Thank you for the tag @Berangere! Hello @iambatesonwilliams and welcome to the Community!
First, I’d like to acknowledge that you’re asking some very big questions. If a client came to me with these, it would likely be a 6-month consulting engagement, and I’d come back with specific questions of my own. I’m glad you’re asking, and I’m glad you’re open to guidance.
Because you’re coming in with curiosity and humility, here are my personal recommendations in a general sense. I hope they help.
Keep the data model lean: For a B2C beauty brand, I’d make the contact the center of the CRM. Skip companies and deals unless they also sell wholesale or through salons and resellers. Use HubSpot’s default properties first. Only create a custom property if it will be used for personalization, segmentation, workflow routing, or reporting.
For product interest, use one multiple-checkbox property plus a single dropdown for primary interest. Don’t build a property per SKU. That detail belongs in the e-commerce platform’s order data.
Lifecycle stages: If there are no sales reps, don’t force everyone through MQL and SQL. Subscriber, Lead, and Customer is plenty, with behavioral segments and customer tiers on top. Keep a separate B2B path only for wholesale inquiries.
Segmentation: Start with 10 to 15 segments the team will actually act on. It helps to think in four kinds of data: declared (what they tell you), behavioral (what they do), transactional (what they buy), and permission (what you’re allowed to send). One contact can carry all four, which beats a single persona field. Set your naming convention for segments and workflows on day one.
Workflows to build first: Welcome, product-interest nurture, cart recovery, post-purchase, replenishment, win-back, and data hygiene. Use different replenishment timing for a serum than for a perfume. Lead with education before discounts, and don’t treat email opens as your only signal of intent. Hold off launching until tracking, consent, forms, and your commerce integration are reliable.
Portuguese and consent: Have a native Brazilian Portuguese speaker review every customer-facing asset, from subject lines to error messages. Literal translation won’t land. Check formats too: R$ 89,90 and 28/09/2026. Test accent handling in imported data and dynamic fields.
Design for LGPD from the start. Set up subscription types before the first send, record consent source and date, and treat WhatsApp permission separately from email. Have Brazil-qualified counsel review the final language.
Integrations: Settle the commerce platform first (Shopify, VTEX, Nuvemshop, and so on) and test that orders, carts, and customers flow into HubSpot before you build automation. Plan WhatsApp through an official Business API provider, and make sure service issues can suppress promotional sends.
What to watch after launch: Treat the first 60 to 90 days as measurement and correction. Check data quality first: consent status, source, duplicates, and records stuck in workflows. Then look at visitor-to-subscriber rate, workflow-to-purchase conversion, cart recovery, first-to-second purchase rate, and repeat purchase rate. That order tells you whether the problem is acquisition, nurturing, checkout, or retention.
SEO: Do the keyword research directly in Brazilian Portuguese. Translation isn’t keyword research. “Serum for dark spots” might show up as manchas or uniformizar o tom da pele, each with different intent. Validate with Search Console after launch, then tie your content to HubSpot interest tags so the follow-up nurture matches what someone actually read.
Hopefully I’ve given you some tings to think about that may help you with this Upwork project, and maybe more in the future. All the best!
