Application Portfolio

HubSpot done right — clean architecture, explicit inputs/outputs, and automation that moves the lifecycle. With standardised UTMs, aligned Lifecycle & Lead Status, and stamped tracker dates, reporting becomes a single source of truth. Leaders decide faster; advisors know exactly what to do next.

HubSpot Audit & Mapping
600+ Modular Workflows
Lifecycle Planning
Lead Scoring
Governance / HS Bible
Reporting / Dashboards
Team Permission Matrix
Lead Rotation
Gatekeeper Automation
GDPR / Housekeeping
Integrations & Custom Code

Carl Wood – HubSpot Specialist

Snapshot

  • 300+ modular workflows designed/built
  • 50+ production custom code scripts (Node / Apps Script)
  • Improved Lead to Conversion Velocity
  • Less Manual Tasks = Time Saved & Less Errors

United Kingdom (Remote/Hybrid)

Why should you employ me?

Architecture + Execution

I design scalable workflow systems and build them myself—fast, scalable, testable, maintainable.

Governance built-in

Naming conventions, QA checklists, rollback plans, and documentation are non-negotiable.

Outcome-obsessed

Clear KPIs across acquisition, activation, retention, and revenue with reliable reporting.

Team enablement

Playbooks, task queues, and training that make Sales/Service faster and more consistent.

Custom code & integrations

Node custom code actions, HubDB, Apps Script, and APIs connecting the stack end-to-end.

Skill Profile

Automation Architecture95%

Lead Scoring & Lifecycle94%

Data Hygiene & Governance93%

Custom Code & Integrations96%

Reporting & Analytics90%

Enablement & Playbooks90%

Breadth across strategy, architecture, and hands-on build; depth in automation quality and integrations.

Core Competencies

  • Lifecycle & Journey design: Acquisition → Activation → Retention → Revenue
  • Leadscoring & Prioritisation: eligibility, engagement, lead decay
  • Scalable Modular Workflow design with explicit I/O and tracing
  • Lead Rotation/Ownership Logic (caps, overflow, availability, SLAs)
  • Data Quality & Governance: GDPR, properties audit, dedupe, archival/deletion
  • Custom Code Actions, HubDB orchestration, webhooks & APIs
  • Reporting & Dashboards

Experience

CRM Manager (Contract) — Free Courses in England (FCUK)

2025–Current

  • Led “HubSpot 2.0” rebuild: from megaflows to ~300 modular workflows with clear inputs/outputs and guardrails.
  • Advisor Lead Rotation engine (HubDB + Apps Script) with daily caps, overflow logic, and availability sync.
  • Lead scoring across Eligibility, Engagement, Disqualification; reporting rolled up to exec dashboards.
  • Governance programme: naming conventions, documentation library, DR/rollback, dashboard consolidation.

Digital Marketing & Ecommerce Manager — Willow Chiropractic

2023–2025

  • Total HubSpot build from scratch to replace KEAP in 3 months
  • Introduced KPI dashboards and experimentation loops; improved acquisition-to-booking conversion.
  • Introduced Sales Workflow to priorities and manage leads, tasks and lists
  • £186k Easter lifecycle campaign driven by CRM sequencing and KPI instrumentation; +22% ROI improvement.

Ecommerce Manager — Open24Seven

2022–2023

  • 46% sales uplift via CRM-led retention, CRO, and remarketing; clarified attribution for spend prioritisation.

Ecommerce Lead — J&K Aquatics (B2B)

2020–2022

  • B2B ecommerce launch generating £6m+ in six months; CRM integrations and merchandising automation.
  • Introduced New Client Request Onboarding

Ecommerce/CRM Lead — Beautology

2009–2020

  • Built and launched Shopify store; lifecycle foundations and SEO/retention playbooks.
  • Smart Segmentation drove 1000s of customers and sales

Project Management Approach

Planning & Governance

  • Clarify Brief & Stakeholders
  • Discovery → Architecture → Build → QA → Launch → Iterate
  • Naming conventions, versioning, change control
  • Risk register, rollback plans, DR testing
Delivery

  • Asana boards, weekly cadence, clear owners & SLAs
  • Definition of Done + QA checklists per workflow
  • UAT scripts with edge-case coverage
  • Sign-off and Go Live
Enablement

  • Playbooks, task queues, saved views
  • Video walkthroughs & documentation library
  • Metrics-first adoption reviews

Tech Stack

HubSpot Core

  • Marketing/Sales/Service Enterprise
  • Workflows (modular, single-purpose)
  • HubDB • Lists • Sequences
  • Lead Scoring • Lifecycle • Playbooks
  • Custom Code Actions (Node 18)
  • Permissions/Views • Governance
Data & Integrations

  • Private Apps & APIs, Webhooks
  • Google Apps Script
  • Supabase
  • Bitly
  • Calendly
Messaging & Channels

  • Email/SMS
  • WhatsApp shortlinks via Bitly failover
  • Live chat
  • CTAs / Web Interactives
Analytics & Reporting

  • GA4, Looker Studio
  • HubSpot reports & dashboards
  • Attribution & funnel views
Project & Collaboration

  • Asana, Miro, Google Workspace
  • Slack/Teams
Code & Utilities

  • GitHub, Postman, Node.js
  • Regex/validation
  • Error handling & retry logic

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