Why people work with me.
The coaching industry is a rapidly growing field — and you have lots of options.
There are more than 10,000 coaches trained in CliftonStrengths® and ~ 23,000 ACC coaches around the world!
So — why me?
If you’re looking for an experienced and empathetic coach who specializes in customizations — you’re in the right place. A few other things:
I didn’t start as a coach. I became a coach as a result of my 18+ years of experience working as a CPA, marketer, agency founder, and functional leader — not just a coach. I’ve experienced the same functional and interpersonal challenges that most individual contributors, managers, and leaders have. I understand the theory and how to actively apply it at work.
I’ve worked in different roles and can relate to you. I’ve worked as an individual contributor, managed massive teams, run an agency, and played about every position you can imagine as I’ve moved from team to team. Understanding how people operate differently has been crucial to my success in my varied career.
I have on-the-ground experience in different industries and on different teams where I learned how to tackle different problems. While working in-house, in consulting, and agency, nonprofit, startup, and corporate scenes, I played a role on 100+ different teams and worked with over 1000+ unique Strengths profiles.
I understand how different generations work. I’ve lived, worked, and moved between cities including Vancouver, Medellín, New York, London, and Beijing. I’ve worked with Gen Z, Gen Y (that’s me!), and Gen X. I’ve worked with folks from all walks of life — and always prioritize inclusion and diversity.
I have extensive experience working remotely. After more than 11 years of working remotely, I understand how to iron out kinks and improve productivity with subtle — yet super powerful — shifts even among long-distance teams.
Image credit: Iulia Agnew
Are we a fit?
I’m not the only coach you could work with — but I invite you to ask yourself these key questions to see if we’re a fit.
Do you want a coach who is empathetic and is known for creating safe spaces?
Do you want a coach who also has on-the-ground experience working in and
managing teams?
Do you want a coach who is accredited, follows ethics and guidelines-but also gives real talk?
Your answers to these questions will help you decide if I’m the right fit for you and your team.
My Journey from CPA to Marketer to Coach
I’m now a professional coach, startup manager trainer, and facilitator for teams. My life mission is to help build healthier, happier workplaces and teams that are fun to work on. The long story has a bit more to it.
I’ve spent 18+ years working on the ground with companies ranging from global conglomerates to nonprofits.
My different roles and where I’ve worked:
Finance at Aritzia, Rémy Martin, and Louis Vuitton
CPA at global consulting firm KPMG
3x Marketing Director at VC-funded fintech startups
Marketer team member at 3 acquired startups (Wantering, Spacio, Tunezy)
Agencies like Ricciardi Group, Briteweb, and JAR Audio
Industry-leading brands like Girlboss, Lukka, and LRN
Government agencies like City of Vancouver and the Government of Canada
Nonprofits like Ballet BC and ArtStarts
Through the course of these and many other jobs, I experienced a lot of great leadership — and unhealthy workplaces. I witnessed harmful team dynamics that destroyed team productivity and company results.
That’s why I made a promise to myself to care about my teams.
A lot.
I invested in training, learning, and multiple certifications to be a successful manager and leader. I’d like to think it worked.
My teams felt safe, effective, and collaborative.
One team member even said:
“Alice is the most compassionate leader I know. She cares about her team to a degree I’ve not seen.”
What I learned:
What worked, and what didn’t, on productive teams.
True psychological safety isn’t about a list of written values, or hype around culture and camaraderie.
Founders and leaders who aren’t self-aware have a destructive impact on teams, morale, and their ability to hit company milestones and results.
This is when coaching became front of mind for me.
My goal is to improve the working environment — and by consequence, the lives — of individuals. With an estimated one third of our life is spent at work, shouldn’t we be sure it’s spent with stellar teams?
Having worked with CliftonStrengths® methodology for 11+ years already, I knew it could improve the dynamic, reality, and outcome for teams.
So, I employed this system as the Director of Marketing at a fast-growing startup and uncovered results that (surprisingly) worked.
My passion and expertise empowered me to seriously change the game for companies, leaders, and individuals of all kinds — a result I’d uncover by sorting out their teams.
Today, I live and breathe anything that makes collaborating and working with teams better. But don’t take my word for it. Let’s take a look at my credentials.
Credentials Checklist
✓ Gallup-Certified CliftonStrengths® Coach
✓ Associate Certified Coach (International Coaching Federation / ICF Credential)
✓ Certified Royal Telos Executive Startup Coach
✓ Deep understanding of how to use Enneagram in the workplace
✓ Marketing Director experience at 3 VC-funded fintech startups
✓ Graduate of the Landmark Forum
✓ Founder of agency, Pivot Six, in operation for 10+ years
✓ CPA, CA from KPMG (active member of CPABC)
✓ Graduate of Non-violent Communications Course
✓ Graduate of The Corker Co.’s Facilitator Training
✓ Graduate of Conscious Leadership Introduction Course
✓ Graduate of Radical Candor’s Feedback Loop Course
✓ Mental Health First Aid Certificate
✓ Linkedin Learning Completion: Become a L&D Professional / Diversity, Equity, and Belonging for Leaders
Image credit: Bobo Zhao
What I do now
I encourage you to explore my startup manager training, team-building workshops, and coaching services for a deep dive into what I do at Reframed Coaching — but let’s get down to brass tacks.
I can help you:
Improve morale and performance with the science of CliftonStrengths®
Build a happy, happy, fulfilled, and high-retention team by training managers
Kick work woes to the curb and help you function at a higher capacity with results
Communicate like never before and save on time, energy and sanity
I’d love to hear about your struggles and discuss how I can help you increase morale, do better business, and optimize your team.
Summing Up Strength-Based Coaching
As a Gallup-certified coach, I help teams reach their full potential with CliftonStrengths® methodology. Haven’t heard of it? Here’s a quick breakdown of what it’s all about.
By taking the time to assess team members individually, we can harness their talents and maximize their potential as members of high-performing teams.
Gallup sums this up with a formula that looks like this:
Talent x Investment = Strength
Let’s take a closer look.
According to the CliftonStrengths® formula, a talent is “a natural way of thinking, feeling or behaving” and, when we invest in those innate tendencies, they become strengths we’d be foolish to overlook professionally.
What’s the result of this kind of approach?
An empowered team that performs damn near perfectly.
A strengths-based approach to leadership and development doesn’t just improve the efficiency of working teams.
Here are a few of the other perks comopanies see when they apply this methodology:
For Workers
+ Increased engagement
+ A better working experience
+ Greater professional fulfillment
+ Boosted confidence
For Businesses
+ Increased sales
+ Higher profits
+ Lower attrition
+ Improved performance
Sound like perks you could get behind?
Make Reframed Coaching a must for your growing team.