Modular Management

Normative is an AI-powered SaaS platform designed to help businesses measure and reduce their carbon footprint. Scaling in this space requires more than just leads, it requires a high-fidelity commercial pipeline.

My work sits at the intersection of marketing, sales, and revenue operations. I focus on building the scalable frameworks and automated workflows that allow the commercial team to operate with precision, ensuring that high-intent interest is identified and routed efficiently.

Website
normative.io

Year
2025-current

Client
Normative

Lead Architecture Overhaul

  • Led a repositioning initiative to create outcome-centric communication across internal and external messaging.

  • Working with a digital marketing specialist, regional presidents, sales teams, and the CEO, I ensured alignment and that our communication conveyed the value we deliver. I also oversaw a full website revamp in HubSpot CMS, restructuring seven key pages (Home, About Us, Advisory, Palma, Expert Services, Academy) for better usability, SEO, and authentic, outcome-focused messaging.

Figure 1: New Look After Website Repositioning

Account-Based Marketing

  • Acted as the main marketing contact for ABM campaigns targeting key accounts in HVAC and Consumer & Commercial Appliances.

  • Partnered with sales and industry experts to define ideal customer profiles (ICPs) and tailor messaging to their specific challenges.

  • Planned and executed multi-channel campaigns across LinkedIn (organic and paid), email, blogs, videos, lead magnets, case studies, and industry landing pages.

  • Balanced brand awareness, lead generation, and retargeting to guide accounts through the full marketing funnel.

  • Continuously tested and optimized visuals, messaging, and channels based on real-time engagement and performance data.

Key Results:

+143% above-average time on page for the top-performing blogs (6 min vs. 3.8 min average)

Top blog reached the Top 3 of all-time most visited MM blog posts

+325 LinkedIn followers in 2 months LinkedIn followers in 2 months, with 85% organic growth,signaling high interest.

Figure 2: Paid Campaign LinkedIn Test A/B Goal: Lead Gen

Figure 3: Industry Blog Promotions – Goal: Website Clicks

Figure 4: Blog & Pop-Up CTA for Lead Generation

SEO & Blog Content

I created and published 25 blog posts in HubSpot, working closely with experts who provided the content. I made sure each post included tailored visuals and was optimized for SEO. The blogs were carefully aligned with our key pillar pages to boost visibility on important topics like PLM, business composability, the shift from engineer-to-order to configure-to-order, and CPQ. I also helped connect the subject matter experts to keep the messaging clear and consistent. On top of that, I contributed to lead generation by creating premium content—three of my blog posts ended up ranking among the top five most viewed on our company website.

More info: https://www.modularmanagement.com/blog

Key Results First half 2025

Mapped and prioritized content by target audience, leading to more relevant and engaging communications.

  • Produced a new suite of visual, educational, and promotional assets tailored to different stages of the customer journey.

  • Introduced new content formats, including video, expert interviews, carrousels, and newsletters, increasing content variety and reach.

  • Streamlined content creation process, reducing turnaround time and increasing collaboration across teams.

  • Improved support for sales enablement and lead generation through updated sales materials and targeted inbound content.

Figure 13: Blog & Pop-Up CTA for Lead Generation

Figure 12: Pillar Page Creation - main hub for broad topics, linking to related subtopic content to improve SEO and user experience.

Figure 11: Blogs creation

Content Strategy

Created the content strategy for 2025 that clarified and unified our brand message across all offerings, including both our consulting services,advisory and our software platform. I focused on outcome-driven communication, making sure our content addressed the real challenges and goals of our target audiences. I identified the best formats and channels to reach each segment, produced more visual and educational materials, and introduced new formats like videos, interviews, and newsletters. Internally, I streamlined how we plan and create content, making the process faster and more collaborative.

Social Media & LinkedIn Growth

Led the social media strategy on LinkedIn, the company’s primary platform, introducing new content formats (videos, carousels, infographics) and driving a 25% increase in followers within 7 months. Achieved an approximate 45% engagement rate.

Figure 14: Social Media ( Organic/Paid)