GEM Digital logoGEM Digital / Maya Cantwell
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For HubSpot partner agencies

Senior HubSpot build capacity, delivered under your brand.

I'm Maya Cantwell, founder of GEM Digital. I partner with HubSpot agencies to deliver CMS builds, CRM and pipeline setups, automation and reporting for their clients, white-label and to their standards. Below are ten recent builds, with the HubSpot backend behind each one.

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Trusted by HubSpot partner agencies

References available on request.

3+
Years specialising in HubSpot
7+
Years in web design & SEO
30+
Upwork projects
5.0
Rating · 100% Job Success Score
★ Upwork Top Rated
01 / What I do

Building & improving HubSpot systems across CRM, CMS, and automation.

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.

01

CRM setup & restructuring

Pipelines, lifecycle stages, and properties designed around how your business actually sells, not generic HubSpot templates.

02

Workflow automation

Lead routing, follow-ups, task assignment, and deal creation, automation that mirrors your real sales process.

03

Marketing automation

Email sequences, newsletters, onboarding flows, and re-engagement campaigns wired into your CRM data.

04

Lead segmentation & data design

Clean property structures, lists, and segmentation logic so leads are captured, scored, and nurtured correctly.

05

HubSpot CMS development

Custom HubL modules, landing pages, and reusable templates non-technical teams can manage independently.

06

Reporting dashboards

Pipeline visibility, attribution, and performance dashboards built on a clean, reliable data foundation.

07

HubSpot training & onboarding

Live, hands-on training sessions that get teams confidently using CRM, deals, email, forms and reporting in their own portal, e.g. onboarding for The London Foundation for Banking & Finance.

02 / Selected work

Ten HubSpot builds, backend included.

Click "Peek inside the HubSpot portal" on any case to see the actual backend system behind the live site.Every build here is shared with the client's permission. White-label work for partner agencies is never shown without your sign-off.

geniebelt.comHover to explore
GenieBelt Homepage built in HubSpot by GEM Digital
01Construction SaaS · HubSpot CMS · Multilingual

GenieBelt

A faster, bilingual website migrated from WordPress to HubSpot.

Rebuilt geniebelt.com from WordPress onto HubSpot CMS with load speed as a priority. Delivered ~15 pages on the Clean Pro theme with custom CSS to match the brand, a blog, a reusable landing page template, and a simplified customer story template powered by a custom Testimonial Card module (quote + client stats). Launched in English and Danish, with Swedish next, structured so the client's team can add pages and translations without a developer.

Visit live site · geniebelt.com ↗
Landing pages I built
cloud-bridge.co.uk/au-homeHover to explore
Cloudbridge AU microsite built in HubSpot by GEM Digital
02AWS Consultancy · Custom-coded quiz · Lead generation

Cloudbridge

An interactive governance assessment that turns visitors into qualified leads.

Designed and custom-coded an AWS Governance Assessment directly on HubSpot Content Hub, no third-party quiz tool. 20 questions across five governance areas with a progress bar, a lead-capture step before results, and three scored outcome bands, each ending in a "Book a Governance Review" CTA. Submissions write straight into the CRM through a hidden HubSpot form. Also designed and launched an Australian microsite for them with a 7-day turnaround, and built a custom module library for their landing pages and emails (governance gap cards, vendor ecosystem grid, USP modules, HTML email templates).

Visit live site · cloud-bridge.co.uk ↗
Landing pages I built
03Cybersecurity · Reporting · Pipeline analytics · Revenue attribution

Cavero Quantum

Board-level reporting built on a pipeline leadership can trust.

The pipeline was inflated, showing deals as further along than they really were, so leadership had no reliable view of pipeline health, deal progression or attribution. I ran a data hygiene exercise first, then rebuilt the sales pipeline. Board-level dashboards cover time in stage, stage conversion %, deal value per stage, pipeline velocity and revenue attribution, plus cross-object activity reporting on deals and contacts worked in the last 90 days. Lifecycle stage transitions and deal creation are automated so the data stays clean. Outcome: a single source of truth for the leadership team.

Visit live site · caveroquantum.com ↗
04Healthcare · Multi-service nurture · Quotes pipeline · Automation

Compass Pain & Wellness

Adaptive journeys across service lines, owned by non-technical staff.

A multi-location clinic with several service lines. I built a multi-layered nurture system with branching logic, calculated properties that fill in the right clinic address and phone number, and conversion-focused landing pages. Added long-term re-engagement nurtures at 1, 2 and 6 months per service line (TBI, pain management, body contouring, longevity), lost-lead follow-up tickets with a "Patient Unresponsive" status, and a quotes pipeline with tracked delivery via HubSpot Documents and reporting by location, all without upgrading their HubSpot plan. Works alongside their EMR (DrChrono), which syncs appointments one way into HubSpot.

Visit live site · compasspainandwellness.com ↗
05SaaS · HubSpot CMS · HubL

SeeChange

A scalable editorial CMS the marketing team owns end-to-end.

Translated detailed Figma designs into a custom module library in HubSpot's Design Manager using HubL: hero, video testimonial carousel, partnerships carousel and icon/column layouts. Also built a personalised ABM landing page using {{company.name}} tokens and a "Meet your point of contact" module. Marketing now builds landing pages from on-brand components without needing a developer.

Visit live site · seechange.com ↗
hatchathletic.com/ebooks/diastasisHover to explore
Hatch Athletic Homepage built in HubSpot by GEM Digital
06Pre & postnatal fitness · HubL · Custom objects

Hatch Athletic

Turning a paywalled resource into a lead-generation engine.

