lifecycle marketing Program - built in Hubspot
Nurturing Sign-ups into re-enrollments
An end-to-end HubSpot build for a youth sports & fitness brand, designed to boost parent confidence while driving season-over-season re-enrollment.
Overview
Tasked with designing a lifecycle marketing strategy for an established, multi-location youth sports & fitness brand, I built the full loop end to end in HubSpot: a branded registration form, a personalized email series, and a 12-week automated retention workflow from first sign-up through re-enrollment for the next trimester.
The challenge
Drive re-enrollment of first-time families across the 12-week gymnastics program trimester.
Key contributions
Lifecycle Email Copywriting
CRM Journey Mapping & Segmentation
Trigger-Based Workflow Design (HubSpot)
Inbound Form & Consent Architecture
Cross-Channel Strategy (Email + SMS)
KPI Framework Development
Approach
Audience & Mindset Mapping: I defined the audience as parents of first-time enrollees, identified the concerns and characteristics they share, and mapped their emotional arc across a season — from "Did I make the right choice?" to "Is this worth continuing?" — building each touchpoint to address that specific worry.
Consent-First Data Collection: I built the registration form and CRM properties around explicit, channel-specific consent and data minimization, collecting only what the journey actually needed to personalize and trigger correctly.
Automation Designed Around Real-World Data: I designed the journey to respond to four real-time signals — class attendance, CRM engagement, satisfaction survey feedback, and re-enrollment status — so messaging and triggers adjust automatically to how each family is actually engaging.
STRATEGIC TAKEAWAY
Retention As A Designed Journey, Not A Single Email: Renewal isn't a last-minute push. It's the byproduct of consistently answering a parent's evolving doubts, class by class.
From Strategy to Live HubSpot Build: Translating a written strategy into a live, automated HubSpot workflow proves the plan holds up under real conditions, not just on paper.