Michelle Evangelista

Operational Clarity & Brand Alignment for Women-Owned & Minority-Owned Businesses

Build a Business That Doesn’t Depend on You

Whether you’re a woman-owned or minority-owned business founder, the challenge is often the same: too much of the business depends on you.

You’re managing operations, clients, and growth alone.
But, without the right systems, your business can’t scale without you in it.

That’s where I step in to help you feel free

I partner with women-owned and minority-owned businesses to organize and optimize their operations, streamline workflows, and implement scalable systems that support long-term growth while ensuring their brand presence remains cohesive, professional, and aligned across platforms using my LIBRE™ method.So they can scale with more clarity, consistency, and confidence, while remaining “libre” or "free" to focus on their goals, growth, and what matters most in their business.

About Me

I’m Michelle, a PMP-certified Project Manager and Online Business Manager specializing in operational strategy and business optimization.I work with women-owned and minority-owned businesses to streamline operations, optimize workflows, and strengthen brand alignment across digital platforms, creating cohesive systems that support sustainable growth and scalability.The result is improved operational efficiency, stronger alignment between brand and operations, and increased capacity to scale without unnecessary complexity.My approach is grounded in the LIBRE™ Framework, designed to identify operational gaps, strengthen business infrastructure, and create scalable systems while maintaining brand consistency across every part of the business.So, you can focus on expansion, performance, and long-term growth.

Administration / Project Management

  • Project Management Tools: Microsoft Project, Jira, Trello, Asana, Monday.com, Basecamp

  • CRM systems

  • Zapier

  • OneDrive/ Google Drive

  • Google Workspace (Docs, Sheets, Gmail, Calendar, Drive)

  • Microsoft 365 (Word, Excel, Outlook)

  • Password managers (1Password)

  • Basic IT troubleshooting

Communications / Creative Skills

  • Communication Platforms: Zoom, Google Meet, Microsoft Teams, Slack, Gmail, Outlook

  • Canva

  • Video Editing (CapCut)

  • WordPress

  • Spanish Translation

What's an OBM?

An Online Business Manager (OBM) is the operational backbone of a growing business. They are responsible for translating strategy into execution by managing systems, workflows, projects, and day-to-day operations so the business runs efficiently and consistently without relying on the founder for every decision.Unlike traditional administrative support, an OBM operates at a strategic level, ensuring that business goals are supported by structured systems, clear processes, and accountable execution.In practice, this means turning complexity into clarity, and disconnected tasks into a streamlined operational ecosystem.

What I Support as an OBM

My work combines project management discipline with operational strategy to build businesses that are structured, scalable, and execution-ready

Project Management

  • End-to-end project planning and execution oversight

  • Timeline development, milestone tracking, and delivery management

  • Cross-functional coordination across teams, vendors, and stakeholders

  • Risk tracking, issue resolution, and workflow accountability

Operations Management

  • Full operational oversight and workflow optimization

  • Process improvement and efficiency restructuring

  • Task management system implementation and maintenance

  • Business rhythm development (weekly, monthly, quarterly operations cycles)

Business Systems and SOP Development

  • Creation of standardized operating procedures (SOPs)

  • Workflow documentation for repeatable execution

  • Client journey and lifecycle mapping

  • Systems designed for scalability, consistency, and compliance alignment

Brand Formation and Consistency

  • Brand strategy guidance aligned with business values, vision, and goals

  • Development of cohesive brand kits and brand consistency guidelines

  • Social media audits, analytics reporting, and strategic content recommendations

  • Website setup, website audits, and branded video/image editing aligned with brand standards

The LIBRE™ Business Framework

Learn & Lead: Establish a structured operational and brand roadmap with defined deliverables, timelines, KPIs, and governance to drive execution, accountability, and brand consistency.Investigate: Conduct a deep dive into business operations, brand identity, and growth objectives through targeted audits and a strategic discovery process.Build: Design and implement scalable systems, workflows, SOPs, and brand alignment frameworks that optimize efficiency, strengthen lead management, and ensure cohesive brand presence across all platforms.Refine: Continuously improve operations and brand execution through iterative optimization—eliminating bottlenecks, enhancing processes, and strengthening alignment with business objectives and brand standards.Evaluate: Monitor performance through data-driven reporting, operational metrics, and brand consistency audits to inform decision-making, maintain quality standards, and support long-term scalability.

