Leading with Visionary Operational Management
Joao De Melo
Chief Operating Officer
SIFA
Today’s volatile market demands more than just traditional operational oversight; it requires visionary leadership, innovative thinking, and a steadfast commitment to quality. Chief Operating Officers (COOs) face myriad challenges, from optimising operational efficiency and ensuring service excellence to managing large-scale projects and nurturing strong stakeholder relationships. Joao De Melo, the COO of SIFA, epitomises how leveraging advanced technology can address these challenges and set new industry standards. Joao is distinguished by his strategic integration of cutting-edge technologies such as robotics and artificial intelligence into SIFA’s operations, emphasising operational efficiency and cost management. By implementing innovative solutions like chatbots and AI-driven tools, he effectively minimises the human footprint while achieving substantial cost savings and maintaining exceptional service quality. With over two decades of experience in engineering and construction, Joao’s expertise in critical thinking, problem-solving, and strategic foresight is bolstered by a master’s degree in architectural engineering from the Instituto Superior Técnico. As the leader of SIFA, he consistently exceeds
I AM DRIVEN BY FAMILY VALUES AND HONESTY, NOT MATERIALISM
industry standards, pushing boundaries in quality, performance, and safety. Joao’s commitment to excellence extends to his team, ensuring they receive compensation rates higher than industry averages. This investment in human capital, coupled with state-of-theart equipment, underscores his unwavering dedication to delivering superior service. Managing diverse projects across industrial, commercial, and residential sectors, Joao navigates complex landscapes with agility and adaptability. His leadership fosters a culture of innovation and collaboration, rooted in values of integrity and transparency. By integrating his family into the business, Joao ensures a legacy of hard work and mutual support, embodying traditional values in a modern business context. TradeFlock had the chance to interview him to learn more about his work
What are your main challenges in this volatile market?
The key challenge is effectively managing and empowering individuals, understanding their perspectives, and aligning their motivations. Many team members may benefit from additional support in gaining experience, background, and knowledge of technical aspects related to their roles. By addressing these areas, we can make positive strides in enhancing professionalism, understanding, and skills across the board. Leveraging technology can play a crucial role in strengthening our team and bridging any skill gaps. Additionally, I juggle multiple responsibilities, including operations, design, and implementing new technologies, particularly in Saudi Arabia. This extended role requires managing various aspects simultaneously, from contacting suppliers to integrating new B2B technology. It’s a continuous process where stopping is not an option, necessitating constant adaptation and the creation of new alternatives to address any gaps.
What strengths do you bring to your role as COO, especially while managing multiple responsibilities?
I am driven by family values and honesty, not materialism. My goal is to involve my family in the business for financial security and emotional bonding. I emphasise traditional values like respect and integrity, aiming to create a respected name through hard work and reasonable costs. I believe in self-improvement to influence those around us positively. My straightforward yet humorous approach keeps the team motivated, fostering a pleasant work environment. Despite the challenges of motivating employees today, I encourage continuous learning and emphasise the importance of giving their best, even in temporary roles.
What drives you, and what are your goals in life?
My drive comes from a commitment to truth, honesty,
I EMPHASISE TRADITIONAL VALUES LIKE RESPECT AND INTEGRITY, AIMING TO CREATE A RESPECTED NAME THROUGH HARD WORK AND REASONABLE COSTS
and creating value. I aim to build a respected name by delivering the best work at a reasonable cost. I believe in improving lives through respect, hard work, and innovation. I never say no to critical situations, always striving to be prepared and proactive. This mindset ensures we can handle any challenge. My goal is to deliver excellence while maintaining traditional values and creating a positive impact within our company and the wider community.
What inspires you, and how do you keep yourself motivated in tough times?
A combination of personal values and family drives me, especially in tough times. I strive to maintain a forwardthinking mindset, work diligently, uphold honesty, and practice discipline. These principles guide my actions and help me stay focused on what matters. My family is my ultimate inspiration. Their love and support motivate me to improve and create a world where they can thrive. By living according to these values, I hope to contribute positively to society. While I may not always succeed, I’m committed to learning, growing, and doing my part to create a more supportive community.
How do you tackle these challenges?
To manage costs while maintaining quality, I utilise advanced technologies like
NEVER SAY NO TO CRITICAL SITUATIONS, ALWAYS STRIVING TO BE PREPARED AND PROACTIVE. THIS MINDSET ENSURES WE CAN HANDLE ANY CHALLENGE
chatbots, including voice versions compatible with various software and OpenAI. For instance, I use chatbots instead of employing multiple people for a 24×7 service, optimising efficiency and reducing costs. I also prioritise reducing the human footprint by optimising our workforce. When a task typically requires four people, I work with my team to see if it can be done with fewer, encouraging efficiency and innovation. Despite the challenges, I stay positive and proactive, always prepared to tackle any issues that arise. This approach ensures we remain ready and resilient.
How do you train the following line of operation leaders at your company?
Our holistic approach to developing future leaders follows the principle, “First we make the man, then we arrange the professional.” We start by instilling strong character traits such as vision, hard work, honesty, and discipline, aligning with our company’s core values. This personal growth foundation is essential for effective leadership. Next, we focus on professional development, providing our team with the necessary skills and knowledge to achieve market leadership within two years. This includes strategic thinking, industry expertise, and adaptability to new opportunities. We emphasise continuous selfimprovement and openness to evolving business landscapes. By nurturing ethically grounded and professionally competent leaders, we aim to create lasting value for our company, team, clients, and the broader community. This balanced approach ensures that we are not only building a successful business but also contributing positively to society by developing principled and capable leaders for the future.
What is your success mantra?
My success mantra is founded on four pillars: vision, hard work, honesty, and discipline. Vision enables me to set ambitious, long-term goals and guides my decisions with the bigger picture in mind. Hard work is my driving force, fueling the effort needed to turn aspirations into reality. Honesty is nonnegotiable, ensuring integrity in all dealings, building trust, and creating a solid foundation for success. Discipline keeps me focused, consistent, and resilient, helping me stay on track and persevere through challenges. By embracing these principles, I have crafted a powerful formula for personal and professional success, shaping me into a person of vision, reliability, and strong character.
What future plans do you have for yourself and your company?
Our company’s vision is clear: to become the market leader within the next two years. We’re fully committed to this goal, driving innovation and excellence in our services to expand our market presence. Personally, I am dedicated to continuous self-improvement. By enhancing my skills and knowledge, I believe I can contribute more effectively to our current business and prepare myself for future challenges. While focused on our present objectives, I remain open to new opportunities that align with my values and long-term vision. This balanced approach aims to create value for our business, team, and clients while positioning us for future growth and potential new ventures.
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