Available for new partnerships

The operator your
business has
been missing.

I build the systems and run the operations behind your business — so you can stop managing the details and start leading at the level you actually want to be at.

Let's work together See my work
linkedin.com/in/razel-jane-urgel
Razel Jane Urgel
40–50%
reduction in daily admin workload for founders I've supported
100%
inbox coverage — zero missed messages or delayed responses
3+
scattered tools replaced by one connected system
30–40%
faster reporting cycles through smart automation
Meet Razel

Before we work together,
hear it from me directly.

I recorded a short intro so you get a real sense of who I am, how I think, and what it's actually like to work with me — before we even have a conversation.

Razel Jane Urgel · Operations Partner for Founders & CEOs
The pattern I see

You're talented at what you do.
The backend is what's slowing you down.

Most founders I work with aren't struggling with vision or drive — they're struggling with the operational weight that piles up behind the scenes every single day.

Before working with me
📬
Inbox is out of control
Messages pile up, responses are late, and important things get buried in noise.
📆
Calendar runs you, not the other way around
No structure to your day. Meetings stack up and deep work never happens.
🗂️
Data and tasks scattered everywhere
Spreadsheets, sticky notes, email threads — no single place to see what's happening.
🔥
Always reactive, never ahead
You're firefighting daily. Strategic thinking keeps getting pushed to "when things calm down."
😰
Everything depends on you
Nothing moves without your direct involvement. You can't step back without things falling apart.
VS
After working with me
✉️
Inbox is handled
Organized, triaged, responded to. You only see what truly needs your attention.
🎯
Calendar works around your priorities
Protected focus time, structured day blocks — you lead, not just react.
🧩
One clear workspace
Everything in one place — projects, tasks, client data — visible and reliable.
⚡
Systems run in the background
Follow-ups, reminders, data movement — automated so nothing gets done by hand that doesn't need to be.
🤝
A partner you can genuinely rely on
You hand things off knowing they're done. No re-explaining. No picking up pieces.
How I work with you

Three ways I solve
problems in your business.

Depending on where the gaps are, I work in one or more of these areas. Each one is focused on a specific kind of problem — and a specific kind of result.

Track 1 · Day-to-Day
Executive & Operations Support
You need a reliable partner who owns the day-to-day — so your calendar, inbox, clients, and team stay organized without you managing every detail.
  • 📅
    Calendar management — structured day blocks, protected focus time, multi-timezone scheduling
  • 📬
    Inbox management — organized, triaged, and responded to. Nothing piles up, nothing gets missed
  • 💬
    Client & stakeholder comms — follow-ups handled, relationships maintained, no ball dropped
  • 📋
    Task & project tracking — priorities clear, deadlines tracked, team aligned
  • 📝
    SOPs & documentation — processes written down so the business runs without depending on memory
See sample work
Track 2 · Systems & Automation
AI-Powered Workflows & Smart Systems
You're doing manually what a system should handle. I build automations that remove repetitive work — using AI and tools like Zapier and Apps Script to connect your data and eliminate gaps.
  • 🤖
    Workflow automation — reminders, follow-ups, and data movement triggered automatically without manual input
  • ⚙️
    Google Apps Script + AI logic — custom automation built specifically around how you work
  • 🔗
    Tool integrations (Zapier) — forms, CRMs, emails, and team tools connected in one seamless flow
  • 📊
    Auto-reporting dashboards — live visibility into your operations without manual compilation
  • 🧠
    Claude AI integration — intelligent logic layered into systems to make them smarter over time
See sample work
Track 3 · CRM & Lead Systems
CRM Setup & Backend Systems (GHL)
Your leads and client pipeline are unstructured — inquiries fall through, follow-ups are inconsistent, and the backend can't scale with you. I build the systems that fix that.
  • 🔗
    CRM setup & pipeline management — contacts organized, stages defined, every lead tracked and followed up
  • 📥
    Lead capture & onboarding systems — a consistent, automated client journey from first inquiry to delivery
  • 📅
    Booking & appointment systems — confirmation, reminder, show and no-show recovery — all automated
  • ✉️
    Email & SMS follow-up sequences — leads nurtured and moved through the pipeline without manual effort
  • 🏗️
    Funnel & lead capture pages — built inside GHL to capture and convert inquiries automatically
See sample work
Sample work

Real problems. Real systems.
Real results.

