Case Study: HubSpot achieves streamlined APAC PR management and improved media forecasting with Asana

HubSpot’s APAC PR team centralizes program management to unlock efficiency with Asana

HubSpot’s APAC PR team, led by Elissa Hudson in Sydney, was responsible for driving media coverage across key countries while coordinating three agencies and colleagues across multiple time zones. Managing 30+ concurrent media stories with pen-and-paper to-dos and spreadsheets led to missed action items, slowed agency work, and no single view to forecast whether coverage targets would be met.

The team adopted Asana to centralize projects, standardize processes, and integrate with Gmail and Slack, using mobile access and color-coded board views to track stages and subtasks by region. This shift streamlined media pipeline planning, improved cross-time-zone collaboration, and enabled accurate forecasting of quarterly coverage metrics, while providing a clear platform for onboarding and scaling the APAC PR function.

HubSpot

Elissa Hudson

PR Lead