HubSpot Architect

This project establishes HubSpot as the central marketing automation and engagement platform, tightly aligned with Salesforce, to support scalable lead generation, qualification, nurturing, attribution, and reporting across global biotech and pharma audiences. The work focuses on fixing structural gaps, standardizing processes, and enabling data-driven decision-making across Marketing, BD, Sales, and Operations. The goal is to move from disconnected campaigns and manual processes to a well-governed, automated, and measurable revenue engine. Scope of Work 1. HubSpot Architecture & Governance Define HubSpot’s role vs. Salesforce (system of engagement vs. system of record) Establish lifecycle stage definitions aligned with agreed lead terminology Configure global properties, naming conventions, permissions, and governance rules Implement standardized object usage (Contacts, Companies, Deals, custom objects if needed) Ensure compliance with privacy, consent, and regional data requirements 2. Lead Lifecycle, Scoring & Routing Implement the full lead lifecycle model: New Lead → Qualification → Engagement → MQL → SQL → Opportunity → Closed Configure lead scoring based on: Demographic fit (ICP alignment) Behavioral engagement (content, emails, site activity) Data quality and source reliability Define MQL/SQL thresholds and transition triggers Build automated lead routing rules (BU, region, territory, competitor logic) Create feedback loops for unqualified or recycled leads 3. Forms, Lead Capture & Data Quality Standardize all HubSpot forms (website, landing pages, gated assets, events) Align form fields with Salesforce mappings Implement progressive profiling and enrichment logic Add validation rules to reduce junk and competitor leads Ensure clean handoff to Salesforce Web-to-Lead or API integrations 4. Marketing Automation & Workflows Build core workflows for: New lead intake and enrichment MQL qualification and nurturing Re-engagement and long-term nurture Existing customer vs. net-new segmentation Create channel-specific workflows (ebook, webinar, event, email, paid media) Implement suppression, frequency control, and lifecycle resets Align workflows with BD response SLAs 5. Email Marketing & Nurture Programs Design modular, reusable email templates (HubSpot drag-and-drop) Build structured nurture sequences by persona and funnel stage Implement event-based and behavior-based triggers Ensure brand consistency, spacing, accessibility, and UX standards Enable personalization tokens and dynamic content 6. Campaigns, Attribution & UTM Framework Define HubSpot campaign structure and hierarchy Standardize UTM taxonomy for internal and external use Ensure all channels (email, paid, social, events) roll up correctly Enable multi-touch attribution reporting Align attribution logic with leadership reporting needs 7. Salesforce Integration & Alignment Audit and stabilize HubSpot ↔ Salesforce integration Ensure accurate lifecycle syncing and ownership rules Validate field mappings, picklists, and data flow direction Prevent duplicate creation and data conflicts Align reporting logic across both platforms 8. Reporting, Dashboards & Insights Build executive dashboards for: Lead volume, velocity, and conversion rates MQL → SQL → Opportunity performance Campaign and channel ROI Create operational dashboards for Marketing and BD Enable cohort, persona, and BU-level analysis Establish reporting cadence and definitions for leadership 9. Enablement & Documentation Create clear SOPs for HubSpot usage Document workflows, scoring logic, and lifecycle rules Provide role-based training for Marketing, BD, and Ops Define ongoing optimization and governance ownership Apply tot his job