Each project below started with a specific founder problem. Here's what I built to solve it — and what changed.

Calendar & Inbox Management

Executive Calendar & Email Zero System

Client: Founder managing multiple time zones, 3+ inboxes, and a growing team

The founder was spending 2+ hours daily just sorting emails and reacting to a chaotic calendar — leaving no time for actual leadership or strategic work.
What I Built & How It Solved It
  • Structured daily calendar blocks — morning brief, deep work, client calls, team syncs, and personal time clearly defined and protected so the founder leads the day instead of reacting to it
  • Multi-timezone view set up for instant team availability visibility across US, Philippines, Africa, and NZ
  • Gmail 3-tier label system (Really Important / Not So Important / Can Be Done Later) — inbox triage went from hours to seconds
  • Auto-filters applied so emails self-sort on arrival — founder only opens what genuinely needs them
Executive calendar and email zero system
100%
inbox coverage — zero missed messages
2 hrs+
saved daily from inbox triage alone
The founder stopped starting each day sorting through noise. Calendar gives structure, inbox gives clarity — both run without their constant input.
Operations Dashboard & Reporting

Centralized Operations Dashboard — From Scattered Sheets to One Workspace

Client: US-based CEO, Architecture & Planning Company

The CEO had data everywhere — spreadsheets, sticky notes, email threads — and no single place to see what was actually happening in the business. Decisions were slow because visibility was zero.
What I Built & How It Solved It
  • Centralized executive dashboard pulling priorities, projects, and action items into one workspace — CEO no longer had to open 5 files to get a clear picture
  • Business Profit & Cashflow Tracker with automated monthly summaries and visual charts — financial visibility at a glance
  • Project Management tracker with color-coded status tags (In Progress / Completed / Draft / Scheduled) for the whole team
  • Team EOD reporting system so the CEO could see daily execution across 10+ team members without chasing updates
Operations dashboard transformation
30–40%
less time on admin and manual tracking
3+
scattered tools consolidated into one workspace
The CEO gained at-a-glance visibility into operations — enabling faster decisions and confident delegation without daily check-ins.
AI + Google Apps Script Automation

Automated Outreach Tracker — Priority Sorting, AI Logic & Daily Reminders

Client: Founder managing active outreach across multiple business relationships

The founder was spending time every morning manually figuring out who to follow up with — a task that should never require a human decision at all.
What I Built & How It Solved It
  • Google Sheets tracker with auto-sorting by priority — most important contacts always surface first without any manual reordering
  • Google Apps Script that automatically moves contact data to the correct follow-up sheet based on status and due date — zero manual data entry
  • Claude AI logic integrated to add intelligent decision-making to the automation — the system gets smarter over time
  • Automated daily email reminder sent every morning showing exactly who needs follow-up, with full contact details ready to act on
0
missed follow-ups since system went live
Auto
daily reminders — no manual decision needed
The founder no longer thinks about who to contact. Every morning, the right people surface automatically — with everything needed to act immediately.
Multi-Tool Workflow Automation (Zapier)

