About Second Self
Hi, I'm Sinead.
I founded Second Self to help business owners create more time, clarity and capacity to focus on growing their business. I work as a trusted extension of the businesses I support, partnering with founders across a range of industries to provide executive support, improve processes and introduce practical systems that make day to day operations simpler and more efficient.
I believe the best support is proactive and considered. It's about asking the right questions, thinking ahead and finding practical ways to make life easier for the people I work with.
16+ years' experience
From project coordination to executive support.
With over 16 years' experience in dynamic office environments, I bring a wealth of expertise in business support. For half of my career I worked as a project coordinator, primarily within the fast-paced Managed Service Provider (MSP) industry, delivering proactive IT support and management services to businesses.
That experience shapes how I work today, building trusted relationships with the founders and directors I support and finding practical ways to free up their time so they can focus on what matters most.
Ensuring your peace of mind
Our commitment to security.
Second Self is Cyber Essentials certified, fully insured and registered with the Information Commissioner's Office (ICO). I take data protection and cybersecurity seriously, so you can be confident your information is handled securely and responsibly.
Good questions
Getting to know executive & virtual support.
What is executive support?
Executive support is a step beyond traditional virtual assistance — a trusted partner who manages diaries, inboxes and stakeholder communication while proactively spotting what needs attention before it becomes a problem.
Why work with a support partner?
It offers founders and directors cost-effective flexibility and senior-level expertise, without the overhead and long-term commitments associated with employing staff.
Who is this for?
Whether you're a founder in need of executive support, a growing business wanting better systems, or a director looking to free up time by delegating projects, Second Self can help.