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.
Martha Jeifetz
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
Helena has spent 25+ years partnering with financial and technology leaders across Latin America and the US through transformation, M&A, and career reinvention. She specializes in identity, mental fitness, and the kind of reinvention that only becomes possible when you stop performing and start owning who you are. She works in English and Spanish. No mud, no lotus.
.png)
OUR CORE BELIEF
"Your identity is not the problem. It is the power."
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.