Lead Intake Automation — Google Forms → Airtable → Slack → Email

Client: Service business losing hours weekly to manual lead coordination

Every new inquiry required someone to manually copy data into the CRM, notify the team, and email the client back. Three manual steps that should take zero human effort.
What I Built & How It Solved It
  • Connected Google Forms → Airtable → Slack → Gmail in a single Zapier workflow — one form submission triggers everything else automatically
  • Every new submission instantly creates a structured CRM record in Airtable — no manual data entry ever again
  • Team gets an instant Slack notification — nothing waits in someone's inbox to be forwarded
  • Client receives an automatic confirmation email the moment they submit — professional, immediate, zero effort
Zapier multi-tool automation workflow
4
tools connected in one seamless automated flow
0s
delay — confirmation sent the moment a lead submits
100% of manual coordination removed from lead intake. Captured, logged, team notified, and lead confirmed — all without a single human step.
GHL Booking & Follow-Up System

Appointment Booking System — Confirmed, Showed & No-Show Recovery

Client: Service business losing appointments and revenue to manual follow-up gaps

Every missed appointment was handled manually — or not handled at all. No-shows went unrecovered because there was no system to follow up consistently.
What I Built & How It Solved It
  • Booking Confirmed Workflow — tags contact, sends confirmation email, sets a 1-day reminder, moves to sale opportunity automatically
  • Showed Status Workflow — updates opportunity stage, adds "Client Showed" tag, sends thank-you follow-up email
  • No-Show Recovery Workflow — sends "Missed You" email, waits 1 day, triggers SMS follow-up, creates a manual task for the team — so no no-show is ever silently dropped
GHL appointment booking and no-show recovery workflows
3
complete booking workflows — confirmed, showed, no-show
0
manual follow-ups — all actions triggered automatically
The business no longer loses appointments or contacts to manual gaps. Every booking, show, and no-show is handled by the system — consistently, every time.
CRM & Pipeline Management

Lead & Client Pipeline — Contacts, Smart Lists & Opportunity Tracking

Client: Service business with no structured system for tracking leads and pipeline

The founder had no clear view of where leads were in the process. Some were contacted too many times. Others quietly fell through and were never followed up with at all.
What I Built & How It Solved It
  • Full CRM setup in GHL — contacts tagged (potential leads, proposal sent, closed) and organized with smart lists for quick filtering
  • Pipeline stages defined — Potential Lead → Proposal Sent → Closed — with automation triggers moving contacts forward at each stage
  • Advanced filters and views built so the founder can see exactly who to prioritize at any moment without manually sorting
GHL CRM lead and client pipeline
22+
contacts organized with tags and smart lists
100%
pipeline visibility — no lead falls through
The founder now knows exactly where every lead is and what the next step should be — without manually tracking or trying to remember who to call.
Lead Capture & Automated Onboarding

GHL Lead Capture Funnel — Landing Page, Checkout & Automated Onboarding

Client: Service business needing a structured, automated way to convert and onboard new clients

New clients were onboarded manually — the founder had to personally send access, welcome emails, and next steps after every single sign-up. It didn't scale.
What I Built & How It Solved It
  • Full landing page in GHL — offer, who it's for, and what they get — clear enough to convert without a sales call
  • Checkout page with order summary, payment, and an upsell offer that increases average order value automatically
  • Automated onboarding workflow: purchase confirmed → tag applied → access granted → 4-email onboarding sequence triggered — all without the founder touching anything
GHL lead capture funnel and automated client onboarding
4
automated onboarding emails triggered on sign-up
100%
hands-off — system runs the full purchase & onboarding journey
The founder focuses entirely on delivery. The funnel handles capture, purchase, and full onboarding automatically — no manual involvement at any step.
Credentials & training

Trained, certified,
and continuously learning.

I invest in staying sharp — because the tools and systems I work with evolve fast, and so should I.

Professional Diploma of the Executive Assistant — Udemy
Udemy · MTF Institute of Management, Technology & Finance
Professional Diploma of the Executive Assistant
Issued: September 25, 2025
Formal training in executive support, operations management, and the professional standards expected at the highest levels of EA work.
Claude 101 Certificate — Anthropic
Anthropic
Claude 101 — Certificate of Completion
Issued: April 29, 2026
Certified in working with Claude AI — the same tool I use to build intelligent automations and smarter systems for the founders I support.
Introduction to Claude Cowork — Anthropic
Anthropic
Introduction to Claude Cowork — Certificate of Completion
Issued: April 30, 2026
Trained in using Claude Cowork to automate file and task management — skills I apply directly when building operational workflows for my clients.
Case studies

Real founders. Real problems.
Real results.

