Marketing, technology and the work to put both into use.
OrangeFin helps growing businesses set the direction and deliver the campaigns, content, websites, software and AI tools behind it.
Senior experience stays close to the work.
Troy McCartan worked for 20 years across product, sales, marketing and operations in B2B manufacturing and distribution before founding OrangeFin. He holds an MBA with a specialization in AI Leadership and has spent several years working with AI.
He has developed applications and AI processes for companies. At OrangeFin, he sets the direction, scopes the work and stays involved through delivery. Trusted specialists join when a project needs additional depth.
Troy on LinkedIn, opens in a new tabtroymccartan.com , opens in a new tab
“The plan matters, but it only earns its place when someone carries it through.”
How OrangeFin works
Start with the audience, business goal and work already underway. Set the priorities, decide what needs to be produced and assign clear ownership.
Your brand story gives that work direction: what you offer, who it serves and why it matters. We carry it into the identity, language and customer experience. See how that takes shape in ProductChat IQ
Marketing and technology are planned together when the customer experience depends on both. AI is used when it is suitable for the task, information and level of risk.
From direction to delivery
- DiscoverUnderstand the business, buyer, products, process and result that matters.
- DesignDefine the user journey, system, scope and measure of success.
- BuildCreate, test and document the approved solution.
- ImproveMaintain, measure and refine what is live.