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COO · Operations Leader · Systems Builder

I turn business growth into operational capability.

I build the people, processes and systems that help growing businesses scale without operational chaos or constant founder intervention.

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Peach Anne McAndrew
What I do

I step into the messy middle between growth and the systems needed to sustain it.

My work sits at the intersection of operations, people, customer experience, project delivery and process design. I work where growth starts exposing the gaps in a business — unclear processes, overloaded teams, fragmented systems and decisions that still depend on the founder. I build the structure, people and operating rhythm needed to keep the business moving.

Selected proof

The scale tells part of the story. The systems tell the rest.

A few measures from the businesses and teams I’ve helped operate and scale.

0%
Increase in daily order volume supported at Feline
Supported as daily demand scaled rapidly
0 → 0
Customer support team scaled
Built capacity around rapidly increasing demand
0.0%
First-contact resolution in 2026 YTD
Freshdesk performance reporting
0
Countries represented across the Melewi team
Distributed team · multiple time zones
Selected case studies

Two different businesses. The same operating principle.

01Feline Skinscience · COO · Feb 2025 — Present

Scaling the operational engine of a rapidly growing DTC business.

As COO, I own the operational side of an international beauty e-commerce business, with a particular focus on customer service, people, processes, partners, inventory coordination and performance.

The challenge

Commercial growth was creating a much larger operational load. Customer demand, support volume and post-purchase complexity were increasing faster than the original support structure could comfortably absorb.

What I built
  • Scaled customer support from 1 → 8 agents.
  • Developed and maintained SOPs, workflows and escalation processes.
  • Introduced data-driven performance management using Shopify and Freshdesk KPIs.
  • Managed returns, refunds, cancellations, disputes, chargebacks and complex escalations.
  • Coordinated partners and inventory-related operational requirements.
The result
~2,900%daily order-volume increase supported
1 → 8support team scaled
50K+tickets across the support operation in 2026 YTD
64.5%first-contact resolution in 2026 YTD
02Melewi Pte Ltd · COO & Project Manager · Sep 2014 — Jan 2024

Running operations while delivering complex digital work across markets.

At Melewi, a Singapore-based digital design and development agency, I combined COO responsibilities with hands-on project leadership.

The challenge

The agency needed to grow its people and operating structure while continuing to deliver increasingly complex international client work.

What I led
  • Helped scale the company from 3 → 9 people across 7 countries.
  • Managed recruitment, onboarding, employee development and operating policies.
  • Managed contractors, partners, clients and distributed teams.
  • Led end-to-end digital projects across scope, timelines, budgets and delivery.
  • Managed major Visa and McDonald’s projects across 38 APMEA markets.
The result
3 → 9team growth
7countries
38APMEA markets
150%company revenue growth over two years during my tenure
Featured project · Melewi

Delivering complex digital programs across 38 APMEA markets.

One of the projects that best demonstrates the project-management side of my COO role: coordinating complex digital delivery across a large, multi-market stakeholder environment.

My role

Managed project delivery across timelines, scope, stakeholders, teams and dependencies, keeping work moving across markets and disciplines.

Scope

McDonald’s APMEA · 38 countries · distributed teams · multiple stakeholders and markets.

Why it matters

It required the same operating discipline I bring to COO work: clarity, coordination, accountability, and turning a complex moving target into an executable plan.

Other notable projects

Digital products and platforms I helped deliver across different industries, markets and levels of complexity.

VisaAsia · Mobile products · UX/UI · Prototyping
SamsungSoutheast Asia · Android app · UX/UI
Mediacorp / 8 DaysSingapore · Responsive website · UX/UI
Mediacorp / ELLESingapore · Responsive website · UX/UI
GuavaPassAsia-Pacific / Middle East · Product strategy · Web & mobile apps · Backend systems
Kyte / PaysenseIndia · Android app · UX/UI · KYC, lending & payments
vsourceVietnam / Asia / USA · User research · UX/UI · Backend dashboard
WeInvestSingapore · Web app · UX/UI · Investment platform
myKicksOceania / Europe / USA · AI-powered mobile app · UX/UI
How I lead

Build people and systems that make the business less dependent on any one person.

Systems before heroics

If a problem keeps recurring, I look at the system before blaming the person.

Ownership over instructions

I give people context, accountability and room to make decisions rather than creating dependency.

Data creates visibility

The right metrics make bottlenecks visible and turn operational conversations into decisions.

Improve continuously

Good operations are never finished. I look for leverage through better processes, tools, automation and people.

The blog

Ideas from the operator’s seat.

Practical thinking on operations, leadership, systems, AI and making growing businesses easier to run.

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Get in touch

Let’s work together.

I’m interested in senior operations leadership, COO opportunities, project work, and conversations about building better systems, stronger teams, and businesses that can scale.

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