As a regional consultancy whose goal is helping ambitious brands navigate growth by combining creative, technological, and strategic capabilities, GrowthOps Asia’s model unites diverse disciplines—from marketing and design to technology and management consulting—under one roof to deliver holistic solutions that drive meaningful business results.
In Malaysia, GrowthOps is recognised not only for its integrated approach but also for its people-first culture. At the helm of this vision is Christopher Greenough, general manager for Malaysia and regional head of creative services. He brings with him a rare blend of agency, startup, and enterprise experience, which has given him a well-rounded understanding of the challenges leaders face at every stage of growth.
For our latest Agency Leadership Decoded feature, we recently sat down with Chris to learn more about his leadership philosophy, the initiatives that keep his team motivated, and how GrowthOps Asia is navigating the evolving agency landscape.
A startup-like agency culture
Chris’s leadership philosophy is rooted in his earliest professional experience in Malaysia.
“When I first moved to Malaysia over 15 years ago, I started as an intern at an exciting 8-person startup agency. Despite our growth since then, I’ve always tried to recreate the positive energy of that experience.”
For Chris, great leadership is simple: hire smart people who love tackling challenging problems and give them the freedom, tools, and support to excel.
“It’s about creating an environment where people feel empowered to do their best work.”
Keeping the team engaged
While he’s humble about the originality of GrowthOps’ engagement strategies, Chris focuses on doing the fundamentals really well.
“To be honest, I don’t think there’s anything truly new under the sun. My door (and messenger) is always open, I invest in people who invest in me, and I make sure we prioritise fun, like our recent team trip to Genting SkyWorld.”
He places a premium on hiring for culture fit, believing great chemistry is what makes agency life special. On a broader policy level, GrowthOps has invested in a hybrid work model, wellness support, and a transparent approach to managing workload.
“We always ensure staff receive replacement leave when needed and empower team leads to manage their teams’ happiness directly.”
These efforts have delivered tangible results: a consistent team happiness score of 8 out of 10 over the past two years, coupled with notably low attrition.
Lessons in leadership: Saying ‘no’ and practicing patience
Leading a growing agency comes with its challenges, and Chris is candid about the key lessons he’s learned along the way.
“Early on, I realised you simply can’t make everyone happy, nor can you always say yes. Learning how and when to say ‘No’—whether to clients or to my team—has been one of the most valuable lessons.”
He also underscores the importance of patience in leadership.
“As a leader, you’re continually faced with multiple demands, and there’s often pressure to make swift decisions. However, I’ve found giving decisions more thoughtful consideration creates better outcomes, reduces stress, and generates more win-win scenarios.”
Navigating change and delivering growth
Chris joined GrowthOps at a critical time: as the region emerged from the pandemic. The agency faced multiple challenges, including finding a new office space, rebuilding its culture, and diversifying its revenue streams beyond its technology focus.
“Today, I’m proud of the integrated culture we’ve built across practices and especially proud of growing our creative arm by more than double, resulting in outstanding campaigns with top-tier clients.”
But for Chris, the real milestone isn’t just the work or the awards.
“It’s rewarding to see the core team stay with us and grow their careers. That’s what I’m most proud of—knowing GrowthOps will have been a formative part of their professional journeys.”
Advice for future leaders: Empowerment over ego
Chris closes with clear, no-nonsense advice for aspiring leaders in the advertising industry.
“Be decisive yet patient, empower talented people by giving them autonomy, and always invest in building genuine team chemistry. Ultimately, a successful leader has no ego and creates an environment where their staff shine brighter than they do.”
GrowthOps Asia’s success under Chris Greenough’s leadership is a testament to the power of pairing creativity and technology—while never losing sight of the people who make it all possible.
