You cannot modify the build rules in Cloud manager CI/CD pipeline. There is no customization you can do. However, you can create a front-end deployment pipeline in where only front-end related packages will be deployed. Below screenshot for your reference:
You cannot change the way the maven build is invoked. But of course you can configure the top-level pom.xml according to your needs. For example you can list a different set of modules. But there is no way to set specific build profiles via the CM in a case by case situation.
The only option is to use a different type of pipeline (e.g. the frontend-pipeline, as already mentioned).