Growth Systems · Customer Systems · Operational Systems · Measurement Systems
I build and improve the operating systems behind growth — connecting acquisition, CRM and lifecycle, customer operations, automation, analytics, and the workflows between them. I work across the gaps between teams, data, process and technology to find friction, diagnose what is actually causing it, and build a better way for the whole system to work.
Victoria Everett
Systems & Digital Operations Optimizer
~20 YEARS OF EXPERIENCE
Across CRM, digital operations, customer systems and automation
10 MILLION + CUSTOMERS
Experience across large multi-brand customer ecosystems
STARTUP → ENTERPRISE
Owner-led businesses through regulated enterprise operations
Problems are frequently misdiagnosed.
“We have a retention problem.”
Maybe. Or onboarding is failing before retention ever has a chance.
“We need more automation.”
Maybe. Automating broken logic just makes the failure faster.
“Our reporting isn’t good enough.”
Maybe. Or nobody decided what the business actually needs to measure.
“We need AI.”
That is not a business requirement.
Observe what actually happens.
Observe
What are customers, employees, and systems actually doing?
Diagnose
Where is friction being created by process, technology, ownership, data, or logic?
Design
What should happen instead?
Build
Connect the workflow, technology, automation, and operating process.
Measure
Did behavior actually improve?
Then observe again.
What I optimize
Growth Systems
Acquisition, funnel economics, lead quality, conversion, paid media, attribution, and the workflows connecting demand to revenue.
Customer Systems
CRM, lifecycle, onboarding, retention, customer support, segmentation, customer journeys, and reactivation.
Operational Systems
Routing, SLAs, ownership, SOPs, automation, team workflows, handoffs, and the processes that allow functions to scale.
Measurement Systems
Analytics, reporting logic, attribution, instrumentation, testing, and determining whether the system actually improved.
Selected Work
Observed Behavior
Zero-to-MVP Systems Build
Strategy, UX, WordPress, business email, technical infrastructure, conversion flow, resume architecture, and QA — taken from concept to functioning MVP in one working day.
Enterprise Lifecycle Operations
Regulated digital environment
High-volume lifecycle execution revealed broader systems issues across customer journeys, communication volume, behavioral orchestration, governance, and measurement.
Multi-Brand Customer Operations
10M+ customer ecosystem
Experience spanning CRM, acquisition, customer service, retargeting, analytics, cross-sell, lifecycle, automation, and platform evaluation.
The Lab
Some systems are easier to demonstrate than explain. I build my own businesses to test the architecture in practice.
CatSassy.com
Starting 9/1/2026
A cat-focused media, audience, CRM, affiliate, commerce, and automation business being built from zero.
Audience → Content → CRM → Commerce → Automation → Measurement
ScentSassy.com
Planned
A consumer product and commerce experiment focused on acquisition, customer experience, lifecycle, retention, and repeat purchase.
Hi, I’m Victoria.
I’ve spent most of my career in the parts of businesses that don’t fit neatly into one department. My experience has crossed acquisition, CRM, lifecycle, customer care, analytics, automation, technology, and operations — from entrepreneurial businesses serving millions of customers to enterprise environments.
That breadth made me more interested in understanding how the whole operating system works than in owning one isolated channel.
I like messy problems — especially the ones everyone agrees are annoying but nobody quite owns.
SYSTEM INPUT REQUIRED
Got a system that isn’t behaving?
Tell me what’s happening now, what should be happening instead, and where the friction shows up.