Meet Your New COO

Tia Geurts brings 20 years of operational leadership to help small professional service firms run efficiently, scale with confidence, and deliver results aligned with the CEO’s vision.

My focus is on building practical systems and processes and removing the roadblocks that hinder growth. I guide companies through times of change, improve profitability, and create structure to give leaders more time to focus on the big picture. I challenge the process to identify what’s working, fix what isn’t, and put in place practical solutions that make your business stronger and more sustainable.

I love partnering with leaders who have a strong vision for where they’re headed, but need operational expertise to get there. My role is to help you bridge the gap between strategy and execution and create a foundation that allows both your business and your team to thrive.

I've led dozens of initiatives that help small businesses succeed. Here are some of the ways I’ve created clarity out of chaos and turned ideas into action:

  • Scaled a company to 10x their annual revenue through intentional strategy and a thoughtfully implemented business operating system - without outside funding or adding unnecessary headcount.

  • Implemented CRMs, project management systems, Scrum methodology, sales pipelines, and loads of other systems and technologies to improve efficiency and scale operations.

  • Brought 6 software products to market across multiple industries, through both direct and partner channels.

  • Renewed emphasis on Core Values and collaborative communication to grow Employee Net Promoter Score from 7 to 64 in just 12 months.

  • Created a client-first culture focused on delivering an effortless, value-driven customer journey, to achieve Customer Net Promoter Scores consistently above 80 - for years (industry average is 41!).

  • Implemented employee engagement and professional development programs, coupled with a meaningful benefits package, to be certified as a 100% Great Place to Work® organization every year of application.

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I live in the heart of Phoenix with my witty husband Matt and our 2 greatest joys, Evan (8) and Aaron (5). I love the Arizona desert 🌵, exploring new restaurants with friends, reading, red wine, and traveling to new places, but nothing beats a day with family cheering on the Green Bay Packers!

CliftonStrengths: Achiever | Maximizer | Positivity | Woo | Communication

Working Genius: Genius: Discernment + Tenacity | Competency: Wonder + Enablement

Myers Briggs: ESFJ (Extraverted 90% | Sensing 79% | Feeling 56% | Judging 88%)

Kolbe: Fact Finder 8 | Follow Through 8 | Quick Start 2 | Implementor 3

Enneagram: 3 (The Achiever) | 1 (The Reformer)

FAQs

What is a fractional COO?

A fractional COO (Chief Operating Officer) is an experienced operations leader who provides executive-level strategic and operational support on a part-time, contract, or project basis, at a fraction of the cost and commitment of a full-time executive hire. Different than a coach or consultant, fractional COOs bring senior-level guidance combined with the ability to execute - working both on and in the business.

While a traditional employee is measured by what they complete in a 40-hour work week, a fractional COO is measured solely by the results they create for your business. This creates a powerful alignment for both the business and the fractional executive, as both are motivated by the value of the outcome.

Is this is right for my business?

If you need help getting organized, scaling efficiently, leading people effectively, and turning strategy into action, but don’t yet have the budget or workload to justify a full-time executive hire, a fractional COO may be the perfect solution.

My sweet spot is founder-led professional service firms between 2-50 employees earning over $500k in annual revenue.

Can we meet in-person?

Absolutely! For firms based in metro Phoenix, I’m happy to come to you for Strategy Workshops and occasional meetings. If you are outside of Phoenix, simply pay the cost of travel.

What is unique about Orchestrated Operations?

Many fractional executives boast about their time leading large organizations. But the scale, pace, and resource constraints of small businesses demand a different kind of leadership- one that’s more entrepreneurial than corporate. Leading a small business requires agility, the ability to both guide and execute, and a willingness to wear many hats. I work exclusively for and with small businesses, and I understand that success requires quick decisions, creative problem solving, and a deep understanding of every aspect of the operation.

What if I already have an operations team?

Great! That means we can get more accomplished, and quickly. I’m happy to integrate with your team to provide an elevated level of leadership and strategic thinking, or simply to help execute your existing strategy.

Many operationally minded folks are exceptional at getting things done, but can struggle to connect their work to the strategy or long-term vision of the firm. I help bridge that gap to align your team’s efforts with the strategic vision and drive forward with purpose.

Can you manage my team?

I provide people management guidance, create clarity in your org chart, and can implement a structured meeting rhythm to ensure all team members have effective leadership and feel alignment with your culture. I can also step in as a temporary leader as we build this foundation. However, long term, I believe it’s important for employees to report to an internal leader so they know that your firm is invested in their success. I’ll help build the structure and provide coaching so that your leadership team is poised for success.

Core Values

  • Work worth doing is worth doing well. Embrace change, see things through, focus on results, and don’t settle for Band-aid solutions.

  • Celebrate mistakes, challenge the process, value learning over knowledge, ignore sunk costs, and seek smarter solutions that create lasting impact.

  • Put the client’s interests first, be honest, have integrity, communicate effectively, and emphasize quality over quantity.

  • At the end of the day, what matters most are the relationships we build and who we build them with.

Ready to connect?

Book a Call to Learn More