HubSpot-certified Digital Marketing Specialist

HubSpot-certified Digital Marketing Specialist driving website growth through data-driven optimization. I leverage my unique blend of technical, creative, and business experience to unlock data-driven insights, identify website optimization opportunities, and implement continuous improvement strategies for sustainable growth within the HubSpot ecosystem.

ecommerce advertising Industrial HubSpot Theme Glycon SEO and YouTube Channel HydroSoft UI Redesign Financial Website Redesign Troy Michigan Brochure Booklet Graphic Design Grand Rapids Michigan Logo Graphic Design and Branding Sterling Heights Michigan Product Sales Sheet Print Design Michigan


Digital Marketing & Web Development Manager
| Janus International, Temple, Georgia April 2021–Present

  • Performed an audit of HubSpot assets (workflows, forms, and landing pages) to assist in a Salesforce to Microsoft Dynamics migration. I also co-created a naming convention document to make finding and maintaining assets inside HubSpot easier.
  • Used HubSpot private content membership to create an ROI calculator for use by the sales team to improve their sales process.
  • Created an internal sales team portal using Sharepoint online to share marketing collateral and video training.
  • Migrated the DBCI website into an existing HubSpot account. Setup business units and created custom modules to enhance overall functionality.
  • Migrated all marketing sites to Google Analytics 4
  • Migrated and launched Steel Door Depot, a custom-built e-commerce site, to BigCommerce enterprise. Built a custom stencil theme with custom javascript to configure door features and pricing.
  • Created and optimized a Google Ads campaign for ASTA America to improve brand awareness and increase their list of distributors.
  • Improved the Janus International group sales teams interactive maps and also created an internal HubDB database to streamline data updates.
  • Performed the daily maintenance and content updates of multiple global websites on various CMS platforms.

Web Developer - Marketing
| Altair Engineering, Troy, Michigan May 2015–February 2021

  • Built HubSpot templates and custom modules to help a global marketing team quickly avoid writing code. Migrated existing MailChimp templates into the HubSpot platform
  • Built an eCommerce store for toggled LED lighting products and increased brand awareness and sales through Google Shopping, Remarketing Ads, and Amazon Advertising
  • Google Analytics setup, conversion tracking, and on-demand reporting
  • Assist in the daily maintenance of multiple global websites on various CMS platforms (static HTML builds, WordPress, .NET, and Shopify)

Senior web designer
| Flagstar Bank, Troy, Michigan June 2011–June 2014

  • Increased productivity at Flagstar Bank by developing a creative review process and implementing a server file naming convention
  • Improved organic search traffic and product openings after redesigning the Flagstar Bank website to have a clearer visual hierarchy
  • Developed visual consistency across marketing channels by creating a brand style guide for Flagstar Bank

Freelance HubSpot CMS Developer
| Bootstrap Creative, Clinton Township, Michigan May 2014–present

  • Improving existing websites to increase results: SEO Optimization, conversion rate optimization, page speed improvements, and design tweaks

Front-end web designer
| Sendwell, Walled Lake, Michigan June 2009–October 2010

  • Increased new user signups and user engagement after redesigning the OriginalPoetry website. My role was website design and front-end development.
  • Designed and built HTML email campaigns

Graphic designer
| Catalyst Design, Rochester, Michigan November 2007–June 2009

  • Designed tradeshow graphics and marketing materials for automotive suppliers FEV, Federal Mogul, and Dura Systems
  • Designed brand identity systems, websites, brochures, and sales print collateral

Art director
| Doner Advertising, Southfield, Michigan April 2007–November 2007

  • Worked with writers to develop print collateral for clients such as: Blockbuster, Owens Corning, and AutoTrader
  • Designed a point-of-sale kit of materials for The UPS Store retail locations

Graphic designer
| StelterPartners, Grand Rapids, Michigan April 2005–April 2007

  • Developed a brand style guide to improve visual consistency across business units
  • Worked under a tight budget and timeline to design signage and print collateral for a furniture tradeshow in Chicago