Every case started with a founder who was overwhelmed, and ended with systems that ran without them having to hold everything together.

Client · US-Based Architecture & Planning CEO
From Scattered to Streamlined: Full Operations System for a CEO
The CEO was working off scattered spreadsheets, sticky notes, and email threads with no single source of truth. Priorities shifted constantly, team updates got lost, and the CEO was stuck managing details instead of leading.
What I Did
  • Built a centralized executive dashboard — priorities, projects, and action items all in one place
  • Structured daily, monthly, and quarterly tracking so nothing got missed
  • Created a team EOD reporting system for clear visibility on execution and next steps
  • Built custom Google Apps Script automating data movement — eliminated manual updates entirely
  • Consolidated 5+ tracking methods into 2 clean, connected core systems
30–40%
reduction in admin time and manual tracking
3+
scattered tools replaced by one unified workspace
10+
team members tracked daily via automated EOD
Faster
reporting and planning via automated summaries
The CEO gained clear visibility into operations — making it easier to delegate, make decisions, and focus on leadership instead of putting out fires every day.
Client · Small Business Consulting Founder
Inbox Chaos to Streamlined Operations: Full Backend Support
The founder was juggling 5+ inboxes, chasing manual follow-ups, and spending more time on admin than on actually growing the business. Every recurring task depended on memory or on-the-spot instruction.
What I Did
  • Took full ownership of 5+ inboxes, calendars, and client communication
  • Built a priority labeling system so every email self-sorted — zero missed or delayed responses
  • Centralized all project tracking in Notion for full visibility without chasing updates
  • Built and documented SOPs for every recurring process so the team could execute independently
  • Managed Dubsado workflows, invoices, and follow-up sequences end-to-end
  • Set up Zapier automations for follow-ups, reminders, and status updates across all tools
40–50%
reduction in daily administrative workload
100%
inbox coverage across all 5+ email accounts
Faster
payment cycles via structured invoice tracking
0
missed or delayed client responses
With organized communication and automated workflows, the founder confidently stepped back from daily operations and refocused on strategy, client relationships, and growth.
What clients say

Don't take my word
for it. Take theirs.

★★★★★
"Razel did an amazing job for me when we worked together. She excelled at the specific tasks I hired her for as well as those that were somewhat nontypical. She showed initiative, dedication, and honesty while being a very patient hard worker. I hope to be able to use her again and recommend her to others frequently."
R
Ryan D.
Architecture & Design Advisory · Creative Firm Leadership, Strategy & Growth
★★★★★
"Razel is truly a gem to work with. She's reliable, trustworthy, and someone I can confidently depend on. Her superpowers are relationship and customer management — especially across the full client journey, from onboarding to offboarding. From systems thinking and process mapping to workflow implementation, she approaches everything with care and diligence. She consistently meets deadlines, communicates blockers clearly, and brings thoughtful ideas to improve how we operate."
N
Nesha
Human-Centered Grant Writer & Storyteller · Fractional Backstage Operations · Program Architect · $10M+ in Programs Designed
Investment

Two separate services.
Clear, honest pricing.

These are two distinct offerings. Choose what fits where your business is right now — or reach out and we'll figure out together which one makes the most sense.

