Knowing where a contact works is table stakes. Knowing that they chaired a company you already sell to, or that they share a board seat with your best customer, is the part that opens doors. Contact labels write those roles into HubSpot itself: Aira links each synced contact to the companies where that person holds or held a registry seat, and to the other synced contacts on the same boards, so the roles show in HubSpot's own Companies and Contacts cards on the record.
Turn contact labels on
In Aira on desktop, click your name in the bottom left corner and open the Integrations tab. On the HubSpot row click Manage, then choose Relationship labels. Contact labels are the second section on that page, with their own toggle in the top right corner of the section.
The first full check starts the moment you turn it on. The page then counts the contact labels Aira has written.
What Aira labels
Aira reads the registry record behind each synced contact and labels three kinds of connection:
Current roles. The person is CEO, chair, board member or owner of a company in HubSpot. Labelled CEO (Aira), Chair (Aira), Board member (Aira) or Owner (Aira).
Former roles. The person was CEO, chair or board member of a company in HubSpot within the last three years. Labelled Former CEO (Aira), Former chair (Aira) or Former board member (Aira). This is the one to watch when a champion moves on.
Board colleagues. Two synced contacts sit on the same board. Labelled Board colleague (Aira).
How the labels appear in HubSpot
The role labels sit on the link between a person and a company, so you can read them from either side. Open the contact and the company shows up in the Companies card carrying the role; open the company and the person shows up with the same role. Board colleague (Aira) sits on the link between two people, so it shows in the Contacts card on a contact record.
Every label Aira writes carries the (Aira) suffix, so you can always tell Aira's work from the associations your own team has made. Each role is a separate association label rather than one catch-all, which is what lets you pick out current chairs without also picking up everyone who once sat on a board.
How Aira decides who gets a label
Contact labels have a narrower scope than contact sync. Only contacts Aira syncs from the company registry have a registry record to read, so a contact imported from HubSpot, or one found only on a company website, is not labelled.
On the company side the match is made on organisation number, exactly as it is for company relationship labels. A company that is not in your HubSpot account, or is there without a matching organisation number, is not linked.
Switching contact labels off is a clean-up, not a pause: every contact label Aira wrote is removed from HubSpot. The two toggles on the page work on their own, so turning contact labels off leaves the company relationship labels in place.
Put the labels to work
The labels are ordinary HubSpot associations, so the rest of HubSpot can act on them:
Add an Association label list card to your contact records and pick Aira's contact labels. The contact then reads as a career: the companies this person leads or sits on the board of, and the ones they left within the last three years.
Add the same card to your company records and it reads as that company's board and leadership, including the people you already know from elsewhere in your pipeline.
Contact labels are HubSpot only
Contact labels rely on HubSpot's association labels, which Salesforce has no equivalent of, so they are available on HubSpot connections only. They share the Relationship labels page with company relationship labels, and your other HubSpot settings sit alongside them on the same menu: import scope, signals, contact sync, field mapping and widget layout.