Too many early-stage companies rely on trial and error, burning through time and capital for costly, unpredictable results. At York Effect, we help startups gain traction not traffic, getting them investor-ready with solutions specific to their stage of maturity.
Caroline and Tova have led from every stage of the funnel. As fractionals (CXO and CMO), they were the fixers brought in to make problems like stalled acquisition, failing retention, and chaotic cash flow go away. Over and over, they saw the same pattern: Teams skipping critical validation steps, relying on guesswork, and burning resources on unsustainable growth.
York Effect is named for the diverse culture that defines New York City, where unexpected encounters drive human connection.
A strategic advisor and marketing expert with 20+ years in B2B SaaS, brand building, and customer discovery, Tova specializes in aligning human behavior with technology to build products that resonate and marketing that converts. She’s worked with enterprise clients and early-stage startups alike to refine messaging, strengthen go-to-market efforts, and accelerate growth.
A design leader with a career building brand solutions for startups, scale-ups, and Fortune 500 companies, Caroline draws deeply on her experience with award-winning teams in AI and advanced data science. Her work shows that bridging technology with the emotions behind human behavior is the true catalyst for adoption and brand loyalty. She has seen AI achieve its greatest impact when it amplifies what is already meaningful.