Executive & Operations Support
This is ongoing partnership — I work alongside you week to week, managing your calendar, inbox, communications, tasks, and systems so your operations run reliably without you holding everything together.
Includes all three tracks: day-to-day executive support, AI-powered workflow automation, and smart system building. The right package depends on how many hours of support you need.
Starter
Starter Support
For founders who need reliable admin support to stay organized day to day.
$7/hr
~$420/month · 10–15 hrs/week
  • Calendar management & scheduling
  • Inbox organization & triage
  • Client communication & follow-ups
  • Basic task & project tracking
Most popular
Standard
Standard Support
For growing businesses that need consistent operations support across the board — including systems and automation.
$10/hr
~$1,200/month · 20–30 hrs/week
  • Everything in Starter
  • Workflow automation setup
  • CRM updates & pipeline tracking
  • SOPs & process documentation
  • Project tracking in Notion
Premium
Premium Support
For founders who need a full-time dedicated operations and executive partner.
$12/hr
~$1,800/month · Full-time 40 hrs/week
  • Everything in Standard
  • Full executive ops management
  • AI-powered systems & automation
  • Team coordination & reporting
  • Ongoing process improvement
CRM & Backend Systems Setup (GHL)
This is project-based or retained systems work — I build the backend inside GoHighLevel that handles your lead capture, client pipeline, booking system, follow-up sequences, and onboarding flows.
This is not ongoing admin support. This is infrastructure work. Once built, your systems run automatically — capturing leads, following up, and moving clients through your pipeline without manual effort.
Starter
GHL Starter
For businesses that need the foundational backend set up — CRM, simple pipeline, and basic automation.
$350
Project-based · or $500/month retainer
  • CRM setup & pipeline management
  • Simple lead capture page
  • Basic automation workflows
Most popular
Premium
GHL Premium
For businesses that need a fully built and connected backend with ongoing management.
$1,200
Project-based · or $1,500/month retainer
  • Full GHL setup & configuration
  • Funnel builds & lead capture pages
  • Email + SMS workflow automation
  • Booking system with no-show recovery
  • CRM pipeline optimization
  • Ongoing system management
Standard
GHL Standard
For businesses that need a more complete system — funnels, CRM, and automation working together.
$700
Project-based · or $750/month retainer
  • Funnel setup & CRM pipeline
  • Automation workflows for leads
  • Follow-up sequence setup
  • Booking calendar integration
Need something smaller to start? That's fine.
Flexible hourly support is available at $15/hour — perfect for one-off tasks, quick fixes, or testing the working relationship before committing to a package.
Tools I work in
You won't need to
teach me your stack.
Already fluent in the tools you're likely using — so we hit the ground running from day one.
CRM & Automations
GoHighLevel (GHL)
Dubsado
Zapier
Google Apps Script
ManyChat
Data & Workflow Systems
Notion
Airtable
ClickUp · Trello
Asana
Google Sheets (advanced)
Collaboration & Comms
Google Workspace
Slack · Microsoft Teams
Loom · Miro
Calendly · Zoom
Gmail (advanced filters)
AI & Marketing
Claude AI · ChatGPT
Gemini · Lovable
Canva
Buffer · Mailchimp
Beehiiv
A little about me

Hi, I'm Razel.

Razel Jane Urgel

I work with founders and CEOs as their Executive Assistant and Operations Partner — the person behind the scenes making sure everything keeps moving.

Most founders I meet are talented, driven, and clear on where they want to take their business. What slows them down isn't strategy — it's the operational weight that piles up behind the scenes. I step in and take that weight off.

What I love most about this work is building systems that outlast my direct involvement. When I set something up, it should run cleanly — whether I'm there or not. I don't just support tasks; I support how your business operates every single day.

From keeping communication organized and calendars structured, to building AI-powered automations and dashboards that give you real visibility — my goal is to be a reliable, trusted extension of your team that lets you lead with confidence.

Reliable & proactive Systems thinker Detail-oriented Clear communicator Self-starter Gets things done
Connect on LinkedIn
Ready when you are

Let's get your backend
working for you.

If you're a founder or CEO ready to stop holding everything together alone — let's talk. I'll listen first, and tell you honestly where I think I can help most.

Send me an email Connect on LinkedIn
📧 urgelrazeljane@gmail.com
📱 0997 792 8149
📍 Philippines · Available globally (remote)