Kreena S.
Sales Development Representative
SUMMARY OF EXPERIENCE
• Kreena spent just over three years at Yhangry, a London-based private chef marketplace, progressing from social media marketer to UK Marketing and Partnerships Manager, where she built the affiliate and outbound partnerships channel from scratch.
• At Yhangry, she grew the programme to 200+ active affiliates and 100+ UK brand partnerships, managing roughly 30,000 contacts in HubSpot across the full partnership lifecycle, from lead generation through to onboarding and performance tracking. She also built an AI-powered lead generation engine using Claude agents to automate scraping, enrichment, and CRM entry, meaningfully reducing the manual effort involved in running outbound campaigns at volume.
• Kreena's strongest suit is her ability to build outbound processes from nothing and keep them running without a lot of structure around her. She's done it once already in a startup environment with limited resources, and she figured out most of it through trial and error rather than being handed a playbook. Her copy instincts are genuinely solid for her experience level, her multi-channel thinking is practical, and her AI and automation capability sets her apart from most candidates at this stage of their career.
👍 What we loved about them
• Has 0 to 1 experience: Kreena joined Yhangry at a point where the affiliate partnership channel didn't exist yet, and she built the entire thing from the ground up – lead generation, outreach sequencing, partner onboarding, commission tracking, CRM management, all of it from day one. Over three years, that program grew to 200+ active affiliates and 100+ UK brand partnerships.
• Resourceful with AI: In the last three months at Yhangry, Kreena built a Claude-powered lead generation engine that scrapes, filters, enriches, and routes leads directly into the CRM. She also built an outbound sequence automation to connect to it. We've found that she uses AI tools practically and with a clear purpose in mind, and she was comfortable saying which parts of the process still need human judgment.
• Has an experimentative mindset: Throughout the technical interview, Kreena consistently returned to the idea of testing, learning, and adjusting. When sequences don't land, she segments by open rate and re-approaches those who showed some engagement, when a channel saturates, she explores others, and when copy isn't working, she revisits the message from scratch. She described her general approach as experimentative, and the way she talked about building the affiliate program over two years reflected someone who genuinely iterates based on what the data is telling her, even if she doesn't always articulate the metrics sharply.
• Warm and easy to work with: Across both calls, Kreena came across as personable, self-aware, and genuinely easy to talk to. She asked sensible questions about the role and she engaged with the case study in the discovery call with real enthusiasm, including volunteering a creative idea about mocking up a concept and sending it as an unsolicited sample to grab a prospect's attention. We think she'd fit naturally into a collaborative team environment and would be comfortable working closely with a Head of Sales who has a clear, direct style.
ℹ️ Things to be aware of
• She's available to join immediately.
• Kreena's CRM experience has been almost entirely in HubSpot, and she's upfront about the fact that she hasn't used Salesforce before. She was measured about this, describing her plan to learn the platform before suggesting any changes, which we felt is the right approach. That said, the transition won't be dramatic given how well she understands CRM principles, but she'll need time to get comfortable with how the team has it configured.
💁♀️ Where he may need support
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Although he lacks extensive experience with LinkedIn and Bing ads, his proficiency in Google ads suggests a high adaptability to new platforms.
👩💻 Technical interview performance
Objective
This candidate was invited to a 60-minute follow-up interview to assess their technical capabilities in more detail. During this interview, we assessed their critical-thinking skills, technical expertise, and overall conversational skills.
Technical abilities
• Outbound prospecting and pipeline building [8/10]: Kreena has built a real outbound pipeline from scratch, so she was able to speak about this with practical confidence. At Yhangry she managed a database of around 30,000 leads across HubSpot, built tiered segmentation by lead quality, and ran sequenced outreach through SmartLeads across multiple markets. What we found genuinely useful is that she's already made the mistakes most early-stage SDRs make, such as scraping tens of thousands of low-quality contacts, and she's arrived at a more considered view as a result. Her instinct now is to build a smaller, better-qualified list and get more mileage out of it. Her approach to signal-based prospecting is also solid. She actively monitors industry rankings, Google Alerts, and LinkedIn content to time her outreach around relevant moments for the prospect, such as a new launch or award recognition, and leads with that context before any product pitch lands. For the scope of this role, we feel she has enough of the right building blocks to hit the ground running with some direction.
• Email and multi-channel outreach execution [7.5/10]: Kreena has a clear instinct for what makes outbound copy land, and copy was the first thing she named when asked about her biggest learning across three years of building outreach campaigns. She keeps emails short, hooks early, and treats the CTA as the thing the entire message is in service of. Her approach to the live email exercise showed she thinks about personalisation in a practical way, finding a brand-specific signal online and anchoring the opener to that before any product context comes in. She also has a sensible view of how LinkedIn and email behave differently as outbound channels, adjusting tone, frequency, and format on each accordingly. We feel her intuitions here are in the right place for the level of experience she has. Her email deliverability knowledge sits at a surface level, covering verification tools and basic hygiene, but she hasn't gone deep on domain warming or sender reputation management at volume.
• CRM Management and Pipeline Discipline [8.5/10]: Of all the areas we covered in the interview, CRM discipline is where Kreena comes across most reliably. She described HubSpot as the tab that never closed, and went into detail about logging every email, every call note, every commission variation, and every contact update so the pipeline stayed live for the whole team. She also used Fathom to pull AI call summaries directly into the CRM, which removed a manual step and kept records current without extra admin overhead. While she hasn't used Salesforce specifically, she was upfront about that and described her plan to learn the tool before suggesting any changes, which we think is a sensible way to approach a new environment. Her underlying discipline of treating the CRM as a daily source of truth transfers regardless of the platform.
• Resourcefulness and AI/Automation Capability [8/10]: This is probably the most differentiated thing about Kreena relative to what you'd typically see with SDR candidates – she has built a Claude-powered Airbnb scraper that filters leads by guest capacity, pulls company websites, assesses confidence scores, and routes contacts either into the CRM or flags them for manual review; she has also been building an outbound sequence automation to connect to it. Beyond the build itself, she described in some detail how she'd recommend Claude Code as a first tool introduction into any outbound stack, specifically because of how readily it connects with Salesforce and other outbound platforms, and she spoke about it from a position of having actually used it rather than just having heard about it. She was also candid about where the approach has its limits – she acknowledged that the food and beverage space doesn't offer the same kind of clean, structured, publicly accessible data that Airbnb provided for vacation rental prospecting, and that she'd need to think differently about lead sourcing in this context. She was clear that from the point of lead enrichment onwards, her existing workflow logic transfers across, and it's specifically the top-of-funnel data sourcing that would need rethinking.
Areas of growth
• She'll need to develop a more structured understanding of deliverability, specifically around domain warming, inbox rotation, and protecting sender reputation when pushing volume at scale. This is learnable, but it will need deliberate attention as outbound volume grows in this role.
• Her automation experience is still relatively new and built around a very specific use case in vacation rentals. She'll need to think creatively about how to adapt those skills to a food and beverage prospecting context, where the data sources and signals are less structured and will require more manual discovery in the early stages.