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More Than an OBM.

The Woman You Trust to Run It All.

Because when you're scaling big, launching fast or stepping away, you need more than admin. You need leadership.

 

Your business is growing and so is the pressure to hold it all together.

You don’t need another VA to chase tasks. You need a strategic partner who can manage your team, lead your operations, and sell into your programs while you're offline.

That’s what I do.

I’m the behind-the-scenes operator for powerhouse women across Australia, including television personalities and wellness industry leaders. One of my clients recently spent four weeks on a cruise during a live launch. I ran the backend, sold into her program, and ensured everything was still thriving when she returned.

If you're a founder with a big mission, growing visibility and no time to waste, I’m here to lead the execution, so you can stay in your zone of genius.

Apply for OBM Support

Hi, I'm Sinead Brace

I’m the person business owners call when they’ve outgrown their to-do list, but aren’t ready to hire a full internal team.

I work with women who are building something big but who also want a life that works.
The kind of women who need someone they can trust behind the scenes. Someone who can step in, take charge, and actually run the day-to-day.

I step in as your second-in-command, taking ownership of operations, systems, team and delivery so you can stay focused on growth.

My Background

Before launching my own businesses, I spent nearly seven years at Coca-Cola in Business Development, managing merchandisers and more than 600km worth of customer accounts.

I was trained by HubSpot as a SuperAdmin Implementation Manager while working in Mining and Manufacturing in Perth. Since then, I’ve worked with some of Australia’s most recognisable television personalities, managing their launches, supporting program sales and keeping their businesses running while they’re offscreen.

Alongside my OBM work, I also run a successful earthmoving business with my husband.

But my true passion?

Supporting wellness businesses to grow sustainably, with systems that work, teams that deliver and operations that don’t fall apart the moment you take a break.

AWARD WINNING AND NOMINATED VIRTUAL BUSINESS OWNER

What I Do

I don’t just manage tasks, I manage outcomes. I lead your team, clean up your systems and keep your business moving while you're focused on growth.

This is what it looks like to have a trusted operator behind you.

Clients trust me to:

  • Launch programs while they’re offline
  • Manage contractors and streamline teams
  • Overhaul messy operations and build smooth systems
  • Identify bottlenecks and create solutions that scale
  • Bring strategic direction to everything from tech to team to delivery

How I Work

I’m not just here to manage tasks.

I run your business back end like it's mine... with care, confidence and clarity.

I’m not afraid to make decisions, take initiative, or run the backend while you're off the grid.

My job is to protect the vision while you scale it.

When we work together, you’re getting more than execution.

You’re getting leadership.

 

Here’s what that looks like:

I lead, not just assist. I take initiative, manage people, and make decisions that align with your goals.

I anticipate needs. You won’t have to constantly brief me. I stay two steps ahead.

I care like it’s my own. I protect your reputation, your clients, your offers - and I keep things moving even when you're offline.

I adapt and steady the ship. Whether you’re mid-launch, hiring, or pivoting - I’ll bring structure and calm.

I’ve done this across industries. From wellness to civil - I’ve seen what works, and I bring that to every project.

If you’re ready for someone to truly take ownership behind the scenes, I’m ready to step in.

Yes, I Need This Support

Why My Clients Stay Long-Term

  • I’m trusted to run entire operations while clients take a step back when needed - this can be for holidays, pregnancy or just much needed r&r

  • I’m experienced across big business and boutique brands

  • I bring calm, confident leadership and implementation to fast-paced launches

  • I’ll tap into my trusted network for specialised needs including marketing, tech, finance, and more

  • I work in your business like it's my own.  Proactive, Reliable, Results-Focused

I’m ready for this level of support

Platforms I am highly experienced in - Just to name a few!

Hubspot, Kajabi, Squarespace, Shopify, Tekmatix, Asana, ClickUp, Active Campaign

(and I know how to research and implement the right tool into your business, for your goals!)

 

 VA vs OBM

What’s the Difference?

Not sure whether you need a Virtual Assistant or an OBM?

You’re not alone — but knowing the difference is the key to scaling with ease.

Virtual Assistant (VA)

Key Duties

  • Takes direction from you
  • Needs instructions
  • Supports YOU
  • Great for admin and inbox
  • Task-focused
     

Online Business Manager/Operations Manager

Key Duties

  • Strategy + Execution
  • Works alongside you to set the direction
  • Leads operations, teams, tech + delivery
  • Anticipates needs and takes initiatives
  • Supports the business

If you’re feeling stretched, managing too many moving parts, or constantly stuck in the weeds, it’s a sign you’ve outgrown just having a VA.

You need an OBM who can manage the business, so you can lead it.

TESTIMONIALS

What it's really like working with me

"Worth every penny and excited to keep working with her :)"
I engaged Sinead as operational support last year and she is the reason my business is growing and succeeding sustainably right now.
Every job that I find exhausting and overwhelming she handles with grace and aplomb the same day.
She also shows phenomenal initiative by facilitating MY tasks with drafts, templates, reminders, and automations; there's literally nothing she isn't improving in my company.

Sarah Reilly Coaching

"Sinead is my woman!"
She is exceptionally organized and has an innate ability to juggle multiple tasks while maintaining meticulous attention to detail. Whether managing day-to-day operations or large-scale projects, her systems and processes ensure nothing slips through the cracks.

Whether it’s setting up a business, planning events, or coordinating team efforts, Sinead is always ahead of the game. Sinead has a deep understanding of CRM systems and their potential to transform a business.

She not only sets up systems tailored to individual business needs but also ensures they are optimized for long-term use. Her training and support make the transition effortless for any team. When it comes to business setup, Sinead is a powerhouse. From strategy to execution, she handles every aspect with precision.

She understands the challenges of starting or scaling a business and brings innovative, practical solutions to the table. In summary, Sinead is a rare find—a professional who combines technical skill with emotional intelligence and a genuine desire to see her clients succeed.

Ageless Transformations

TESTIMONIALS

What it's really like working with me

"Worth every penny and excited to keep working with her :)"
I engaged Sinead as operational support last year and she is the reason my business is growing and succeeding sustainably right now.
Every job that I find exhausting and overwhelming she handles with grace and aplomb the same day. 
She also shows phenomenal initiative by facilitating MY tasks with drafts, templates, reminders, and automations; there's literally nothing she isn't improving in my company.
 
 
Sarah Reilly Coaching

"Sinead is my wingwoman!"
She is exceptionally organized and has an innate ability to juggle multiple tasks while maintaining meticulous attention to detail. Whether managing day-to-day operations or large-scale projects, her systems and processes ensure nothing slips through the cracks.

Whether it’s setting up a business, planning events, or coordinating team efforts, Sinead is always ahead of the game. Sinead has a deep understanding of CRM systems and their potential to transform a business.

She not only sets up systems tailored to individual business needs but also ensures they are optimized for long-term use. Her training and support make the transition effortless for any team. When it comes to business setup, Sinead is a powerhouse. From strategy to execution, she handles every aspect with precision.

She understands the challenges of starting or scaling a business and brings innovative, practical solutions to the table. In summary, Sinead is a rare find—a professional who combines technical skill with emotional intelligence and a genuine desire to see her clients succeed.

Ageless Transformations

Availability

I’m not here to take on volume.

I’m here to go deep with the right clients.
If you're building something big and need someone to run it with you - apply below.

APPLY HERE FOR OBM SUPPORT