Rochelle "Chello" Melad | Business Operations & Automation Specialist

Where Strategy Meets Execution

I turn busy operations into streamlined systems.

I help service-based businesses organize their operations, improve customer experiences, and automate repetitive work through practical systems, CRM workflows, and reliable operational support.

Explore My Work Let's Discuss Your Business

Over seven years of hands-on cleaning-service operations (scheduling, dispatch, quality, and customer care), now building CRM and automation skills on top of that foundation.

Sample workflowillustration
  1. Quote form submitted
  2. Tagged in the CRM
  3. Acknowledgment sent
  4. Follow-up scheduled

Rochelle MeladBusiness Operations & Automation Specialist

  • Virtual operations
  • Customer experience
  • Process improvement
  • Team support

Less Manual Work. Better Business Systems.

Most businesses don't have a software problem. They have a "this only works because one person remembers it" problem. Here's how I fix that.

Operational Clarity

The problem
Work runs on memory and habit, so things slip when the day gets busy.
What I do
Organize processes, improve workflows, document procedures, and create systems that teams can follow.
What you get
A team that knows what happens next, and new people who get up to speed faster.

Smarter Automation

The problem
Follow-ups, reminders, and data entry eat hours that should go to customers.
What I do
Reduce repetitive administrative work using CRM workflows, lead management, appointment automation, and communication sequences.
What you get
Fewer forgotten leads and more time for the work only people can do.

Better Customer Experiences

The problem
Customers get different answers depending on who replies, and when.
What I do
Improve booking coordination, customer communication, follow-ups, service recovery, and day-to-day operations.
What you get
Customers who feel looked after, and complaints that become a second chance.

I know both sides of a service business.

I'm Rochelle, or Chello if you'd like to keep it casual. For over seven years I helped run a cleaning company's daily operations: scheduling and dispatching a small team, reviewing customer feedback, handling escalations and refunds, and building the training and scorecards that kept quality steady. Today I support customers at a New York cleaning service, which keeps me close to what real customers actually ask for.

Call it tigress energy: I run a tight operation behind the scenes and I'm fiercely protective of the customer experience in front of it. I enjoy making complicated things feel simpler, and I look for practical ways to help people work better.

Lately that drive has pointed toward CRM and automation, especially GoHighLevel. I'm building those skills through practice projects (you'll find them below, labeled honestly) on top of years of real operations experience.

  • Customer service, escalations, and service recovery
  • Process improvement and quality monitoring
  • Team training, coaching, and scorecards
  • Scheduling, dispatch, and booking coordination
  • CRM management and growing automation skills
  • Direct, organized, solutions-oriented

TwinStars Digital Marketing Services is my business for CRM solutions, lead management, appointment management, and communication automation. I've also sketched Clean Crew Pro, a platform idea for the cleaning industry. It's a concept, not a launched product.

Where I can help

Five ways to work together. Each one notes the problem it solves, who it suits best, and whether it draws on experience I already have or a skill I'm still building.

Ready now work I've done in my roles Growing skill built through practice projects so far
Ready now

Business Operations Support

Solves: work that depends on one person's memory and slips when things get busy.

  • Process coordination
  • SOP documentation
  • Scheduling and administrative systems
  • Quality control support
  • Workflow improvement

Good fit: owner-run service businesses and small teams that have outgrown sticky notes and group chats.

Ready now

CRM & Lead Management

Solves: leads scattered across inboxes, DMs, and spreadsheets with no clear owner.

  • Contact organization
  • Pipeline setup
  • Lead tracking
  • Follow-up systems
  • CRM process organization

Good fit: cleaning and home-service companies, consultants, and small agencies.

Growing skill

Workflow Automation

Solves: repetitive follow-ups and reminders that eat hours every week.

  • GoHighLevel workflow configuration
  • Form and funnel setup
  • Automated email and communication sequences
  • Appointment reminders
  • Conditional workflow logic
  • Lead follow-up automation

Good fit: businesses on (or ready to adopt) GoHighLevel. I'll tell you plainly what I've built in a live account and what is new to me.

Ready now

Virtual Executive Assistance

Solves: owners and managers stuck as the bottleneck for scheduling, inboxes, and paperwork.

  • Administrative coordination
  • Calendar and appointment management
  • Documentation
  • Task and project tracking
  • Business communication support

Good fit: founders and managers who want a dependable right hand, and teams hiring a remote assistant.

Ready now

Customer Experience & Team Support

Solves: customers getting different answers depending on who replies, and complaints handled ad hoc.

  • Customer service processes
  • Complaint handling and service recovery
  • Quality assurance
  • Team coaching and training support
  • Customer communication templates

Good fit: service teams of any size, especially ones with field staff or cleaners to coordinate.

How I think through a problem

Three projects that show my approach to real business problems, not just a list of software.

These are practice and concept projects built to show my thinking. They are not live client implementations, and I haven't attached any results to them.

Cleaning Quote Automation

Concept Workflow

Business problem

Quote requests arrive with missing details, and every quote is figured out by hand. Leads wait, and simple jobs take as much time as complicated ones.

