Strategic Operations Partner
For Coaches, Wellness Brands & Personal Brands
Fractional COO & Online Business Manager
I step into growing businesses as the operational partner who keeps everything moving behind the scenes so founders can stay focused on leading, creating and scaling.
As a business grows, things start to move quickly.
More launches.
More visibility.
More opportunities.
More people involved behind the scenes.
With that growth comes complexity.
Systems need to talk to each other.
Teams need direction.
Clients expect a seamless experience.
And the day-to-day operations start pulling the founder further and further away from the work only they can do.
At that point, you don’t just need help.
You need someone who can step in and take ownership of the operational side of the business.
Someone who can manage the moving parts, guide the team, oversee the systems and protect the client experience so the business continues running smoothly even when you're not watching every detail.
That’s the role I step into.
I work alongside founders as a Strategic Operations Partner, Fractional COO and Online Business Manager, supporting wellness brands, coaches and personal brand businesses to scale with strong operational foundations.
While you focus on visibility, leadership and growth, I ensure the business behind the scenes is structured to support it.
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When your Business Starts Growing
The Backend Gets Heavy
Most founders build their businesses by doing everything themselves.
In the early stages, that works.
But as the business grows… so does the complexity.
More clients.
More launches.
More offers.
More team members.
More moving parts behind the scenes.
Suddenly the operational side of the business becomes harder to hold.
Your days start filling with things like:
Managing teams
Fixing tech issues
Chasing project updates
Checking that systems are actually working properly
Before long, you’re spending more time managing the backend of the business than actually leading it.
And that’s usually the moment founders realise something important.
They don’t just need help.
They need someone who can take ownership of operations so the business keeps moving forward without everything resting on their shoulders.
That’s where I come in.
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Hi, I'm Sinead Brace
I’m the person founders call when their business has outgrown their to-do list but they’re not ready to build a full internal operations team.
I step into businesses as a second-in-command, managing the structure behind the scenes so the founder can focus on the work only they can do.
That might look like leading the team, overseeing launches, building stronger systems, or keeping projects moving forward when there are a hundred moving parts.
In simple terms:
I take ownership of the operational side of the business so the founder can stay focused on their clients, their audience, and the bigger vision they’re building.
My Background
Before building my own business I spent seven years working with Coca-Cola in Business Development, managing merchandisers and overseeing a large regional territory across Western Australia.
That role taught me how to lead teams, manage performance and keep operations running across a fast-moving environment.
Later I trained with HubSpot as an Implementation Manager, working across mining and manufacturing industries implementing CRM systems and automation.
This gave me strong experience in operational systems, backend infrastructure and technology that supports growing businesses.
Today I bring that corporate operational thinking into the online business world.
I now support some of Australia’s most visible founders including:
Jan Herdman, The Golden Bachelor
Sheila Vijeyarasa, Big Miracles & The Brave Woman
Deano Gladstone, Bondi Rescue
Sarah Reilly Coaching, Insight Coaching Programs
Alongside my OBM work I also co-run a civil construction and earthmoving company with my husband.
Which means I understand the reality of building businesses, managing teams and juggling growth in the real world.
this is your chance to work with an award winning virtual business owner
What I Do
Operational Leadership & Business Management
I don’t just complete tasks.
I manage outcomes.
The founders I work with usually need support across four key areas:
Operational Leadership
Managing teams and coordinating projects so the business keeps moving forward without the founder needing to oversee every detail.
Launch & Program Management
Overseeing launches, courses and memberships so programs run smoothly and clients have a seamless experience.
Systems & Automations
Building backend systems and workflows so the business becomes easier to run as it grows.
Platform & Technology Management
Including migrations, CRM builds, funnels and automation so your systems actually support growth rather than creating more work.
Platforms I regularly work with:
HubSpot, GoHighLevel (GHL) with a preference for Ivorey, Kajabi, Squarespace, Shopify, Asana, ClickUp, ActiveCampaign, and Tekmatix.
Who I Work With
I work best with founders who are:
running established coaching or consulting businesses
managing launches, programs or memberships
working with contractors or small teams
experiencing rapid growth or increased visibility
Most of my clients reach a point where they realise their time is too valuable to spend managing operations.
