I help businesses turn HubSpot into a structured operating system for sales, marketing, and lead management — aligning CRM, workflows, and automation around how your business actually operates, so leads are captured, qualified, and followed up without manual effort or confusion.
Maya has spent the last five years building and refining HubSpot systems for startups and scaling teams — spanning CRM architecture, marketing automation, CMS development, and the integrations that hold it all together.
She started GEM to give founders and operators a partner who treats HubSpot as serious infrastructure: clean data, clear processes, and systems your team actually wants to use. Every engagement is hands-on, senior, and grounded in how your business really sells.
The goal is always the same: reduce manual work, improve data quality, and make HubSpot something your team actually uses every day. Below is the spectrum of work I take on — most engagements span several of these.
Pipelines, lifecycle stages, and properties designed around how your business actually sells — not generic HubSpot templates.
Lead routing, follow-ups, task assignment, and deal creation — automation that mirrors your real sales process.
Email sequences, newsletters, onboarding flows, and re-engagement campaigns wired into your CRM data.
Clean property structures, lists, and segmentation logic so leads are captured, scored, and nurtured correctly.
Custom HubL modules, landing pages, and reusable templates non-technical teams can manage independently.
Pipeline visibility, attribution, and performance dashboards built on a clean, reliable data foundation.
Shopify, WordPress, Zapier, ActiveCampaign, and external systems connected so HubSpot stays the source of truth.
Click "Peek inside the HubSpot portal" on any case to see the actual backend system behind the live site.
A scalable editorial CMS the marketing team owns end-to-end.
Translated detailed Figma designs into a fully custom HubSpot CMS using HubL — a reusable component library inside the Design Manager covering hero sections, editorial blocks, dynamic CTAs, and flexible layouts. Marketing now ships landing pages and content variations without engineering, while the brand stays consistent.
A behavioural segmentation engine, not just email automation.
Integrated Shopify with HubSpot and built 15+ workflows triggered by real user behaviour — product views, cart activity, repeat visits. Users were categorised by intent and engagement, then nurtured accordingly — the kind of segmentation logic that lets you treat different audience types as distinct journeys instead of one generic list.
Adaptive journeys across service lines, owned by non-technical staff.
Built a multi-layered nurture system across several service lines using branching logic, calculated properties, and dynamic landing pages that adapt to user input. Designed conversion-focused landing pages directly in HubSpot — like the Regenerative Medicine Consultation page — paired with calculated properties that auto-populate the right clinic location, address, and phone number based on the patient's selection. Structured the CMS so non-technical staff update content easily, with clean separation between B2C and B2B audiences inside one platform.
Fully Customised Hubspot Website Design
Built a fully customised HubSpot website for Matthew Gaunt using a modular theme and reusable design system within the Design Manager. Focused on conversion-led page structures, flexible content blocks, and clean navigation to support lead generation. Ensured the backend was intuitive for non-technical updates, allowing new pages and content to be created without developer input — directly applicable to managing scalable editorial content and profile pages.
Board-Level HubSpot Reporting
Leadership had no clean view of pipeline health, deal progression, or attribution across the funnel. Built custom HubSpot reporting dashboards covering pipeline velocity, stage conversion, revenue attribution, and lifecycle progression — and automated lifecycle stage transitions and deal creation so the data feeding the dashboards was reliable. Outcome: a single source of truth for the leadership team — pipeline, attribution, and conversion metrics visible at a glance.
Inbound demand → segmented, routed, attributable pipeline.
Built the lead capture and CRM architecture from scratch — lifecycle stages, pipelines, ownership rules, and workflows that converted inbound forms and demo bookings into deals with auto-assigned tasks. Lead source and intent mapping made reporting clear: which channels drive qualified opportunities, and where to double down.
When I audit HubSpot accounts, I see the same patterns over and over. Most setups end up underused, messy, or over-automated. The fix is rarely more tools — it's structure, sequencing, and aligning the system with how the business actually runs.
Automation exists but doesn't match how the sales team actually works — so it gets ignored or worked around.
Stages are inconsistent or undefined, so reporting drifts and leads slip through the cracks.
Leads aren't properly segmented or routed, so the right person never follows up at the right time.
Marketing emails are detached from CRM data, so personalisation and triggers don't reflect real behaviour.
Dashboards look fine on the surface but the underlying data is messy — leadership can't trust the numbers.
The system feels complicated, so adoption drops and the investment goes underused.
Lead sources, sales process, customer journey — documented before touching any settings.
Lifecycle stages, properties, and pipeline design that reflect reality, not generic templates.
Workflows for routing, follow-ups, lead nurturing, and internal task management — layered on a clean foundation.
Pipeline visibility and performance tracking in real time, built on data you can trust.
I can also work on an ongoing basis to continuously improve and optimise your setup.
"Maya has been an excellent freelance resource to work with and I'd recommend her to anyone seeking the same support we did."
"Maya was great to address concerns and work through her work to make sure things were done and she also went above and beyond with creating a signup form."
"Maya is an incredible Web Developer & gets work done fast with no errors! She's also a great person to work with & super friendly. Would highly recommend!"
"Maya was responsive, experienced and great to work with. We would definitely rehire Maya in the future when we require her services."
Send me your current setup or outline what you're trying to improve, and I'll come back with clear next steps.