Graphic designer
| Form Works, Grand Rapids, Michigan May 2004–April 2005

  • Helped Forest Hills Public Schools promote their new Fine Art Center by designing a brochure to capture its unique architecture
  • Saved Forest Hills Public Schools money by redesigning their community services catalog to take less time to format

Skills and Expertise

Top Skills

  1. Digital Marketing Strategy
  2. HubSpot - marketing automation and template design & development
  3. Organic SEO
  4. Conversion Rate Optimization - Web Design Optimization

Digital Marketing

  • Analytics & reporting: Google Analytics, Search Console, Data Studio, Tag Manager
  • Brand positioning, persona development, buyer journey mapping
  • Conversion rate optimization: A/B testing, heatmap & session recording analysis, surveys
  • eCommerce strategy and implementation
  • Email marketing and marketing automation
  • Lead generation and segmentation
  • PPC: Google Ads, Microsoft Advertising, Amazon Ads
  • SEO: keyword research, page load speed optimization, organic search optimization

Website Design

  • Marketing and sales collateral
  • Responsive web design - mobile-first approach
  • Visual brand style guides
  • Wireframes and clickable prototypes

Frontend Development

  • Custom website theme and template development: WordPress, HubSpot, and Shopify
  • HTML email template development
  • Bootstrap CSS framework - SCSS
  • Hand-coded HTML5, CSS. jQuery


B.S. Visual Design and Web Media
| Ferris State University, College of Business May 2004


  • Certified HubSpot CMS Developer
    | Hubspot Academy
  • HubSpot Inbound Marketing Certified
    | Hubspot Academy
  • HubSpot Marketing Software Certified
    | Hubspot Academy
  • HubSpot Sales Software Certified
    | Hubspot Academy
  • SEO Certified
    | Hubspot Academy
  • Microsoft Advertising Certified
    | Microsoft
  • Google Ads Fundamentals & Search Advertising
    | Google

Online Courses

  • Salesforce for Marketers
    | LinkedIn Learning
    Issued Feb 2021
  • Marketing Automation Tools Overview: ActiveCampaign, Pardot, Marketo, Oracle Eloqua
    | LinkedIn Learning
    Issued Feb 2021
  • Website Speed Performance Optimization
    | Udacity
    Issued Oct. 2016
  • CSS: Core Concepts
    Issued Sept. 2016


Jake Addons for HubSpot CMS

| A library of HubSpot Modules

Embracing modular web design can significantly decrease the need for an expensive full website redesign every three years. So I created a library of modules to make it easy for business to improve their existing websites without having to hire a HubSpot developer.

YouTube Channel

| Recorded HubSpot and SEO tutorials

Began sharing inbound marketing strategies and tips to help businesses increase website traffic and generate more leads.

Building a Business Website with HubSpot CMS

| A Self-published book on how to use the HubSpot website builder

Wrote an beginners guide to using the HubSpot website builder for business websites. Since the HubSpot CMS is new I wanted it to be considered as an alternative to WordPress, Webflow, and Squarespace.

HubSpot Themes Challenge 2021

| Jake Portfolio

Created a portfolio website theme for the HubSpot theme challenge 2021. My theme was a bonus winner in the portfolio template category.

HubSpot Themes Challenge 2020

| Industrial Pro

After entering the HubSpot theme challenge 2020, my Industrial Pro HubSpot theme was selected for inclusion in the HubSpot’s asset marketplace. I designed and developed this website theme to help manufacturers quickly build a website, blog, and landing pages.

Bootstrap 4 Quick Start

| Self-published books on responsive web design

A Bootstrap tutorial PDF with real-world examples. Helps absolute beginners start learning how to use the Bootstrap CSS framework in their projects.

HubSpot CMS Templates and Modules

| HubSpot Website Templates Marketplace

As a way to learn the HubSpot CMS design process I built a few templates for sale in their template marketplace.

Bootstrap 4 Classes Reference

| Lead Magnet Download

The Bootstrap 4 classes list helps you find documentation for particular CSS styles, components, and grids. Use the sortable table below and be sure to download the free PDF cheat sheet.

SEO Marketing Consultant in MichiganMetro Detroit Web DesignerIndustrial Manufacturing Web DesignMetro Detroit SEO

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