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Celebrating the best assistants in the world: Announcing Time etc Assistant of the Year 2021


Barnaby Lashbrooke

Founder and CEO of Time etc, author of The Hard Work Myth

6 minute read

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At Time etc we pride ourselves on carefully selecting only the best assistants in the world to partner with - in fact we're so picky that only 2% of those who apply to work with us make it through.

As a result, we're proud to partner with more than 500 outstanding assistants in the U.S. and UK to support our busy clients.

This year we decided to recognize our incredible assistants and celebrate the assistants who set the highest bar by launching our first-ever Time etc assistant of the year award.

We were amazed by the response we had. Hundreds of our clients nominated their assistant for the award and our panel of judges (Jemma, Hannah, Kerry and Rhianne) have had a really difficult job to do.

Our judges worked hard to consider every single nomination and we're very proud to announce the winner of Time etc assistant of the year 2021:


Allie Wilkins

Onemo, Virginia, USA

We've been lucky enough to work with Allie for over two years; she’s an incredible assistant who has made a huge difference to a number of clients.

As an assistant here, Allie totally embodies our values and positively impacts her clients in exactly the way that Time Etc envisioned when we started our company.

Her clients have highlighted her remarkable ability to recognize other ways she can support them by always going above and beyond, whilst others have shared that they are happy to now call Allie a friend; someone who is kind, thoughtful and meticulous.

We’re enormously proud to name Allie as Time Etc Assistant of the Year 2021!

Allie says:

I am so surprised and excited to win Time etc's Assistant of the Year 2021! I love my clients and could not be happier that they think so highly of me. I started out as a Virtual Assistant to be able to work and spend time with my daughters - Time etc was the perfect opportunity and has grown into something I love and look forward to doing each day. Being an assistant through Time etc is easy because Time etc takes care of the hard stuff like contracts and collecting payments while I am able to just focus on my client's needs.

...and here's what Allie's client's had to say in their nominations:

Allie has been heaven-sent! She goes above and beyond always to support me not only in the tasks I give her, but also recognizing other ways she can help me. She has become a friend as well. I enjoy working with her immensely and would be devastated were I ever to lose her!!
Allie is an incredible assistant. She is kind, thoughtful and very meticulous. Allie was incredibly supportive during my entire really hard pregnancy, and then just held things down during my maternity leave so I could truly have a break. I really hope she wins this award because she has gone above and beyond for me and my family.I can't think of a person who deserves it more.

The competition for this year's award was unbelievable tough, so big congratulations to Allie for being such a deserving winner.

We'd also like to congratulate our three finalists, who narrowly missed out on winning, for their outstanding nominations


Tracey Palmer, Samantha Ouanounou and Lisa Tennant

Florida USA, Surrey UK and Midlands UK

Nomination for Tracey:
She's just always one step ahead and on top of everything + a superb communicator!
Nomination for Tracey:
I have a chronic illness and run a fast growing company at the same time. Tracy handles scheduling all of my medical appointments and medication refills, including rescheduling when I have to move because of work. She also helps me find and vet new providers when necessary, or when I need to get treatments while traveling. Beyond just the time that is saved, which is significant, I don't have to break focus on the business. She handles it all. Absolute godsend.
Nomination for Tracey:
Tracey is a rare gem. She takes any request that comes her way, big or small, without judgment. She understands that tasks she takes off my plate free me up for my work and life. She always thinks one step ahead, mindful of my work calendar and commitments, booking personal appointments at such times to minimize work disruption. She communicates any way I wish: in-app, text, email, and by phone. I trust her inherently -- she's become a valued partner on whom I rely. She's also able to take my emotion out of tasks I can't stand, maintaining a professionalism with my vendors and doctors that a call from me would likely sour. She is highly responsive, despite our time zone difference (which I don't always respect).
Nomination for Lisa:
What sets Lisa apart is that she is willing to try things she does not have experience of. She is not afraid to roll up her sleeves and try new things - software she's not familiar with, or tasks she hasn't done before. Lisa is a breath of fresh air and is helping me take my business to a different level!
Nomination for Lisa:
Lisa is outstanding! Ultimately Lisa has come to understand our business and apply her tremendous skills to communicating the business via the particular communication technologies we use. She is very responsive, creative, easy to communicate with and a genuine delight as a person.
Nomination for Samantha:
Samantha is a good communicator and is always very charming and personable with me and clients. Her timekeeping is very good and she always deals with matters promptly and efficiently.
Nomination for Samantha:
Fantastic Virtual Assistant, Highly Recommend!

Congratulations to our winner and finalists on your success - and thank you to everyone who nominated their assistant.

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About the author

Barnaby Lashbrooke is the founder and CEO of Virtual Assistant service Time etc as well as the author of The Hard Work Myth, recently recommended by Sir Richard Branson. Barnaby is a Forbes Columnist on productivity and is also an accomplished entrepreneur, selling more than $35 million worth of services.

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