This collection of HubSpot Marketplace themes spans several phases of development, from early marketplace launches to advanced, highly customizable offerings. Across iterations, the themes evolved to incorporate new HubSpot theming features, streamline page creation, and provide increasingly granular control over layout, styling, and content structure.
Role & Scope
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Front-End CMS Developer
Theme architecture, development, and iteration
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Owned the front-end development and evolution of multiple HubSpot Marketplace themes. Collaborated across design, strategy, and marketing to support launch, iteration, and long-term maintenance.
Phase 1: Marketplace Launch
The first theme, Spark, was developed alongside the launch of the HubSpot Marketplace itself. The goal was to establish a flexible, agency-ready foundation that could serve a wide range of client use cases while aligning with early marketplace requirements.
The theme quickly became the agency’s most widely adopted offering, remaining a top-performing and featured theme for several years. Early success was driven by a balance of structured defaults, client-friendly customization, and thoughtful CMS architecture that reduced setup time without sacrificing flexibility.
Phase 2: Expansion & Refinement
As HubSpot’s theming system matured, subsequent themes expanded on the original foundation with deeper customization, improved editor experiences, and stronger alignment with brand systems. I fully built several of these themes and quality-reviewed others, ensuring consistency, maintainability, and adherence to marketplace standards.
This phase emphasized:
- Leveraging newer HubSpot theming features
- Improving theme settings to reduce manual page layout work
- Expanding module customization while maintaining usability
- Standardizing patterns across themes to streamline development and support
Phase 3: Advanced Customization
The final phase focused on advanced users who wanted granular control over layout, styling, and composition. This newest theme, Rubric, was designed as a highly modular system that allowed mix-and-match page construction, deep theme-level customization, and fine-tuned module styling without requiring code changes.
This release represented a shift from 'opinionated defaults' toward a more composable, system-driven approach—prioritizing flexibility while maintaining consistency and performance.
Supporting Work
In addition to development, I was deeply involved in the broader lifecycle of these themes, including:
- Project planning and cross-team coordination
- Creation of product demo videos and tutorials
- Authoring and maintaining knowledgebase documentation
- Supporting internal teams and end users through technical guidance
These efforts helped reduce support overhead while improving adoption and long-term usability.
Rubric theme demo video — scripted, recorded, and animated by me.
The Outcome
Across multiple iterations, the theme line evolved from a single launch product into a mature suite of marketplace offerings. Each phase incorporated platform advancements, user feedback, and lessons learned from prior releases. The result was a scalable, maintainable ecosystem of HubSpot themes that balanced ease of use for content editors with the flexibility demanded by advanced users and agencies.