Inclined

As the first Marketing hire at Inclined, I built the full go-to-market strategy from the ground up. This included brand story, website, acquisition campaigns, and AI-powered marketing operations — growing the fintech insurance startup to $8M in ARR as Head of Marketing.

Building a Go-to-Market Engine from Zero

Inclined is a fintech lending platform that offers the Inclined Line of Credit (iLOC) to whole life insurance policy owners as an easier way to access the cash value within their life insurance policies. The company works with financial advisors and insurance agents to introduce the iLOC to their eligible clients via a B2B2C model, and needed to establish a market presence and demand engine from the ground up. As Head of Marketing, I built the company's full go-to-market strategy and grew the business to $8M in ARR.

How I built Inclined's growth foundation:

Branding: Led the team through a Building a Story Brand narrative exercise ahead of market launch, defining the brand's core story and mapping intrinsic and extrinsic motivators separately for B2B and B2C audiences
Website: Personally designed, wrote, and shipped inclined.com, including all site content and messaging
Demand Generation: Built and launched multi-channel paid and organic acquisition campaigns to drive the company's earliest pipeline, including email, LinkedIn Ads, Google Ads, content syndication, and early tests with CTV / Smart TV ads
Channel & Sales Enablement: Developed and wrote the Inclined blog, client success stories, sales enablement materials, case studies, and more to support our channel partners and inside sales teams
AI-Powered Operations:
- Used AI tools (including Claude) to analyze campaign and CRM data for conversion and pipeline insights, and to accelerate content creation and testing across ads, email, and landing pages
- Used Clay for targeting and data enrichment to sharpen audience segmentation
- Built and deployed AI agents inside HubSpot's Breeze AI, including a prospecting agent, an AEO agent, and a pipeline management agent, and partnered with Customer Success on agents to answer website inquiries and resolve support tickets
Events & Field Marketing: Managed a full company conference and event schedule that included booth presence at industry events, hosted webinars to support channel development, and bespoke sponsored networking events designed to deepen relationships with our B2B channel partners
Media & Public Relations: Oversaw press pitching and media engagement efforts that raised awareness of Inclined in the broader fintech space, supporting continued development of key business partnerships with major financial institutions and insurance carriers

Work Samples

Field Marketing

Inclined's annual event calendar included booth presence at industry events, hosted webinars to support channel development, and bespoke sponsored networking events designed to deepen relationships with our B2B channel partners.

Webinar with an Industry Leader and Key Channel Influencer

Hosted Lunch Sessions with Sales

Bespoke Sponsored Events for Channel Partners

Case Studies

I interviewed clients and channel partners and carefully wrote their stories to amplify Inclined's impact. Technical case studies were developed in partnership with our Operations and Product teams.

Linda's iLOC Success Story (B2C)

Jeremy's iLOC Success Story (B2B)

Technical Case Study - Financial Outcomes

Media Coverage

I oversaw media engagement efforts that raised awareness of Inclined in the broader fintech space, supporting key business partnerships and major company milestones.

Coverager: Inclined Launches App for Cash Value Access

Insurtech Insights: Inclined Raises Series B Round

Crunchbase: Inclined Offers Solution Typically Reserved for the Wealthy

Joshua Wyss, CEO

“Alaina built out our marketing effort from the very early days at Inclined. I can attest to her talents and capabilities across many modalities of marketing expertise : website, blog, digital marketing, product marketing, marketing collateral, events, brand, communications, etc. The list goes on. Alaina is also very accountable and such a self-starter that she is a dream as a manager."