Site is live on HubSpot CMS. Zenoti integration is built. The CRM — outbound call center, SMS lead nurture, and brand/BU architecture — is what's stuck. We get in, audit what the prior partner shipped, and stand up the workflows so the team can convert leads the way they actually do it: via text.
Face Forward is a PE-backed, corporately-owned medspa group with 9 locations today and a board-mandated path to 50+ in the next 4–5 years. The site and Zenoti integration are done. What's stuck is the CRM side — the outbound call center, SMS nurture, and a clean BU / brand architecture that won't have to be re-platformed at 50 locations.
Phase 1 is a scoped bucket of hours wrapped around an audit of what the prior partner shipped, an A2P 10DLC unblock, and the canonical 6-day nurture rebuilt inside HubSpot — by a team that lives in aesthetics every day.
Two paper items unlock everything else: a mutual NDA so we can talk freely about systems and data, and a BAA so we can operate in the portal compliantly. McKenna on our side is looped in to keep both moving in parallel.
Two-way NDA hosted in Adobe Acrobat Sign. Sign in-browser, no download required. If FFA legal prefers your form instead, send it over and we'll counter-sign — either path works.
We don't store FFA data on our side — we operate as users in your HubSpot portal. Expect SmartBug legal to red-line the BAA to reflect that scope, then counter-sign and return. McKenna will keep this paired with the NDA so they land together.
Phase 1 isn't a redesign — it's getting the CRM Laura and Megan already scoped over the finish line, with an aesthetics-native partner who knows the workflow.
"The main source of conversion for this business is SMS — people don't answer phones, but they'll text back. We send a Zenoti deep link once they're ready and convert. The previous partner just couldn't get the texting and workflows set up, and the board is done waiting."— Laura Cassady, VP Marketing, Face Forward Aesthetics
Today: Aesthetics leads don't pick up the phone. They text. The team converts by texting back-and-forth and dropping a Zenoti deep link — but HubSpot's SMS workflows are still not live after four failed A2P registrations.
Today: 9 corp-owned locations today, 50 in the next 4–5 years. Each location runs its own offers and pricing. The CEO's reflex is one portal (worked at the prior fitness brand). The trade-off is real and we should decide it once.
Today: Reps say HubSpot is harder to work in than what they had before. The real reason is the portal isn't optimized — bad tags, missing properties, no clean conversation view, no service-vs-offer segmentation when leads switch intent mid-thread.
A scoped bucket of hours wrapped around an audit and the highest-leverage unblocks: SMS, the canonical nurture, and the BU decision — delivered before the board's next checkpoint.
Get into the portal, confirm what's built vs. what's claimed, and produce a punch list. No assumptions, no rebuild before we know what's salvageable.
The single biggest blocker. Get the SMS number registered correctly, wired into HubSpot, and into the call-center reps' hands so they can convert leads the way they actually do.
Replace 48 different nurtures with the one nurture Laura already proved out at her prior brand — text, call, text, educational email, re-engage at 30 days.
Make the brand-vs-portal call with eyes open. Either way, set the architecture up so the next 41 locations are configuration, not re-platforming.
Reps struggle in HubSpot because the portal isn't optimized for them. Fix the workspace, then train against it — role-based, hands-on, recorded for the next clinic.
CMS and Zenoti integration are already built. SmartBug owns the CRM workstream end-to-end — SMS, nurture, AI handoff, and the BU / brand architecture call.
Built and deployed by the prior partner. We don't touch it — we plug CRM into it.
Outbound call center, SMS nurture, light 1:1 email, lead-conversion workflows. This is Phase 1.
Custom integration is built. We confirm data flow + deep-link booking URLs work cleanly per service / location.
Four failed registrations to date. We get this submitted clean and live so the team can text leads from inside HubSpot.
Keep the agency's AI for nights/weekends. We make the HubSpot nurture trigger replies cleanly into the bot, then back to a human.
Order of operations: audit first, then SMS unblock, then nurture rebuild, then the BU decision. We don't pour effort into per-brand workflows until the architecture call is made.
Esteban (our aesthetics-experienced lead strategist) opens up the week of June 8. Discovery and audit start immediately so we hand him a portal that's ready to optimize, not still on fire.
Dates are illustrative — confirmed once the NDA/BAA is signed and Esteban is in-portal.
Phase 1 is a discrete project-based hour bank — not a 6-month retainer. Hours land after Esteban's audit. If it works, we move to a monthly retainer Laura already sketched out (estimated hours per month, with overage terms her finance team can plan around).
Esteban gets in (week of Jun 8), produces a punch list, and we size each workstream against it. No blind quote.
Phase 1 converts directly into a fixed hour bank with hours per workstream, signed via PandaDoc.
Laura wants flexibility for finance and an honest "did this work?" checkpoint after Phase 1 — not a six-month commitment on day one. We start project-based and graduate to retainer once Esteban has earned it.
Comparable aesthetics CRM unblock + nurture rebuilds at 9 locations typically land as a mid-five-figure Phase 1, then a steady monthly retainer as scale picks up — but we'll commit to a real number after the audit.
Pulled directly from the HubSpot Solutions Marketplace listing — including the latest review posted today, May 12, 2026.
"We just had the latest 5-star review come in on the HubSpot ecosystem marketplace today — pulled live from the SmartBug listing. Tap through to read the most recent client write-up directly on HubSpot."
"Skander stands out for his thoroughness and professionalism. He takes the time to fully understand your needs, which makes his recommendations particularly accurate and relevant. His approach is structured, thoughtful and solution-oriented. He regularly goes beyond what is expected, bringing real added value to the project."
"We had the pleasure of working with SmartBug Media on the implementation and training of our team on the HubSpot CRM, and the experience has been outstanding from start to finish. Skander has been incredible — attentive to our needs, highly responsive, and his deep knowledge has been instrumental in designing a system that truly fits the nuances of our industry."
"Komal has been essential to our onboarding and ongoing enablement in HubSpot, guiding us not only with deep platform knowledge but with thoughtful strategy and practical implementation support. She balances big-picture thinking with tactical execution, ensuring our team is set up for long-term success rather than short-term fixes."
Reviews shown are excerpts from the public HubSpot Solutions Marketplace listing. Tap "View on HubSpot" above for the full list of 813+ reviews.
Sign the mutual NDA, send the BAA, and we're in. The audit produces a locked Phase 1 hour bank within two weeks of portal access — delivered via PandaDoc for direct signature.