For founders & CEOs · a few engagements at a time

Stop chasing.
Start deciding.

I install an AI-run operating system for your leadership team. Every morning you get one brief: what moved, what's stuck, and the few decisions that need you, each with a recommendation. Agents draft the replies and chase the owners. Nothing goes out without your approval.

Book a free 30-min call See how it works
Live in 6 weeksFixed quote, in writingYour team owns it
Morning briefTue · 07:00
14threads closed overnight
6owners chased
9replies drafted
● 3 decisions need you
Approve the Q1 hiring plan?
Finance flags it S$18k over budget. Two of three roles are on the critical path.
Recommend: approve 2 roles now, revisit the third in February.
ApproveChangeDiscuss
Jakarta distributor wants exclusivity.
Draft reply ready. Legal reviewed the terms yesterday.
Recommend: 6-month trial, non-exclusive.
Send draftEdit
Launch slipped a week. Ops hasn't replied in 3 days.
Recommend: a 10-minute call with the ops lead today.
Book itSnooze
Illustration · sample company
Operator experience at
GotradeYC S19 Delivery Herofoodpanda Singapore EDB Reforgepartner Product Schoolspeaker
Sound familiar?

The company grew.
Your week didn't.

Most leadership teams don't have a strategy problem. They have a follow-through problem, and it lands on the CEO.

i.

"I'm the only one who remembers what we decided."Decisions get made in meetings and chats, then nobody owns them.

ii.

"Everything waits for me, so I'm the bottleneck."Your team asks before acting, because no one is sure who decides what.

iii.

"I spend Monday chasing updates instead of making calls."Status meetings, follow-ups, "any update on this?" Most of your week is chasing.

iv.

"We bought AI tools. Nothing actually changed."Everyone has a chatbot. Nobody has a system that does the follow-through.

You don't need another tool or another hire.
You need an operating system that runs without you chasing it.

How it works

You decide.
Agents do the chasing.

The agents read what's open across your team's email, chats, calendar and docs. They close what's finished, chase what's late, draft what's due, and bring you only what needs a decision. A person approves every action, and every step is logged.

Before

  • ×Hundreds of unread threads. Something important is in there.
  • ×Decisions live in someone's head or a chat from last Tuesday.
  • ×Weekly status meetings that are mostly "where are we on this?"
  • ×You find out about problems when they're already late.

After six weeks

  • ✓One brief every morning: what moved, what's stuck, what needs you.
  • ✓Every decision has an owner, a deadline and a record.
  • ✓Agents chase the owners and draft replies. You tap approve.
  • ✓Slipping work is flagged early, with options and a recommendation.
Services

Built with you.
Owned by you.

Most consulting ends with a deck. Mine ends with a handover: the system runs, and your team owns it. Every engagement has a fixed scope and a fixed quote.

Flagship

Leadership operating system.

An AI-run operating system for you and your leadership team. It lives in the tools your team already uses, so nobody has to learn a new app.

6 weeksfrom kickoff to handover
Fixed feequoted in writing up front
Book a free 30-min call
Week 1

Map

Who owns what, where decisions get stuck, and what you spend your week chasing. You get a one-page map and a build plan.

Weeks 2–5

Build

I install the agents in your email, chats, calendar and docs: the morning brief, decision cards, drafted replies and owner follow-ups, with approval rules you set.

Week 6

Hand over

Your team is trained, the system runs, and you own every part of it. Optional monthly tuning after that.

Morning briefDecision cardsDrafted repliesOwner follow-upsFull action logTeam training
Fractional~1 day / week

Growth & product lead.

Senior growth and product leadership for consumer and fintech teams from seed to Series B: subscriptions, retention, activation, loyalty and payments. One quarter at a time, without a full-time C-level hire.

How it works → Market entrySEA · Europe · Taiwan

Your next market.

Pick the first market, adapt the product to local rules, choose the first hire and get to launch. I launched subscriptions in 7 European countries in 6 months at Delivery Hero.

How it works →
Also by conversation: family-business modernisation (replace the three worst manual workflows with agent-run ones), private 1:1 counsel for founders, and on-call advisory.
Working together

Three steps.
No pitch deck.

You'll know exactly what you're getting, by when, and for how much before you commit to anything.

1

A 30-minute call

Tell me what's stuck. I'll ask a lot of questions and tell you honestly whether I can help.

Free · no prep needed
2

A one-page scope

Outcomes, timeline and a fixed quote, in writing. Sign it or walk away. No hard sell.

Fixed price · no hourly billing
3

We build, you own

I do the work alongside your team, then hand it over. You keep everything we build.

Weekly check-ins · full handover
Track record

Operator, not
slideware.

These are results from roles I held, not anonymised "clients". I'm happy to walk you through any of them on a call.

