I’m Ema Katiraee

Systems Strategist & Certified Dubsado Specialist

I design streamlined and efficient Dubsado setups for business owners who are ready to scale without adding more admin work to their plate. Because your plate is already full.

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I think in systems.

Before working with small business owners, I was an engineer and project manager at a Fortune 500 company. My job was to analyze complex processes and improve them.

That training changed the way I see everything.

When systems feel chaotic, I don’t feel overwhelmed. I feel curious. I want to map it out, understand it, simplify it, and rebuild it in a way that makes sense.

Some people love design. Some people love marketing. I love building, organizing and streamlining processes (my mom always says I should’ve become a professional organizer).

Why this work matters to me.

When I began working with service-based business owners, I kept noticing the same thing. They were talented. Established. Clear on their offers. But their backend systems hadn’t kept up with their growth.

Processes lived in their heads. Follow-ups depended on memory. Admin work expanded quietly in the background, usually right around the time they wanted to sit down and watch TV.

Not because they weren’t capable. Because they were busy building something that was actually working.

That gap between a polished brand and a manual backend is what I love solving. There’s something deeply satisfying about taking a process that relies on a to-do list in your spiral notebook and turning it into something that runs without constant supervision.

What you can expect from me.

I approach your business with logic and clarity.

I look for friction. I remove unnecessary steps. I automate what makes sense. I build systems that are clean, efficient, and sustainable long term.

I care far more about usability than unnecessary complexity. If something doesn’t improve performance or save time, it probably doesn’t belong in your setup. Just because Dubsado can do something doesn’t mean it should.

See what past clients say about working with me

  • “Honestly, I can't recommend Ema enough. Investing in her expertise was worth every single penny.”

    "Working with Ema to set up my Dubsado workflows has been an absolute game-changer! She took the time to truly understand my business and processes, creating a system that perfectly reflects how I want to work.

    Before, I was constantly juggling tasks and worrying about dropping the ball. Now, with everything streamlined and automated in Dubsado, I have so much more time and mental energy to focus on what truly matters in my business – like serving my clients and growing my revenue.

    If you're looking to simplify your business and eliminate overwhelm, look no further!”

    — KIELLA WEDDING PHOTOGRAPHER

  • “If you're a small business owner using Dubsado, I highly recommend that you get some help with Ema!”

    "I was using Dubsado for my business, but only barely because I hadn't made it a priority to research and set up my workflows myself. I knew I needed help from someone who knew what they were doing. Ema is extremely organized and knows exactly what she needs from you to get the job done... Ema was so helpful and kind throughout the whole process.... Her service is WORTH EVERY PENNY! If you're a small business owner using Dubsado, I highly recommend that you get some help with Ema!”

    — WHITNEY ‍WEDDING PLANNER

When I'm not building systems.

Outside of work, I've been married for over 20 years and am fully in the thick of teen life - two kids who play hockey and soccer, one of whom is a goalie (if you know, you know). Our jack-chi Taco is the fifth member of the family and takes his role very seriously (and is the cutest dog ever 🥰).

When I'm not building systems or stressing watching my kid in net, I'm reading - usually romance or historical fiction - or watching TV (Shrinking is amazing btw).

Life is busy, which means I have no patience for inefficiency in my own life. And I won't build any into yours.

Ready to work together?

You bring your vision for your client experience.

I’ll translate it into a streamlined system in Dubsado that supports it properly.

Let’s get this done right the first time.

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