What I Do

What I do

I’m often asked, “So Mashon, what do you do?”

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The real question is, “What do you need?”

Without a doubt, my value lies in the fact that you don’t have to tell me how to get something done.

All you need to do is tell me what you want and watch me make it happen.

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You get to say things like:

• I was wondering about...

• We need to...

• Can you remind me to look at this...

• Hmmm, this looks cool, we should look into that...

• In my mastermind call today they mentioned...

• I need someone to...

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Or things like…

• I want our customer service to be outstanding…

• There has to be a way for us to automate some of this…

• Why are we getting so many Stripe disputes? We need to fix that…

• We need another developer…

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Then you go on about your day and let me make it happen.

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Here’s just a fraction of the things I’ve done for clients over the years:

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Affiliates

• Supervise research into affiliate programs, applications for the programs, set up systems for how to add them to blog posts

• Reviewed & approved language on affiliate disclaimers

Admin

• Set up systems for company-wide documentation across teams

• Created company branded slide decks and documents with confidential information noted

• Created branded templates for commonly used company documents

• Managed expenses for videography team on multiple foreign shoots

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Accounts Receivable

• Set up systematized outreach to collect on invoices going past net-45. In less than 60 days we collected over $300K in overdue invoices.

• Systematized upcoming due reminders and daily outreach and reminders so that A/R went from average 75 days to pay down to 50.

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Branding

• Assisted with the A-Z process of a brand redesign

  • Assisted in search of a branding firm

  • Attended branding meetings and assisted agency and founder in all decisions

  • Provide support on client side with team members needed in order to get agency all their needs

  • Participated in rounds of feedback and decision making on colors/logo design/tagline selection

  • Assist with trademarking and copyrighting process with lawyers

  • Oversaw addition of ™ and ® additions to our logo

  • Coordinated implementation of new branding across all channels

Company 

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• Helped with development of mission statement & company core values

• Created disaster recovery plans

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Competitors

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• Outlined and supervised deep dives into competitors outlining key differences and similarities across all multiple channels to share with our marketing partners

• Reviewed reports and suggestions from team members “on the ground” as to what they were seeing from competitors and made adjustments accordingly.

Content

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• Managed the process of creating a company blog from scratch

  • Sitting in on meetings with SEO firm

  • Supervising set up of entire internal content system

  • Taking provided outlines from SEO agency and getting internal writer, editor, 

  • Supervising setup of all necessary systems to take from keyword and outline submitted by SEO agency to live on the blog

    • This included managing technical team to custom build the blog (due to requests that custom WP be used)

• Oversaw production of Ultimate Guides and ebooks

• Worked with PR teams for creation of specific promotional webpages 

• Worked with SEO teams for backlinking projects and optimization of organic search

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Contact

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• Setup of virtual office number for necessary business phone numbers

• Worked with developer to set up automatic call forwarding to automated service mailbox 

• Mocked up and set up contact page on website

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Covid

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• Coordinated emergency changes to product and delivery during Covid-19. Addressed things like:

  • Border closures and constantly changing regulations.

• Managed backlash from angry customers (due to having a travel product) — developed systems, wording, and training to ensure united front 

• Managed hours adjustments / work allotments to ensure we did not have to lay anyone off during covid.

• Ensured everyone got paid on time throughout

• Managed team morale 

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Customer Service (CS)

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• Created FAQs and training for CS team members

• Supervised transition from ZenDesk to HappyFox

• Set up live chat on website

• Implemented CS via Facebook

• Implemented CS via Instagram

• Oversaw research & review of CS response platform that would integrate all channels except for email and chat

• Oversaw training of CS reps / then install manager and handoff training & supervisory responsibilities

• Development of CS metrics

• Developed system to win more Stripe disputes and reduce the overall number of disputes

• Supervised hire, training, and setup of 24/7 customer service coverage

• Set up of targets and breaches e.g. 

  • Respond to all email tickets within 2 hours and all chats within 3 mins.

• Set up QA system to ensure quantity was not taking precedence over quality

• Reviewed supervisors work to continue ongoing training and support for team members

• Managed backlash from angry customers during politically charged events, very public “take a side” events — developed systems, wording, and training to ensure united front

• Managed research of multiple tools and made decisions on them 

• Oversaw set up and install of Agorapulse for social media management

Customer Testimonials & Review

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• Oversaw the start to finish installation of TrustPilot and developed systems for team members to respond to every single review.

