Cover Genius had no unified CRM or marketing automation in place, making it difficult to manage pipeline visibility, segment a growing global customer base, or scale personalized campaigns across regions and verticals. Marketing, sales, and insurance teams all worked in silos, slowing down execution and limiting visibility into performance.

I led the global rollout of HubSpot as the single source of truth for marketing and sales enablement. We built a shared CRM structure covering the full funnel, from account targeting to lifecycle and reporting. I also connected all lead entry points, including web forms, paid ads, and social, so every contact was captured with the right context, segmentation, and routing. The goal was scalable growth, better visibility, and full alignment across teams.

• Defined global data architecture, lead scoring models, and segmentation strategy to support ABM and lifecycle

• Connected lead capture across all surfaces—including website forms, paid campaigns, and social platforms—for accurate tracking and automated routing

• Built scalable ABM and nurture journeys tailored by vertical, deal stage, and buyer type

• Set up end-to-end performance tracking directly in HubSpot, including attribution, pipeline, and conversion reporting

• Partnered with sales, insurance, and executive teams to align lead handover flows and qualification logic

• Led onboarding and training across regions to drive adoption and consistent usage

A successful system build isn’t just about software, it’s about clarity and collaboration. By linking every entry point and aligning teams around a shared view of the funnel, we created a platform that scaled with the business and actually got used. When teams trust the data and the process, execution gets faster, and results get better.