Let's Work Together

The LIBRE™ Method

The LIBRE Method focuses on two core outcomes: building a business that no longer depends on you to operate, and equipping you with the systems and structure to execute confidently and independently.I use my LIBRE Method to help businesses stay aligned with their brand while structuring their systems in a way that creates more freedom, clarity, and control—so they’re more “libre” to focus on their goals, growth, and what matters most in their business.

The LIBRE™ Business Framework

Learn & Lead: Establish a structured operational and brand roadmap with defined deliverables, timelines, KPIs, and governance to drive execution, accountability, and brand consistency.Investigate: Conduct a deep dive into business operations, brand identity, and growth objectives through targeted audits and a strategic discovery process.Build: Design and implement scalable systems, workflows, SOPs, and brand alignment frameworks that optimize efficiency, strengthen lead management, and ensure cohesive brand presence across all platforms.Refine: Continuously improve operations and brand execution through iterative optimization—eliminating bottlenecks, enhancing processes, and strengthening alignment with business objectives and brand standards.Evaluate: Monitor performance through data-driven reporting, operational metrics, and brand consistency audits to inform decision-making, maintain quality standards, and support long-term scalability.

Learn & Lead — Establish clarity, structure, and execution alignment

Weeks 1–4

Once we confirm mutual alignment, onboarding begins through a structured, controlled process designed to establish clarity, reduce operational friction, and ensure execution readiness from day one while grounding both operations and brand direction in a cohesive foundation.Contract & Deposit
A formal agreement outlines scope, deliverables, timelines, and engagement terms. Your project is officially secured upon receipt of the initial deposit via PayPal or Stripe, establishing commitment and scheduling your start date.Client Portal Access
You gain access to a centralized project management workspace containing timelines, deliverables, documentation, operational systems, and brand assets. This structured hub ensures transparency, organization, and consistent brand-aligned execution throughout the engagement.Project Kickoff
We initiate execution with a structured kickoff, confirming priorities, delivery cadence, communication protocols, operational workflows, and brand alignment standards to ensure a controlled, high-efficiency project start.Discovery Questionnaire
Complete a targeted intake designed to capture your business model, service structure, audience, operational workflows, and brand identity including messaging, visual direction, and positioning. This ensures all project decisions are grounded in accurate, comprehensive context.30-Minute Discovery & Alignment Call
We validate goals, refine priorities, confirm scope, and align on success metrics, timelines, operational needs, and brand direction. This step ensures full clarity across both execution and brand expectations before work begins.

Outcome:

A clearly defined operational structure with aligned priorities, visibility across workflows, and a controlled execution foundation.

Investigate — Conduct a deep-dive into your business operations

Weeks 2–5 (overlaps with Learn & Lead)

We analyze how your business actually functions across systems, teams, and client flow.

  • Map the end-to-end client journey, ensuring alignment between brand experience, operations, and delivery workflows

  • Audit lead management systems, operational processes, and service delivery frameworks to identify inefficiencies and misalignment

  • Identify manual dependencies, bottlenecks, and breakdown points limiting scalability and consistency

  • Evaluate internal documentation, reporting structures, and communication flows for clarity, efficiency, and brand consistency

  • Diagnose system gaps that hinder operational scalability, execution quality, and cohesive brand experience across touchpoints

Outcome:

A complete operational diagnostic that reveals inefficiencies, risks, and system opportunities for optimization.

Build — Design and implement scalable operational systems

Weeks 5–10

We design and implement structured systems that improve execution, efficiency, and scalability.

  • Design and implement standardized workflows, operational SOPs, and brand-aligned guidelines to ensure consistent, repeatable execution across the business

  • Establish structured task tracking and execution systems to improve visibility, accountability, and operational control while maintaining brand consistency across delivery

  • Integrate automation and process optimization opportunities to reduce manual workload, increase efficiency, and preserve brand integrity across all touchpoints

  • Build and organize lead management and client lifecycle systems to support seamless acquisition, conversion, retention, and a cohesive brand experience from first touch to delivery

  • Centralize documentation, communication, reporting, and brand assets into a unified operational infrastructure that ensures scalability, consistency, and alignment across the business

Outcome:

A complete operational diagnostic that reveals inefficiencies, risks, and system opportunities for optimization.

