Challenge:
As the technology organization scaled its services and offerings, marketing execution became increasingly complex. The team needed clearer systems to support email marketing, lead flows, content, SEO, and external communications—without slowing delivery or relying on costly agency support.
Key challenges included:
- Disconnected email campaigns and limited segmentation in HubSpot
- Manual workflows that slowed campaign execution and follow-up
- Need for clearer SEO direction and content structure
- Launching new offerings and announcements without a repeatable marketing system
- Maintaining consistency across website, email, and external communications
My Role:
Assistant Brand Manager | Marketing Operations + Execution
I worked closely with internal stakeholders to design and implement scalable marketing systems—focusing on HubSpot workflows, email campaigns, SEO, and execution frameworks — that enabled the team to move faster and more efficiently. I also onboarded and coordinated with external marketing partners, helping align agency work with internal priorities, systems, and brand direction.
What I did:
- Built and managed HubSpot email campaigns, supporting lead nurturing, announcements, and outbound communications
- Designed and implemented HubSpot workflows to improve segmentation, routing, and follow-up across audiences
- Created structured email flows to reduce manual effort and improve consistency
- Supported SEO strategy development, including content structure, keyword direction, and on-page optimization planning
- Contributed to website updates to align messaging, positioning, and content with evolving offerings
- Developed a 12-layer marketing operating system, outlining how strategy, execution, systems, content, and reporting work together
- Coordinated cross-functional execution to support time-sensitive initiatives and launches
- Supported press and external communications, including a public product and platform announcement
Outcome/Impact:
- Improved marketing execution speed through workflow automation and systemization
- Reduced manual effort required to manage email campaigns and follow-ups
- Established clearer segmentation and targeting within HubSpot
- Created a repeatable operating system to support ongoing marketing initiatives
- Strengthened alignment between website, email, SEO, and external communications
- Enabled the team to launch new initiatives with greater confidence and consistency
- Improved coordination between internal stakeholders and external marketing partners.
Artifact:
Note:
Some materials are proprietary; recreated samples are used to demonstrate systems, workflows, and execution approach.
