About Me

I believe that meaningful success comes from alignment — between who you are, how you lead, and the life you want leading your work to support.

For more than three decades, my career has lived at the intersection of people, performance, and possibility.

I began my professional journey in the business of fashion — an industry defined by constant change, high pressure, and the need to make smart decisions quickly. Over the course of my career, I held senior leadership roles across merchandising, product development, planning, and operations, working with iconic brands including Steve Madden, Aerosoles, Liz Claiborne, QVC, and Deer Stags.

From the outside, it was a successful career. From the inside, it was an education in leadership — what works, what doesn’t, and how much impact one person can have on the trajectory of a business and the people within it.

Fashion taught me how to think strategically.
It taught me how to assess risk.
It taught me how to make decisions with incomplete information.
And perhaps most importantly, it taught me how much results depend on the quality of leadership behind them.

As my career progressed, my role expanded beyond building product and driving performance. I found myself increasingly drawn to developing people — coaching emerging leaders, supporting executives through transitions, and helping teams find clarity during moments of uncertainty.

I became known not just for solving business problems, but for helping people see what was possible — often before they could see it themselves.

That instinct eventually became the through-line of my work.

The Shift Toward Coaching


After years inside fast-paced organizations, I began to notice a familiar pattern among high-performing professionals.

They were capable.
They were accomplished.
They were doing “all the right things.”

And yet many felt stuck.

Some were navigating leadership transitions for the first time.
Some were questioning whether the career they had built still fit who they were becoming.
Others were quietly asking bigger questions — about purpose, impact, autonomy, and what the next chapter might look like.

These conversations felt deeply familiar. I had lived them myself.

What I realized was this: people don’t struggle because they lack talent or intelligence. They struggle because they’ve outgrown their current structure — and don’t yet have a clear framework for what comes next.

That realization led me to formal coach training and certification through the International Coaching Federation (ICF), where I deepened my ability to partner with clients through intentional, insight-driven coaching conversations.

Coaching gave language and structure to what I had been doing intuitively for years — helping people clarify their thinking, strengthen their leadership presence, and make confident decisions in moments that matter.


My Coaching Philosophy

Today, my work blends two worlds:
deep business experience and professionally trained coaching.

I bring the empathy, curiosity, and presence of an ICF-certified coach — alongside the practical judgment of someone who has sat in senior leadership seats and understands the realities of decision-making, pressure, and accountability.

My approach is thoughtful, structured, and highly personalized.

I don’t believe in one-size-fits-all frameworks or generic advice. Instead, I help clients slow down their thinking, identify patterns, and create clarity — so their next steps are intentional rather than reactive.

Clients often describe me as someone who can both challenge and support — helping them stretch without overwhelm and move forward with confidence.

Entrepreneurship as a Path Forward

In recent years, my work has expanded to include entrepreneurial coaching for individuals exploring small business ownership as a long-term strategy for independence and fulfillment.

For some clients, entrepreneurship represents freedom.
For others, it represents control, creativity, or legacy.
For many, it’s simply the realization that their skills may be better applied building something of their own.

With decades of experience evaluating businesses, leading teams, and understanding operational realities, I help clients assess entrepreneurship with clarity — not romance.

Together, we explore readiness, risk tolerance, lifestyle goals, financial considerations, and leadership strengths to ensure any potential path aligns with both personal and professional priorities.

This work is not about pushing clients toward ownership — it’s about helping them make informed, confident decisions rooted in self-awareness and strategy.

Portrait of Alena Margolis

Who I Work With

I work with professionals and leaders at pivotal moments in their careers, including:

  • Executives navigating increased responsibility or visibility

  • Managers transitioning from individual contributor to leader

  • Professionals exploring career pivots or next-chapter possibilities

  • Individuals considering entrepreneurship or small business ownership

  • Leaders seeking greater confidence, presence, and alignment in their work

Many of my clients are high achievers who are outwardly successful, yet inwardly questioning what’s next. They are not looking to start over — they are looking to evolve.

My Belief

My role as a coach is not to tell you what to do.
It’s to help you see yourself — your strengths, patterns, and possibilities — with greater clarity.

When that happens, decisions become easier.
Confidence grows.
And forward motion feels intentional rather than forced.

Whether you are navigating leadership, career growth, or the possibility of building something of your own, my goal is to help you move forward with purpose, perspective, and confidence.