Email Marketing · HubSpot
Building an email marketing channel from the ground up
Developing a new email marketing strategy, launching an organization's first newsletter, and expanding the use of HubSpot across its day-to-day marketing operations.
Project
Email Marketing Strategy
Industry
Professional Services
Highlight
23,000+ Monthly Subscribers
Role
Strategy & Execution
The Challenge
The organization was looking to strengthen its digital marketing communications and develop a more structured approach to email marketing.
At the same time, there was an opportunity to make broader use of HubSpot across the marketing team's everyday processes — creating a more connected approach to email, forms, landing pages, contact management, and other digital activities.
The goal wasn't simply to send more emails. It was to establish a sustainable email marketing channel and make HubSpot a more useful part of the team's marketing ecosystem.
My Role
I led the redevelopment of the organization's email marketing strategy from end to end, from establishing the approach and launching its first recurring newsletter to expanding how HubSpot supported everyday marketing activities.
Email Marketing Strategy
Developed the structure and approach for a new recurring email marketing program.
Marketing Automation
Built workflows to automate recurring marketing processes and reduce manual tasks.
Newsletter Development
Created and launched the organization's first newsletter, establishing a new monthly communication channel.
Reporting & Dashboards
Created automated dashboards to monitor newsletter performance and provide visibility into key marketing and client database data.
CRM Integration
Connected HubSpot with the organization's internal CRM using automated workflows to support data flow between systems.
HubSpot Expansion
Expanded the team's use of HubSpot across forms, landing pages, contact management, social media, and other day-to-day marketing activities.
The Approach
From Strategy to Execution
01 — Assess
Reviewed existing marketing processes, communication needs, database structure, and how HubSpot was being used across the team.
02 — Build
Developed the email marketing strategy and built the foundations required to launch the organization's first recurring newsletter.
03 — Integrate
Expanded HubSpot’s role across key marketing activities, connecting email, forms, landing pages, contact management, social media, and event marketing within a more integrated marketing environment.
04 — Optimize
Built automated dashboards to track newsletter performance and key database information, while continuously refining processes and execution.
The Result
23,000+
subscribers now receive the newsletter each month
What began as the organization's first newsletter has developed into an established monthly communication channel reaching more than 23,000 subscribers.
The project also helped broaden how HubSpot was used across the marketing function, extending beyond email into forms, landing pages, contact management, social media, and other recurring processes.
40+
users across global offices now using HubSpot
Expanded HubSpot’s role across the organization, enabling 40+ users across global offices to support event marketing through connected emails, forms, and landing pages.
Beyond the Newsletter
This project reinforced something that continues to shape how I approach HubSpot today: the platform is most valuable when the tools within it work together as part of a broader marketing strategy. Effective HubSpot implementation isn't just about building an email, form, or workflow. It's about creating marketing processes that are organized, connected, and practical for the people using them every day.
Let’s Work Together
Whether you're starting from scratch or looking to improve an existing Marketing Hub setup, let's talk about where HubSpot can better support your marketing.
