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Centralised marketing without compromise: inside JWH Group's multi-brand HubSpot setup

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Centralised marketing without compromise: inside JWH Group's multi-brand HubSpot setup
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JWH Group is a Western Australian leader in residential construction, operating five unique home-building brands that serve diverse market segments—from first homebuyers to bespoke, high-end builds. Known for design excellence, regional insight, and customer focus, JWH wanted to modernise its marketing infrastructure to match the sophistication of its builds. With growth on the horizon, the group turned to Engaging.io to unify their tools, data, and strategy—without compromising each brand’s individuality.

 

The problem

JWH’s marketing landscape was as diverse as its brands—each with separate teams, tools, and tactics. Campaigns were built manually, reporting was inconsistent, and lead data was hard to track across fragmented systems. SugarCRM, the group’s legacy CRM, couldn’t keep pace with evolving marketing needs and lacked integration with modern platforms like HubSpot.

Problem 1:

Each brand operated in isolation, with its own website, audience, and marketing processes. This made cross-brand insight and alignment difficult. Manual workflows added complexity and slowed execution.

Problem 2:

With no shared reporting framework and no CRM integration, teams lacked visibility into the full customer journey. Scaling campaigns or understanding ROI was near impossible. JWH needed a centralised platform that allowed for brand autonomy, yet delivered group-wide alignment.

The solution

Engaging.io delivered a unified, scalable solution built on HubSpot Marketing Hub Enterprise, designed to serve both the group’s strategic needs and each brand’s creative independence. We architected a multi-brand environment that included discrete portals, modular asset templates, custom SugarCRM integration, and lifecycle automation—empowering marketers to move faster, collaborate better, and work smarter.

The Strategic Plan
The Implementation
Centralisation with Flexibility

  • Create one scalable infrastructure on HubSpot that unites the group.

  • Preserve each brand’s voice and independence through discrete hubs and styling.

Centralisation with Flexibility
Centralisation with Flexibility

  • Create one scalable infrastructure on HubSpot that unites the group.

  • Preserve each brand’s voice and independence through discrete hubs and styling.

Automation & Efficiency
Automation & Efficiency

  • Replace manual campaign management with workflows, lifecycle stages, and nurture journeys.

  • Empower teams to launch assets 70% faster using modular templates.

Data-Driven Decision Making
Data-Driven Decision Making

  • Deliver real-time dashboards to replace manual reporting.

  • Align sales and marketing with shared lifecycle stages and synced CRM data.

The Implementation

We began with a strategic portal design, creating distinct business-unit environments for each of JWH’s five brands. Each had its own custom domain, permissions structure, and branded styling—ensuring operational autonomy within a unified ecosystem.

A custom middleware integration was developed to sync data between HubSpot and SugarCRM every 15 minutes, providing bidirectional data flow for lead and opportunity statuses. This allowed sales and marketing teams to operate from a single source of truth, while keeping existing CRM infrastructure in place.

To accelerate campaign execution, we rolled out modular, drag-and-drop email and landing page templates tailored to each brand. These reduced asset build times by over 70%, enabling teams to launch campaigns independently without developer support.

Lifecycle workflows were built to support brand-specific journeys—like top-of-funnel lead nurturing for WA Country Builders and bottom-of-funnel re-engagement for Plunkett Homes. Cross-brand segmentation was established using a shared lifecycle stage model, creating consistency across the group.

Training followed a “train-the-trainer” model with live workshops and HubSpot Academy tracks, fast-tracking adoption and empowering internal champions to lead the charge.

The impact and results

The results were immediate, tangible, and transformational.

All five brands—Plunkett Homes, WA Country Builders, Residential Attitudes, Oswald Homes, and InVogue—were fully live on HubSpot within the first quarter post-launch. Marketing teams transitioned smoothly from legacy processes to modern, intuitive tools. Modular templates empowered them to create on-brand assets in-house, slashing production time by 70% and freeing up time for strategy and content creation.

Manual campaign reporting was replaced with live dashboards, giving each brand real-time insight into performance, cost per lead, attribution, and more. This alone saved approximately 8 hours per month per brand and brought data-driven decision-making to the forefront.

The integration with SugarCRM delivered 99.8% sync accuracy, ensuring marketing and sales operated from aligned, up-to-date data. Lead management improved dramatically—with automated nurture journeys guiding prospects through sales cycles that span from three months to three years. Sales teams are now receiving better-qualified leads earlier, boosting conversion rates and shortening sales cycles.

Culturally, the shift has been just as profound. JWH has moved from reactive, fragmented marketing to a collaborative, proactive model. Teams are no longer siloed—they share frameworks, learnings, and insights across brands. This alignment has laid the groundwork for a Revenue Operations (RevOps) approach, where performance is continuously tracked, refined, and improved.

Leadership now has complete visibility into marketing ROI, thanks to centralised dashboards and attribution tools. The marketing team is no longer just a service department—it’s a strategic growth driver.

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