Meet the Sycamore OBM Team

A’Quila Ettien – Online Business Manager

A’Quila likes figuring things out. Sometimes it’s digging in and learning all that [insert your favourite ecommerce platform] is capable of, other times it’s mapping out a project timeline. She’s a flexible thinker who knows that even if two people (or businesses) have the same problem, they’re almost certainly going to need different solutions – and she’s excited to find them both.

This inquisitive approach helps A’Quila to test and quickly learn new systems and platforms. She has built out and maintained websites on a variety of e-commerce platforms, and, in some cases, coordinated with web developers, designers, and stakeholders to customise website presentation and functionality. She has also implemented systems for things like customer support management, asset library organisation, and project and task management – and provided user training and how-to docs along the way.

A’Quila also loves words and making them do things. As a copyeditor, she delights in helping a person strengthen their own writing while maintaining their unique voice. She also has a background in writing product page content, marketing copy, blog posts, company policy, documentation, assembly instructions, and more.

Crystal Barron – Online Business Manager

Crystal has over ten years of experience in HR, customer service, administration, and project management. Most recently, Crystal was an Operations Manager and Project Manager for an international education company based in China. She worked across a group of schools focussing on operations, product launches, citywide development and training programs, retention initiatives, and 1:1 leadership mentoring.

Crystal enjoys the people side of business and now continues to provide mentoring, operational support, project planning and event planning for small businesses. Crystal loves the creative process of collaborating with business owners to bring a vision into an easy to follow, step by step plan. Logistics are her specialty and she works to support neurodivergent and neurotypical business owners in finding strategies, systems and tools to support their unique needs and goals.

Prior to her corporate career, Crystal spent over 15 years working or volunteering with various initiatives to help connect people with multiple disabilities with work, support, independence and dignity.

Want to know more about Crystal’s skills and explore how she can support you and your business? 

Click here to read our Meet the Team Q&A with Crystal Barron

Francine Hedges – Online Business Manager

Francine has worked hand in glove with both startups and established small businesses for over twenty years across a number of industries, from construction to online retail, and is a versatile asset for anyone seeking a multi-disciplined individual to support their business.

Her skillset is a very broad umbrella; a valuable combination of office management, business development, marketing, bookkeeping and website design services. She is AAT qualified and proficient in QuickBooks and Xero.

Francine offers a very practical and effective approach to help her clients succeed. With a keen eye for detail and a commitment to organisation, she believes in not making things more complicated than they need to be, aka “KISS” (Keep It Super Simple). 

She takes a collaborative approach, working closely with clients to really understand their business model, brand identity and objectives. Francine will take your creative vision, help you turn it into a step by step achievable target, then walk with you all the way. 

Want to know more about Francine’s skills and explore how she can support you and your business? 

Click here to read our Meet the Team Q&A with Francine Hedges!

Liz Holmes – Online Business Manager and AtW Advisor

After a theatre studies degree, Liz worked in administrative roles in the performing arts and charity sectors for more than 20 years running companies, offices and buildings. She’s worked with limited companies, charities, unions, start-ups, organisations that have been around for decades and everything in-between! Liz calls herself a ‘career paper pusher’ with a strong focus on pastoral care of those she works with.

With a lot of neurodivergence in her family and wider circle, Liz’s caring responsibilities have spurred a transition in her work and advocacy. Person-focused and neuro-affirming, she has taken SEND law training, and worked alongside her local Parent Carer Forum, elevating autistic and neurodivergent voices. Alongside her work with Sycamore, Liz manages all day-to-day operations of the ABM, a parent-to-parent support charity that trains volunteers and healthcare professionals in infant feeding and human lactation. She also sings in too many choirs, and plays cello!

Liz aims, above all, for authenticity and simplicity.

Want to know more about Liz’s skills and explore how she can support you and your business? 

Click here to read our Meet the Team Q&A with Liz Holmes!

Natalie Byrne – Online Business Manager

Natalie helps senior executives and organisations connect with their audiences through strategic social media, marketing, project management, and global communications efforts. Her expertise extends to enhancing B2B leadership visibility via LinkedIn, fostering employee engagement, and leveraging advocacy for growth.

She creates engagement strategies, conducts audits, and seeks growth opportunities to ensure businesses achieve tangible success. Natalie’s support spans from senior executives and startups to small, medium, and global businesses across various sectors.

Off the clock, Natalie enjoys being a sideline mum with her children’s sports, rugby and hockey, cherishes moments with friends, and enjoys walks with Tia, her Guide Dog Mum.

Rachael Best – Online Business Manager

With over 20 years of experience in the Commercial Team of the same company before moving to become an OBM, Rachael is a highly skilled and dependable Online Business Manager. Her expertise spans Marketing, Project Planning, Supply Chain and Client Relations, with a focus on delivering projects on time, within budget and aligned with client objectives.

