Fractional COO & Executive Coach
for Established Professional Services SMEs
Bringing structure and clarity into complex systems
— people & organisations —
About
Over 20 years’ experience across delivery-intensive roles and operational systems leadership
Industry experience across hospitality and events, global mobility services, and leadership developmentOperational and systems thinking in practice
including process improvement, systems ownership, and software implementationInternational and cross-cultural exposure
working with multinational firms across industries and leadership cultures, deepened by living and working across four continents
Hi. I’m Astrid Obradovic. I work with leaders and organisations navigating growth, change, and increasing complexity, and who want things to work better in practice, not just on paper.
What I do
My work sits at the intersection of people, operations, and technology.
Fractional COO
As a Fractional COO, I work with established Professional Services SMEs navigating growth, change, and increasing operational complexity.
I help reduce operational friction, connect disconnected systems and teams, and establish sound, human-centred operations that support sustainable growth and the thoughtful adoption of new technologies.
Executive Coach
Alongside this, I offer Executive Coaching for senior leaders and business owners facing complexity, pressure, or inflection points in their role.
Coaching provides dedicated space to step back from noise, clarify what matters most, and make decisions with confidence, intent, and follow-through.
Fractional COO work and executive coaching reinforce each other. Operational clarity and leadership decision-making are addressed together, with close involvement through implementation and stabilisation. This ensures operational change is not only defined, but understood, adopted, and sustained in practice.
This way of working differs from traditional operations consulting by staying embedded in leadership decision-making and day-to-day operational reality.
Articles
A series of reflections on how people, operations, and technology interact as organisations grow more complex.
Let’s work together
If you’re navigating increasing complexity and would value a conversation, get in touch, or explore my work as a Fractional COO and Executive Coach.