Refine — Optimize execution and strengthen operational performance

Weeks 9–13 (overlaps with Build completion)

We refine systems based on real-world execution to eliminate friction and improve performance.

  • Optimize workflows based on performance data, usage patterns, and operational efficiency while ensuring alignment with brand standards and customer experience consistency

  • Eliminate redundancies and streamline processes to improve speed, clarity, execution quality, and cohesive brand delivery across all touchpoints

  • Strengthen alignment between systems, teams, execution, and brand identity to ensure a unified operational and customer experience

  • Improve documentation accuracy, structure, and consistency across all operational and brand materials to support clarity and scalability

  • Enhance operational visibility through refined reporting systems, performance tracking frameworks, and brand-consistent metrics that inform strategic decision-making

Outcome:

Fully optimized workflows with improved efficiency, clarity, and alignment across all business operations.

Evaluate — Measure performance and ensure continuous improvement

Weeks 12–16

We assess system performance and ensure long-term scalability and operational control.

  • Evaluate system performance and workflow efficiency to ensure operational effectiveness, scalability, and alignment with both business goals and brand standards

  • Implement structured reporting and performance tracking systems to support informed, data-driven decision-making and consistent brand-aligned execution

  • Identify opportunities for automation, integration, and scalable system enhancements that improve efficiency while maintaining brand consistency across all touchpoints

  • Finalize a centralized SOP library to support consistent, repeatable execution across all core business functions and reinforce brand cohesion in delivery

  • Ensure all systems are scalable, sustainable, audit-ready, and aligned with brand integrity to support long-term growth and operational stability

Outcome:

Fully optimized workflows with improved efficiency, clarity, and alignment across all business operations.

The LIBRE™ Experience

A structured, end-to-end operational engagement designed to streamline execution, strengthen systems, and deliver a high-performing digital presence built for scalability, efficiency, and results.

Final Result of LIBRE™ Experience

  • Clear operational structure and governance that align business execution with brand standards and strategic direction

  • Fully documented and standardized workflows to ensure consistent delivery and cohesive brand experience across all touchpoints

  • Reduced manual workload through streamlined systems that improve efficiency while maintaining brand integrity

  • Scalable systems designed for growth, consistency, and sustained brand alignment across operations and customer experience

  • Stronger execution control and increased visibility across the business to ensure operational performance and brand consistency remain aligned

Case Study: LPL Financial Account Transition and Operational Optimization

Digitizing 200+ Client Accounts Into a Fully Audit-Ready Operational System

Framework Applied: LIBRE™ — Learn & Lead, Investigate, Build, Reform, Evaluate

Client Context

An independent broker-dealer based in Westchester County, New York required support with a large-scale operational transition involving the transfer and reconciliation of 200+ client accounts from Lincoln Financial Group to LPL Financial.The environment was highly manual and paper-based, with all client records, communications, and account documentation maintained physically. This created operational inefficiencies, documentation risk, and limited scalability.The engagement focused strictly on operational execution and process integrity, not branding. All efforts were directed toward workflow accuracy, documentation control, and systemized transition management rather than brand development or brand alignment.The project required strict adherence to regulatory standards governed by the Financial Industry Regulatory Authority (FINRA), along with precise execution, documentation accuracy, and uninterrupted client servicing throughout the transition.

Primary Objective

To execute a high-volume account transition while:

  • Digitizing all physical client records

  • Maintaining full data integrity across 200+ accounts

  • Accelerating operational workflows through structured systems

  • Ensuring full compliance alignment and audit readiness

  • Improving visibility and traceability across all client activities

L — Learn & Lead

Establishing structure, governance, and execution clarityThe engagement began by defining operational structure across client servicing, documentation handling, and account transfer workflows.Clear ownership, task sequencing, and documentation expectations were established to ensure controlled execution across all stakeholders.

