HubSpot CMS/HubDB Replatform (350 Sites)
Discovery Senior Living | 2025 | Director, Digital Projects
Challenge
Discovery Senior Living operated 350+ community sites on a legacy CMS. Platform issues included inconsistent standards, fragmented MarTech, no unified data, limited conversion visibility, slow campaign launches, and heavy manual overhead for marketing teams.
Approach
Led a 12-month replatform to HubSpot CMS/HubDB, starting with discovery workshops and defining migration priorities. Developed a detailed migration strategy, 301 redirects, CRM/analytics integrations, and a 7-gate delivery model. Rolled out sites in stages to protect SEO, connected 20+ APIs, consolidated vendors, and delivered structured change management for 350+ staff.
Results
✅ 15% MQL-to-SQL lift in 3 months
✅ $28M pipeline (year 1)
✅ 350 sites migrated (100%)
✅ 85% adoption at 90 days
✅ 20% cost reduction
✅ 99% data integrity across APIs
✅ Improved uptime/campaign speed
Budget: $1.56M | Timeline: 12mo | Team: 45 FTEs + 5 agencies
Deliverables
• Project Charter & Business Case
• Weekly Reports
• Go-Live Runbook
• Post-Mortem Documentation
• Executive Dashboard
• RACI Matrix
• Change Management Plan
Skills Demonstrated
• Enterprise Program Management
• Replatforming (350+ sites)
• Vendor Management
• Change Management
• Executive Communication
• Team Leadership
• Data Integration/APIs
• Post-Launch Optimization
• Budget Management
• Risk Management
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