Web Specialist at Brightland Homes

Role summary

Owned development and operations of corporate sites and MarTech stack; integrated CRM, APIs, and data feeds.

Served as a key technical member of the Marketing department, responsible for the comprehensive management, hands-on development, and technical optimization of corporate websites and digital marketing initiatives. Proactively identified needs, architected solutions, and took ownership of increasingly complex technical projects, laying the groundwork for a transition into product management. This involved strategic planning contributions, system design, process improvement, and direct technical execution for the company's digital assets and marketing technology stack, leveraging a strong marketing and full-stack development background.

Responsibilities

Signage Platform Overhaul Leadership
Led signage platform overhaul to enhance sales enablement.
HubSpot CRM Rollout Optimization
Reduced vendor reliance and optimized HubSpot CRM rollout.
Zillow & Realtor.com Feed Automation
Automated Zillow and Realtor.com API feeds to expand market reach and improve lead quality.
Signage Platform Overhaul
Spearheaded signage platform overhaul, enhancing sales enablement.
Zillow & Realtor.com API Feeds
Developed automated Zillow and Realtor.com API feeds.
End-to-End Website Management
Executed end-to-end website management: development (full redesigns, new builds like TV signage website), maintenance, content publishing, and performance monitoring (Google Analytics, GTM, Data Studio, HotJar).
Website UX & Performance Enhancement
Proactively enhanced website functionality and UX, identifying and resolving performance/stability issues.
Full-Stack Web Development
Performed full-stack web development (HTML, CSS, JavaScript, Node.js, Next.js) for websites and applications.
Digital Marketing Technical Execution
Provided technical execution for digital marketing campaigns (SEO planning/rollover, PPC setup) and email marketing enhancements (dynamic modules).
Lead Generation & HubSpot CRM Integration
Managed lead generation platforms and CRM integrations (HubSpot), ensuring data flow, forms functionality, and lead capture.
Custom Marketing Tools & HubSpot API
Developed custom marketing tools (Floor Plan/Room galleries, Exterior package info, dynamically generated buyer pages), API/feeds (Facebook, Zillow, HubSpot), and managed HubSpot API for advanced data manipulation (Custom Objects like Realtor/Community for dynamic pages, API-based reporting, OAuth 2.0 connections).
HubSpot CRM Implementation & Data Migration
Provided technical expertise for HubSpot CRM, including implementation support and data migration (Lasso to HubSpot for all divisions).
Inventory Database & System Architecture
Designed and implemented new inventory databases (MongoDB, BDX XML feeds, SFTP) and architected system solutions (TV signage platform, blueprinting custom CRM).
Git Version Control Implementation
Implemented GIT version control for all in-house projects.
Product Ownership for Web Projects
Progressively took on product ownership responsibilities for web projects: roadmap creation, feasibility evaluation for strategic initiatives (TV signage hardware upgrade, JDE/DASH/HubSpot integration), and leading efforts for custom website/CMS development.
Rebranding & Acquisition Integration
Managed technical aspects of company rebranding (Gehan to Brightland) and acquisition integrations (Wonderland).
Vendor Liaison & External Team Management
Acted as technical liaison for vendors and managed external development teams (BDX Team) during critical project phases.
TV Signage Solution Architecture
Architected and delivered a TV signage solution using cost-effective mini-PC hardware to replace a vendor-locked ecosystem.
TV Signage Website Rebuild
Rebuilt the TV signage website from scratch, implementing QR code lead capture and cross-selling admin tools.
TV Hardware Configuration (150+ Devices)
Architected hardware configurations for 150+ devices.
Custom CRM System Blueprint
Initiated and blueprinted a new custom CRM system for inventory management.
MongoDB Inventory Database (BDX Replacement)
Designed and built a new inventory database (MongoDB, BDX XML feeds), enhancing flexibility and reducing vendor dependency (BDX).
Custom API Feeds (Facebook, Zillow, HubSpot)
Developed custom APIs and dynamic feeds for Facebook (replacing Feedonomics, enabling Dynamic Ads), Zillow, and HubSpot.
HubSpot API Integration (Custom Objects, OAuth)
Mastered HubSpot API: built custom APIs (OAuth 2.0), synced data to Custom Objects, created custom API-based reports, and implemented dynamic HubSpot pages.
Marketing Analytics & Reporting Tools
Introduced new marketing and advanced reporting tools (Google Analytics, Data Studio, HotJar, HubSpot API reports like "Meetings by Community").
Custom CMS Product Roadmap
Led efforts as product owner to create the product roadmap for a custom website and CMS.
Wonderland Acquisition Integration
Managed technical integration of an acquired company (Wonderland).
Signage Platform Overhaul Delivery
Spearheaded signage platform overhaul
Automated Zillow & Realtor.com Feeds
Built automated Zillow & Realtor.com API feeds.
Next.js TV Signage Platform Rebuild
Rebuilt Next.js TV signage platform.
MongoDB Inventory Database with SFTP/XML
Designed MongoDB-based inventory database with SFTP/XML feeds.
HubSpot Custom Objects & Programmable Workflows
Built HubSpot custom objects, API reports, and programmable workflows to streamline operations.

