Artful Eating - Virtalent

Small Business

5 employees

Dublin, Ireland

25+ hours

saved each month

40% boost

in online engagement

Smart Support for Growing Brands

How Virtalent helped Artful Eating launch and reach a wider audience.

Founded by psychologist Karina Melvin, Artful Eating is an online programme that helps people build a healthy relationship with food – losing weight without dieting by addressing the psychology behind their habits. But turning her clinical expertise into a digital business came with its own challenges.

Karina wanted to launch an online course but was struggling to manage marketing, technical setup and content promotion while balancing studies, client work and life as a new mum. She needed experienced help – someone who could bridge her digital knowledge gap and accelerate her online growth.

After reading about Virtalent in The Sunday Times, Karina decided to reach out. From the first consultation, she was struck by how supportive and tailored the service felt. She was soon paired with Alex, a marketing-focused VA who quickly became the driving force behind Artful Eating’s online launch and promotion.

“With Virtalent, it just clicked. They were so helpful and so supportive. Time is at a premium, so having them ready and able to help with my knowledge deficit was incredible.”

Karina Melvin - Founder, Artful Eating

Karina was matched with Alex, a highly experienced VA specialising in marketing and business operations. Alex took charge of the technical and creative work needed to bring Artful Eating online, from managing email marketing and social media to writing content and updating the website.

Her proactive approach not only helped launch the programme smoothly but also gave Karina the confidence to grow it further. With Alex managing marketing, research, and admin tasks behind the scenes, Karina could focus on her clients and PhD, knowing her business was in capable hands.

Meet Nicola.

Nicola is an organised Virtual Assistant with 20+ years’ experience, helping small businesses streamline operations through support in administration, project management, social media, events, and financial tasks.

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Services Used

How Artful Eating used Virtalent support

From content creation to community engagement, Virtalent helped Artful Eating build momentum online.

Launch and grow online.

Virtalent supported the setup and promotion of Artful Eating’s digital programme.

Reach the right audience.

We managed email campaigns and social media to engage followers and clients.

Keep content polished.

Proofreading, editing and writing content that reflected the Artful Eating's voice.

Reclaim time for what matters.

We handled admin and marketing tasks so the founder could focus on clients.

With Virtalent’s help, Artful Eating transformed from a concept into a thriving online wellness brand. Tasks that once felt overwhelming, from digital promotion to content management, now run smoothly. Karina has more time for her clients and studies, while her business continues to reach new audiences around the world.

For Virtalent, this partnership highlights the impact of pairing founders with specialist VAs who complement their strengths. By handling the details, we helped Karina turn her vision into reality – creating more space for creativity, confidence and connection with her growing community.