Jacob Lett, Digital Marketing Specialist

A data-driven digital marketing specialist who helps businesses optimize and leverage their website for growth. I apply my unique blend of technical, creative, and business experience to identify trends and patterns for continuous improvement.

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

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 Web Designer | 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

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


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


  • 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 | Lynda.com
    Issued Sept. 2016


Industrial HubSpot Theme - HubSpot Themes Challenge 2020

I specifically designed the Industrial Pro Theme to help a manufacturer quickly build a website that follows best practices for inbound marketing, SEO, and lead generation," Lett said. "While most website themes cater to multiple industries, my Industrial Pro HubSpot Theme cuts out the clutter so manufacturing brands can save time and begin building a website catered to the specific needs of the target audiences in their industry.

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

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

Bootstrap 4 Cheat Sheet and Classes Reference

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.

LinkedIn Profile

Jacob Lett

Clinton Township, Michigan 48038 • (586) 258-8627

Top of page