Christina Martin, CEO


Phone: 317.900.9883

It all started in 2016, when I reached out to the husband of my best friend to see if there was an opportunity to hire me as the new “bookkeeper” and manager of all things financial and administrative. He was transitioning from being a manager to an owner-operator and it was the right time to embark on a partnership. After 10 years in the corporate world and a brief year staying home with my son, I was ready to get back to my passion. Little did I know that this particular business would be the start of my own business, a life-long goal of my own, SourceUP.

After adding two more clients, it was abundantly clear that the services I offered were of great need to businesses working to scale up and grow their own passion. I have worked for two large corporations, GE Healthcare and Miller Brewing Company, turned MillerCoors during my time. I moved up the ladder through a diverse set of positions within Finance, but also took roles in Strategy and Sales, as part of a new segment incubation and launch. This variety provided me a wide-range of experiences that shaped how I manage my client interactions now. I focus on clarity; ensuring my clients understand the financial side of their business and have the analytical tools to easily make decisions for their future. I invest time in the entrepreneur; seeking to understand their passion and what struggles they have with their business. I want to create solutions that best fit the way they do business while reducing or eliminating their pain points.


Christina Martin,

Christina built SourceUP on a foundation of experiences spanning nearly all business functions—financial planning and analysis, budgeting, project and cost management, strategy, new business launches, and sales and marketing.  Christina spent the past four years exclusively focused on supporting small businesses working to scale operations and in need of assistance in all things financial, administrative, and strategic planning. Christina’s breadth of experience enables her to offer a unique set of skills and perspective to small business owners who understand the stress of having to “manage it all.”


Prior to founding SourceUP (and starting a family), Christina enjoyed a career working across multiple functions at MillerCoors.  She started as the lead financial analyst for marketing spend for Miller Lite, the Company’s largest brand, and Miller Genuine Draft.  Enjoying the excitement and pace of marketing, Christina grew her role into the integration team as senior analyst for all marketing spend for the entire Miller and Coors Brewing Company brand portfolio.  As the Company’s structure evolved following the JV, Christina continued to learn new parts of business in finance, ultimately managing all General & Administrative spend for the newly formed company. Curiosity and a desire for new challenges led to Christina taking roles in Strategy and Sales as part of a new segment incubation and launch.  Following the successful creation of a new business within MillerCoors, she ultimately finished her career at the Company leading Sales for the entire craft and import portfolio in Indiana and Kentucky.  


Prior to joining MillerCoors, Christina was recruited from college into GE Healthcare as part of their renowned Financial Management Program (FMP).  While at GE, Christina worked in a variety of positions including Procurement Technical Accounting, Manufacturing Finance, and Global FP&A. Christina graduated from the University of Maryland with a B.S. in Finance and a B.A. in Spanish.  


When not supporting her clients’ entrepreneurial dreams, Christina serves as the chair for the Allisonville Christian Church Preschool Advisory Team.  She is mom to Luca and Maxine and keeps busy with yoga, cooking, and reading.


In 2019, the growth of my clients demanded that I add a transactional manager to the team.  This is how I talk about “bookkeeping” at SourceUP. The Transactional Services Manager is the first critical point in managing our client business where we engage in this service.  It is the ground level; the little stuff that keeps our business owners from doing bigger things. If we can get this right and manage our client’s needs, we can empower our business owners to focus on the things that make them passionate. 

Jenny Hoffman,
Transactional Services Manager

Jenny joined the SourceUP team as Transactional Services Manager in April 2019.  She brings over 20 years of accounting experience across multiple industries including property management, real estate development, construction, and others.  Jenny’s robust experience enables her to offer accounting best practices along with client-specific processes. She has coordinated numerous annual audit & tax return processes and has deep experience preparing year-end lease reconciliations, budgets, financial statements, cash flow reports, and work-in-progress schedules as well as managed payroll and employee benefits.


Jenny is a Certified Public Accountant, currently on inactive status, and holds a Bachelor of Science Degree in Management from Purdue University.  Her career has been exclusively focused on small businesses, providing her with a solid understanding of both the daily challenges and complexity of long-term planning faced by owners.  Jenny is instrumental to ensuring SourceUP delivers value to clients by managing the processes that allow small businesses to grow.


In her spare time, she is a busy mom to two teenage girls, Anna and Rachel. 








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"Christina has been a huge asset to our program. She helped to turn around our program that was losing money into positive net gains within one year. She spent many hours listening to our needs and learning how we operated, and created business processes and a detailed budget from the ground up. I value most our working relationship as we work together as a team.  She is often two steps ahead of us, anticipating what comes next.  She has helped us create visions for our future while also being a voice of reason for what is required in that moment. Christina has tailored her services to meet our needs in every way and I can't imagine our program without her expertise and guidance."

Liz, Allisonville Christian Church Preschool

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