About
Hi, I'm Michaela. For almost nine years I've been the person businesses trust with the parts that keep everything running. But I didn't start there. I started exactly where a lot of you are now: knowing I needed support, and choosing to build the skills before I brought anyone in.
When I started out, I knew I needed support, but bringing someone on too early didn't make sense for where the business was. So I made a different call. I learned everything myself. Every tool, every platform, every workaround, until I didn't just need an assistant, I had become the system. That's not a tidy origin story I made up for a website. It's just what happened. And it's the reason I work the way I do.
I build for the people who actually need it. Not the ones performing success online, the ones in it. The founders doing the work, wearing every hat, quietly wondering how long they can keep this up. I've been her. I know exactly how that feels, and I know how to get you out of it.
Honestly? A Jane of all trades, and I mean that as the flex it is. Nine years of wearing every hat means there's very little I haven't done. Operations. Inbox and email. Contracts, onboarding, training, teaching. Your KPIs and ROIs. Shopify, Etsy, Wix, and whatever platform you're on, because I've had to learn them all. And automation, which is the part I love most. If there's an automation out there, I know it, I've researched it, or I'll have it figured out for you before you've finished explaining the problem. I'm solution first, problem second. I'd rather kill the issue before it ever reaches your desk.
The part I really want you to hear
You're probably at the stage where you know you need to start putting things in place. You've got the ideas. You know what you want. You just can't be in every place at once anymore, and that's not you falling behind. That's the growth stage talking. It's the fork in the road. Done right, this is the moment you finally scale. Done wrong, or left too long, it's the thing that stalls you.
And I know what's really holding you back from handing it over. It's the fear of losing the personal touch. The voice, the care, the specific way you do things that made clients choose you in the first place. You're scared it gets watered down the second someone else steps in. That fear is correct, by the way. It usually does.
Not with me.
When I come in, I don't paste my own way over yours. I learn yours. How you speak, how you handle your clients, what your standards actually are, until the work runs so seamlessly that no one ever says "oh, that's her team." They just think it's you. That invisibility is the whole point. That's the standard I hold myself to. That's how well it runs.
And I'm not entirely solo
A business that runs this smoothly usually has someone making sure it holds. For me, that's Meshari, my co-founder and the backbone of how we build.
While I'm in your operations and your inbox, he's the one stress-testing the systems underneath, so they don't buckle the week everything gets busy at once. He also works in Arabic and English, which means we reach clients and teams a lot of VA businesses simply can't.
You'll work with me day to day. But you get both of us. That's the Duo.
Where I work
My clients are in New York, London, Dubai, Sydney, and most places in between. I've never believed good support should depend on your postcode, partly because I've spent a career proving the best work doesn't care where it's done from.
Let's talk
The founder with the ideas and not enough hours. One honest call and you'll know precisely how I'd take the weight off, whether or not we ever work together.