Academy Labs

As Lead Producer for HubSpot Academy Labs, I led the development and production of an experiential learning program designed to bring HubSpot’s products, solutions, and expertise to life through high-touch, in-person experiences. Academy Labs were designed to move beyond traditional education into practical application, giving customers and prospects an opportunity to learn, experiment, and build confidence through expert-led sessions, hands-on exercises, live demonstrations, and real-world use cases.

Delivered across key markets, the program balanced a consistent global experience with the flexibility to adapt to local audiences, market needs, and business priorities. Each Lab was designed as an immersive learning environment where attendees could engage directly with HubSpot experts, peers, and the product, creating a stronger connection between education, product adoption, and customer value.

Strategic Intent

Academy Labs were built as a go-to-market enablement layer that connected education, customer engagement, and product adoption. I led the end-to-end production strategy, translating business and campaign objectives into a scalable experiential format that could support customers and high-intent prospects at critical points in the buyer and customer journey.

The program was structured to complement broader HubSpot marketing, sales, and customer engagement efforts by creating a deeper, more actionable product experience. I established the production framework, operating model, templates, and processes required to scale the Labs consistently while maintaining a high-quality experience across markets.

Customer-Centered Design

The Academy Labs experience was intentionally designed around how customers learn best: through participation, experimentation, and direct application. Rather than relying on presentation-heavy programming, the format prioritized hands-on learning, guided exercises, live product interaction, and opportunities to ask questions and solve real-world challenges.

Every element of the experience, from agenda architecture and room flow to content delivery and onsite execution, was designed to reduce friction and maximize learning. The result was an environment that made complex concepts feel approachable while giving participants the confidence and practical knowledge to immediately apply what they learned.