ABOUT
Christina Martin, CEO
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.
MEET OUR TEAM
Christina Martin,
Owner & CEO
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 seven 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 and her husband, John, are busy parents to Luca, Maxine, and Ray. She keeps busy with yoga, tennis, cooking, and gardening.
OUR APPROACH
As our clients' businesses have grown, it has become abundantly clear that the SourceUP team needed to grow to meet the demand of our clients. We have become the transactional specialist for our clients, delivering customer service focused solutions that drive productivity for the client and their business. The Account Manager is the first critical point in maintaining the pulse and managing our client business so we can continue to offer transformative services to the client. It is the ground level of every small business; the little stuff that keeps our business owners from doing bigger things. If we can excel at managing the foundational elements of the business, we will empower the entrepreneur to focus on the unique skills they have that grow their business and meet their goals.
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We also have a seasoned Strategic Finance Manager that levels up our coverage for our clients to allow us to provide that dual level approach for all of our clients. Our strategic coverage is proactive and comprehensive to provide direction on the areas that most owners don't have an opportunity to focus on in their typical operations.
Jessica McCracken,
Account Manager
Jessica McCracken joined SourceUP in 2020 as the Account Manager, focusing on the day-to-day operations of our client's businesses. In this role, she is integrated into the businesses she supports, and she has the unique opportunity to provide exceptional customer service to SourceUP's clients and the customers that they serve.
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Jessica is instrumental to the operations of our clients’ businesses and serves as the lead contact between the entrepreneur’s company and their clients. She manages transactional services, initiates payroll for contractors and employees, manages contractor and customer invoices, integrates Standard Operating Procedures (SOPs), provides project budget updates, monitors client contracts, maintains vendor and contractor relationships, utilizes virtual tools to collaborate with team members, and is highly proficient with QuickBooks®. Providing excellent customer service is an essential practice for Jessica. From her years in management at Enterprise-Rent-A-Car/Truck, she learned firsthand how customer service is integral to building profitable relationships.
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Jessica understands how crucial her role is in gaining repeat and new business for our clients, and she holds integrity above all else. She is extremely comfortable with meeting new people, whether they be our client’s client, a contractor, or vendor. All these relationships are essential to the success of our client’s business, and she is accustomed to being a central point for multiple channels of communication.
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Prior to joining SourceUP, Jessica was an executive for a granola start-up small business. She had an all-encompassing role which included product packaging, transactional services, product marketing and sales, social media marketing, tradeshows, logistics, human resources, food broker network, customer service, and vendor relations. Her highest achievements were establishing a successful sales presence on Amazon and growing granola sales in schools across the country. Having this small business experience makes her a very strong asset to not only SourceUP, but to our clients.
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Jessica graduated from Saint Mary’s College in Notre Dame, IN with a degree in History. When Jessica is not utilizing QuickBooks® with ninja-like-precision or thinking about process improvements, she can be seen cheering for her sons at their athletic games. She and her husband are proud parents to three amazing boys and one adorable dachshund.
Cayla Rosine,
Strategic Finance Manager
Cayla joined SourceUP in 2023 and serves her clients as Strategic Finance Manager. In this role, she provides fractional CFO and controller services to entrepreneurs and business leaders, allowing them to focus on the growth of their company. Whether you need help scaling up operations, forecasting cash flow, analyzing data or processes, pivoting a business plan, or entering a new market, Cayla will provide the help you need to make quick, smart decisions.
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Cayla’s work experience includes large and small nonprofits, an e-commerce company recognized by Inc. Magazine as one of the top 500 fastest-growing companies in the U.S., and a $175M investment and loan fund. Having seen it all, she is a strategic problem-solver and someone you can rely on to learn your business and offer candid financial guidance with a keen eye for achieving your goals.
Most recently, she has provided nonprofit financial leadership as VP of Finance and Operations for Joy’s House, a multi-campus adult day facility headquartered in the Broad Ripple neighborhood. Prior to that, she worked in several accounting roles at the Indianapolis Museum of Art (“Newfields”), eventually leading the accounting department. At NT Supply, a locally-owned, global e-retailer, she redesigned the financial reporting system and spear-headed a company-wide process improvement initiative. And she began her career in a denominational investment and loan firm, improving systems in the lending office and strengthening customer service protocols.
A native of Indiana, Cayla graduated from DePauw University with a degree in Physics. When she is not problem-solving for her clients, you can find her grilling in the backyard with her husband, Matt, two-year-old son, Lewis, and furbaby, Loma. In her free time, she also enjoys traveling, spending time with family and friends, listening to music, and taking in a good movie.
INDUSTRIES WE CURRENTLY SERVE
Technology/
Security
Nonprofit
Interior
Design/
Construction
