing tenure Oxygen

Clients I've worked with

  • HelloBiome
  • Oxygen
  • NCQA
  • Mythics
  • Emergent
  • BTech
  • HuddleUp
  • CloudID
  • FiveSigma
  • Great Notion Brewing
  • Corso Marketing Group

Who I work with

Founders and leadership teams who need a senior marketer, without the full-time hire.

Usually a B2B company between early traction and its next stage of growth, selling to complex buyers on a long cycle. Often in healthcare, digital health or life sciences, where the science has to be made sellable.

Where I usually come in

  • Growth still runs through the founder. Pipeline depends on them being in every conversation, and marketing needs to start carrying its share.
  • The message isn't landing. You sell to several kinds of buyers, but they all hear the same pitch.
  • You can't see what's working. Leads come in, but nobody can say which ones turn into revenue.
  • The pieces aren't connected. There's a website, a CRM and content, but no system tying them to sales.
  • Something new is launching. A product, a business line or a rebrand that needs to land with the right buyers.

Services

Three ways I help

Fractional marketing leadership

I run marketing as part of your leadership team: strategy, priorities, budget and the people doing the work.

  • Go-to-market plans and channel mix
  • Hiring and directing contractors or staff
  • Pipeline reporting leadership can trust

Positioning, messaging and rebrands

Clear answers to who you serve, why they should care and how you're different, written for each buyer you sell to and carried through your website and your leaders' voices.

  • Segment and persona messaging
  • Website strategy and copy
  • Founder and executive thought leadership on LinkedIn
  • Rebrands, rolled out across the whole company

Marketing infrastructure

The systems that keep working after a campaign ends, so growth is repeatable and measurable.

  • HubSpot setup, workflows and lead routing
  • Marketing-to-sales handoff and enablement
  • KPI dashboards and a monthly reporting rhythm

Selected work

Proof, from the inside

HelloBiome

Fractional CMO · 2026

A skin microbiome science company launching a new B2B diagnostics line. I built the go-to-market: messaging for each buyer segment, a relaunched website with routed lead capture, HubSpot workflows and the handoff to sales, and Microbiome Intelligence Live, an expert webinar series that feeds pipeline long after each session.

2.2x 2025's full-year pipeline, reached by September 2026
  • 106 MQLs from a single webinar campaign
  • 22% reply rate on executive outreach

Cylinder

VP of Growth Marketing · 2022–2025

A fast-scaling digital health company selling into enterprise buyers on long, multi-stakeholder cycles. I owned B2B marketing, built the team from one to five, partnered with sales on targeting and enablement, and led the company's rebrand from Vivante Health to Cylinder.

400% increase in qualified leads
  • Revenue from $7M to $17M, Series A to Series B
  • Marketing team built from 1 to 5

Oxygen

Marketing lead · 2025–2026

A B2B leadership training company. I lead marketing strategy, paid and organic channels, and executive content, and run a monthly KPI review that turns the numbers into next month's tests of messaging, creative and spend.

6x revenue growth in my first year leading marketing
  • 10x website traffic growth
  • 3x newsletter growth

How it works

Clear scope, from the first call

Every engagement starts with a defined scope and a set number of hours. You know what you're getting and what it costs, and I can give your work my full attention.

01

Intro call

30 minutes on where you are, what's in the way and whether I'm the right fit.

02

Scoped plan

A short proposal: priorities, deliverables, hours and how we'll measure progress.

03

Monthly rhythm

The work gets done, with a monthly review of results and a clear plan for the month ahead.

No scope creep and no surprise invoices. When priorities change, we change the scope together.

Alyssa walking her three dogs in Portland, all in holiday sweaters

About

Hi, I'm Alyssa.

I've spent 15+ years in B2B marketing, most of it in healthcare and digital health, building teams, pipeline and the systems behind them at companies like Cylinder and Wellsource. Today I bring that experience to companies that want senior marketing leadership without a full-time hire.

Alma the dog and Fig the cat
Alma
means soul.
Fig
is a symbol of abundance and growth.

They're also two of my pets, pictured here. The full crew is three dogs and a cat, and at least one of them is usually supervising my calls. The name is a reminder that growth shouldn't come at the expense of who you are, for my clients or for me.

Outside of work, animals are a big part of my life. I foster dogs with Stumptown Strays, a Portland rescue, so the crew is sometimes bigger than three. I'm based in Portland, Oregon and work with teams everywhere.

Let's see if we're a fit.

Book a 30-minute intro call. Tell me what you're working on, and I'll tell you honestly whether I can help.

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