Internal Marketing Hub

Context

Loan officers at Premier Lending didn’t know what marketing offered, who to ask, or how to follow up, and couldn’t see what the team had already produced. An internal survey of branch leadership made fixing that a priority. The answer had to be one front door with one intake channel, run by a three-person team with no dedicated designer, so everything had to be data-driven or automated.

What I did

• Built the hub as data, not pages. Services, content, platforms and site navigation all render from database tables, so nothing user-visible is hardcoded and an update is a row edit.
• Locked down the data layer. Every table runs row-level security with no anonymous access, every write goes through a permission-checked server function, and each table was reviewed one by one before launch. API keys live in a vault and are rotated the moment they’re exposed.
• Made SharePoint the single source for content. A Power Automate tagger reads each file’s name and fills the library’s metadata, and a sync flow publishes finished files to the hub, so publishing a piece means saving it under the right name.
• Gave marketing one front door. Requests go straight into Zendesk from an in-page form with the requester attached. Turnaround is measured by a clock built in the database, because the help desk plan couldn’t measure it, and no turnaround is published without something enforcing it.
• Instrumented the hub through one tag manager container, with a fixed event taxonomy, registered custom dimensions, and key events for requests and content use.
• Automated the company newsletter end to end. One Power Automate flow builds each edition on the 5th. It pulls new content from the hub, mortgage rates from the Federal Reserve’s FRED API, approved shout-outs from a Microsoft Form, and top performers from a scheduled Domo report, then fills a hand-coded HTML template.
• Kept a human in the loop and made failures loud. The flow emails a test, waits for approval in Teams, sends on the following Tuesday, and archives each edition to a Teams channel. It refuses to send if any field is unfilled, drops empty sections with their headings, and alerts the team in Teams when something breaks.
• Moved the team headshot library to Cloudinary: one original per person, with circle, square and email crops served by link and stored in the monday staff database. The newsletter reads those links directly, so photos match whichever company or DBA email a record carries, with no upkeep.
• Authored and maintained the internal build handbook: locked architecture decisions, data model, integration contracts, tracking taxonomy, launch gates and operating rhythm, versioned from 1.0 to 1.15 with every change approved and recorded.
• Coordinated IT, compliance, sales leadership and the reporting team throughout.

Status

Phased launch underway. The first automated newsletter ships in November 2026. Results will be published as adoption and engagement data come in.