They want someone they trust to step in and run the backend of the business so they can stay focused on growth.
Most Founders Come To Me When…
Most founders come to me when things in their business are working… but the backend is starting to feel heavier than it should.
It often looks like this:
launches are becoming too complex to manage alone
the team needs clearer leadership and direction
systems and automations have grown messy or unreliable
projects keep moving forward but no one is really holding the bigger operational picture
the founder is spending too much time managing the business instead of leading it
they want someone they trust running the operational side so they can focus on growth
At that point, bringing in operational leadership changes everything.
TESTIMONIALS
WHAT MY CLIENTS SAY ABOUT ME
“Sinead is my wingwoman! Exceptionally organised, emotionally intelligent, and always ahead of the game.
She doesn’t just complete tasks — she anticipates needs, offers solutions, and keeps everything moving seamlessly.
From strategy to execution, she handles every aspect with precision. Her planning, coordination and systems are second to none.
A rare find who combines technical skill with heart and a genuine desire to see her clients succeed.”
Jan Herdman, Ageless Transformations & The Golden Bachelor
“Sinead brings calm leadership and absolute professionalism to everything she touches.
She manages my team and business operations with the perfect balance of initiative and empathy.
Whether it’s coordinating events, managing clients, or launching new programs — I completely trust her to run it all.
She’s my right hand and the reason everything flows.”
Sheila Vijeyarasa, The Brave Woman & Big Miracles
“Worth every penny — and then some. Sinead is the reason my business is growing sustainably right now.
Every task that used to drain me, she handles with grace and speed.
She takes initiative in ways I didn’t even realise I needed — creating drafts, templates, automations, reminders — she improves every area of my company.
She’s the best operational decision I’ve made.”
Sarah Reilly, CEO & Insight Group Coaching
“Sinead just gets it. She helps me organise ideas, manage projects, and turn vision into structure.
She’s proactive, creative, and makes things happen fast. Having her behind the scenes gives me the space to focus on what I do best — teaching and creating.”
Deano Gladstone, Power of the Breath & Bondi Rescue
What Working Together Looks Like
Because of the level of involvement required in this work, I partner with a small number of founders at any one time.
If we decide to move forward together, the process is simple and designed to get you supported quickly.
1.
Initial Conversation
Once you submit an enquiry, I review the details of your business and the type of support you're looking for.
If it looks like a strong fit, we’ll organise a short call to talk through your business, your current challenges, and what operational support would be most valuable.
This allows us to make sure the partnership makes sense on both sides.
2.
Business Overview & Operational Priorities
Once we decide to work together, I begin by reviewing your current systems, team structure and workflows.
This gives me a clear picture of how your business is operating right now and where the biggest opportunities are to improve efficiency, clarity and support.
From there we prioritise the areas that will create the most immediate impact.
3.
Stepping Into the Business
From this point I step into the business as an operational partner.
That can include leading your team, overseeing launches, strengthening systems, managing platforms like Ivorey or Kajabi, and keeping projects moving across the business.
My role is to take ownership of the operational side of the business so you can focus on your clients, your audience and the bigger vision you’re building.
4.
Ongoing Partnership
As we work together, the focus is on creating stronger structure behind the scenes.
Clearer systems.
Smoother launches.
More organised teams.
All designed to support the continued growth of the business so scaling doesn’t feel chaotic or overwhelming.
Apply To Work Together
If you are running an established business and feel ready for this level of operational support, you can apply to work with me below.
I personally review every enquiry and will be in touch if I believe we are a strong fit.
VA vs OBM
What’s the Difference?
If you’re not sure whether you need a Virtual Assistant or an Online Business Manager, here’s how to know:
Virtual Assistant
Follows directions
Task-based
Supports you
Needs oversight
Great for admin
Operations Manager
Sets direction
Strategy + execution
Supports the business
Takes initiative
Essential for scaling
If you’re feeling stretched, managing too many moving parts, or spending your days putting out fires, you’ve likely outgrown having just a VA.
It’s time for someone who can lead the operations so you can lead the vision.
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I acknowledge the Traditional Custodians of the land on which I work and live, the Mununjali, Wangerriburra, Ugurapul, and Migunberri peoples of the Scenic Rim.
I pay my respects to Elders past, present, and emerging.
