--- title: About Andrea Hoymann | Signal & Orbit description: Journalist turned revenue and marketing strategist with sixteen years of experience. Founder of Signal & Orbit, fractional CMO and go-to-market strategy. --- [Signal & Orbit](https://www.signalandorbit.com.au/?hsLang=en-au)[Method](https://www.signalandorbit.com.au/?hsLang=en-au#method)    [Ways to work](https://www.signalandorbit.com.au/?hsLang=en-au#work)    [Who it's for](https://www.signalandorbit.com.au/?hsLang=en-au#for)    [Clients](https://www.signalandorbit.com.au/about#clients)    [About](https://www.signalandorbit.com.au/about?hsLang=en-au)    [Let's talk](https://www.signalandorbit.com.au/about#contact) # The backstory. I started as a journalist and moved into B2B marketing. Over sixteen years, the work has stayed the same: find the real story in a complex market and turn it into something a business can act on. ![Andrea Hoymann speaking](https://www.signalandorbit.com.au/hs-fs/hubfs/website/andrea-speaking.jpg?width=350&height=350&name=andrea-speaking.jpg "Andrea Hoymann speaking") I started in journalism. I spent five years at one of Germany’s largest media groups, writing features, covering local politics and managing freelancers. It left me with two habits I’ve kept: I don’t commit to a story until the evidence supports it, and I start by working out what matters in a noisy market. I moved to Australia in 2009 and have worked in B2B marketing since. That meant conference production at Informa, then content strategy and agency leadership at Brand chemistry, then building the marketing function from scratch at Sinorbis. I’ve been the person who builds what didn’t exist yet: a content function, revenue operations, a marketing team, an attribution model and a HubSpot partnership that became a recurring revenue stream. I’ve done this in media, SaaS, cleantech, health, education and enterprise technology, and inside agencies. In 2026 I founded Signal & Orbit to work directly with founders and leadership teams who need senior marketing leadership but not a full-time hire. ###### Track record ## A few things worth knowing. $6M Pipeline value from a single ABM campaign for a cybersecurity services provider. 855% Increase in monthly leads for a tourism booking platform, through integrated content marketing. 40% YoY Organic traffic growth sustained over three years at Sinorbis. 10:1 ROI on AI-enhanced creative content campaigns. 132% YoY growth in agency content portfolio through marketing automation. 90% Client retention rate with 56% upsell conversion. 6 Direct reports built from zero in a startup environment, with all marketing operations established. 15% Conversion rate on geo-targeted campaigns — 10 points above industry average. ###### Career ## The path here. 2026 Founder Signal & Orbit Fractional CMO and go-to-market strategy for growth-stage B2B companies, focused on CleanTech, Health & Wellbeing and impact-led sectors. I work in fixed-scope, outcome-based engagements, because strategy is only worth something if it gets used. 2020–2025 Head of Strategy Brand chemistry Led strategy for a B2B marketing agency, managing a team across Australia and the Philippines. Drove digital transformation for global brands including Lavazza and Kyocera. Delivered $6M in pipeline through ABM. Led the agency’s HubSpot onboarding accreditation, held by fewer than 20 agencies in APAC. Started the agency’s AI transformation initiative. Improved the team’s technical capabilities by 875% through gamification. 2017–2020 Marketing Director Sinorbis I built the marketing function from scratch at a SaaS platform that helps Australian businesses enter the Chinese market. I grew the team to six and set up revenue operations and attribution modelling for VC board reporting. Organic traffic grew 40% year on year. I created the Sinorbis Symposium, a cost-neutral demand generation event with more than 300 attendees a year, and partnered with Baidu to analyse how Chinese tourists search. 2014–2017 Head of Content Brand chemistry I was the agency’s first dedicated content hire. I built the content function, grew the content portfolio 132% year on year, and started the HubSpot agency partnership that went on to bring in more than $125K a year in recurring revenue. I also developed content strategy for CeBIT Australia.. 2013–2014 Content Marketing Manager Informa Australia I led Informa’s shift from direct marketing to digital-first content strategy for its B2B events. Our content reached the top 1% of visibility on Slideshare. 2010–2013 Senior Conference Producer Informa Australia I produced and delivered sold-out commercial B2B conferences across rail, maritime and transport in APAC. I managed relationships with government ministers and senior industry figures. 2004–2009 Journalist Funke Media Group, Germany I wrote features, interviews and investigations, and managed a team of freelancers. I received a scholarship for outstanding journalistic achievement. This is where it all started. ###### Education & credentials ## Foundations. **Master of Arts — English & Communications** University of Duisburg-Essen, Germany (2009) Scholarship recipient for outstanding journalistic achievements **Graduate Certificate in Planetary Health** Victoria University, Melbourne (2020) Systems thinking and ecological approaches to complex challenges #### HubSpot Certified 10 specialisations including Marketing Hub Implementation, Sales Hub Implementation, Platform Consulting, Salesforce Integration, and Data Integrations. ###### Philosophy ## How I think about the work. Good marketing is creative and rigorous. It builds the brand and it performs. It plays the long game and it answers for revenue. Most organisations end up choosing one, usually because of budget, capacity or a leadership team that sees them as competing priorities. Most of my clients find me in the gap between strategy and execution. They know what they’re trying to build. What they lack is the team or senior capability to get from the plan to the result. I work with a small number of clients at a time, so each one gets my full attention. I live in Lake Macquarie because I’ve built my life here, and the beaches and trail runs help.  ###### Clients ## What clients say ###### Contact ## Let's find your signal. If you're building something that matters and need someone who's done this across enough contexts to know what actually works, I'd like to hear from you. No pitch decks. No pressure. Just a conversation about where you are and what might come next. Signal & Orbit© 2026 Signal & Orbit. Lake Macquarie, NSW, Australia.[LinkedIn](https://www.linkedin.com/in/andreahoymann/)