Hi, I'm Caroline Cadwell, the fractional COO/CRO who helps you find clarity & momentum.
For B2B SaaS founders at 0–10M ARR who need scalable operations and GTM. Hands-on, collaborative, and leaving your business stronger.
Trusted by teams at
Impact at a Glance
Want to know how? Dive into the case studies ↓
Results
Explore how my work has driven outcomes for companies like yours. See the real impact across multiple SaaS companies at different stages of growth:
Touchstream
Fractional CRO
- •Sharpened ICP and GTM focus, accelerating ARR growth
- •Designed marketing strategy, hired first marketer, and built scalable GTM frameworks
- •Managed Amazon AWS Partnership to achieve ISV Accelerate status
- •Led foundational work required for later acquisition by Banyan Software in 2025
"I can't recommend Caroline enough to those who are ready to be challenged. As a result of Caroline's work, my sales cycle length decreased 2x." - Ramilya Makhpirova
Unpluq
Founder & CEO
- •Grew ARR 15× in 18 months, scaling to 5,000+ paying subscribers with >60% retention
- •Raised €600k+ (incl. Techstars Seattle '22) and secured global press (WSJ, Fortune, BBC, Vice)
- •Established U.S. entity and secured a utility patent, setting foundation for international growth
"I have seen Caroline's steady progress and execution prowess. Solid updates every time, and growth of key metrics." - Ruben Timmerman, Investor
Carts Guru
CRO
- •Promoted from consultant to CRO in 3 months; led Sales, Marketing & CS (~30 people)
- •Stabilized performance during volatile market conditions, rebuilt pipeline discipline, and improved execution speed
- •Built culture of clarity and trust, increasing employee retention
Hubtype
CMO, Acting VP Sales
- •Built marketing, rev ops, and SDR teams that secured flagship clients (Zurich, Mango, Volkswagen)
- •Introduced GTM and RevOps frameworks that created lasting clarity and pipeline results
- •Work provided a foundation for subsequent expansion and eventual acquisition in 2025
How I Help
Whether circling PMF or still exploring, I help founders turn scattered growth efforts into repeatable systems—bringing clarity, capacity, and momentum when you need it most.
Scale beyond founder-led sales
Build the first repeatable GTM system so sales doesn't live only in the founder's head
Build and enable your first sales team
Recruit the right people, onboard them with clarity, and set them up to succeed from day one
Focus on what drives revenue
Cut through the noise, prioritize high-impact opportunities, and align your team around what matters most
Leverage AI to work smarter
Train your team on AI tools, integrate them into daily workflows, and unlock efficiency across sales and ops
I work closely with your team, document what we do, and hand off cleanly so your company is set up to keep scaling long after I'm gone—no silos. Most engagements run 6–18 months, part-time, strategic, and also hands-on.
How I Work
Discovery & Strategy
We start with understanding your biggest challenges and where you want to go. I work with you and your team to surface what's already working, distill the knowledge that exists within your company, and bring fresh eyes to prioritize what truly matters. Then we define a clear scope of work—specific to your company—so you know exactly what we're solving for and the resources we'll need.Your biggest challenges become our starting point. Together we surface what's working, prioritize what matters, and define a clear scope—so you know exactly what we're solving for.
Execution & Team Enablement
I'm hands-on when speed matters, but I don't work alone. I collaborate with your team, upskill them along the way, and align everyone around shared priorities. This might involve designing a sales compensation plan, defining KPIs, implementing a CRM, hiring your first commercial team members, or building demand gen strategies—whatever moves the needle for your stage and goals.
Handoff & Sustainability
Clean handoff and scalable documentation. Your team is stronger, systems are in place, and you're set to scale independently. Engagements usually run 6–18 months, part-time, deeply integrated and leading from the front lines.
Interim COO
Beyond GTM, I bring deep operational expertise from managing team integration, restructuring, and org design through critical growth phases. My experience spans pre-acquisition strategy for value creation, company turnarounds, and hiring senior leaders who move the needle. I excel at making rapid decisions in ambiguous environments and bring practical AI-in-ops experience to modernize workflows and unlock efficiency gains your team didn't know were possible.
Engagement Structure
Your goals are translated into a project scope or monthly cap of hours for complete cost transparency from day one. Our work together is billed monthly in 15-minute increments, generally 20-100 hours per month.
I typically work with EU-based B2B SaaS founders at 0–10M ARR who are looking to expand internationally, whether to other European markets or to the USA.
About Me
As a founder myself (Unpluq), I understand the complexity of your role and what it takes to keep a company moving with limited time and resources. That vantage point makes me a better partner: I work alongside you, hands-on, and leave your team stronger than when we started. I've led commercial teams from 1K MRR up to 450K MRR, navigating every stage of early growth.
I started my career in San Francisco, joining Yelp as one of the first 60 employees and staying through the IPO—moving through 6 roles in 4 years. That Silicon Valley rigor and work ethic now informs how I approach European startups, where I've spent over a decade working with international and diverse teams.
International perspective is at my core: growing up between Korea and the US, and living in Barcelona for more than ten years means a perspective that helps me adapt quickly, communicate across cultures, and see problems from multiple angles. I am particularly effective and in my element when supporting EU startups expanding to new markets.
When I'm not helping founders scale, I lead a monthly poetry group, draw from live models, practice yoga, and hike with my partner and our Australian cattle dog.
It Starts with an Honest Conversation
Let's discuss how we can accelerate your company's growth, human to human.
© 2026 All rights reserved.