AFS and Orange Marketing
March 2, 2026
Welcome & Team Introductions
Meet Your Orange Marketing Implementation Team
We're excited to kick off this HubSpot engagement with America's Floor Source. We are honored to partner with AFS on this initiative, and our team brings deep expertise in HubSpot implementation, RevOps, email marketing, and data migration — everything needed to power AFS's multi-brand marketing transformation.
Rebecca Gonzalez
CEO & Founder
Michael Zarick
Project Manager
Kirill Ougarov
Director of RevOps
John Debrincat
Email & Brand Specialist
We're looking forward to a productive session today. Let's take a few moments for AFS to introduce their team as well.
Communication & Meeting Cadence
Clear, consistent communication keeps this project on track. We're establishing structured touchpoints from day one — including a recurring one-hour weekly project meeting — and defining how AFS and Orange Marketing will collaborate, share information, and make decisions throughout the engagement.
Weekly Project Meeting (1 Hour)
Recurring weekly touchpoint between AFS and Orange Marketing to review progress, resolve blockers, and confirm priorities for the coming week
Discovery Sessions
Dedicated stakeholder discovery meetings scheduled during Weeks 1–2 to finalize requirements, confirm access, and validate priorities with AFS's designated internal stakeholders
Escalation & Change Control
Any scope changes documented and quoted via written change order before execution — Michael Zarick is your escalation contact for timeline or scope concerns
Collaboration Tools
Email as primary channel; Zoom for weekly calls; shared project tracking to document setup, record training sessions, and maintain decision logs
Engagement Objectives & Scope
AFS is implementing HubSpot's Marketing Hub and Data Hub to transform multi-brand marketing operations — while keeping Zoho in place as the CRM. The goal is to consolidate and automate marketing across 4 active brands, replacing SharpSpring, implementing HubSpot Marketing Hub across 4 brands, integrating deeply with Shopify and Zoho.
Marketing Automation
Replace SharpSpring with HubSpot for full email automation, dynamic segmentation, drip campaigns, and multi-brand sender support across 4 brands (~95K contacts)
Integrations & Data
Integrate HubSpot with Zoho CRM (contacts/deals) and Shopify (behavioral tracking, cart abandonment) — Kirill leading all integration architecture
Content & Forms
Rebuild ~20 SharpSpring forms across 4 brand websites with routing logic, property mapping, and workflow enrollment triggers. One B2B form example included.
HubSpot Activated March 1
HubSpot for Marketers Enterprise
- Marketing Hub Enterprise (Includes 10,000 Marketing Contacts)
- Content Hub Enterprise
- 5 Core Seats
- 70,000 Additional Marketing Contacts
- Brands (3 Brands)
- Dedicated IP Add-on (1 Dedicated IP)
- Data Hub Professional (Includes 1 Core Seat)
- 6 Additional Core Seats (Enterprise)
- 12 Core Seats Total (Enterprise)
12-Week Project Phases
Our phased delivery approach is designed for parallel execution — email builds , form migrations, and integrations can overlap where possible to maintain momentum and meet the 12-week timeline.
Discovery & Setup
Weeks 1–2: Stakeholder discovery, finalize requirements, HubSpot portal setup (branding, GDPR, users, teams), contact property & form audit
Data, Forms & Templates
Weeks 3–4: Import 95K contacts/lists, rebuild ~20 forms across 4 brands, begin segmentation setup, start email template design
Email & Workflow Build
Weeks 5–7: Build 4 brand nurture workflows (5 emails each), behavioral triggers, frequency caps, QA of forms, email warmup begins (4–6 weeks)
Integration, Reporting & Launch
Weeks 8–12: Shopify tracking install across 4 sites, Zoho CRM integration coordination, brand dashboards (4 brand + 1 consolidated), full QA, team training with recorded sessions, and go-live support
Roles & Responsibilities Framework
Orange Marketing Executes
Builds all workflows, templates, forms, integrations, dashboards, and documentation
AFS Approves
AFS's designated team members review and sign off on deliverables at each phase gate
AFS Provides Access
HubSpot portal access, SharpSpring export, Zoho credentials, Shopify admin, and brand assets
Shared Ownership
Training, documentation, and recorded sessions ensure AFS team can own and operate all built systems post-handoff
Success Criteria
Measuring success requires clear, shared definitions from the start. Below are the primary success criteria we'll use to measure the effectiveness of this engagement. Each metric has clear ownership and will be tracked throughout the 12-week timeline.
Deliverable Quality
All 4 brand nurture workflows (5 emails each), 20 forms (maybe consolidated to a few), Shopify tracking, and dashboards built, tested, and signed off before go-live
Timeline Adherence
12-week plan with parallel workstreams maintained; email warmup (4–6 weeks) starts on schedule in Week 5–7 to protect deliverability
AFS Team Readiness
AFS's designated marketing team trained on workflows, landing pages, campaigns, and reporting — with documentation and recorded sessions provided
Integration Stability
Zoho CRM ↔ HubSpot and Shopify ↔ HubSpot integrations validated with clean data flow, attribution reporting, and no contact duplication
Risks, Dependencies & Mitigation
We've reviewed the requirements document and identified several critical dependencies. Proactive mitigation from both sides will be essential to keeping the 12-week timeline intact.
Access & Credentials
Risk: Delays in receiving HubSpot portal access, SharpSpring access. With Zoho and Shopify we will work through joint sessions with the adminss.
Mitigation: Access checklist delivered to AFS today — all credentials needed by end of Week 1 to keep Week 3 data migration on schedule.
We use Arrows onboarding tool to help you through the intial setup tasks, as well.
Scope Evolution
Risk: Additional brands
Mitigation: Formal change order process in place — any out-of-scope items documented, quoted, and approved in writing before execution begins
Multi-Brand Complexity
Risk: 4 active brands (America's Floor Source, JP Flooring, Lewis Flooring Home, Flooring Market) each with separate websites, forms, sender domains, and contact lists increases QA and coordination burden
Mitigation: Brand-by-brand build approach with dedicated templates, subscription centers, and dashboards per brand; parallel building to maximize efficiency
Third-Party Dependencies
Risk: Zoho Nelson (Zoho expert), and Shopify timelines may impact our integration and tracking setup windows
Mitigation: Early introduction and coordination with AFS's Zoho expert (Nelson) and Shopify expert; Kirill to lead all API scoping and technical coordination
Next Steps & Immediate Actions
Today's kickoff sets the plan in motion. The actions below are time-sensitive — completing them in Week 1 is critical to keeping the 12-week timeline on track. Each item has clear ownership to ensure nothing falls through the cracks.
AFS Action Items
- Provide HubSpot portal access (or confirm account creation)
- DNS setup, we will help you
- Provide access to SharpSpring OR we will need you to to Export SharpSpring contacts, lists, email templates, and workflows -
- Confirm Shopify contact for integration coordination (Kirill)
- Confirm Zoho contact for integration coordination (Nelson)
- Confirm designated internal reviewers and approvers
- Schedule remaining discovery sessions with stakeholders
Orange Marketing Action Items
- List of Discovery meetings needs - Priority #1 SharpSpring Grand Tour 1 hour :)
- Send access checklist and onboarding documentation to AFS
- Set up recurring weekly 1-hour project meeting cadence
- Begin contact property and form audit (SharpSpring → HubSpot)
- Confirm brand list names: America's Floor Source, JP Flooring, Lewis Flooring Home, and Flooring Market
- Brand setup assets requested from AFS to setup each brand correctly
- Draft discovery session agendas for Weeks 1–2
HubSpot Implementation Kickoff