Lifecycle & CRM Marketing

From welcome flows and retargeting to full-funnel lead nurturing, I build CRM systems that convert. Whether the goal is to drive ecommerce purchases, support high-touch sales teams, or automate the patient journey, I apply a data-driven lifecycle strategy tailored to the audience.

With hands-on experience in HubSpot, Klaviyo, Salesforce, and Twilio, I’ve supported marketing pipelines across healthcare, education, and consumer startups.

Highlights:

B2B email strategy supporting partnerships with Fortune 500 companies
Orthodontic lead nurturing automations that increase treatment conversions
Ecommerce flows including abandoned cart and promo sequences

HubSpot

Kids Dental Brands (HubSpot)

Overview

At Kids Dental Brands, I led the implementation of CRM workflows in HubSpot and Twilio to support lead nurturing across a network of more than 46 orthodontic and pediatric offices. My focus was on aligning automation with our revenue pipeline from initial interest to patient start.

- Lack of centralized system for nurturing orthodontic leads
- Manual follow-ups leading to delays and lost opportunities
- No segmentation or personalization based on lifecycle stage
- Low candidate engagement in recruitment email outreach
HubSpot Automations for Patient Journey
- Built workflows aligned with OrthoFi deal stages
- Nurtured leads from form fill through to appointment booked and treatment started
- Created conditional branches for no-show follow-ups and stalled opportunities
- Launched more than 20 modular templates for different funnel stages
Twilio for SMS Integration
- Layered SMS reminders and nudges on top of email flows
- Optimized timing and tone to avoid message fatigue while improving engagement
- Used A/B testing to fine-tune messages for appointment confirmations and missed follow-ups
Recruitment Campaigns
- Developed multi-year drip campaigns to dental students nationwide
- Built segmented emails that aligned with each year in school
- Delivered messaging that introduced our culture, educated on pediatric dentistry, and built brand loyalty over time
Featured Tools & Tactics
- HubSpot Marketing Hub
- Twilio SMS campaigns
- Salesforce CRM pipeline integration
- Conditional logic and branching workflows
- Modular template library (designed via agency)

Rainbow Child Care (HubSpot + Salesforce)

Overview

At Rainbow Child Care, I supported the B2B marketing strategy behind nationwide corporate partnerships with companies like GM, IBM, Whirlpool, and regional hospital systems. We used HubSpot and Salesforce to automate communications with both enterprise buyers and their employees.

- Complex audience: both corporate decision-makers and their employees
- No consistent email infrastructure to support sales or post-signing activation
- Needed personalized messaging by company and location
- Manual processes slowed down sales enablement and employee onboarding
HubSpot Email Automations
- Supported the sales team with nurturing workflows for warm leads in Salesforce
- Built post-signing email series tailored to each partner company
- Targeted employees with benefit-specific messaging and local childcare options
- Worked with in-house designer to build branded templates for each client
Salesforce Integration
- Connected Salesforce to HubSpot via API to keep lead and customer data synced
- Ensured timely, relevant messaging based on deal stage or employee benefit status
- Aligned email performance reporting with sales KPIs
- HubSpot (Sales and Marketing Hub)
- Salesforce CRM
- Email automation by audience segment
- Branded template design
- B2B lifecycle marketing and sales support

Let’s Work Together

I collaborate with businesses that are ready to scale. Whether you’re building from the ground up or optimizing what’s already working, let’s talk about how I can help you grow.

Contact Me