The Catalog Management Overhaul by a VA That Transformed an eCommerce Brand

What began as a solo role with no SOPs or handovers turned into the backbone of a retail business’s product management system. This is the story of how Daniel House Club went from complex catalog management to streamlined excellence, thanks to one high-ownership eCommerce virtual assistant who quietly changed everything.

When Caleb Iorg, CFO at Daniel House Club (DHC), hired an eCommerce virtual assistant from Wishup, he didn’t have a formal catalog team in place. In fact, he was managing the product catalog himself, on top of his finance duties.

The company was scaling, their vendor partnerships were growing, and the product assortment was expanding fast. But the backend systems weren’t keeping up. 

There were no SOPs. No documentation. Catalog updates were inconsistent. Vendor communication was fragmented. Data errors were common. Every launch felt rushed and reactive. And all of it fell on Caleb’s shoulders.

That’s when Wishup virtual assistant, Neomi Stringer, stepped in.

Neomi didn’t get formal training. She had no playbook or mentor. But what she did have was initiative and the determination to make sense of chaos.

She started from scratch, learning the systems, identifying weak spots, and building structure where there was none. What began as a one-woman team turned into a well-oiled catalog function that now powers the retail engine of DHC.

Neomi created SOPs, templates, onboarding schedules, and a full training program. She brought accuracy, speed, and repeatability to a once-clunky system. And most of all, she gave the company back its time.

Thanks to Neomi’s proactive work, Daniel House Club witnessed a full-blown operations upgrade:

• 80% more catalog volume handled without increasing bottlenecks
• 90%+ error reduction in product details like pricing, dimensions, and inventory
• 10–12 hours saved weekly by implementing standardized formats and vendor SOPs
• 6 new hires trained under her structured onboarding system
• 40% faster go-live speed for new products
• Introduced a robust tracking system for catalog requests, boosting transparency

DHC’s catalog function went from being a pain point to a competitive advantage.

Neomi’s contributions didn’t go unnoticed. Her name became a regular feature in internal emails, shoutouts, and awards.

“Putting in a lot of time and effort into training new employees while still managing the rest of her work. Working late to secure a $6,500 client deal. Even off shift, she was there to help: Now that’s what I call teamwork and commitment!”

Robert

VP Sales & Business Development — Daniel House Club

Neomi proved time and again that she was driving real impact beyond getting tasks done.

Robert

VP Sales & Business Development — Daniel House Club

“Neomi, you've been with us for quite some time, and now you're beginning to mentor our 'newbies' as they are onboarded. Kudos! This is well-deserved and long overdue.” (Week 11)

“Neomi absolutely embodies our culture of putting designers first! She worked late until 7pm last Friday to get a PR done for a client which resulted in a $6,500 immediate sale.” (Week 21)

“Neomi helped me out in a bind last Friday, when she wasn't even technically working… Now that’s what I call teamwork and commitment!” (Week 47)

Heather

Head of Vendor & Catalog — Daniel House Club

“I’ve worked with Neomi for the past year, and she is truly a star. She handles a wide range of responsibilities, from solving customer support tickets to uploading product catalogs and training new hires. Neomi knows our systems inside and out and is a fantastic instructor. I fully trust that anyone she trains will learn best practices and get off to a strong start. No matter how busy things get, Neomi always maintains a positive attitude and a calm presence.”

What started as a role to "help with product uploads" turned into a complete catalog transformation. Neomi didn’t wait to be told. She anticipated, built systems, trained a team, and turned one of the company’s weakest links into one of its greatest strengths.

She isn’t just an eCommerce virtual assistant. She’s the architect of DHC’s catalog success.

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