Meet the Overstood Team
We’re the senior marketing
leaders your team has been
searching for
Overstood was founded by Amy Heir in 2023 after she spent two decades building and leading lifecycle marketing programs for some of the fastest-growing companies in tech and e-commerce.
What started as a solo consultancy has evolved into a tight team of senior CRM operators—each bringing 15+ years of hands-on experience from companies like Ro, FreshDirect, WeightWatchers, Fast Growing Trees, Doctors Without Borders, and ActBlue.
We're not an agency that sends in junior resources to execute your briefs. We're the senior strategists you'd hire full-time if you could find them—available to embed in your team, own your challenges, and drive real results.
Our philosophy is simple: Marketing should be overstood, not overcomplicated. Clear strategies. Measurable outcomes. Documentation you can actually use. No jargon, no fluff, just work that moves the needle.
Amy Heir
Founder & Chief Consultant
Amy founded Overstood after nearly two decades of turning underperforming CRM programs into revenue engines.
Most recently, she was VP of Marketing at Fast Growing Trees—named one of Fast Company's Most Innovative Companies of 2024. Previously she’s led cross-channel strategies that drove meaningful retention, lifetime value, and engagement gains across millions of customers.
She's certified across Braze, Klaviyo, Iterable, HubSpot, and Segment—not because she likes collecting badges, but because she believes in mastering the tools her clients depend on.
Amy's superpower is making complex marketing systems understandable and actionable. She unites data, strategy, and creativity to build CRM ecosystems that scale—and she's known for leaving teams smarter and more capable than she found them.
Steve Bontempo
Senior Consultant
Steve brings 15+ years of strategic marketing expertise with a rare combination: deep technical skills and the ability to lead teams through complex transformations.
He's built his career driving engagement and retention for organizations that demand both scale and precision. As Director of Growth Marketing at ActBlue, he managed the growth marketing team and led strategy for donor messaging, product marketing, and paid media.
Steve's genius is building and coaching cross-functional teams to execute flawlessly across email, SMS, paid, social, web, and direct mail. He's the person you want when you need to orchestrate complex campaigns across multiple channels—or when you're implementing a new platform and need someone who's done it before.
He's known for his innovative spirit, advanced technical mindset, and ability to deliver world-class experiences without overthinking them.
Stephanie NG
Senior Consultant
Stephanie Ng is a senior Growth, CRM, and Lifecycle Marketing
Strategist with 15+ years of experience driving growth, retention, and
customer value for global brands, venture-backed businesses, and
high-growth startups.
Her background includes leadership roles at L’Oréal, The Children's Place, Calvin Klein, and Loeb Enterprise, where she built and scaled data-driven growth, lifecycle, and retention programs across DTC, retail, subscription,
and media businesses.
She specializes in designing scalable lifecycle and growth systems rooted
in strong data foundations, clear measurement, and revenue impact—enabling teams to move faster, experiment smarter, and make confident, insight-driven growth decisions.
Core ContributorS & Partners
KENNEDY CONTENT
Content Specialist
Brings specialized content strategy and copywriting expertise to help brands find their voice across lifecycle channels.
Little Lion Studio
Brand Strategy & Storytelling
Delivering fierce messaging through brand strategy, storytelling, and copy support.
Second Sister Studio
Brand & Web Design
Crafting visual identity through brand design, websites, and creative, strategic design support.
HUNGRY INC.
Media Marketing
Delivering fully managed product placement video campaigns with athletes and creators, including content production with guaranteed distribution.
How We Work With You
We're not the consultants who deliver a deck and vanish. We're the team that digs into your data, owns your retention challenges, and moves the numbers.
Audit
We Figure Out What's Actually Wrong
Most CRM problems aren't obvious. We start with a comprehensive audit of your programs, tech stack, data flows, and team processes—identifying what's blocking growth, what's working, and where your biggest opportunities are. You get a clear baseline and a prioritized fix list.
What You Get:
Detailed audit report, performance benchmarks, gap analysis, prioritized opportunities
Roadmap
We Show You the Path Forward
No vague recommendations here. We build a clear, prioritized roadmap with effort estimates, impact projections, dependencies, and realistic timelines. You'll know what to tackle first, what resources you need, and what results to expect—then we test our way to better outcomes.
What You Get:
Strategic roadmap, implementation timeline, success metrics, A/B test plans
BUILD
We Execute Alongside Your Team
This is where strategy becomes results. We embed with your team to implement, optimize, and drive performance. We build campaigns, configure platforms, train your people, and document everything so you can maintain momentum long after we're gone.
What You Get:
Campaign briefs, flow builds, platform configuration, team training, complete documentation, playbooks you can own
Why Teams Choose Overstood
Decades of Experience
We're not learning on your dime.
Our recommendations come from running lifecycle programs for millions of customers across multiple industries. We know what works because we've tested it, measured it, and refined it—repeatedly.
WE’re certified
platform experts
Braze. Klaviyo. Iterable. HubSpot. Customer.io. Segment.
We don't just know these platforms—we're certified experts who know the shortcuts, workarounds, and advanced features most teams never discover.
We Make You Better, Not Dependent
Our success metric isn't how long you need us—it's how capable your team is when we leave.
We document processes, train your people, and build systems you can own and scale without us.
We’re Senior Operators, Not Junior Executors
Every person leading your program has 15+ years of experience.
No account managers delegating to junior staff. You work directly with senior strategists who've led lifecycle programs at scale.
Ready to add 200+ years of expertise
to your team?
Book a free consultation and let's talk about what's blocking your growth—and how we can fix it.