• Set up a system to gather 1000s (over the years) of customer testimonials on FB, emails, etc. Supervised creation of marketing materials with these.

• Set up BBB registration, implementation of widgets on site. Set up team members to manage response to all reviews.

• Encouraged improvement of reputation across all platforms by systematizing CS reps to encourage happy members to leave a review rotating between various sites

• Managed reputation on 3rd party review sites ensuring responses to negative and positive reviews

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Finance

• 1099 tax filing at year-end

  • Tracking totals paid out on all contractors & tools

  • Filing 1099-NECs for all needed contractors on a yearly basis and sending to them

  • Keeping up-to-date with changes in tax legislation

• Streamlining payments and invoicing

• Setting up an invoicing specific email account

  • Reaching out and notifying all services and accounts to begin using that one

  • Developed internal team systems for who handles what in regards to invoicing

• Invoice collection & payment

  • Organized everything into bi-weekly payments on specific day of week

  • (established and rolled out set dates our contractors & vendors respected

• Expense management

  • Tracking business expenses

  • Reviewing and approving expense reports

  • Reimbursing employees for business expenses

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Founder management

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• Provided effortless ability to make decisions by presenting information in deck form with all options/all things tried e.g. choices for testimonial design, logo design, questions for technical rebuild

• Organize and run founder leadership meetings 

• Managing founders to do the boring work they don’t want to do.

• Ensuring founder compliance through scheduled coworking sessions/accountability sessions

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Human Resources

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• Manage contractors & vendors — from initial talks to scope of work, contract signing, ensuring delivery

• Contractor hiring, onboarding, training, performance review, growth & development, termination

• Team surveys

• Creation and rollout of team benefits

• Set up of personnel folders

• Employment verification letters & process

• Set up of company benefits for contractors

• Set up standardized:

  • Job descriptions

  • Job posts

  • Test projects

  • Interviewing rubrics

  • Onboarding flows

  • Welcome handbooks

  • Training

• Managed all necessary paperwork for hiring and offboarding 100s of contractors

  • Set up of folder

  • Set up of contract

  • Adding scope of work to contract / editing / revising / adding exhibits where necessary

  • Managed setup of electronic delivery and signoffs

  • Collecting business & tax paperwork as needed

• Managed sending, receipt and storage of NDAs as needed

• Growing team

  • Developed 1-1 growth meetings with manager and templates for these meetings

• Growth plans

  • Developed various tiers among the departments with defined criteria for how to grow

    • Tier 1

    • Tier 2

• Set up systems for team members to be able to submit feedback and ideas.

• Oversaw “firing of myself” by setting up a manager to take my place.

• Conducting Gallup surveys for team strengths

Legal

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• Assist in the copyright filing process

• Set up systems for dealing with copyright infringement

• Oversee addition of trademark symbols to all of our branding across all channels

• Oversee edits and changes to Terms of Service and Privacy Policy

• Set up systems to respond to our images being flagged for copyright infringement

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Marketing

• Assisted with booking, communication, and expense report when filming crew was sent to Europe and South America for marketing footage

• Creation of marketing materials (large conference banners, business cards, pamphlets) for conferences

• Worked with external writers to create Ultimate Guide content on blog, use in ads

• Supervised working with external writer to deliver 72 emails for various email campaigns

  • Personally made copy adjustments to these emails when COVID-19 hit and certain ones no longer fit

  • Supervised set up and loading into Active campaign

• Have managed handovers between multiple email marketing agencies

  • Due to firing them when deliverables not met

• Working with PR companies to develop campaigns and webpages for specific marketing initiatives

• Assisted with long-term engagement with Harmon Brothers to create a TV advert (got to fly out and be on set for the shooting of that!)

• Manage footage recording and collection from in person events (conference).

• Managed graphic designers to create logos, images, graphics to spec for marketing purposes

• Supervised re-writing and implementation of abandon cart sequence

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Press/PR

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• Developed early stage Press Kit PDF. Included all relevant details for interested news outlines to be able to get correct company information about us and have access to approved company information. 

