Owning the Marketing Website for a Post-Purchase SaaS

parcelLab
parcelLab platform feature cards: AI agents, Retain, Engage, and Convert
Platform feature cards on parcellab.com. Image credit: parcelLab.
parcelLab WISMO/R Agent landing page hero: Customers don’t want status updates. They want resolution.
WISMO/R Agent launch page. Image credit: parcelLab.

I was Website Owner for parcelLab, a post-purchase experience SaaS for online retailers and eCommerce brands. I owned the marketing website end to end: WordPress, HubSpot, analytics, CRO, SEO/GEO, and AI-assisted page shipping, working with marketing, product, and sales.

  • 500+Pagesowned
  • 36Customblocks
  • 14MCPservers
  • 2Marketregions

The Challenge

parcelLab’s marketing site had to support product launches, demand-gen campaigns, and sales demo booking on a shared WordPress platform, while staying aligned with HubSpot and analytics. Marketing needed faster page iteration without waiting on engineering for every landing page, and integrations had to stay reliable as campaigns and product messaging changed.

My Role

I owned the marketing website as a product: roadmap, frontend and backend delivery, performance, CRO, and HubSpot / analytics connectivity. I translated stakeholder requirements into shippable work, coordinated with design and demand gen, and kept the site release-ready for campaigns and launches.

  • Owned WordPress platform work, custom themes, and reusable Gutenberg blocks.
  • Integrated HubSpot, GA4, and GTM for analytics, lead routing, and CRM connectivity.
  • Shipped product and campaign pages under fixed go-live dates with marketing and product.
  • Built AI-assisted landing page workflows so marketing could move from brief to draft faster.
  • Ran A/B tests and Core Web Vitals work to improve performance, conversions, and UX.

What I Did

  • Built and maintained a 500+ page site: product pages, landing pages, and 36 custom Gutenberg blocks for campaigns and launches, including the Returns Leak Calculator and Agents/WISMO pages.
  • Redesigned demo booking as a native HubSpot + WordPress flow with SDR round-robin assignment, WordPress admin controls, and email branching across both market regions.
  • Developed AI-assisted page workflows (PLPB) with Claude Code, LiteLLM, WP-CLI, and 14 MCP servers so prototypes mapped to production Gutenberg blocks.
  • Led a hands-on marketing workshop where the team built first-draft pages with shared prompts and design-token rules.
  • Improved analytics and experimentation guardrails across GA4, GTM, and related tooling, including performance checks before homepage experiments stayed live.
  • Ran cross-functional website QA and release rituals so marketing could ship with clear checklists after platform changes.
Returns Leak Calculator with annual impact estimate and before/after comparison
Returns Leak Calculator on parcellab.com. Image credit: parcelLab.

Results

  • Shipped the Returns Leak Calculator as a live interactive tool used in paid social, events, and sales conversations.
  • Released the WISMO/R Agent launch page with Book-a-Pilot form flow and HubSpot automation aligned to product go-live.
  • Moved demo booking onto an owned HubSpot + WordPress stack with clearer UX and SDR ops controls.
  • Gave marketing a repeatable AI-assisted path from prototype to Gutenberg draft, reducing wait time on engineering for first-pass landing pages.
  • Kept platform, analytics, and CRM connectivity stable while campaigns and product pages continued to ship.

What I Learned

Marketing website ownership is systems work, not just page production. When block vocabulary, design tokens, and HubSpot / analytics integrations are explicit, marketing and engineering can ship faster without trading away quality. The same thinking runs through the ForEveryone Berlin design system, where that shared vocabulary is the deliverable instead of a side effect.