Our Approach
Integrity
Curiosity
Generosity
Excellence
Initiative
we serve through acts of kindness and generosity.
Who Is Frie?
With a grounded presence, sharp intuition, and thought-provoking questions, Frie helps clients cut through complexity, gain clarity, and commit to bold action. Known for her contagious energy, she has a unique ability to transform hesitation into confidence and obstacles into possibilities—guiding leaders on their journey from good to great with purpose and precision.
My Work Before Coaching
Before coaching, Frie specialized in marketing and brand strategy and held various roles from Junior Manager to CMO. As a passionate multicultural leader with a strong analytical and performance-oriented mindset, she designed international go-to-market strategies, built high-performing teams, and led product and brand launches. Her work with executives from renowned companies such as Chanel, LVMH (Dior), Shiseido Group (Issey Miyake and Elie Saab) and Beiersdorf (Nivea) resulted in significant sales growth. Frie also founded Dulce de Lana, a social enterprise dedicated to empowering low-income families in Mexico, reflecting her commitment to meaningful, values-based leadership.
My Whole Story So Far
From a young age, I was drawn to the complexities of the mind and the intelligence of the heart. I would sit on my father’s lap, listening to adult conversations, asking endless “why” questions, and following my intuition to make sense of the world.
Over time, I shifted toward external achievements, building a corporate career that looked like success but felt increasingly misaligned. Motherhood changed everything. Holding my daughter Emma, I questioned it all—Was this the life I wanted? What kind of example was I setting? These questions led me to a pivotal decision: I walked away.
With no clear plan, I founded Dulce de Lana, a Mexican ethical brand built on my values. More than a business, it became my teacher—through the rollercoaster of entrepreneurship, the solitude of being a founder, and the unpredictability of the pandemic. I learned how uncertainty builds confidence, obstacles create possibilities, and resilience transforms stress into strength.
Seven years later, with a thriving business and a family of five, something still felt incomplete. A return to the corporate world seemed logical—bigger teams, larger budgets, greater influence—but left me disconnected from what truly mattered. What I had always loved most was seeing people grow—helping them turn fear into courage, indecision into confidence, and pressure into personal power.
A friend’s recommendation changed everything: an online German coaching course on personality development. It reignited what had been there all along—my fascination with people, learning, and unlocking potential. Looking back, the most fulfilling moments of my career weren’t about hitting targets but about helping others break through limitations and step into their strengths.
True growth isn’t about adding more—it’s about removing the noise, unlearning limits, and creating space for clarity. Leaders don’t just lead businesses; they lead people. When they transform, the ripple effect is profound. This is the work that drives me today.