Edited a dynamic resource module driven by a custom "Content pieces" CRM object, adding HubL logic so free ebooks now show a HubSpot form instead of the Hatch+ membership paywall. The first one live is The Ultimate Guide to Diastasis. Also rebuilt site navigation with flyout dropdowns and a new mobile menu, plus a persona workflow that identifies whether a contact is conceiving, pregnant or postpartum. The due date syncs from Shopify via Zapier and drives week-by-week content.

Visit live site · hatchathletic.com ↗
07DTC · Shopify × HubSpot · Behavioural automation

Blendi

A behavioural segmentation engine, not just email automation.

Integrated Shopify with HubSpot and built 15+ workflows triggered by real behaviour: product views, cart activity and repeat visits. Includes a 3-email abandoned cart sequence, a 15% welcome offer nurture, post-purchase onboarding and long-term retention flows. Custom tracking events on cart button clicks capture intent signals the standard integration misses, and lead scoring prioritises high-intent contacts automatically.

Visit live site · blendiblender.com ↗
08Consulting · HubSpot CMS · Website design

Matthew Gaunt Associates

A fully custom HubSpot website the team can run without a developer.

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.

Visit live site · matthewgauntassociates.co.uk ↗
Electrify Research HubSpot website built by GEM Digital
09B2B · Lead capture · Deal automation

Electrify Research

Inbound demand → segmented, routed, attributable pipeline.

Updated their HubSpot website theme and added three lead capture paths: book a demo (via HubSpot's meetings tool), join the mailing list, and download the technical specification. Each path feeds its own nurture flow, and a demo booking automatically creates a deal and assigns and notifies the owner, so no inbound demo request goes unworked.

Visit live site · electrifyresearch.co.uk ↗
10Employee healthcare · Nurture · Lead routing · ReportingDelivered via TJM Digital

Fertifa

From report download to booked intro call, fully automated.

A four-part nurture sequence for HR leaders, from a Women's Health report download to a booked 15-minute intro call. Before building, I validated the data: company industry and geography were 89–98% complete, contact-level geography was too weak, so the ICP logic runs at company level. Dynamic sector content blocks (Legal, Tech, Financial Services, Default) sit inside a behaviour-first nurture with time-based fallbacks. Also built funnel conversion, time-in-stage and attribution dashboards, round-robin lead routing, and a workflow that clears contacts stuck in departed employees' sequences.

Visit live site · fertifa.com ↗
03 / Why agencies work with me

An extension of your team.

01

Senior, not junior

7 years of KPMG Data & AI consulting plus 3+ years specialising in HubSpot. You get someone who scopes, builds and QAs, not someone who needs supervising.

02

Your brand, your client

I work under your agency's name and only speak to your client if you want me to. Happy to sign an NDA.

03

Overnight progress

Based in Sydney. UK and European agencies brief me at the end of their day and wake up to progress, with overlap in your morning for calls.

04

Full stack HubSpot

CMS and HubL, CRM architecture, workflows, reporting and integrations, so you don't need three freelancers for one project.

05

Built to hand over

Every build comes with documentation and a recorded walkthrough, so your team can support the client after I'm done.

06

Flexible capacity

One-off projects, overflow when your team is at capacity, or a set number of hours each week.

04 / How working together runs

From brief to handover.

  1. 01

    Brief

    You send the scope, designs or ticket. I ask any questions upfront.

  2. 02

    Estimate

    A fixed quote or hour estimate with assumptions listed, so you can price it to your client.

  3. 03

    Build

    I work in your client's portal or a sandbox, inside your Slack, Teams or project tool.

  4. 04

    QA

    I test across devices, forms and workflows before anything is handed back.

  5. 05

    Handover

    Documentation and a recorded walkthrough for your team.

Maya Cantwell
05 / About

From data consulting to HubSpot systems.

I'm Maya Cantwell. I spent 7 years as a Data & AI consultant at KPMG, working across Sydney, Canberra, London, Zurich and Amsterdam, and before that I was a Marketing Manager.

I hold a Bachelor of Commerce in Marketing & Business Information Systems, and today I run GEM Digital as a HubSpot specialist across Marketing Hub, Sales Hub and Content Hub.

Now based in Sydney, working with agencies in the UK, Europe and Australia.

06 / Client feedback

A sample from 30+ projects, all rated 5★.

Direct client
★★★★★
“It’s been a great experience working with Maya. She’s responsive, pragmatic and a pleasure to collaborate with. She was flexible throughout the process, allowing us to iterate quickly and ultimately deliver a result we’re very happy with. I’d highly recommend her.”
Lars Rolf Jacobsen, CEO, GenieBelt
HubSpot Sales Configuration Specialist for SME
★★★★★
5.0Apr 1, 2026 – Apr 17, 2026
"Maya has been an excellent freelance resource to work with and I'd recommend her to anyone seeking the same support we did."
Solution OrientedClear CommunicatorAccountable for Outcomes
HubSpot Workflow & Email Design Specialist with Shopify Integration
★★★★★
5.0Sep 16, 2025 – Jan 8, 2026
"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."
CollaborativeSolution OrientedClear CommunicatorAccountable for Outcomes
Verified work history available on Upwork.
Let's work together

Need an extra pair of senior HubSpot hands?

Send me a project you're scoping or a backlog you can't get to, and I'll come back with an estimate within one working day.

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