Where Strategy Meets Momentum
Blending brand storytelling, utility-sector expertise, and marketing growth strategies.
Amanda Baak is a marketing strategist and co-founder of The Current, specializing in the intersection of utility transformation, brand positioning, and growth activation.
Her approach integrates strategy, creative, and technical execution, ensuring that marketing is not only compelling but also operationally effective across platforms, systems, and customer touchpoints.
Strategic Marketing Advisory
Turning business priorities into market momentum.
- Go-to-market strategy for utility and energy technology firms
- Advisory for private equity-backed growth and repositioning
- Messaging architecture and value proposition development
- Quarterly and annual marketing roadmaps
- Executive alignment and stakeholder positioning
Supported by: HubSpot reporting dashboards, CRM data analysis, and campaign performance tracking
Outcome: Clear direction, aligned leadership, and measurable growth strategy.
Brand Strategy & Narrative Development
Building brands that resonate in complex industries.
- Brand positioning and differentiation
- Narrative frameworks (technical + emotional alignment)
- Campaign concepts rooted in storytelling
- Visual identity direction and creative oversight
- Thought leadership positioning
Supported by: Figma, Adobe Creative Suite, collaborative brand systems
Outcome: A brand that stands out in a crowded, highly technical market.
Utility & Energy Sector Expertise
Fluent in the systems, stakes, and language of utilities.
- Oracle Energy & Water ecosystem familiarity (CC&B, C2M, CCS)
- Utility transformation programs and CIS modernization
- Industry-specific messaging for consulting and SaaS firms
- Alignment with regulatory and operational priorities
Supported by: Experience aligning marketing with enterprise systems, data environments, and transformation programs
Outcome: Marketing that earns credibility with technical and executive audiences alike.
Event-Led Growth Strategy
Turning industry events into revenue engines.
- Pre-event campaign strategy and audience targeting
- Booth messaging, signage, and experience design
- On-site content capture (video, interviews, social)
- Post-event amplification and pipeline conversion
Supported by: Event tech stacks, social scheduling tools, video capture systems (RØDE, mobile production setups)
Outcome: Events that generate the pipeline, not just presence.
Creative Direction & Campaign Execution
Where strategy becomes tangible.
- Campaign ideation and creative concepting
- Design direction for digital, print, and experiential assets
- Video and multimedia storytelling
- Cross-channel campaign orchestration
Supported by: Adobe Creative Suite, Figma, After Effects, and motion graphics tools
Outcome: Execution that is both visually compelling and strategically grounded.
Content & Thought Leadership Development
Positioning leaders as industry voices.
- Executive LinkedIn strategy and ghostwriting
- Blog, podcast, and long-form content development
- SEO-driven content structuring
- Campaign-based content ecosystems
Supported by: CMS platforms, SEO tools, analytics dashboards, and content scheduling systems
Outcome: Content that builds authority and drives engagement.
CRM & Customer Journey Optimization
Connecting marketing to measurable growth.
- HubSpot strategy, implementation advisory, and optimization
- Customer journey mapping (awareness → conversion → retention)
- Lead nurturing and lifecycle marketing
- Sales and marketing alignment frameworks
Supported by: HubSpot (Marketing, Sales, Service Hubs), automation workflows, reporting dashboards
Outcome: A connected system that converts interest into revenue.
Technical Applications & Platforms: The systems behind the strategy
CRM & Marketing Automation
HubSpot (Marketing Hub, Sales Hub, Service Hub), Salesforce (alignment and integration environments), Lead lifecycle automation and reporting systems
Content Management & Web
WordPress (page builds, SEO structuring, content updates), Webflow (design-forward site experiences), CMS optimization for performance and scalability
Design & Creative
Figma (UX/UI design, wireframing, collaboration), Adobe Creative Suite (Illustrator, Photoshop, InDesign, After Effects), Canva (rapid deployment and social content systems)
Analytics & Performance
Google Analytics (GA4), HubSpot reporting dashboards, Campaign performance tracking and KPI modeling
Content & Social Distribution
LinkedIn Campaign Manager, Social scheduling platforms (e.g., Hootsuite, Buffer), Podcast distribution platforms (Spotify, Apple Podcasts)
Event & Production Tools
Video capture systems (RØDE Wireless GO II, Rodecaster Pro), Live content capture workflows, Event engagement and amplification tools
Built for Momentum
What sets Amanda apart is her ability to integrate strategy, storytelling, and systems into fully executable marketing frameworks. With deep utility-sector expertise, she brings immediate credibility to technical audiences while translating complex offerings into clear, compelling narratives. Her work is grounded in where the industry truly connects—leveraging event-driven growth strategies and platform fluency to ensure every initiative is both impactful and operationally sound.
Whether embedded as a strategic advisor to leadership teams, a marketing partner to growth-stage or private equity-backed firms, or leading CRM, campaign, and event-driven initiatives, Amanda operates at the intersection of vision and execution. The result is marketing that moves organizations forward—faster, smarter, and with confidence.
