A situation quiz turns a broad worry into one relevant next step, then books it.
Juan Fernandez Funnel builder, QA background
Systems that keep every lead moving.
I build GoHighLevel funnels, workflows, calendars and follow‑up. I bring technical care, customer judgment, and the discipline to clarify what each project requires.
- Based
- Metro Manila. GMT+8, remote.
- Platform
- GoHighLevel since 2024
- Before
- 4 years software QA, Oracle and telco billing
- Also
- 200+ advisory clients since 2017
Resume
02 Selected work
Seven builds. Same three questions of each.
Who it was for, what it runs on, and what it was tested for. Open one to read it.
Three minutes to find out what a policy actually covers, before anyone is sold anything.
Makes an abstract coverage question feel like it is about you.
A warmer starting point for a family’s next chapter.
Built from the owner’s own survey answers, not from assumptions.
Applicant to screen to interview, with the follow‑up for people who do not turn up.
Services, therapists and rooms held together, including couples bookings.
The thread through all of it
Most funnels don’t fail on the happy path.
They fail on the duplicate, the reply, the reschedule, and the field somebody left blank. That is the part I test.
Watch one run03 The system, running Sample records
Lead capture, end to end. Scroll is the traffic.
Exception ledger0 / 5 handled
- Marites R.okClean run. Booked Thursday, 7pm.
- (no name)heldPhone field malformed. Routed for review, not dropped.
- Dennis L.mergedSubmitted twice. Existing record updated; second nurture never started.
- Grace T.stoppedReplied to email one. Sequence halted before email two.
- Rico M.requeuedMoved the call. Old reminder cancelled, new one queued.
Isolate an exception
Five sample records, invented names. Pick a path to see what the build does about it.
Invalid data. The form validates before the workflow runs. A malformed phone number sets a needs-review tag and drops the contact into a review stage instead of the nurture, so nobody is emailed at an address nobody checked.
Duplicate submission. Contact upsert matches on email, so the second submission updates the first record. Enrolment is guarded by a nurture-active tag, which the second run finds already set and skips.
Reply received. An inbound message fires a stop rule that removes the sequence tag and exits the workflow, so the automation never talks over a live conversation.
Reschedule. The appointment update cancels every reminder queued against the old time and re‑queues them against the new one. This is the step that gets missed, and it produces a reminder for a call that already moved.
The tracking layer. The form captures the Meta click ID, UTMs, email, and phone. UTMs support CRM reporting, while Meta matches the click and customer data. Pixel and Conversions API share one event_id, so the lead is counted once. The server can also report booked calls and sales, helping the media buyer optimise for outcomes, not form fills.
Real campaign, his own account: 0 website leads at ₱0 each, ₱0 spent, 0 people reached.
04 Craft
The pages are only half of it.
Short‑form edits, ad creative and page concepts. Mostly for my own practice, which is where the reps came from.
Product motion study26 seconds, 9:16, captions
Paid socialDual‑income parents
Event recapWeave 2025, Hong Kong
Personal storyTalking head, pacing, captions
#JuanMinuteEducational series
05 Assistant work
Before I automated the desk, I was the desk.
Assistant to a unit manager at Pru Life UK. Whatever kept the unit moving came across my desk first, which is why most of what I build now has a manual version I already ran.
Pru Life UK · 2018–2021
Plus social posting, research, and most of whatever else landed on the desk that week.
01Inbox and correspondence
His inbox and mine. Sorting what actually needed him, answering what didn’t, and making sure nothing sat unanswered over a weekend.
Daily
02Calendar and scheduling
Owning the unit manager’s calendar. Client blocks, team blocks, travel, and the reshuffle every time one of them moved.
Daily
03Event scheduling and hosting
Team meetings, trainings and unit events, online and in the room. Booking it, building the agenda, then hosting it on the day.
Weekly and monthly
04Recruitment advertising
Writing and posting the ads that brought candidates in, then keeping track of which ones actually produced someone worth meeting.
Ongoing
05Interviews and screening
First‑pass interviews and screening. Sorting who was worth the unit manager’s hour from who was not, before it reached his calendar.
Per intake
06Client concierge
Birthdays, milestones and the occasions that mattered. Gifts arranged, greetings out on time, and a client who felt remembered rather than processed.
Year‑round
07Documents and follow‑through
Client documents kept in order, per client, plus the standing habit of going back over the whole list to check nothing had quietly been dropped.
Continuous
06 About me
QA discipline meets client‑facing experience.
I started in software testing. Then I spent years sitting across from families while they decided what to protect. Both of those turned out to be the same job: finding potential risks before they become actual problems.
The path here
2014I started in software QA.
Four years at CheQ Systems doing manual and backend testing on the Oracle databases behind a telco billing platform. Test cases, defect tracking, UAT before every release. It taught me to check a system against what people actually do with it, which is a different question from whether it was built correctly.
2017I got licensed and worked two jobs.
Part‑time at Pru Life UK in the evenings while still testing software by day. About a year of both. In 2018 I went full‑time into financial planning.
2018I worked as an assistant.
Hands‑on assistant work for the unit manager: managing his calendar and scheduling events, writing and posting recruitment ads, running interviews and screening candidates, and hosting team meetings both online and in the room. On the client side I handled the concierge work, gifts for birthdays and the occasions that mattered, documents kept in order per client, and a standing habit of checking that nothing had been missed. Plus social posting and research.
2021I managed a unit.
Unit manager at Pru Life UK, running sales operations and recruitment advertising, sourcing and onboarding consultants. I moved to FWD in September 2023.
2024I started building in GoHighLevel.
I opened it to fix my own follow‑up and kept going. Quiz, result paths, booking, stage‑based nurture, stop rules. The building was straightforward. Getting it to behave when people do unexpected things was the actual work, and that is where the testing years paid off.
2026Dad life, and a shorter working day.
My son was born in January. Work happens after bedtime and on Saturdays now, which is a practical reason to build things that keep running when nobody is at the desk. I am looking for a role where this mix of building and testing is the job rather than the side of it.
Current toolkit
GoHighLevel
- Funnels
- Workflows
- Pipelines
- Calendars
- Forms and surveys
- Email and SMS
- Tags
- Custom fields
- Whitelabel setup
Marketing operations
- Lead capture
- Qualification
- Nurture
- No-show follow-up
- CRM hygiene
- Zapier
- UTM and fbclid capture
- Pixel and CAPI events
Assistant and VA work
- Calendar management
- Event scheduling
- Recruitment ads
- Interviews and screening
- Hosting meetings
- Client concierge
- Document control
- Social posting
- Research
Creative support
- Canva
- CapCut
- Carousel design
- Photo treatment
- Short-form editing
- Caption writing
- Email production
- Responsive pages
07 Contact
Available now.
- Open to
- GHL funnel building, marketing operations, technical VA, executive assistance, project work
- Hours
- GMT+8, comfortable overlapping AU, UK and US mornings
- Elsewhere
- LinkedIn, Instagram, Resume, PDF
Juan Fernandez. Metro Manila, 2026.