Jill Avey — Co-Founder

👋 Hi, I’m Jill Avey, Founder of SisterSmart® . And I'm a Professional Certified Coach (PCC), Ivy League MBA graduate... and Leadership Mentor for ambitious women navigating the path to the C-suite. I help high-achieving women break through the “Stuck VP” phase... and elegantly step into executive roles with clarity, confidence, and authenticity. 💡 Tell me if this sounds familiar: You’re an accomplished VP or Director with years of hard-won results. But, despite your dedication... you still feel like you’re not being taken seriously. You’re leading teams, handling high-visibility projects, and solving complex problems. Yet, vague feedback like “be more strategic” or “you need more executive presence” leaves you wondering what more you need to do. You’re juggling critical responsibilities at work while balancing personal life... and the pressure feels relentless. You know you’re capable of more. But, the self-doubt creeps in when stakes are high... and it feels like you’re constantly having to prove yourself. If that sounds like you, know this: You’re not broken. You’re just in a system that wasn’t designed for women leaders. That’s where I come in. My Signature 7-Step Passport to Promotion™ Framework: I combine neuroscience-based leadership strategies with real-world experience to help you move from stuck to unstoppable. The 7 Steps: 1. Self-Leadership: Build resilience and confidence 2. Brain-Based Communication: Develop your executive presence and influence 3. Intentional Career Planning: Create a strategic plan for your career 4. Confidence Without Burnout: Learn how to advocate for yourself 5. Authentic Leadership: Lead in a way that’s true to you 6. Mindset Mastery: Break free from imposter syndrome and self-doubt 7. Support Network: Connect with a community of like-minded women Real Results: Over 180 clients have secured VP and C-suite roles in healthcare, tech, and finance—often within just months of completing the program. They report feeling more confident, visible, and valued—and see real results in compensation, influence, and career satisfaction. 🏆 Why Work With Me? I’ve actually been in your shoes. After 25 years as a corporate executive, I know what it’s like to navigate high-stakes leadership while balancing personal ambitions and professional expectations. My approach is research-backed, heart-led, and rooted in real experience. I believe you deserve a leadership journey that’s both successful and sustainable. And I’m here to help you build it. 📩 Send me a DM: Let’s build your path to the C-suite together.

Stackforce AI infers this person is a Leadership Coach specializing in women's advancement in corporate environments.

Location: Seattle, Washington, United States

Experience: 26 yrs 3 mos

Skills

Leadership Development Coaching
Executive Coaching
Marketing
Leadership
Business Development
Brand Management
Product Marketing
Product Management

Career Highlights

Empowered over 180 women to secure VP and C-suite roles.
Developed a unique 7-step framework for women's leadership.
25 years of corporate experience with a focus on women's advancement.

Work Experience

Sisters In Leadership

Sisters In Leadership Program (4 yrs 7 mos)

SisterSmart

Women’s Leadership Development Coach (9 yrs 2 mos)

1-on-1 Coaching (9 yrs 2 mos)

Propet USA

Vice President Marketing (4 yrs)

Revision Military

Director, Business Development (2 yrs)

Timberland

Sr. Global Brand Manager (1 yr)

Clarisonic

Product Marketing, Beauty and Dermatologist Channel (1 yr)

Montrail Footwear

Marketing Director (4 yrs)

K2 Sports

Product Manager (5 yrs)

Education

MBA at Columbia Business School

BA at UW Foster School of Business

Jill Avey

Co-Founder

Seattle, Washington, United States26 yrs 3 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Empowered over 180 women to secure VP and C-suite roles.
Developed a unique 7-step framework for women's leadership.
25 years of corporate experience with a focus on women's advancement.

Stackforce AI infers this person is a Leadership Coach specializing in women's advancement in corporate environments.

