Why I Stopped Calling Myself a Virtual Assistant and Online Business Manager

For years, I called myself a Virtual Assistant. Then an Online Business Manager. Safe titles. Familiar ones.

But they weren't quite right.

I started this business in 2007 with two young boys at home and a need to make money without sacrificing the chaos of soccer practices, school pickups, and bedtime routines. What began as inbox management and calendar wrangling turned into something else entirely.

I wasn't just supporting businesses. I was helping to build them.

The Work I Was Already Doing

Somewhere between organizing a founder's scattered tools and mapping their first real client journey, I realized something: the businesses that actually grew didn't just need help. They needed alignment.

A clear brand. A website that did more than look pretty. Systems that worked without constant babysitting.

And I was already building all of it.

I was clarifying positioning. Restructuring websites. Integrating CRMs. Designing workflows that didn't fall apart the second someone went on vacation.

That's not admin work. That's design.

Why Brand, Web, and Systems Can't Be Separate

Here's what I kept seeing: businesses would hire one person for branding, another for their website, someone else for their CRM. Then they'd wonder why nothing felt cohesive.

A gorgeous website with no backend systems? Manual chaos.
Strong automation with unclear messaging? Confusion.
Great marketing with weak structure? Burnout.

These pieces don't work in silos. They need to talk to each other.

What Actually Qualified Me

Twenty years of being knee-deep in how businesses actually run. Watching what works, what breaks, and what founders wish they'd built differently from the start.

I've seen the messy middle. I know where the gaps are. And I know how to close them.

This wasn't a reinvention. It was me finally naming what I'd been doing all along.

What This Means If You Work With Me

You're working with someone who understands how brand positioning affects conversions, how website structure creates clarity (or confusion), and how systems determine whether your business supports your life—or swallows it whole.

I build digital foundations for service-based businesses ready to stop duct-taping solutions together.

Based in Long Beach. Working with founders nationwide.

If there's a gap between where your business is and how it shows up online, let's talk.

I’d love to talk with you.