Cherryl Systems

CRM Workflow Automation Marketing Operations

Your leads, tools, and follow-ups. Finally connected.

I’m Cherryl. I build and fix the systems behind your business—from the first enquiry to the next follow-up—so you can see what’s happening and know what needs attention.

Request a discovery call Explore my work
Illustrative workflow
  1. Trigger

    New enquiry

    Website form, inbox, or booking page

  2. Record

    CRM updated

    Contact matched or created, source saved

  3. Owner

    Follow-up assigned

    One named person, with a due date

    No booking yet

    Exception

    Follow-up reminder

    Owner prompted until there’s an answer

  4. Outcome

    Appointment booked

    Calendar and CRM show the same date

A clear next step, even when the process changes.

The tools are there. The process still needs attention.

  • Leads sitting in forms, inboxes, or spreadsheets.

    They arrived, but nobody owns them yet.

  • Follow-ups that rely on memory.

    It works until a busy week, a day off, or a new hire.

  • Duplicate records and inconsistent data.

    The same person in three places, with three different statuses.

  • Automations that nobody feels confident changing.

    Whoever built it has moved on, and touching it feels risky.

I look at the whole process, find where it breaks down, and build a clearer way forward.

Services

Four areas of work, scoped to what you need.

Most projects touch more than one of these, and each can start with a single problem.

  1. CRM setup and repair

    The problem
    Stages mean different things to different people, and the same contact shows up more than once.
    What I cover
    • Pipeline stages
    • Fields
    • Contact structure
    • Ownership
    • Duplicate prevention
    • Reporting
    The outcome
    A CRM your team keeps up to date, and you can rely on.

  2. Workflow automation and integrations

    The problem
    Your form, calendar, CRM, and payment tool don’t pass information to each other, so someone copies it by hand.
    What I cover
    • Lead routing
    • Booking workflows
    • Follow-up reminders
    • Payment-based logic
    • Platform connections
    The outcome
    The next step happens because the system starts it, not because someone remembered.

  3. Email and marketing operations

    The problem
    Tags are inconsistent, consent isn’t clear, and nobody can say why a contact received a particular email.
    What I cover
    • Signup forms
    • Consent fields
    • Tags and segmentation
    • Email workflows
    • Launches and webinars
    The outcome
    Each contact gets the message that fits where they are.

  4. Migration and operational visibility

    The problem
    You’re moving platforms or outgrowing spreadsheets, and your data is spread across systems.
    What I cover
    • Data mapping
    • Imports
    • Dashboards
    • SOPs
    • Handover
    The outcome
    Your records arrive intact, and the team knows where to look.

Selected work

A few systems I’ve helped build and improve.

Financial services CRM

Illustrative workflow
  1. Intro meeting booked in Calendly
  2. Contact and account checked for duplicates
  3. Deal created and linked, source saved
  4. Meetings-by-source dashboard

Deal goes quiet: stale-deal alert to the owner

Context
A business needed its introductory meeting bookings connected to its CRM.
What I worked on
  • Calendly-to-Zoho field mapping
  • Contact and account duplicate checks
  • Linked deals created from bookings
  • Lead source tracking
  • Alerts for stale deals
  • A meetings-by-source dashboard
Why it matters
A booking is only useful if the follow-up and the reporting work with it. The setup connected each meeting to the right contact, account, and deal, and carried the lead source through to reporting.

Marketing and membership operations

Illustrative workflow
  1. Signup form with consent and tags
  2. Segmented email and webinar reminders
  3. Payment or subscription recorded
  4. Membership access granted

Subscription changes: access and messaging follow the new status

Context
A course and membership business needed its signup and campaign workflows connected.
What I worked on
  • Signup forms
  • Email segmentation
  • Webinar reminders
  • Payment and subscription logic
  • Membership access workflows
Why it matters
What happens after signup matters as much as capturing the lead. Reminders, access, and messaging need to follow what someone has actually paid for.

Production operations dashboard

Illustrative workflow
  1. Projects and tasks in Notion
  2. Softr dashboard shows tasks by project and assignee
  3. Team updates status in the dashboard
  4. Change written back to Notion
Context
A production team needed a shared view of project activity.
What I worked on
  • A Softr dashboard connected to Notion
  • Tasks linked to their projects
  • Statuses and assignments
  • Writeback, so updates made in the dashboard save to Notion
Why it matters
A dashboard becomes useful when the team can act on it, not only look at it. Because changes write back to Notion, the dashboard and the underlying records stay in step.

