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Operating by Design

About

Two operators who stay until the system runs

Operating by Design builds the operating systems behind high-performing companies. We help founders, CEOs and leadership teams turn strategy into consistent execution, with clear priorities, goals, KPIs, owners and a management cadence the company actually runs.

Operating by Design was built around one combination: someone who has run strategy, operations and execution inside growing companies, and someone who makes leadership teams and people adopt new ways of working. Most execution problems sit exactly where those two meet.

Team

The team behind Operating by Design

Two co-founders, equal partners with complementary roles. Francisco leads strategy, operations, KPIs, processes and execution. Ana is responsible for leadership, people, performance, culture and change. The people named in the proposal are the people who deliver.

Francisco Campos

Francisco Campos

Co-founder — Strategy, Operations & Execution

Francisco has spent his career inside growing companies, answering for the results rather than advising from the outside. He was the first employee at Onport and left as COO, after the company grew from around €100k to €2.5M in annual revenue and was acquired by Farfetch.

At Rovo and Assembly, as SVP of Revenue & Operations, he led more than forty people across several functions and built the commercial organisation from scratch. That is where the work of turning a plan into weekly execution stopped being theory: priorities, owners, numbers and the meetings that hold them together.

At Operating by Design he leads strategy, operations and execution: turning priorities into a plan the company can run, choosing the few KPIs that tell leadership whether it is working, tightening the processes that break as the company scales, and setting the cadence that keeps execution moving when the founder is not in the room.

Areas of work

  • Strategy and priorities
  • Operations and processes
  • KPIs and dashboards
  • Scaling
  • Execution cadence
Ana Reis

Ana Reis

Co-founder — Leadership, People & Change

Ana has spent the last years building and improving the people management foundations of growing companies, working closely with leadership teams through change, growth and professionalisation.

Her approach is centred on implementation and adoption. A management system is only as good as the leaders who run it, so she works on the part most projects skip: how expectations are set, how performance is discussed, how decisions are communicated and how teams take on a new way of working.

At Operating by Design she is responsible for leadership, people and change: preparing leaders to own the system, connecting goals and accountability to performance conversations, and supporting teams through the first weeks of use until the new routines hold without outside help.

Areas of work

  • Leadership teams
  • Performance and accountability
  • Culture and behaviours
  • Change management
  • Implementation and adoption

Practice

How we work

01

Fixed scope, fixed price

Every proposal states what we will solve, what you will receive, how long it takes and what it costs. We do not sell hours.

02

Implementation is the work

The project ends when the system is being used: the plan is live, the reviews run, owners are named and the team runs it without us. Not when a document is delivered.

03

Built for your size

Everything is sized to the company you are, not to a reference model from a much larger one. A routine nobody has time to run is not a routine.

04

Clear from the first conversation

You get our read on the problem before anything is signed: what we would prioritise, what can wait, and what it would take.

Who we help

We work with founders, CEOs, COOs and leadership teams in companies where growth has outpaced the way the business is run, usually companies of roughly 20 to 300 people across Portugal and Europe.

See who we help

Key facts about Operating by Design

NameOperating by Design
What we doDesign and implementation of company operating systems: priorities, goals, KPIs, ownership and management cadence
Founded byFrancisco Campos and Ana Reis
Based inPorto, Portugal, working across Europe
LanguagesEnglish and Portuguese
CommunicationOperating Assessment form; 30-min first conversation; EN & PT
ProfilesFrancisco Campos on LinkedIn; franciscocampos.eu; Ana Reis on LinkedIn

Frequently asked questions

Find out what is holding execution back

Tell us where the company is. We reply with an honest read on whether we can help.

Who you will speak with

Francisco Campos

Francisco Campos

Co-founder · Strategy, Operations & Execution

Helps clarify priorities, structure teams and connect organisation design with business execution.

Ana Reis

Ana Reis

Co-founder · Leadership, People & Change

Designs and implements People systems, from performance and careers to everyday management routines.

First conversation · 30 minutes

Tell us what is happening

Free and without obligation. Ana and Francisco reply personally.

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