Rebranding a global technology company without losing millions of contacts

The challenge

A publicly-traded global AV technology manufacturer was rebranding across more than 40 country websites while migrating their entire marketing stack to HubSpot. The technical challenge was enormous: preserve millions of contact records, years of campaign history, a complex array of country-specific landing pages, and all of their hard-earned SEO equity across a live transition.

The business risk was bigger. Contact loss would directly damage demand generation. URL breakage would wipe years of SEO investment. Campaign history mismatch would break attribution for leadership reporting. A full-team marketing organization, operating in multiple time zones and languages, needed a stack they could actually work in from day one of the new brand.

What we did

As Global Director of Marketing Operations, I led the MarTech architecture and the HubSpot rollout.

Architecture and data

• Designed the target HubSpot data model, including properties, lifecycle stages, and ownership rules for 40+ countries
• Built the contact migration plan with field-level mapping, deduplication rules, and a staged import so no record was lost
• Mapped URL structures from legacy domains to the new brand, including 301 redirect rules that protected SEO equity across every country site

Platform rollout

• Led the HubSpot CMS implementation for all country sites, including multilingual support and regional content governance
• Implemented workflows, lead scoring, and attribution reporting to match the new brand's GTM model
• Built training and enablement for marketing teams across regions so the platform was usable in every time zone on go-live day

Governance

• Established a MarTech change management process so the new brand's velocity would not be blocked by an operations bottleneck
• Built the first revenue marketing dashboards for leadership, unifying the view of pipeline across countries

The outcome

The rebrand and HubSpot migration went live across all countries without losing contacts, without breaking SEO, and without losing campaign history. The MarTech platform became the single source of truth for the new brand — and the architecture decisions made during the migration are still running the business today.