Outcome:

Structured execution plan with defined ownership, governance framework, and alignment across operational and compliance stakeholders.

  • Defined governance structure across all workflows

  • Clear accountability for account transfer processes

  • Standardized execution roadmap for 200+ client accounts

I — Investigate

Assessing systems, risks, and manual operational gapsA full operational assessment revealed a completely manual, paper-based system for managing client records, communications, and account data.Each client file required evaluation for completeness, compliance relevance, and digitization readiness.

Key Findings:

  • 100% paper-based client record system

  • No centralized task tracking or workflow visibility

  • High risk of documentation inconsistency and audit gaps

  • Inefficient manual communication tracking process

Outcome:

  • Identified full scope of digitization requirements

  • Mapped workflow gaps impacting compliance readiness

  • Established foundation for structured digital transformation

B — Build

Digitizing operations and implementing audit-ready systemsAll physical client records were manually scanned and digitized, including account files, communications, and onboarding documentation.A structured operational system was built using Jira to track all client-related tasks, account transfers, and communications.Jira automation and structured workflows were implemented to improve efficiency and traceability across all 200+ accounts.Additionally, Issue History for Jira was leveraged to create a complete audit trail, enabling:

  • Full change history tracking

  • Filtering by project, assignee, or timeframe

  • Exportable audit reports (CSV, Excel, PDF)

  • Attribution of every change to responsible users

This supported electronic records retention requirements under:

  • U.S. Securities and Exchange Commission Rule 17a-4(f)(2) and 18a-6(e)(2)

  • FINRA Rule 4511(c)

  • CFTC 17 CFR § 1.31(c)-(d)

Outcome:

  • Fully digitized client record system

  • Centralized Jira-based workflow for 200+ accounts

  • Automated task tracking and communication documentation

  • Complete audit trail across all operational activity

  • 30% reduction in document processing and approval cycles

R — Refine

Once the initial digitization and workflow systems were in place, the focus shifted to refining operational execution, improving accuracy, and strengthening compliance alignment across all client accounts.Ongoing process optimization was implemented within Jira to improve task sequencing, eliminate workflow redundancies, and ensure each client account followed a consistent and auditable operational path. This included refining automation rules to reduce manual effort while maintaining strict control over documentation accuracy and task progression.Close collaboration with internal stakeholders ensured that all client communications, account updates, and transfer activities were consistently documented and aligned with regulatory expectations. This phase also reinforced documentation discipline to ensure all records remained complete, traceable, and audit-ready.

Outcome:

Improved workflow efficiency, strengthened documentation consistency, and fully standardized client account processes across all 200+ records with enhanced operational control and compliance alignment.

  • Standardized workflow across all client accounts

  • Improved task efficiency and execution clarity

  • Strengthened documentation consistency and compliance alignment

  • Reduced operational friction across teams

E — Evaluate

Measuring performance, compliance readiness, and execution successProject performance was continuously tracked using Jira reporting, milestone monitoring, and structured operational oversight.The system enabled full traceability of all client actions, updates, and workflow changes, ensuring audit readiness and regulatory visibility at all times.

Key Results:

  • 200+ client accounts successfully transferred and reconciled

  • Zero documented data discrepancies

  • Fully audit-ready digital record system implemented

  • Improved operational transparency and reporting structure

  • Scalable workflow system established for future transitions

Final Impact

  • 200+ client accounts digitized and transitioned successfully

  • 90% elimination of paper-based operational dependency

  • Zero data discrepancies across all records

  • 60% improvement in document processing efficiency

  • Fully audit-ready system aligned with FINRA requirements

  • Scalable Jira-based workflow infrastructure implemented

Strategic Value Delivered

This engagement demonstrates the ability to operate at the intersection of:

  • Financial operations management

  • Regulatory compliance execution

  • Large-scale digital transformation

  • Workflow automation and system design

  • Audit-ready documentation architecture

The result is a fully controlled, scalable operational environment built for efficiency, compliance, and long-term growth.

