Fractional COO · New markets · Sales · Business control

Senior operating leadership to launch and scale your business, without hiring a full-time chief operating officer.

For companies opening a new market, launching a brand or needing their operation to keep up with their growth. I join the leadership team part-time to bring order to priorities, processes, sales and business control, and I leave a documented way of working that your team can sustain.

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20+ yearsin digital businesses
54 peopleled as Sales Director at Adevinta, with five managers reporting to me
Since 2026working on the international launch operations of a digital business

Does any of this sound familiar?

  • 01You’re entering a new country or launching a brand, but your home market model can’t simply be copied.
  • 02You’re scaling, but your organisation hasn’t kept pace: everything goes through you and priorities change every week.
  • 03You sell, but your sales funnel, CRM and team can’t give you a reliable forecast.
  • 04You send invoices, but you’re unsure of your profit, how much you collect or which clients you’re losing.

The direction is usually clear. What’s missing is someone to put it into practice day to day.

Four services, one aim: an operation that works

I work in the areas where execution determines whether a plan succeeds: operating leadership, entry into new markets, sales operations and business control.

01

Fractional COO

I join your leadership team part-time and take on the operational responsibility you currently carry: setting priorities, organising processes and teams, and establishing business control. You work with a senior executive from the first month, without the cost or commitment of a full-time hire.

Includes
  • Leadership priorities and progress reviews
  • Processes with clear ownership
  • Team structure and new roles
  • Leadership dashboard

Good fit if you need a chief operating officer, but not yet on a full-time basis.

Talk it through with me
02

New market launches

I take a proven business model into a new market: market and competitor research, positioning, offering, localisation and sales funnel setup. The aim is not to copy what you do at home, but to build a version that works there and provides a template for the next country.

Includes
  • Market and competitor research
  • Positioning and offering
  • Localisation of sales and product content
  • Sales funnel and initial sales operations

Good fit if you are entering a new country or launching a new brand with a proven model.

Talk it through with me
03

Sales & Revenue Operations

I build or redesign sales operations: sales funnel, sales playbook, CRM and tools, customer onboarding, variable pay and KPIs. I start with how your team sells today and choose the tools afterwards, not the other way round. The result is a team working to the same method and a sales forecast based on data, not intuition.

Includes
  • Sales funnel design
  • Sales playbook
  • CRM implementation or optimisation
  • Variable pay model
  • KPIs and review schedules

Good fit if you’re selling, but each salesperson works differently and the forecast is unreliable.

Talk it through with me
04

Business Control and account health

I bring order to the numbers that drive business decisions: operating P&L, collections monitoring, churn, bad debt and metrics. I review the quality of your existing data and dashboards, and define the minimum metrics needed for informed decisions: how much profit you make, how much you collect and which clients you risk losing.

Includes
  • Operating P&L and cash control
  • Collections and bad debt monitoring
  • Churn and retention analysis
  • Dashboard and data audit
  • Defining metrics

Good fit if your revenue is growing, but you lack a clear view of margins, cash or retention.

Talk it through with me

Three ways to work together

Any of the four services can fit the arrangement your business needs. I agree the arrangement with you and set it out in writing, including scope and price.

Fixed-scope project

A specific objective, a defined scope and a delivery date. For projects such as a launch, a CRM implementation or a data audit.

Fractional

A regular part-time commitment, usually 1 to 3 days a week, with real operational responsibility. For when you need continuity in operating leadership, rather than a project with an end date.

Monthly advisory

A senior external perspective for the leadership team. One or two sessions a month, with contact between sessions for decisions that cannot wait.

How I work

Specific commitments that you can check from the first week.

Start with a diagnosis

Before proposing changes, I get to know your business through its numbers and conversations with your team. This usually takes the first two weeks. At the end, you receive a report with my findings and proposals.

Part of your team

I work with your people and tools, from within your team. For projects and Fractional work, you receive a written update every week on progress, blockers and next steps.

Everything is documented

Processes, manuals and dashboards are documented in your systems. What I build is yours, and your team can keep it running when I am no longer there.

How I use AI

I use artificial intelligence to automate market analysis, reporting, documentation and content localisation. Your team spends fewer hours on repetitive tasks, and I spend my time on work that calls for judgement.

Metrics agreed from the start

Each project starts with metrics agreed with you. At the end, I compare the starting point and the outcome with you.

Honesty before sales

If I can’t help, I’ll tell you in the first conversation. And if something isn’t working, you’ll see it in my report before you have to ask.

I turn strategy into an operation that works.

Jairo López, founder of JLG Advisory

I’m Jairo López. For more than twenty years I worked at the same digital business, using a consultative sales approach. It started as Anuntis and later became part of Schibsted and Adevinta. I progressed from managing accounts to leading teams, eventually becoming Sales Director of a national team of 54 people with five managers reporting to me. I experienced several changes of ownership within the company. Each one brought new ways of working, new systems and new priorities, and taught me why change stalls and what it takes for a team to make it its own.

In my last role I worked within Service Operations. Beyond sales, I redesigned processes, structure and roles, rolled out new tools and supported their adoption with training and documentation.

In 2026 I founded JLG Advisory in Dubai to focus on exactly that: taking a strategy and turning it into processes, teams and numbers that work. I work directly with the leadership team, and the person who writes the proposal is the person who does the work.

  • More than 20 years at the same company: Anuntis, then Schibsted and Adevinta
  • Sales Director at Adevinta (2020–2023): 54 people, 5 managers, member of the sales committee
  • Sales model redesign: processes, structure, roles and tools
  • Since April 2026, working on the international launch operations of a digital business
  • People and Team Management programme, EADA Business School (2011)
  • Master’s programme in AI and Innovation, Founderz (in progress)

Ready to talk it through?

Take two minutes to tell me where your business stands. I read every enquiry myself and reply by email within two working days to arrange an initial call lasting 30 minutes, free of charge. If I can see I can’t help, I’ll say so in that same reply.

  1. You submit the form.
  2. I reply by email and arrange the call with you.
  3. If it’s a fit, you receive a written proposal with scope, working arrangement and price.
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What do you need to resolve?

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What type of business?

3 — 4

Briefly describe your situation

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Thank you.

I’ve received your message. I’ll email you within two working days to arrange the call.