HubSpot Marketing Operations Specialist

This is a focused, high-impact contract to establish a scalable marketing operations infrastructure in HubSpot. You'll be building the foundation for our demand generation engine, including advanced automation workflows, lead scoring models, and attribution systems that our permanent team can inherit and scale.

We're seeking a HubSpot power user who can architect sophisticated marketing automation systems that scale. You should be someone who thinks strategically about the entire customer journey while executing tactically on complex technical implementations.

The ideal candidate will have experience working with high-growth B2B SaaS companies and can demonstrate measurable improvements in lead qualification, conversion rates, and marketing efficiency through HubSpot optimisation.

This is a high-impact, focused contract where your work will directly influence BrightLocal's growth trajectory and establish the foundation for our long-term demand generation success.

About BrightLocal

BrightLocal is a leading local SEO platform serving agencies and businesses worldwide. We're currently scaling our demand generation infrastructure and need an expert HubSpot specialist to build foundational systems that will drive long-term growth.

Key Objectives

• Build a scalable lead generation infrastructure using HubSpot's advanced features

• Implement sophisticated lead scoring and qualification systems aligned to BrightLocal's ICPs

• Create automated lifecycle workflows for lead nurturing and pipeline acceleration

• Establish attribution and reporting frameworks for campaign performance tracking

• Document and hand over comprehensive playbooks for permanent team adoption

Core Responsibilities

Lead Generation Infrastructure

• Design and implement automated lead capture workflows from multiple sources (webinars, newsletter subscribers, Academy participants)

• Build lead routing and enrichment systems 

• Create qualification and nurture sequences segmented by product interest, persona, industry sector, and behaviour

• Integrate all lead sources into unified HubSpot workflows with proper attribution

Advanced Lead Scoring Model

• Develop a comprehensive lead scoring framework based on BrightLocal's ICPs

• Implement multi-factor scoring logic combining:

  • Firmographics (company size, industry, location)

  • Engagement data (email opens, content downloads, website behavior)

  • Intent signals (demo requests, pricing page views, competitor research)

• Leverage Breeze Intelligence and HubSpot AI for predictive scoring refinement

• Define sales handoff thresholds and pipeline readiness criteria

• Create automated score-based workflows for different customer journeys

Lifecycle Email Automation

• Design sophisticated email nurture sequences for different customer segments:

  • New leads to MQLs by customer segment, industry sector, product interest (Local SEO Services, Citation Builder, Reputation Manager)

  • Lapsed trialists or CB sign-ups who didn’t convert - how to re-engage

  • Sales meetings that failed to convert - how to nurture until in-market

• Implement behavioural trigger workflows based on engagement patterns and drop-off points

• Utilise HubSpot's AI content assistant for rapid, high-quality email copy creation

• Apply Breeze Intelligence insights to optimise send timing and content personalisation

Attribution & Performance Tracking

• Establish multi-touch attribution models for campaign performance measurement

• Build comprehensive reporting dashboards tracking:

  • MQL generation and quality metrics

  • Campaign ROI and cost per acquisition

  • Lead progression through funnel stages

  • Conversion rates by source and campaign

• Create automated reporting workflows for stakeholder visibility

• Implement advanced tracking for paid campaigns integration

Conversion Rate Optimisation

• Deploy smart content and personalisation based on lifecycle stage and lead score

• Implement dynamic CTAs that adapt to visitor behaviour and profile

• Create A/B testing frameworks for forms, landing pages, and email sequences

• Optimise lead capture flows to maximise conversion from existing traffic

Required Experience & Skills

Essential HubSpot Expertise

• 5+ years of advanced HubSpot experience with Marketing Hub Professional/Enterprise

• Expert-level proficiency in:

  • Breeze Intelligence implementation and optimisation

  • Advanced workflow automation and branching logic

  • Lead scoring model development from scratch

  • Smart content and personalisation engines

  • Attribution modelling and campaign tracking

  • AI-powered content generation tools

• Proven track record implementing complex marketing automation for B2B SaaS companies

Technical Requirements

• Advanced workflow architecture - ability to design complex, multi-step automation sequences

• Data integration expertise - connecting HubSpot with multiple lead sources and platforms

• Attribution modeling experience - setting up multi-touch attribution and campaign tracking

• API and integration knowledge - leveraging HubSpot's API for custom workflows

• Advanced reporting and analytics - creating sophisticated dashboards and performance tracking

Strategic Marketing Knowledge

• B2B SaaS marketing experience with an understanding of complex buyer journeys

• Lead scoring methodology - experience developing scoring models aligned to ICPs

• Lifecycle marketing expertise - designing nurture sequences for different customer stages

• Conversion optimisation - proven track record improving lead capture and progression rates

Soft Skills

• Excellent documentation skills - creating comprehensive playbooks and process documentation

• Project management abilities - managing multiple complex implementations simultaneously

• Stakeholder communication - translating technical implementations into business value

• Independent working style - able to work autonomously and hit the ground running

Deliverables & Success Metrics

Primary Deliverables

1. Complete lead scoring model with documented logic and automated workflows

2. Comprehensive nurture email sequences 

3. Advanced lead generation workflows with multi-source integration

4. Attribution and reporting dashboard with automated stakeholder reporting

5. Smart content and personalisation framework for website and email optimisation

6. Detailed documentation package including:

   • Workflow architecture diagrams

   • Lead scoring methodology and maintenance guides

   • Email sequence templates and optimisation playbooks

   • Attribution model documentation

   • Handover training materials

Success Metrics

• Lead generation, qualification, and sales funnel progression

  • Improve Lead to MQL to Customer conversion rate = self-serve

  • Improve Lead to SQL to Customer conversion rate = sales intervention

• Automation efficiency - reduced manual lead processing time by 75%+

• Attribution clarity - comprehensive campaign performance visibility

• Scalability readiness - systems capable of handling 3x lead volume growth

• Team adoption - smooth handover with a permanent team fully trained

Project Timeline

Week 1-2: Discovery & Planning

• Audit the existing HubSpot setup and identify optimisation opportunities

• Define ICPs and lead scoring criteria with stakeholder input

• Design workflow architecture and automation sequences

• Create a project roadmap and a milestone delivery schedule

Week 3-6: Core Implementation

• Build a lead scoring model with testing and refinement

• Implement automated lead capture and routing workflows

• Create lifecycle email sequences with AI-powered content

• Develop attribution tracking and reporting dashboards

Week 7-8: Optimisation & Testing

• Conduct comprehensive testing of all workflows and automations

• Implement smart content and personalisation features

• Optimise forms, CTAs, and conversion points

• Create A/B testing frameworks for ongoing optimisation

Week 9-12: Documentation & Handover

• Complete comprehensive documentation package

• Conduct team training sessions on new systems

• Provide ongoing support during the transition period

• Deliver final performance reports and optimisation recommendations

Working Arrangements

• Full-time equivalent commitment during contract period

• UK timezone working hours with overlap for stakeholder collaboration

• Remote working with occasional video calls for key milestone reviews

• Direct collaboration with Marketing Operations, Sales, and Analytics teams

• Weekly progress reviews with clear milestone delivery expectations

Location: Remote/Hybrid (UK timezone preferred)
Contract Length: 2-3 months
Start Date: ASAP
Day Rate: Competitive (based on experience)
Time Commitment: Full-time equivalent