The best thing I can do for your business is actually care about it.
And I genuinely do because the people I work with are out in the world doing something meaningful. Helping others lead healthier lives, build better careers, find their voice, grow their impact.
Supporting that kind of work matters to me.
I have spent the last twenty years inside service businesses, learning how they work, where they get stuck, and what has to change for them to run better.
Every business has its own puzzle. I have never once gotten bored.
How I fell in love with businesses like yours.
I started in the agency world during the early days of the internet, working in Los Angeles and New York on campaigns for brands like Nokia, Ford, and Coca-Cola. The credentials were good, but I walked away because the work did not feed my soul.
Adventure called and I answered. After an agency gig in Barcelona, I found myself in New Zealand, working at a small marketing agency that served local businesses with modest budgets and immediate needs.
There were no layers of approval or global brand committees. Just real business owners who needed fast results, and the immediate satisfaction of delivering them. I fell in love with that kind of work and it has been my guiding light ever since.
Since then, I have worked across digital agencies, consultancies, healthcare practices, medical spas, cosmetic clinics, coaching businesses, and other service-based companies across the US, Europe, and beyond.
For several years, I served as Fractional COO role for a New York-based digital marketing agency, managing a distributed international team through the pandemic and the war in Ukraine, which affected our people directly.
That role sharpened what I already knew. Clear communication matters. Strong systems matter. A business needs structure, but it also needs judgment. And caring for the people doing the work is fundamental to success.
In 2021, I became certified as an Online Business Manager and launched Candor & Coast so I could do this work more deliberately, with clients I respect and businesses where the impact is visible.
I work with businesses that have outgrown willpower.
All of my clients have built something real. They have clients, expertise, a reputation, and often a small team. What they do not always have is the operational infrastructure to match the business they have grown into.
That is where I work.
Sometimes that means documenting processes. Sometimes it means cleaning up team communication, improving client delivery, tightening workflows, evaluating tools, or helping the owner finally see what is actually happening inside the business.
Increasingly, it also means helping clients understand where AI belongs.
My view on AI is simple.
AI is not going anywhere. But that does not mean every business needs to rush into it.
I have spent the last two years studying what AI can and cannot do inside real service businesses. I’m not an AI evangelist. I’m a business manager who knows that AI is another tool that can improve operations when applied correctly.
AI only works well when the business underneath it is clear enough to support it. Without that foundation, it tends to amplify the mess.
My job is to know where AI genuinely helps, integrate it without disrupting what already works, and ensure best practices are followed to mitigate risk.
My clients do not need to become AI experts. That is my job.
The businesses that run well are not the ones with the most resources. They are the ones with the strongest foundations.
I am not the right fit for everyone.
If you want someone to push you into a faster pace, a heavier launch calendar, or a more complicated business than you actually want, I am probably not your person.
If you want a calm, experienced partner who can look at the business clearly, tell you the truth, and help you make it work better without burning either of us out, we should talk.
A little about my life.
I run Candor & Coast from Portugal, where I live with my two daughters, three dogs, a Friesian horse, and a flock of chickens.
I also co-own two children’s card games, which keep life interesting in a very different way.
I built this business around my life, not the other way around. I believe a good business should support the life you are building, not quietly consume it. That belief shapes how I work.
If any of this resonates, I would love to talk with you.