NEWITY

NEWITY needed a CRM and growth engine built from scratch to support their SBA lending business — from first click to funded loan. I built it end to end: the HubSpot architecture, the customer journey campaigns, and the paid search program that fed it.

A fast-growing SBA lending business with a referral partnership motion and a multi-step loan application lifecycle, but no CRM architecture, no automated follow-up, and no way to connect ad spend to actual loan outcomes.

Built NEWITY's HubSpot Enterprise system from scratch — structuring contact, company, and deal architecture around their SBA lending model, with pipelines for both the referral partnership sales motion and the loan application lifecycle.

Developed the full suite of customer journey email campaigns targeting thousands of prospective applicants, automated sales sequences for the referral partnership team, operational follow-up workflows for underwriters and loan specialists, and internal notification automations — all built using custom HTML/CSS in HubSpot.

On the acquisition side, managed Google Ads campaigns driving awareness and qualified applications for the SBA 7(a) loan program: ran keyword and SEO analysis to identify high-intent search terms, built audience segmentation around applicant intent signals, and connected HubSpot CRM data to Google Ads for full-funnel attribution.

Developed all campaign strategy, ad copy, and targeting; mapped the full customer journey from click through application; ran continuous A/B testing on email and messaging to improve downstream conversion.