CEO Insights Magazine

Whether it is about optimizing internal processes to leading teams, managing growth, and making crucial decisions under pressure, a Chief Operating Officer (COO) is often the engine that keeps the business running smoothly and scaling sustainably. In businesses across Philippines, as the local tech and innovation space continues to expand, COOs are becoming pivotal in shaping resilient business models, navigating operational complexities, and driving sustainable growth.

Their work often spans regional and international landscapes, reflecting the increasing interconnectedness of markets in Southeast Asia. A standout example of this evolving COO landscape is Gelo Torres, the Chief Operating Officer of Fronted.

A dynamic professional with deep experience in operations management and strategic consulting, Gelo started his career in a fast-paced, unpredictable startup environment. He quickly developed an entrepreneurial mindset and a willingness to take on challenges headfirst, traits that have defined his leadership style ever since.

Gelo has held key leadership roles in VC-backed startups across Southeast Asia, where he made his mark in the fields of e-Commerce, logistics, and supply chain. He later co-founded Armada Brands and Jelli Tech International, while also lending his expertise through strategic consulting across multiple industries.

Driven by a belief in empowering others, Gelo credits much of his growth to mentors who encouraged experimentation and bold thinking. Today, he applies that same approach to guide teams, fellow entrepreneurs, and young professionals, fostering innovation and resilience in those he works with.

Through his role at Fronted, Gelo continues to blend strategic insight with hands-on execution, delivering impact at scale. Let’s hear more from him.

What strategies have you implemented to recruit high-quality talent for companies?

Our approach begins with truly understanding our clients. We prioritize close collaboration with them to gain deep insights into their hiring needs and organizational culture. This allows us to craft precise job descriptions and design a highly personalized sourcing, screening, and interview process, ensuring only the most qualified candidates are presented.

We also actively leverage social media platforms and professional networks to engage both active job seekers and passive talent. Our focus goes beyond technical skills. We place strong emphasis on cultural alignment to ensure long-term success for both the candidate and the organization.

To further enhance efficiency, we incorporate a mix of proprietary tools and third-party recruitment technologies. These solutions help streamline workflows, improve the overall candidate experience, and enable us to identify top talent faster and more effectively.

What steps do you take to provide a positive experience for candidates, particularly those from abroad?

We place a strong emphasis on clear, proactive communication. Candidates receive timely updates and feedback throughout each stage of the hiring process. We intentionally overcommunicate to ensure no one feels overlooked or "ghosted".

Because many of our roles are fully remote, we’ve built an interview process that’s flexible and accommodating to various time zones and candidate preferences. Our aim is to make it as seamless and stress-free as possible for international applicants to participate, ensuring they feel supported and valued while exploring roles that align with their background and career aspirations.

Could you tell us about the innovative approaches you are thinking about implementing to draw in and keep high-quality talent in a competitive landscape?

In a highly competitive hiring landscape, we're constantly improving our proprietary systems and exploring ways to integrate AI to enhance our internal processes. The goal is to create a smoother, more efficient experience for candidates, hires, and our end-clients.

That said, while many are quick to rely solely on automation and AI, we believe the human element should always come first. Our approach focuses on treating candidates and hires as individuals, not just data points in a system. We take the time to truly understand what motivates them, what they’re looking for, and how we can help them find the right fit.

We’ve also built and maintained an internal list of outstanding candidates, our "star list", who we regularly consider and prioritize when filling new roles. It’s one of the ways we’re able to act quickly while ensuring a high bar for quality and fit.

This balance between technology and personal connection allows us to stay efficient and scalable, without losing the human touch that’s central to long-term talent success.

How can you assess the influence of talent management programs on employee engagement and performance?

We measure the impact of our talent management programs using a mix of tools like engagement surveys, performance reviews, and retention metrics. Regular check-ins and pulse surveys also play a key role, they give us quick, valuable insights into how our initiatives are resonating with the team.

By looking closely at the data and listening to feedback, we’re able to see what’s working and where we need to improve. This helps us fine-tune our programs so they stay aligned with both company goals and what our people actually need to stay engaged and perform at their best.

What is the future destination you are heading towards?

Looking ahead, our goal is to establish Fronted as a global leader in talent sourcing, recognized for our ability to connect companies with top-tier talent and deliver innovative solutions that accelerate business growth beyond local limitations.

We’re focused on building a flexible, future-ready workforce that can quickly adapt to evolving market needs, all while upholding our core values of diversity, inclusion, and equity.

Ultimately, we envision a workplace that not only delivers high performance but also fosters a culture of well-being and continuous development. Our aim is to set a new global benchmark for how talent is sourced, supported, and compensated, driving long-term success for both companies and individuals.

Gelo Torres, Chief Operating Officer, Fronted

Gelo Torres is a dynamic operations and strategy expert with deep experience in e-Commerce, supply chain, and logistics. He has led VC-backed startups in Southeast Asia, co-founded Armada Brands and Jelli Tech International, and provides strategic consulting to drive business growth and operational excellence

Awards and Recognitions:

Recognized as Venture Partner at Kaya Founders – 2025

Co-founded Armada Brands and successfully raised $1.3M in funding – 2022

Featured in Bloomberg as Head of Operations at aCommerce Philippines, a pioneer in B2C logistics during the early growth of e-Commerce and online shopping in the Philippines – 2016