Five Industries. One Pattern.

Hospitality at IPO scale. A consumer brand built on intimacy. Veterinary healthcare. Fintech in a sprint. A mission-driven team spread across disciplines.

Nothing in common on the surface.

Underneath, the same pattern: brilliant, committed people who could not fully reach each other.

Not a capability gap. A translation gap.

And in every organization, the same work closed it: shared language built from the inside, structures the team could run on its own, and ways of working that stayed long after the engagement ended.

That is not five engagements. It is one repeatable thing, proven five times.

Quotes are verified. No client or on-site engagement imagery is used, by design to protect confidentiality.

Scale

Sonder

Global hospitality150 to 2,500 peopleHypergrowth to IPO
The Opportunity
As Sonder scaled across countries and time zones, the connective tissue that sustained its culture became harder to maintain.
What Alma Did
Pioneered Embedded Coaching inside the company — more than 10,000 sessions across every level and function — and built the systems to protect confidentiality, measure impact, and help people navigate constant change with greater awareness and optimism.
What Stayed
A generation of high-performing employees with a shared language for being both compassionate and direct, helping preserve and carry forward the culture they had built together.

Change Navigation·Feedback Culture·Manager Effectiveness

"Alita shaped the culture and performance of Sonder in a fundamental way from the ground up, including our lexicon! Through her variety of coaching methods, she helped the team – junior and senior – to grow further into strong authentic high performing leaders. Alita served as an invaluable sounding board and counselor for me through all chapters of a fast growing organization. I am extremely grateful to have had the privilege of working with and learning from Alita."

Deeksha Hebbar Deeksha Hebbar, Chief Operating Officer at Sonder

Request the Sonder case study

Intimacy

Knix

Consumer BrandFounder-Led Growth
The Opportunity
KNIX serves customers navigating deeply personal experiences related to body image, health, and identity. As the company grew, leaders recognized the need for customer-facing teams to communicate with greater empathy, confidence, and care.
What Alma Did
Designed and rolled out interactive Compassionate Communication and Radical Candor training, giving teams a shared language and practical tools for navigating sensitive conversations with empathy and authenticity.
What Stayed
The frameworks became part of Knix’s operating system, shaping how teams communicated with customers and with one another.

Compassionate Communication·Psychological Safety·Customer Experience

“With her no-nonsense, tough-love attitude, our teams gained the skills they needed to manage an environment going through fast change. She provided us with the tools we needed to feel confident.”

Christine Song Christine Song, Chief People Officer at Knix
Evolution

Mejuri

Modern RetailRapid ScaleBuilding Internal Capability
The Opportunity
As Mejuri grew, leadership saw the value of an internal coach who could work across levels and partner with L&D to build leadership development tailored to the company’s culture and evolving needs.
What Alma Did
Placed an executive coach inside the organization and trained him in the Embedded Coaching model: how to build trust across functions, coach within the context of the business, identify patterns across the organization, and turn those insights into broader people-development initiatives.
What Stayed
Over three years, the coach helped shape how Mejuri developed leaders, strengthened teams, and brought the company together through coaching, custom leadership programs, and organization-wide offsites. The experience also helped Alita codify the Embedded Coaching methodology into what would become Alma Academy, creating a model other organizations could learn and replicate.

Embedded Coach Training & Placement·Leadership Development·L&D Partnership

“Alita’s Embedded Coaching model gave me the tools and approach to quickly build trust and work effectively across the organization. More importantly, she showed me how to leverage the unique position of an internal coach to contribute far beyond 1:1 coaching, from developing leaders and strengthening teams to shaping broader learning, culture, and organizational initiatives.”

Craig Revford Craig Revford, Director of Growth & Development
Two Worlds

Juno

Veterinary MedicineTechnology & Operations
The Opportunity
Juno was holding two operating worlds at once: the rigor of veterinary medicine and the speed of a high-growth startup. The two were optimizing for different realities, creating an opportunity to integrate the company’s values into the way people led, collaborated, and made decisions.
What Alma Did
Wove the company’s values into coaching, translated them into observable behaviors, and helped veterinary operations and leadership find common ground and foundational ways to solve problems together.
What Stayed
Values that became daily practice, stronger collaboration across veterinary operations and leadership, and a team that could carry the work forward on its own.

Values Integration·Culture Building·Clinical & Startup Alignment

“Finding an executive coach who actually understands the wild ride of scaling a startup is rare. Finding one who delivers real, lasting results may be rarer still. Alita is both. She’s helped our leadership team navigate rapid growth with change we can actually point to. She doesn’t just coach — she gets it.”

Lauren Davie Lauren Davie, Head of People at Juno
Shared Language

Spiritus

Climate TechnologyManufacturing Scale-UpDistributed TeamsActive engagement
The Opportunity
Bringing together geographically dispersed teams with different subcultures and technical expertise, many of whom had never worked in a startup or flat-ish organization before.
What Alma Did
Designed collaboration labs around the organization’s real-time challenges, built a practical resource library, and reinforced new ways of working through ongoing 1:1 and team coaching.
What Stayed
The ability to intentionally scale the culture through shared practices, practical tools, and leaders equipped to carry it forward.

Collaboration Labs·Conflict Navigation·Distributed Teams

“As an executive coach at Spiritus, I saw the need for Embedded Coaching as the company grew and became more complex. Alita has a rare ability to serve both the people and the business, navigating complex dynamics while staying focused on what will move the organization forward. We’ve partnered on Collaboration Labs and the coaching that follows, turning what gets taught into how people actually communicate, collaborate, and lead. I’ve seen firsthand the value of having this kind of support embedded in a growing organization.”

Michael Rivers Costuros Michael Rivers Costuros, Senior Executive Coach & Startup Advisor

HOW THE WORK WORKS

Engagements flex with your business, scaling up when the moment calls for it and easing back when it does not. The depth of embedded work, without the permanence of a hire.

ADDITIONAL OFFERINGS

Time away from the noise to align a leadership team, reset how they work together, and build the shared language that holds once they are back at full pace. Designed around where your team actually is, not a template.

Leadership Retreats

1:1 Executive Coaching

A focused, confidential partnership for a leader navigating a step up, a hard season, or a decision that matters. The same practice that scales across an organization, brought to one person.