When we talk about building the right product, it’s easy to focus on strategy, user needs, and design. But behind every successful digital product is a strong operational backbone — one that keeps projects aligned, adaptable, and delivering value at pace.

In the latest episode of Sonin //Podcast, Paul Jarrett sits down with Head of Operations, James McConville, to unpack what great ops really look like in a fast-paced agency environment — and how Sonin makes sure delivery doesn’t come at the cost of innovation.

What does great ops actually mean?

For James, operations is all about keeping chaos at bay. Without structure, teams risk falling into ambiguity, missed communication, and misaligned goals. But that structure shouldn’t stifle innovation. Instead, operations should create space for great talent to breathe — enabling designers, developers, strategists and QA to do their best work without bottlenecks.

It’s about balance:

  • Structure vs. adaptability
  • Speed vs. sustainability
  • Clarity vs. complexity

At Sonin, that means combining the right tools (hello, Jira), the right people, and a commitment to continuous improvement across every project.

How do you stay flexible and deliver at pace?

No two clients or products are the same. That’s why James stresses the importance of tailored tolerances — adapting the approach to match what matters most on each project, whether that’s speed, cost, or stakeholder alignment.

Key to this?

  • Clear comms plans
  • Defined roles and responsibilities
  • Ongoing risk analysis
  • Strong governance with fast escalation paths

By setting expectations early and updating plans regularly, teams can stay responsive without losing direction — even as change inevitably happens.

“One of the biggest blockers in any organisation is the grey area — when no one’s sure who’s responsible for what. Defining ownership upfront makes all the difference.”

Scaling delivery without stifling creativity

Agency environments are known for their pace. Add in a growing team, unique client needs, and a complex tech stack — and you’ve got plenty of moving parts.

To scale operations effectively, James focuses on:

  • Standardising repeatable processes (without over-engineering them)
  • Avoiding SaaS sprawl by choosing tools that support, not dictate, process
  • Evolving workflows through real feedback loops — every retrospective feeds into the next project

Ultimately, the goal is to stay lean, adaptable, and able to shift direction quickly — without overcomplicating delivery.

Quickfire Highlights

We couldn’t resist a few quickfire questions with James. Here are two takeaways:

Go-to productivity hack?

Leverage fresh eyes. New starters (and agencies!) often spot inefficiencies that embedded teams miss.

Most unexpected project win?

Minimal scope change. A rarity, but when it happens, it’s beautiful.

Final Thoughts

Great operations aren’t just about processes. They’re about people — and empowering those people with the right tools, support, and culture to thrive. That’s how we keep our products on track, our clients in the loop, and our teams motivated to deliver at pace.

Whether you’re navigating shifting scope, complex integrations, or ambitious deadlines — great ops is the secret ingredient that makes it all work.

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