Norman is a qualified social worker whose career in social work began in 1979 with Clwyd County Council before moving to Cheshire County Council. Norman joined voluntary adoption agency Adoption Matters in 1985, initially as a team manager moving up to Chief Executive in 1992. Since then, alongside leading the agency through significant growth and success, Norman has tirelessly campaigned to raise the profile of adoption and the status of the Voluntary/Independent Adoption sector.

His involvement in a number of key national initiatives and working groups on adoption includes:

- Tim Loughton’s Ministerial Advisory Group the Conservative Party Review of Adoption working party

- the Adoption Stakeholder Group

- the Prime Minister’s Expert Working Group on Adoption

- and the Adoption Implementation Group which became the Adoption and Special Guardianship Leadership Board

- an executive member and twice chair of CVAA, helping to drive developments and policy, such as the equalising of the Inter-agency fee

- Formerly a member of the Board of Trustees of the British Association Adoption and Fostering (BAAF).

- Contributing to several publications including: Barriers to Adoption? Variations In The Use of Adoption By Local AuthoritiesWhen Two Become One – A Guide To Merger For Voluntary Sector Organisations Working With Children And Families and No Place Like Home: Improving Adoption Services.

He oversaw the successful merger between Adoption Matters and Blackburn  Diocesan Adoption Agency and DFW Adoption.

He now sits on the Boards of a number of Regional Adoption Agencies.

He was awarded:

- a CBE awarded in the 2015 Queen’s Birthday Honours for, ‘recognition of his outstanding contribution and distinguished service to adoption services and the family’; and

- an Honorary Degree from the University of Chester in 2012 in recognition of his outstanding contribution to social work, adoption services and the family.