Case Study: Digital Operations and Brand System Transformation for the DeVoe L. Moore Center

Framework Applied: LIBRE™ — Learn & Lead, Investigate, Build, Reform, Evaluate

Client Context

The DeVoe L. Moore Center, public policy research institute, or “think tank”, website suffered from poor usability, fragmented navigation, and an inconsistent digital presence that made it difficult for users to access key resources efficiently.Visitors struggled to locate articles, university-hosted materials, and social media channels due to an excessive number of disconnected links and an unstructured navigation system. The organization also lacked cohesive digital branding, relying on an unbranded Linktree that failed to communicate authority, consistency, or a recognizable identity.At the same time, social media performance showed inconsistent engagement across platforms, revealing broader operational gaps in content structure, audience alignment, and digital communication strategy.The objective was to create a centralized, structured digital ecosystem that improved usability, strengthened brand consistency, and optimized audience engagement across platforms.

Primary Objectives

  • Simplify website navigation and improve overall usability

  • Centralize access to articles, university resources, and social media platforms

  • Replace the fragmented, unbranded link system with a cohesive digital experience

  • Strengthen brand consistency and establish a more recognizable online identity

  • Improve audience engagement through clearer content organization and presentation

  • Create a more intuitive user journey across website and social platforms

  • Streamline digital workflows for easier long-term content management and scalability

  • Align the digital presence with the organization’s educational and professional mission

L — Learn & Lead

Establishing strategic direction and operational alignment

The engagement began with a structured onboarding and alignment process designed to establish project clarity, stakeholder expectations, and execution priorities.A centralized roadmap was developed outlining:

  • Project goals and success metrics

  • Platform priorities and content structure

  • Stakeholder responsibilities and approval workflows

  • Timeline and implementation phases

This ensured all redesign and optimization efforts were aligned from the start.

Outcome:

Clear strategic direction, aligned stakeholder expectations, and a structured execution roadmap for the redesign initiative.

I — Investigate

Auditing usability, branding, and audience engagement gaps

A full audit of the DMC digital ecosystem was conducted to evaluate usability, navigation flow, branding consistency, and audience interaction patterns across platforms.

Key Findings:

  • Website navigation and user flow analysis

  • Link structure and accessibility review

  • Social media engagement and content performance analysis

  • Audience interaction and content behavior assessment

  • Evaluation of branding consistency across platforms

The audit revealed significant friction points caused by disconnected navigation systems, inconsistent branding, and unclear content hierarchy.

Outcome:

Identified operational and digital experience gaps limiting accessibility, audience engagement, and overall platform effectiveness.

B — Build

Creating a centralized and scalable digital ecosystem

A new structured digital framework was implemented to centralize resources, improve accessibility, and create a more cohesive user experience.This included:

  • Reorganizing website navigation and content hierarchy

  • Consolidating fragmented links into a centralized branded system

  • Replacing the unbranded Linktree with a cohesive digital experience aligned to the DMC identity

  • Structuring clearer pathways to articles, university resources, and social platforms

  • Developing content organization standards for long-term consistency

Social media strategy was also refined to better align platform content with audience behavior and engagement patterns.

Outcome:

A more intuitive, organized, and branded digital ecosystem that improved accessibility, strengthened identity, and created a more seamless user experience.

R — Refine

Optimizing engagement and improving digital consistency

Following implementation, digital workflows and content presentation were refined to improve audience interaction and platform consistency.Content structures, visual presentation, and messaging placement were optimized based on engagement trends and usability feedback. Additional refinements ensured consistency across website and social media touchpoints while reducing user friction.Operational processes for content organization and platform updates were also standardized to improve long-term maintainability.

Outcome:

Improved digital consistency, stronger audience engagement, and a more streamlined user experience across platforms.

E — Evaluate

Measuring usability improvements and audience performance

Performance was monitored through ongoing engagement analysis, usability observations, and platform interaction metrics.The redesigned structure improved user accessibility to key resources while creating a more recognizable and professional digital presence for the organization.The new system also established a scalable framework for future content growth and platform management.

Outcome:

Improved usability, stronger digital brand cohesion, enhanced audience engagement, and a scalable content structure designed for long-term operational sustainability.