Rachael’s extensive background includes working closely with web developers to design, build, and maintain WordPress websites in line with a client’s brief. She also enjoys creating engaging blog content and social media posts, ensuring a consistent brand message across all digital platforms.

Known for her meticulous attention to detail and her ability to understand the unique vision and culture of each client’s business, Rachael takes a strategic approach to problem-solving. Her method begins with creating a mind map to capture all key thoughts, tasks, and priorities, ensuring that every project is aligned with the client’s goals. This allows her to focus on delivering results, giving clients the peace of mind to focus on what they do best.

A true team player, Rachael’s strong communication skills and proactive attitude make her an invaluable asset to streamline your operations and achieve business growth.

Want to know more about Rachael’s skills and explore how she can support you and your business? 

Click here to read our Meet the Team Q&A with Rachael Best!

Rosalie James – Online Business Manager

Rosalie worked for ten years as a registered Social Worker within both Adult Social Care and the NHS. This provided an opportunity to work closely with many neurodivergent adults and young people, supporting them to improve their quality of life and to reach specific goals within their social relationships, living situations, employment and education. When Rosalie was diagnosed with autism in 2023 she felt it was time for a career reset in order to make sure her work life balance was meeting her own needs.

Prior to her Social Work career, Rosalie worked in various office management, administrative and payroll related roles and as a result she has a broad knowledge of the operational processes and activities required to ensure efficiently run a small business. She loves a spreadsheet and thoroughly enjoys many of the routine administrative tasks that others find themselves putting off! Rosalie brings a non-judgmental and open-minded approach to the needs and experiences of others, and uses empathy and humour to put people at ease.

Rosalie is also a singer songwriter and has a second Bachelor’s degree in Music. She is keen to work with creative individuals, to support them to pursue sustainable careers in their chosen discipline.

Want to know more about Rosalie’s skills and explore how she can support you and your business? 

Click here to read our Meet the Team Q&A with  Rosalie James!

Sally Houben – Online Business Manager 

Sally’s background in international sports administration means she knows exactly how to adapt your game plan and respond under pressure. She has worked at the highest levels of global sport, supporting a FIA F1 Race Director, an ICC General Manager and managing logistics and operations as a race team administrator.  These roles required calm under pressure, world-class organisation, and quick decision-making in high-stakes environments – skills she now brings to every client she supports.

While living in Germany, Sally founded a food import business, so she knows firsthand the sleepless nights, constant problem-solving, and big-picture thinking that come with running your own business. Every challenge is an opportunity to learn and grow, and Sally is keen to help others navigate those hurdles with her support, whether it is creating actionable plans, setting goals or executing strategies to compete and grow.

With lived experience of neurodivergence in the workplace, Sally understands how the right assistance can boost neurodivergent individuals. By valuing inclusivity, innovation and understanding diverse thinking, Sally helps Sycamore’s clients achieve their best.

Want to know more about Sally’s skills and explore how she can support you and your business? 

Click here to read our Meet the Team Q&A with Sally Houben!

Sarah Nitchkey – Online Business Manager – specialising in social media

Sarah combines ten years of experience in social media strategy for small businesses with hands-on management experience in demanding, client-oriented environments. After recognising her neurodivergence in 2020, she dove into redesigning a sustainable life for herself. Sarah excels at working with mission-driven organisations and individuals, helping them reach their ideal audience through social media and SEO.

Originally from Pittsburgh, Pennsylvania, Sarah spent five years living in Germany before relocating to the south of England. She lives with chronic pain & fatigue due to hEDS. Outside of work, Sarah is passionate about dog rescue, behaviour, and fear-free training. She loves to try new foods and can usually be found in her kitchen.

Want to know more about Sarah’s skills and explore how she can support you and your business? 

Click here to read our Meet the Team Q&A with Sarah Nitchkey!

Tom Arden – Online Business Manager – Specialising in Digital Marketing

Tom brings over 6 years of experience in digital marketing, working across a variety of tasks such as reporting/ analytics, social media, copywriting, SEO paid ads, email marketing and conversion rate optimisation.

During this time, he worked for a marketing agency across many large B2B clients in the energy, manufacturing and professional industries. Alongside this, Tom has worked with multiple freelance clients within the fitness, lifestyle, coaching, SaaS and e-commerce industries. This has enabled him to work directly with CEOs and business owners, helping them to create new marketing campaigns, launch new courses and grow their business. These two side-by-side have given him exposure to creating and optimising a marketing strategy that is both fuelled with creative spark and data-driven decision making. 

Outside of his core client work, Tom has a keen interest in travel and loves exploring new countries.  He is also big into fitness; this means if he’s not working behind his desk, you’ll usually either find him in the gym or out on a run!

Want to know more about Tom’s skills and explore how he can support you and your business? 

Click here to read our Meet the Team Q&A with Tom Arden!