AMA Pittsburgh Coffee Connections: Playbook for Lean Marketing

Coffee Connections is our monthly in-person roundtable discussion where we invite an expert speaker to lead discussions on trending topics in marketing and business.

Topic for 11/19/25: Playbook for Lean Marketing

Maximize Impact, Minimize Spend: The Playbook for Lean Budget Marketing

In an unpredictable economy–where tariffs, shifting consumer behavior, and cost pressure are top of mind—how can small businesses and early-stage companies continue to market effectively without overspending?

Join RJ Huebert, Managing Principal at HBT Digital Consulting, and Geena Greguric, Strategic Marketing Advisor, to dive into positioning and paid strategies that maximize impact, even when resources are lean.In this session, learn how to:

• Frame your product or service as a must-have investment, not a nice-to-have expense
• Run high-efficiency ad campaigns that drive results without overspending
• Align messaging to resonate with financial decision-makers
• Prioritize marketing efforts that drive short- and long-term ROI

Whether you’re an early-stage startup or a growing small business, you'll walk away with clear, actionable tactics to help your marketing punch above its weight.

About the Speakers

Geena Greguric is a growth-focused marketing strategist and advisor with a decade of experience helping startups scale and mature companies accelerate growth through data-driven marketing. Now the founder of her own consultancy, Geena partners with early-stage startups and scaling businesses to develop go-to-market strategies, sharpen brand positioning, and launch high-impact campaigns focused on lead conversion and customer acquisition. Her strategic input has helped startups close successful Seed and Series A rounds, and mature businesses optimize their funnels for long-term ROI.

She is also the host of High-Key Growth, a podcast for solopreneurs, early-stage founders, and lean marketing teams looking for tactical strategies to build traction. Named a “30 Under 30” honoree and holding an MBA in Entrepreneurship, Geena is a sought-after expert for commentary on startup growth, marketing leadership, brand development, and campaign strategy.

RJ Huebert is the founder and CEO of HBT Digital Consulting LLC, a digital marketing firm established in 2019. With over a decade of corporate marketing experience across healthcare, education, market research, and banking sectors, he previously served as Marketing Director for a global market research firm. RJ holds a Bachelor's in Communications from the University of Pittsburgh and a Master's in Strategic Communication Management from the University of South Florida.

​Based in Pittsburgh, RJ specializes in online advertising, lead generation, and audience targeting. He maintains active involvement in his professional community, having served on the Board of Directors for both the University of Pittsburgh's Tampa Bay Alumni Chapter and the American Marketing Association's Pittsburgh Chapter. RJ lives with his wife Taylor, their daughters Della and Joan, and their Jack Russell terrier, Rosie.

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