Final Impact

  • Centralized and simplified access to key organizational resources

  • Improved website navigation and user experience

  • Replaced fragmented links with a cohesive branded system

  • Strengthened digital identity and platform consistency

  • Improved audience engagement across social platforms

  • Established scalable digital organization standards for future growth

Strategic Value Delivered

This engagement demonstrates the ability to combine:

  • Digital operations strategy

  • User experience optimization

  • Brand systems development

  • Content organization and governance

  • Audience engagement analysis

The result was a structured, user-centered digital ecosystem designed to improve accessibility, strengthen brand authority, and support scalable growth.

Packages and Offerings

Build a business that scales with structure, not stress.Most businesses don’t fail from lack of opportunity. They break down from operational overload, fragmented systems, and founder dependency.If your business can’t function without you, it isn’t scalable yet.I help women-owned and minority-owned businesses streamline operations, optimize workflows, and strengthen brand alignment across digital platforms—building cohesive systems that support sustainable growth and true scalability.

Ongoing Operational Support & Systems Management

A high-touch, ongoing partnership for business owners who need consistent operational leadership and execution support.

Best for:

  • Established or growing businesses ready for structured, ongoing operational support

What is included:

  • Online Business Management (OBM) oversight and strategic execution support

  • Workflow optimization and operational refinement

  • Cross-platform task, project, and systems management

  • Team coordination and accountability infrastructure (as needed)

  • Brand consistency alignment across all operational touchpoints

  • Monthly performance reporting and operational insights

  • Continuous systems maintenance to support scalable growth

Investment + Timeline

Investment: Starting at $3,000–$5,000/month (based on scope and complexity)
Timeline: Ongoing (minimum commitment recommended)

Business Operations + Brand Alignment Setup

One-Time Systems & Brand Infrastructure BuildA foundational setup designed to organize your operations while aligning your brand across all business touchpoints.

Best for:

  • Businesses needing structure, clarity, and cohesive systems built from the ground up.

What is included:

  • Full operations audit and workflow analysis

  • Design and implementation of core business systems

  • SOP development aligned with branding for repeatable, scalable execution

  • Brand alignment strategy (values, messaging, customer experience)

  • Brand kit development or refinement (visual + messaging systems)

  • Website setup or audit for structure, clarity, and alignment

  • Scalable operations and systems architecture recommendations

Outcome

A controlled, scalable operational infrastructure that supports growth while maintaining compliance integrity, audit readiness, and executive-level visibility.

Investment + Timeline

Investment: Starting at $3,500–$9,500 (based on business size and scope)
Timeline: Minimum 1 Month

Project Execution Package

Done-For-You Strategic ImplementationA focused, execution-based package for completing a defined business initiative from start to finish.

Best for:

  • Businesses launching, restructuring, or executing a defined initiative that requires expert oversight.

What is included:

  • End-to-end project leadership from strategy through execution, ensuring structured delivery aligned with business objectives

  • Workflow architecture tailored to scope, leveraging systems such as Asana, ClickUp, Monday.com, Notion, and Google Workspace for streamlined visibility and execution control

  • Cross-functional coordination and timeline governance to maintain accountability, efficiency, and on-time delivery

  • Brand-aligned execution across all deliverables to ensure consistency across internal operations and external-facing assets

  • Vendor, contractor, and team orchestration (as applicable) to ensure seamless execution across all stakeholders

  • Quality assurance and delivery oversight to maintain operational accuracy, consistency, and standard adherence

  • Comprehensive project closeout, including documentation, reporting, and operational handoff materials

Investment + Timeline

Investment: Starting at $2,000–$5,000+ (based on project scope and timeline)
Timeline: Dependent on client, from 1 week to 1 month

Still Unsure?

If you are unsure which package fits, we determine that during the application process.This ensures you are placed in the right level of operational support based on business maturity, not guesswork.

You don’t need more effort.

You need operational structure that allows your business to function, scale, and perform without dependency on you.

LET'S WORK TOGETHER

Ready for operational support that scales your business?

Share a few details about your goals, timeline, and budget in the inquiry form, and you’ll receive clear next steps tailored to your vision.

Office Hours

Mon–Fri: 9:00 AM – 6:00 PM EST

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