I’m Ketelin Lacerda, a project and operations professional who turns moving parts into plans teams can execute — with visible ownership, practical systems, and disciplined follow-through.
CRM & AutomationWorkflows, GoHighLevel, APIs, integrations, and operational data visibility.
Process & Applied AISOPs, knowledge systems, reporting, and practical automation for recurring work.
SELECTED WORK / 02
Evidence, not adjectives.
Six examples of how I diagnose operational problems and build practical systems around the way teams actually work.
01
PORTFOLIO CONTROL
Creating alignment across a high-volume client portfolio
Context
A distributed marketing operation needed clear priorities, ownership, and delivery visibility across multiple client accounts.
What I did
Currently lead seven client projects and support four larger accounts, while reviewing the work of a six-person multidisciplinary team. At peak volume in 2024–2025, managed 17 client projects simultaneously with design and copy support. Structured scope, timelines, capacity, owners, dependencies, weekly portfolio reviews, quality checks, and follow-up across three to four client meetings and two team syncs per day.
Operational outcome
Created a repeatable operating rhythm for reviewing capacity, risks, priorities, signs of client dissatisfaction, and strategic adjustments — with documented decisions, visible next steps, and clearer accountability across simultaneous workstreams.
Cross-functional delivery
Stakeholders
Risk visibility
02
CRM OPERATIONS
Turning a CRM audit into a cleaner operating process
Context
A financial-services client initially appeared to have a lead-generation problem. The diagnosis showed that delayed first contact, insufficient follow-up, and losses during service were also limiting the commercial process.
What I did
In one documented project, reviewed 119 opportunities and helped define CRM stages, entry and exit criteria, required data, follow-up routines, reporting, and training for evaluating lead quality. The team also began building a commercial playbook for onboarding future hires. This was one case among larger CRM reviews completed across other operations.
Operational outcome
Turned a broad performance concern into specific operational causes and gave the team clearer rules for maintaining opportunity data, progressing next actions, and training new people consistently.
CRM
Process improvement
Training
03
KNOWLEDGE AUTOMATION
Organizing 131 meeting records across 38 folders and three workspaces
Context
Decisions, action items, recordings, and transcripts were spread across a fragmented information environment.
What I did
Built an API pipeline that checks three Fathom workspaces every six hours, classifies meetings by client or project, and stores summaries, decisions, action items, recordings, and transcripts. The resulting knowledge base maintains 131 records across 38 folders with duplicate prevention.
Operational outcome
Reduced manual organization work and made meeting context reusable: teams can trace decisions, locate source recordings and transcripts, and recover follow-up actions without depending on scattered conversations.
Generative AI
APIs
Documentation
04
PERFORMANCE OPERATIONS
Building daily visibility across 21 advertising accounts
Context
Managers needed a reliable daily view of investment, performance, account health, and actions required across a large paid-media operation.
What I did
Designed and implemented monitoring for 21 active Meta Ads accounts with daily WhatsApp reports for three managers. Each alert consolidates investment, primary result, cost per result, best-performing creative, remaining balance, performance context, and a suggested action, supported by weekly and monthly summaries.
Operational outcome
Turned scattered account signals into a repeatable decision routine, helping managers spot variances earlier and move from raw metrics to a clear next action.
Reporting
Marketing operations
Decision support
05
SCHEDULING AUTOMATION
Designing calendar synchronization around real operational edge cases
Context
Events were distributed across three accounts, creating duplicate bookings, missing guests, notification noise, and added complexity around recurring events and time zones.
What I did
Designed a synchronization flow with duplicate prevention, recurrence handling, time-zone rules, external-invite logic, and notification controls. During implementation, migrated 79 events and updated 24 original events to restore 32 missing guests.
Operational outcome
Converted a fragile calendar migration into a controlled operational workflow that accounted for the exceptions most likely to create confusion for teams and external participants.
Google Calendar
Workflow design
Exception handling
06
INTERNAL PRODUCT
Iterating a voice-to-text tool through real team usage
Context
Recurring written communication and documentation created friction for people who could communicate ideas faster by speaking than typing.
What I did
Designed and iterated Dita, a Windows voice-to-text application that transcribes, corrects, and inserts text into the active application, with local and cloud transcription options and installation profiles for different users.
Operational outcome
The tool moved beyond a prototype and was adopted by team members. In July 2026 alone, real usage reached 268 dictations and 13,175 words, providing concrete feedback for continued improvement.
Applied AI
Internal tools
Product iteration
OPERATING MODEL / 03
How I move work forward.
01
Align
Clarify the objective, stakeholders, constraints, and definition of done.
02
Structure
Translate goals into scope, milestones, owners, dependencies, and operating routines.
03
Execute
Keep communication, risks, decisions, and next actions visible while work moves.
04
Improve
Review outcomes, document learning, and strengthen the process for the next cycle.
EXPERIENCE / 04
Built in real operating environments.
Project and Operations Services Contractor
Sócio Estratégico · Remote
Execution across client operations, launches, and new-business initiatives, combining media and funnel analysis, forecast support, CRM and follow-up structure, and organization of the franchise operations workstream.
Marketing Project Manager
Grupo Rugido · Remote
Current leadership of seven client projects with direct support across four larger accounts, weekly capacity and risk reviews, cross-functional delivery, CRM operations, process documentation, training, and performance reporting.
Freelance Marketing Project Manager
VSL Marketing · Remote
End-to-end planning and delivery for small-business projects across content, paid media, client communication, and ClickUp workflows.
PEER PERSPECTIVE / 05
What it’s like to work with me.
Recommendations from professionals who experienced my work in real operating environments.
“I met Ketelin during my transition into the Project Manager role at Grupo Rugido. She led my hiring process alongside Micaias, supported me throughout my first days, and explained the company’s processes clearly. During our time working together, she shared countless valuable insights on client strategies and played a key role in building new processes from scratch for the entire team. If I had to highlight one core strength, it would be her remarkable ability to turn chaos into structure. Ketelin translates technical vision into clear, executable processes that truly make operations run efficiently. She has a sharp analytical mindset and is incredibly generous in teaching and developing those around her. Any team looking for operational maturity, strategic leadership, and solid results would be fortunate to have an exceptional professional like her. I recommend her without hesitation.”
Lucas Silva ↗Copywriting · Paid Media · Growth Marketing · Customer JourneyWorked on the same team · Grupo Rugido
“Ket is extremely organized and dedicated. She has a strong sense of responsibility and a brilliant ability to build processes. She is highly competent, easy to work with, and always willing to solve problems. Working with her is an absolute pleasure.”
Thainá Davi ↗Head of Expansion & Growth · StrategistDirect manager