For real estate agents and teams

Built around the way real estate leads move.

Real estate leads come from many places and rarely move in a straight line. A buyer books a consultation, misses it, goes quiet for months, then comes back ready to view. I apply the same CRM and automation thinking to workflows like these:

  • Buyer and seller enquiries
  • Lead source tracking and assignment
  • Consultation and viewing bookings
  • Appointment reminders and missed-appointment follow-up
  • Longer-term nurture
  • Pipeline visibility and next actions
Illustrative workflow The type of system I can build

Buyer enquiry

  1. Enquiry arrives

    Website, portal, open-house sign-in, or referral

  2. Source saved, agent assigned

    Routed by area, price range, or rotation

  3. Consultation booked

    Calendar event linked to the contact and deal

  4. Reminders sent

    Before the appointment, by email or text

Then, depending on what happens:

  • Attended

    Next action set: viewings, pre-approval, or offer prep

  • Missed

    Follow-up with a link to rebook, and the agent is told

  • Not ready yet

    Moves to long-term nurture, and the agent is alerted when they re-engage

Every buyer has a stage and a next action, so the pipeline shows who needs attention.

How I work

Logic first, then the build.

  1. Understand the process

    I review the tools, the workflow, the data, and the points where work gets stuck.

  2. Map the logic

    Before building anything, I define the triggers, fields, ownership, conditions, and exceptions.

  3. Build and test

    I test the normal journey and the edge cases that matter: duplicate submissions, missing information, reschedules, and payment status changes.

  4. Document and hand over

    You get clear guidance on what each part does, so the system can be used and maintained with confidence.

The right tools for your process.

I can work with the tools you already use and help you decide what needs to change.

CRM and operations

  • Zoho
  • HubSpot
  • GoHighLevel
  • Airtable
  • Notion
  • Softr

Automation

  • Zapier
  • Make
  • Zoho Flow

Email and marketing

  • Kit
  • ActiveCampaign
  • Flodesk
  • Mailchimp
  • Klaviyo
Portrait of Cherryl Catipay

About

I look beyond the individual automation.

I’m Cherryl Catipay. My background spans marketing, operations, automation, and project management, so I see a system from more than one side: the person filling in the form, the team member doing the follow-up, and the owner reading the report.

When I change one part of a setup, I think about what it touches. Which email goes out next, who gets notified, what the dashboard now shows, and what happens when someone reschedules.

A lot of my work starts with something already in place: a CRM someone else configured, an automation that half works, an export nobody can read. I’m comfortable investigating it, working out what it was meant to do, and fixing it properly. Then I document it, so you don’t have to rely on me to understand your own system.

I’m based in the Philippines and work remotely with clients internationally.

FAQ

Questions people ask first.

Can you fix an existing setup?

Yes. Much of my work starts there. I review how the current setup is configured, find where the logic breaks (a missing condition, a duplicate trigger, a field that isn’t mapped) and correct it. I only suggest starting over when that’s clearly the better option.

Do I need to change my CRM?

Not necessarily. I work with the tools you already use where they fit your process. If a platform is causing more problems than it solves, I’ll explain why and what a move would involve, so you can decide.

Can we start with one workflow?

Yes, and it’s often the most sensible way in. We fix the part causing the most friction first. After that, you can decide whether anything else needs attention.

Can you help migrate our existing data?

Yes. I access the existing system, understand its structure, export the data, map the fields to the new platform, and import it. Then I check the results against the source so records and the links between them arrive as expected.

What happens after the build?

Once testing is done, I hand over documentation: what each workflow does, what triggers it, and what to check if something looks wrong. If you’d like help beyond the handover, we can talk about what that would look like.

How do we get started?

Book a discovery call, or leave your details in the enquiry form and I’ll reply by email. Either way, tell me what you use, what keeps going wrong, and what you’d like to work better.

Contact

What is your system making harder than it should?

Tell me what you use, what keeps going wrong, and what you would like to work better.

What happens next

  1. Leave your email and website. No long brief needed.
  2. I’ll reply by email with a few questions about your tools and what keeps going wrong.
  3. If it looks like a fit, we set up a call to go through it properly.

Prefer to talk it through?

Request a discovery call

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