Member Spotlight: Evelyn

“Think of it as an invisible shield of power that knows that women are exceptional leaders because we show up as our complete selves”

— Evelyn

At Peer Advisory Group, we are proud to highlight the incredible women who make up our community—leaders, strategists, and change-makers who bring depth and experience to our discussions. One of our longest-standing members, Evelyn Wolf, has been part of Peer Advisory Group since 2015. Her journey from running a boutique agency to stepping into a leadership role as Chief of Staff at Phorest, an international SaaS company, reflects the evolution of many of our members—navigating business ownership, leadership challenges, and career transitions with resilience.

Evelyn is a fixer, strategist, and operational leader who supports executive strategy development and ensures execution across multiple teams. With over 15 years in marketing, her career has spanned agency leadership, corporate marketing, and entrepreneurship. Through every stage of her journey, Peer Advisory Group has been a source of insight, support, and honest conversations.

In this feature, Evelyn shares how Peer Advisory Group became her trusted sounding board, how it shaped some of her most difficult career decisions, and why having a community of like-minded women is a powerful asset in leadership and business.

Read on to hear Evelyn’s experience in her own words.

Can you share a little about your professional background? 

I am currently working as a Chief of Staff to a regional manager in an international SaaS business. This means, I support my exec in developing strategy and am ultimately responsible for the operationalising of those strategies across our teams. 

I like to think of myself as a fixer who can parachute into any issue. I’m a support to our 6 department heads. 

Prior to this, I worked in marketing for over 15 years. I'm one of the lucky ones who still got to produce TV and radio ads, while being right there when digital marketing took off and inbound marketing was formed. I led teams, worked as a senior individual contributor, client and agency side, and I even ran my own agency with my former business partner - she's also part of Peer Advisory Group!  

What inspired you to join Peer Advisory Group, and what were you hoping to get out of it?

That was back in 2015. Myself and my business partner were about to kickstart our own boutique inbound marketing agency. We had great ideas and no clients. Neither of us had been self-employed before, so what do you do? How do you get support? Where do you find sounding boards? Usually you have a whole business with different opinions, when suddenly there are only two of you...where do you turn for candid, kind, professional and open advice and unwavering support? That's what I found in the Peer Advisory Group. 

As my career progressed and I went back in-house, Peer Advisory evolved with me. The challenges are not the same but very similar. Imagine, you are joining a room with smart business women. You can candidly speak about your challenges - personal and professional. Because we know that we show up as a whole person, whether at work or at home. And this group hears you. They support you. They get you. That's Peer Advisory Group. 

Can you share a specific insight, strategy, or connection from Peer Advisory Group that has impacted your business, leadership or life?

One of the most difficult decisions in my career was to go back in-house and close our agency. Something we discussed at length in the group. Looking back, I made the wrong choice in the company I chose initially. Faced with months of bullying, exclusion and undermining, I was left questioning my worth and whether it was all "just me". The Peer Advisory Group caught me as I was falling into a very dark space. These incredibly smart business women were not afraid to find me in the dark space and supported me in finding my way out. From discovering whether a legal option was a route worth taking, getting my CV ready and simply building my confidence to go out there. I'm 4 years in my current company with a big promotion there along the way. Without their support, I don't think I would have even applied for the role.

The connections are honest, candid and kind. We laugh, cry and have built friendships. The more you pour into Peer Advisory Group, the more you will get out of it. 

How has being part of Peer Advisory Group changed the way you approach challenges in your business or career?

Women in business, whether in leadership or in business for themselves, must often display strength, assertiveness and certainty to prove time and again that we have a right to be at the table. Displaying or questioning anything that could be seen as weak, puts many of us still on the back foot. Realising you have an independent sounding board that knows you and has your best interests at heart, is a massive support. Think of it as an invisible shield of power that knows that women are exceptional leaders because we show up as our complete selves. And that shield of power is right behind you. 

Personal branding as a power move

The online world is brimming with talent, but yours can rise above the rest. In a world of copy-paste profiles, it's time to ditch the generic and embrace your unique voice. Here's how building a personal brand can elevate your career.

Become a Recognized Authority:

Imagine consistently putting out valuable content that makes you a go-to expert in your field. That's the power of a strong personal brand. It attracts new opportunities, like dream jobs, exciting collaborations, or even a loyal client base.