Achievements

TV Signage $300K Hardware Cost Avoidance

Architected and delivered a solution avoiding $300,000 in hardware costs by implementing a cost-effective mini-PC solution.

Marketing Data Clarity Improvement

Introduced new marketing and advanced reporting tools, improving marketing data clarity by 15-20% and campaign effectiveness by 12%.

TV Signage Website Rebuild – Lead Gen Boost

Rebuilt the TV signage website from scratch, implementing QR code lead capture and cross-selling admin tools, boosting lead generation by 8%.

Lead Quality and Market Coverage Improved

Improved lead quality and market coverage by building automated Zillow & Realtor.com API feeds.

HubSpot CRM Optimization Saves $45K+

Reduced vendor reliance and optimized HubSpot CRM rollout, saving $45K+.

$45K+ Saved via HubSpot CRM Optimization

Saved $45K+ by reducing vendor dependency and optimizing HubSpot CRM rollout.

Expanded Market Reach via API Feeds

Expanded market reach and improved lead quality by developing automated Zillow and Realtor.com API feeds.

Avoided $300K Hardware Upgrade Cost

Rebuilt Next.js TV signage platform, avoiding $300K in hardware upgrade costs.

Signage Platform Overhaul Avoided $300K Hardware Costs

Spearheaded signage platform overhaul, avoiding $300K in hardware costs and enhancing sales enablement.

HubSpot CRM Optimization Saved $45K+

Reduced vendor dependency and optimized HubSpot CRM rollout, saving $45K+.

Vendor Reliance Reduced via Custom Inventory DB

Reduced vendor reliance by designing a MongoDB-based inventory DB with SFTP/XML feeds.

Lead Conversion Rate Improvement

Contributed to achieving a 15% improvement in lead conversion rates post Lasso-HubSpot integration.

Automated API Feeds Expanded Market Reach

Developed automated Zillow and Realtor.com API feeds, expanding market reach and improving lead quality.

Zillow & Realtor.com API Feed Automation

Automated Zillow and Realtor.com API feeds, expanding market reach and improving lead quality.

Lasso-to-HubSpot Migration Completed

Successfully completed the Lasso to HubSpot CMS transition for all company divisions.

Signage Overhaul Avoids $300K Hardware Costs

Led signage platform overhaul, avoiding $300K in hardware costs and enhancing sales enablement.

$300K Hardware Costs Avoided

Avoided $300K in hardware costs through signage platform overhaul.

Contractor Cost Reduction – In-House Work

Reduced vendor dependency and optimized HubSpot rollout, contributing to $30,000 annually in saved contractor costs.

HubSpot Rollout Cost Savings

Optimized HubSpot rollout, saving $15,000 on implementation costs.

Website Redesign Launch – Engagement Uplift

Launched a redesigned website, improving user engagement by 10%.