ABOUT THE FOUNDERS
We built this. Because we needed it.
Between us, we have decades of experience working with and as senior executives in multicultural and global organizations. We have been in the rooms. We have navigated the politics, the invisible rules, the cost of translation. And we have worked with hundreds of Latina executives who are doing the same thing.
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Martha Jeifetz ​
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Martha has spent 25+ years inside the rooms where global decisions get made. As an executive coach and strategic advisor, she partners with senior Latina executives navigating the gap between external success and internal power. She knows the invisible rules. She has lived the cost of translation. Her work helps leaders stop shrinking and start leading on their own terms. PCC certified. Forbes contributor. Works in English, Spanish, and Portuguese.
Helena Herrero Lamuedra​
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Helena has spent 25+ years advising financial and technology leaders across Latin America and the U.S. through transformation, M&A, and career reinvention. As an executive coach and strategic advisor, she partners with high-achieving women at pivotal transitions—helping them reconnect with identity, build mental fitness, and lead from a place of authenticity rather than performance. Having lived her own journey of reinvention and integration, she understands what it takes to rebuild from the inside out. Works in English and Spanish.​
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OUR CORE BELIEF
"Your identity is not the problem. It is the power."
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High-performing Latina executives are not broken, behind, or lacking. They are navigating systems that were never designed for them and paying an invisible price for it. WAW is the space where that price gets named, and a different way forward becomes possible.