4M+
subscribers on the subscription products I led at Delivery Hero
7 in 6
European countries launched in six months
$600M+
investment secured while working with Singapore's largest groups at EDB
+28%profitability

Rebuilt the subscription model in APAC.

Cohort-based plans let the business cut incentives and tune pricing without breaking billing for existing subscribers.

Delivery Hero · pricing
−40%failed payments

Less involuntary churn.

Prevent failures before the charge, recover at the moment of failure, win users back afterwards.

Delivery Hero · payments
+45%points burn

Moved loyalty to a new platform.

Then rebuilt Refer-a-Friend with better targeting and anti-fraud: +18% quality referrals.

Delivery Hero · loyalty
15+teams

Led subscriptions across APAC and Europe.

Owned roadmap, strategy and quarterly priorities with a core team of 14, coordinating Business, Legal, Billing and Fintech.

Delivery Hero · 2022–24
−70%diligence time

Faster investment decisions.

New metrics for digitalisation investments, plus product lead for the Singapore Global Network's CRM.

Singapore EDB · 2017–22
60+PMs mentored

Teaching the craft.

Partner at Reforge and featured speaker at Product School: growth, retention and persuading executives.

Reforge · Product School
Justin Chew
Justin ChewFounder & Principal
Singapore
Who you'd work with

I run my own week
on this system.

I'm Justin Chew. I still run growth and product as a C-level executive, so I know what a leader's week actually looks like. Every morning my agents have already gone through every thread, closed what's finished and sent me the decisions that need me. I tap approve. They do the rest.

I set the same thing up for a few founders and CEOs at a time. You work with me directly. There's no junior team and no hand-off to an associate.

  • NowChief Growth & Product Officer, Gotrade (YC S19)
  • Delivery HeroLed Subscriptions & Retention across APAC and Europe (pandapro, Foodora Pro)
  • Singapore EDBGrowth and new-business strategy with the C-suites of Singapore's largest groups
  • TeachingReforge Partner · Product School featured speaker
  • EducationNUS Political Science (Hons, Distinction) · Wharton Executive Education

I build, not just advise.

Client work

Growth plan and lead follow-up system for a premium European tile specialist in Singapore.

Insurance

ClaimBack: drafts appeal letters for rejected insurance claims.

Speech AI

Two-way live translation between Indonesian, English and Korean for in-person events.

Non-profit finance

Finance operations system for a regional charity network across three countries.

Consumer brand

Taking an athletic gear brand from factory sourcing to launch in Singapore and Hong Kong.

Local AI

One-button meeting recorder with transcripts and summaries, on private AI models.

Is this for you?

An honest
fit check.

I keep the practice small on purpose. Here's the honest version before anyone gets on a call.

A good fit if you…

  • ✓Are a founder or CEO of a growing startup, scale-up or family business in Asia.
  • ✓Have a team that is growing faster than your management system.
  • ✓Want results in weeks, not a strategy document in quarters.
  • ✓Want AI that does real work, with a person approving every action.

Not a fit if you need…

  • ×A full-time hire with a title and a headcount line.
  • ×A 60-page strategy document.
  • ×AI that acts on its own, without anyone approving it.
  • ×Help competing with a retail brokerage or trading app in Southeast Asia (a conflict with my role).
Questions

Before you
book a call.

The questions founders ask most. Anything else, ask me on the call.

Is our data safe?

The system is set up in your company's own accounts, not mine. Nothing goes out without a person approving it, every action is logged, and you own all of it at handover. We agree in writing what the agents can and can't touch.

Do we need a tech team?

No. I set it up and train your team. If your people use email and a chat app, they can use this.

How is this different from ChatGPT or Copilot?

Those tools wait for you to ask. This system goes through what's open every morning, chases the owners, drafts the replies and brings you only the decisions that need you, each with options and a recommendation.

What if my team doesn't use it?

It's built around how your team already works, in the tools they already use. Training is part of the six weeks, and the hand-over only happens once it's running in daily use.

You have a C-level role. How much time do you have?

Enough for a few engagements at a time, which is why I keep it to a few. Each scope is realistic about my hours, and the agents handle much of the follow-through, including mine.

What does it cost?

A fixed fee, quoted in writing after a 30-minute call. It depends on team size and scope. There's no hourly billing and no open-ended retainer unless you want one.

Writing

Notes from
the work.

Short, practical essays on growth, product, AI and operating in Asia.

Fractional leadership

What a fractional CPO actually does.

When it works, and the hiring mistake that wastes the engagement.

 Growth

Your activation rate is a retention problem.

The products that compound treat them as one problem.

 Asia go-to-market

Five SEA market-entry mistakes that kill funded startups.

And what to do instead.
All essays →
Book a free 30-min call