Proposed solution

A quote form feeds the CRM, pricing rules handle standard requests, and anything unusual goes to a person for review.

Workflow

  1. Form submissionProperty size, bedrooms, bathrooms, service type, add-ons.
  2. Data captureAnswers saved to the contact record in the CRM.
  3. Pricing logicPricing rules applied where the setup supports them.
  4. Quote or manual review
    • Standard requestQuote prepared
    • Complex or out of scopeFlagged for review
  5. Follow-upAcknowledgment sent, then relevant reminders.
  6. Pipeline trackingLead moves through the sales stages.

Tools involved

  • GoHighLevel forms
  • CRM custom fields
  • Pipelines
  • Workflows

Expected business benefit

Faster first responses, fewer back-and-forth questions, and a clear place for the unusual requests. Not measured, because this is a concept.

Read the full approach

Proposed workflow

  1. Capture the lead through a quote form.
  2. Organize the submitted information in the CRM.
  3. Apply the appropriate pricing rules where supported.
  4. Route complex or out-of-scope requests for manual review.
  5. Send an acknowledgment and relevant follow-up.
  6. Track the lead through the sales pipeline.

What I'd confirm with the business first

  • Which details actually change the price.
  • What counts as "out of scope" for a standard quote.
  • Who reviews flagged requests, and how fast.
  • Pricing rules come from the business. I don't assume rates.

Lead Follow-Up & Appointment Automation

Practice Project

Business problem

Leads get forgotten when the team is busy, and follow-up depends on someone remembering to send a message.

Proposed solution

Every new lead is tagged, acknowledged, and followed up on a schedule, with simple rules that decide what happens next.

Workflow

  1. New leadA lead enters the CRM from a form, call, or message.
  2. Tags appliedSource and interest tags added automatically.
  3. AcknowledgmentA friendly first message goes out.
  4. Follow-up scheduledNext touchpoint timed so no lead is forgotten.
  5. Status check
    • Replied or bookedMove to the next step
    • No replySend the next follow-up
  6. Bookings trackedAppointments and lead status visible in one pipeline.

Tools involved

  • GoHighLevel workflows
  • Tags
  • Calendar booking
  • Email & SMS templates

Expected business benefit

Fewer forgotten leads, less manual follow-up, and a clear view of who needs attention next. Not measured, because this is a practice build.

Read the full approach

Proposed workflow

  1. A new lead enters the CRM.
  2. The system applies appropriate tags.
  3. An acknowledgment message is sent.
  4. A follow-up is scheduled.
  5. Conditional logic checks the lead's status.
  6. Appropriate next steps are triggered.
  7. Appointment bookings and lead status are tracked.

What I'd confirm with the business first

  • How quickly leads expect to hear back.
  • How many follow-ups feel helpful rather than pushy.
  • Which channels the business is set up to use.
  • What a person should take over, and when.

Business Operations Improvement

Concept Framework

Business problem

Customer communication is inconsistent, scheduling slips, steps live in one person's head, and the same quality issues keep returning.

Proposed solution

Find the bottlenecks, map how work really happens, write it down, and give every step an owner. It's the kind of work I did as an operations manager, shown here as a general framework rather than a client engagement.

Before and after

Before
  • Messages written from scratch, worded differently each time
  • Schedule changes scattered across chats and calls
  • Steps known by one person only
  • Unclear who handles a problem when it happens
  • Issues found after the customer complains
After
  • Shared customer message templates
  • One schedule, with changes confirmed in one place
  • Written SOPs that anyone on the team can follow
  • Clear owners and an escalation path
  • A few simple indicators reviewed on a regular rhythm

Tools involved

  • Google Workspace
  • Notion or Google Docs (SOPs)
  • Trello or Asana (tracking)
  • Slack

Expected business benefit

More consistent customer communication, fewer surprises in scheduling, and a team that can follow the same playbook. Not measured, because this is a framework.

Read the full approach

Proposed approach

  1. Identify operational bottlenecks.
  2. Map the existing process.
  3. Document standard operating procedures.
  4. Establish clear ownership and escalation paths.
  5. Improve customer communication templates.
  6. Define measurable indicators for ongoing improvement.

What I'd confirm with the business first

  • Where customers or staff feel the most friction today.
  • Which problems repeat, rather than happen once.
  • What "good" looks like to the owner.
  • Indicators should be agreed with the business, so I don't promise numbers.

Tools I work with

Grouped by what they do. I'd rather be upfront about how well I know each one than imply I'm an expert in everything.

Experienced Working Knowledge Currently Developing

How we'd work together

  1. Discover

    Understand the business, goals, and operational challenges.

  2. Map

    Identify bottlenecks and document the existing workflow.

  3. Design

    Develop a practical process or automation plan.

  4. Implement

    Configure the agreed system, document the setup, and test it.

  5. Improve

    Review results, address issues, and refine the process.

Let's Find the Right Solution for Your Business.

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