"I literally don't ever want to imagine a work-life without her now. All of the logistical side of what makes my life work is tied to Kelly's help. I can trust her to make decisions that 99.9% of the time align with what I would pick or choose."
— Ashley Usher, Partner, Product & Technology Practice
The Challenge
Ashley Usher is a partner at TechCXO's Product & Technology practice, a firm built on the premise that high-potential companies benefit from proven, interim executives they might not otherwise afford or need full-time. As the firm's subject matter expert in Project Management, Ashley works directly between business and technology leaders — including in the private equity space — helping organizations make technology decisions with strategic impact.
But as her client roster grew, so did the administrative weight threatening to overwhelm her. Scheduling, calendaring, and simply staying ahead of her clients had become unmanageable.
"I really was at a point where I needed help with juggling the amount of client load and scheduling in particular – all my calendaring and staying ahead of my clients was getting to be just crazy to deal with."
Having never worked with a virtual assistant before, Ashley was uncertain — but she knew something had to give.
"I was drowning in calendar invites, frankly. So, that got me thinking, 'OK, I could have an assistant help me with all of this stuff.'"She needed a high-caliber assistant who could confidently communicate with the high-level tech executives she served every day.
The Solution
Ashley turned to BELAY and was matched with Virtual Assistant Kelley Sparks. Though nervous about handing off tasks she had managed herself for years, Ashley committed fully to the onboarding process — and it transformed how she worked.
Kelly and Ashley quickly established a structured rhythm: an in-depth hour together on Mondays to set the week's priorities, followed by a 30-minute reconnect on Thursdays. As Kelly explains, "We both understand the importance of communication." This consistency became the foundation of a deeply trusted working relationship.
Kelly's impact extended well beyond logistics. Recognizing that Ashley's top priority was her family, Kelly made protecting that time a mission.
"By doing the task, by doing the calendar Tetris and all that stuff, I'm creating space for her to do her job at full capacity. And then [she can] go home, check out and be present as a mom, and be a wife at full capacity."
The result was a partnership that exceeded anything Ashley had imagined.
"She has become my secret weapon because she always challenges me to operate in the day-to-day like an executive."
"She has become my secret weapon because she always challenges me to operate in the day-to-day like an executive."
— Ashley Usher, Partner, Product & Technology PracticeThe Impact
What began as a search for scheduling relief evolved into one of Ashley's most trusted professional partnerships. BELAY's thorough onboarding process meant that Kelly was quickly able to do things for Ashley that she never imagined possible — including making judgment calls that consistently reflect exactly what Ashley would choose herself.
"I literally don't ever want to imagine a work-life without her now. All of the logistical side of what makes my life work is tied to Kelly's help. I can trust her to make decisions that 99.9% of the time align with what I would pick or choose."
For Ashley, the wins showed up both professionally and personally. She leads her clients with greater focus, steps away from work with confidence, and arrives home fully present. And for Kelly, the impact is just as meaningful.
"This is why I do what I do. It's allowing me to serve in a way that takes things off of her plate. So she can be fully present with her family, which is overall what's most important."