Contact

Skills

Core Skills

Leadership Development CoachingExecutive CoachingMarketingLeadershipBusiness DevelopmentBrand ManagementProduct MarketingProduct Management

Other Skills

Strategic PlanningProblem SolvingChange ManagementBusiness AcumenWomen's Leadership Development CoachingExecutive PresenceInterpersonal CommunicationConversational IntelligencePositive IntelligenceTeam CommunicationCross-functional Team LeadershipTeam MotivationCoachingTeam Development

About

Experience

Sisters in leadership

Sisters In Leadership Program

Aug 2021 – Present · 4 yrs 7 mos

Try fitting a square peg in a round hole.
Looks like a total mismatch, right?
That's because it's trying to be something it's not.
And that's exactly what most leadership models today encourage women to do.
→ Teach you how to lead like the dudes 💁🏻‍♀️
Now, don't get me wrong.
I'm all about empowering more women to reach the VP level and beyond by navigating the corporate playfield.
But not while giving up on your authentic leadership style!
I realized there needs to be a program that:
☼ Uses gender socialization theory to help you understand and navigate the double binds
☼ Also equally helps women of color counter biases and thrive in their careers
☼ Has a group of ambitious female leaders in the same shoes as you for empowerment
☼ Has video modules loaded with strategies for every challenge you will bump into in your leadership role
And that's how Sisters In Leadership was born.
An exclusive program + community for female executives.
Don't take my word for how it can supercharge your leadership!
Hear it directly from the members instead:
"This program is not just another thing to add to your to-do list. It's a way to get rid of your to-do list. It's a way to think about things entirely differently and so it's 100% worth it."
Meg, Global Market Access and Business Development Leader
"If you’re thinking, "Can I afford it?" You can’t afford not to sign up. You will be taught pivotal things that will position you for major life and career growth. It gives you everything you need to be a wiser, calmer, and more empowered leader, enabling you to reach and exceed that next level in your career, life, and relationships.
Natalie, Regional District Sales Manager, Healthcare
Want to become the next leadership success story?
Just message me the word "Rise" and I'll share the deets with you. 💛

Sistersmart

2 roles

Women’s Leadership Development Coach

Jan 2017 – Present · 9 yrs 2 mos · Greater Seattle Area

The CEO told me "Women can't lead"
It was the time to select a VP for the company.
But after 10.5 years of giving it my all, I was shot down with 3 words.
I felt powerless and remained silent at that moment.
It was as if all those whispers of self-doubts I had in my abilities grew louder that day.
But then my boss stepped in.
He pointed out all the ways I was demonstrating my leadership skills before even getting the position.
3 of my peers also came forward nodding along.
They made the case that women CAN lead.
That we have just as much capability as men.
And guess what?
The CEO gave in and agreed to promote me.
Turns out all those years I was sharpening my leadership skills by:
Building bridges with power players
Devoting most of my time to high-visibility projects
Reading brain science for fun and applying it
Working on mindfulness and my communication skills
But a part of me still wondered...
What if I hadn’t hesitated to seek coaching?
And gotten help in understanding what 'executive presence' means and how I could leverage it in a male-dominated industry?
I could have shown I was VP material way earlier.
All without a decade of stress and frustration.
So after spending 25 years in corporate...
I founded SisterSmart with ONE mission.
→ To empower executives at the Director and VP level
Where I see so many women burn out or quit.
And after 6 years of research and 1300+ coaching sessions...
The 7-step Passport to Promotion Framework entered the picture.
A GO-TO formula that helps you ace your leadership role and make it to VP and beyond.
It’s all baked into my Sisters In Leadership program.
Want to see the kick-ass success stories of women who used it?
Then just hit those links below!
And if you're a female director who is serious about becoming a confident and successful leader recognized for her impact...
Then DM me the word "Rise" to turn it into a reality. 💛