  • (Later supervised development of it becoming a company page). 

Product

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• Managed removal of 10s of 1000s of customers who were not paying for a SaaS product yet still receiving it due to broken early systems.

• When a contractor came with proof that he was performing at 3X output of other team members in his exact role, worked with him to overhaul the system

  • Implemented shadowing and sharing of best practices among team

  • Implemented QA

  • Re-calculated KPIs and supported team members to achieving

  • Overhauled training manual for new hires with updated info

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Thought Leadership

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• Assisted founder with building authority through agency engagement writing for Entrepreneur, Inc.

• Managed system for ghostwriting articles for the founder on Reddit/Quora/LinkedIn

• Managed multiple contractors at a variety of agencies in order to increase visibility in the press

Social media

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• Supervised creating of detailed social media handbooks outlining all processes for repeatable systems

• Developed internal and external FAQs for social media

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Facebook

• Took off the founders hands to work with contracted FB expert to grow account and mitigate concerns about “too good to be true”

  • Handled all operations aspect of the engagement after selection of expert

    • Provided all data requested

    • Access to team members for interviews

    • Reviewed competitor research and provided more insights into our differences/branding/tone

    • Checked in over the 8-week project ensuring reports and deliverables were done in a timely manner

    • Upon handover of audit managed team to complete

      • Overhauls of cover image, profile, description, about, pinned posts, photo albums, video albums

    • Upon handover of the  30 day content calendar & playbook set up the internal systems to replicate.

      • Supervised content creation according to template and processes outlined in playbook

      • Creating of task boards and assigning to team members to manage content creation, content review and approval, content scheduling, engagement with customers, performance reports for the next 5+ years

      • Account grew from 10K to 760K

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Instagram

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• Took off the founders hands to grow IG from 10K to 350K+

  • Assisted with hiring of instagram consultant

  • Once her playbook was delivered set up all the necessary systems to ensure that the base system ran for the next 5 years with room for edits added on top.

• Managed system to reach out to people with great content manage purchase of specific images

• Worked with numerous influencers to create UGC in early days

  • Negotiated contracts, scope of work — most importantly, followed up to ensure delivery of all assets

YouTube

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• Assisted with managing the scripting, recording and editing of YT videos

• Managing external contractors to provide video creative for YouTube content

  • Deliverables of high level concepts of ads

  • Storyboarding of 5 ads chosen

  • Storyboarding of testimonial ad at 15, 30, 69 seconds

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Technical

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• Meet with external technical contractors for various projects

• Project managed  entire new website build

• Website

  • Team - Mocked up and oversaw development of team page

  • Press - Mocked up and supervised development of press page and organizing all assets to be available to news outlets

  • Reviews - Mocked up and organized member review pages including systems for reaching out to satisfied members, collecting reviews, images, stories, handing off to tech team to add to site.

  • Blog - Mocked up and supervised development of custom WP blog build

  • Careers - Mocked up and supervised creation of careers page

• Internal systems

  • Supervised rebuild of the entire product delivery system. We went from the original, created by the founder as an MVP into a sophisticated system including tons of reporting

    • Security 

    • Clocking in/out, showing who is online

    • Automated QA by the system

    • Previous dashboards that were handled in Google sheets now automated in dashboard

    • Set automatic flags for all sorts of things to reduce human error

      • Over threshold

      • Under threshold

    • Admin reports automatically email to admins

      • Weekly, monthly, custom reports

    • Much, much, more

  • Supervised rebuild of the entire customer service system

    • Mockups delivered to tech

    • User stories created by myself

      • Security

      • Allow notes on the customer

      • Automatically record which rep made changes in the system

      • Lookup of customer by last 4 of card 

    • And much, much, more

• Organized user stories list of improvements needed across various departments. Took the technical ones to the tech team and shepherded through completion.

• Went from no order to developing a ticketing system for technical requests. Anyone in the company can submit through a form, it goes through appropriate review channels and then gets approved and added to the backlog.

• Created a technical projects system to take item from idea to deployed.

• Created sprint process for the technical team

• Created estimation system for the technical team

• Created bug ticketing and alert systems