Strategic PlanningLeadership Development CoachingExecutive Coaching

1-on-1 Coaching

Jan 2017 – Present · 9 yrs 2 mos · Greater Seattle Area

Women outperform men in 17 out of 19 leadership skills.
(According to research in the Harvard Business Review)
Our workplaces are in urgent need of leaders who:
→ Can rally diverse minds to create ideas that one brain alone couldn't
→ Care more about boosting their team than hogging the spotlight
→ Inspire everyone to be their best selves and tap into their potential
All the stuff that women are a natural at.
But our path to senior leadership is never easy.
(Especially if you're a female director)
Because it's all too common to get stuck in the mid-level management maze for years on end.
That’s why I've got three aces up my sleeve for you:
1. SisterSmart Podcast
If you're tired of generic self-help advice online then here we dive into real talk, bringing in leadership and gender experts to help you embrace your unique leadership style and tap into your full potential as a leader. (Link in my featured section)
2. Sisters In Leadership Program
This is where you see the magic of an exclusive community of go-getter female leaders like you and the 7-step Passport to Promotion Framework in real-time action and get ready for the VP spot or beyond. The same framework that my clients used to:
☀️ Cut down crazy 60-hour work weeks to a cool 36
☀️ Get promoted to VP with $300k salary + bonus
☀️ Get promoted to Sr. VP after covering 2 modules
☀️ Free up 24 hours per week by increasing productivity
(Scroll below to find out more about the program)
3. 1-on-1 Coaching
Here you'll get my hand-held support to kick those imposter syndrome vibes to the curb, glide through office politics and problems, dive deep into what’s holding you back, and map out a crystal-clear roadmap to ace your role - all without the stress and burnout.
Ready to step into your power and be recognized as the impactful leader you truly are?
Just select an option and let's get rolling!

Propet usa

Vice President Marketing

Jan 2011 – Jan 2015 · 4 yrs · Greater Seattle Area

This is where I reunited with my first love.
→ Marketing
It's 2011, the aftermath of the recession.
And I'm on a cross-country drive with my mom and two dogs (in a Golf). That's when an unexpected call arrives.
It's from a recruiter offering me a role in footwear.
I was in my season of saying 'Yes' so of course I took on the job.
Let's just say it wasn't a walk in the park.
My biggest challenge?
Turn an old-school shoe brand into a vibrant, comfort shoe brand for younger demographics. (No problem, that’s my specialty!)
But company politics were messy and trust was as rare as a comfy pair of stilettos.
And the real deal?
Leading a team stuck in their old ways (including seasoned sales team of 65-82 years old)
It pushed me to up my game and explore more about conversational and emotional intelligence.
Instead of embracing the company’s top-down approach...
I chose to lead with empathy and understanding.
And guess what?
My efforts led to the most successful product launch in the company's history.
It paved my way to the VP position where I became the #3 person in the company, leading the largest team.
After spending 5 years there, I stepped out of the corporate scene.
This departure was not an end.
But a new beginning for me.
Because it led me to discover a new vision in life.
→ To contribute to increasing the 32% global share of women in senior leadership roles
By helping women break through glass ceilings, step into their power with confidence and clarity, and lead without burning out.
By showing women how to market themselves in their companies for special projects and promotions.
By proving that we accomplish more with positivity!
And today I delightfully say, I've found my calling in life.
💛

Strategic PlanningProblem SolvingChange ManagementBusiness AcumenMarketingLeadership

Revision military

Director, Business Development

Jan 2009 – Jan 2011 · 2 yrs · Greater Burlington Area

Managed in-house process development and new business projects by working closely with the CEO and senior management team as well as cross-functional department heads in areas such as product development, growth planning, acquisition target research and employee satisfaction.

Strategic PlanningProblem SolvingChange ManagementBusiness AcumenBusiness Development

Timberland

Sr. Global Brand Manager

Jan 2007 – Jan 2008 · 1 yr · Stratham, NH

Established international marketing plan, new brand positioning strategy for division, regional marketing programs and resource allocation for $100M+ outdoor footwear and apparel division.

Strategic PlanningProblem SolvingChange ManagementBusiness AcumenBrand Management

Clarisonic

Product Marketing, Beauty and Dermatologist Channel

Jan 2006 – Jan 2007 · 1 yr · Bellevue, WA

Led rebranding project from initial market research to production of new packaging and collateral. Developed new product strategy. Conducted consumer insight research to define customer and core market needs.

Strategic PlanningProblem SolvingChange ManagementBusiness AcumenProduct Marketing

Montrail footwear

Marketing Director

Jan 2000 – Jan 2004 · 4 yrs · Greater Seattle Area

Responsible for all aspects of international brand management and marketing programs resulting in 65% company-wide growth and being voted Hottest Footwear Brand by dealers.

Strategic PlanningProblem SolvingChange ManagementBusiness AcumenBrand Management

K2 sports

Product Manager

Jan 1995 – Jan 2000 · 5 yrs

Full P & L responsibility; accountable for research, development, production, and marketing of ski accessories product line. Improved sales 160% and profit margins by 4%.

Strategic PlanningProblem SolvingBusiness AcumenProduct Management