The Benefits of Building Your Brand:

• Trust and credibility: By showcasing your experience, you become a trusted source. People are drawn to those they perceive as knowledgeable and reliable, making you a go-to person in your field.

• Secure your next move: A strong online presence is essential with the hyper-connectivity of today. Employers actively search for candidates online. Keeping a clean digital presence isn’t enough anymore. A well-developed personal brand acts as your digital resume, highlighting your qualifications and making you a standout candidate.

• Attract perfect opportunities: A clear brand built on your values and skills acts like a magnet, drawing the kind of projects and collaborations you crave. No more wasting time on irrelevant opportunities.

• Confidence boost: Building your brand involves self-reflection and identifying your strengths. This clarity can lead to a powerful surge of confidence and a clear direction for your professional journey.

Simple Strategies for Today:

• The controversial niche: By identifying your unique strengths and areas of expertise, you can hone in on a specific niche. The idea is that your hyper targeted audience can be more quickly saturated as you become the go-to source for a specific topic by consistently creating valuable content. That said, there are many multifaceted talented individuals. It’s important to explore the red thread that connects all of these interests and talents together.

• Find your voice (and style): Authenticity is key. When you develop a writing style and visual aesthetic that resonates with you, it will sets you apart and keep you top of mind in your community for your expertise. Consistency across platforms (e.g. website, social media) creates a recognizable brand identity.

• Network like a pro: Dive into online communities and events relevant to your niche. Engage in meaningful conversations, offer your expertise, and build genuine connections. This could be guest speakers within communities or podcast or even creating your own thought leadership pieces on LInkedIn or on Substack (bonus if you can charge for it!). Alternatively meet with other like minded and well-connected individuals. Once they recognize you for your unique strengths and brand story, it will open the door for even more opportunities.

Get Inspired

Feeling stuck on where to begin your personal brand story? The Peer Advisory Group hosted UK-based brand messaging expert Joanna Ingram for a riveting discussion on amplifying your personal story. This video is a fantastic resource to get you started.

Ready to Join?

The link below allows you register for the Peer Advisory Group Social+ membership, which is free and a seamless experience. After the quick onboarding, this will take you straight to the video.

Practical ways to break the glass ceiling

Have you ever felt like you're rising through the ranks, only to hit an invisible barrier? The glass ceiling, a persistent obstacle for women in leadership, continues to limit advancement. This post will equip you with the tools to navigate to the top.

What is the glass ceiling?

The glass ceiling is a metaphor used to describe the unseen barriers that prevent certain groups, particularly women and minorities, from reaching leadership positions within a hierarchy. Here's a breakdown of the concept:

• Invisible Barrier: Unlike a physical ceiling, you can't see the glass ceiling. It's the result of unspoken biases, ingrained cultural norms, and unwritten rules that make it harder for certain demographics to advance.

• Limited Advancement: People facing the glass ceiling can progress up to a certain point in their careers but find it difficult to break through to top leadership roles.

• Affects Multiple Groups: While the term originated to describe challenges faced by women, it's also applied to minorities and other marginalized groups.

How might the glass ceiling manifest in everyday work life?

• Promotion Bias: A qualified woman or minority is consistently passed over for promotions in favor of a less qualified male candidate.

• The Networking Gap: Informal networks where career opportunities are discussed may exclude women and minorities, limiting their access to information and mentorship.

• Stereotypes: Preconceived notions about a person's capabilities based on their gender or race can hold them back from being considered for leadership roles.

What are some practical tips to shatter the glass ceiling?

• Sharpen your skills: Stay updated in your field, take on challenging projects, and track your accomplishments to showcase your impact.

• Boost your visibility: Network strategically, speak up confidently, and present your work to increase your recognition.

• Advocate for yourself: Negotiate your worth, seek promotions, and be prepared to move on if needed.

• Build your support network: Find a mentor, join a women's leadership group, and cultivate strong relationships at work.

Remember you can’t resolve this completely on your own; this requires a multi-pronged approach. Individuals can work on developing their skills and advocating for themselves, while organizations can focus on creating a more inclusive workplace culture and fostering diversity in leadership positions.

Connect with other women who are at various stages in their professional career. Talk through some of your concerns in our monthly all-member meeting where we open up the floor to roundtable discussions — all from the comfort of your home (we are 100% virtual). Our Social+ membership is free to join.

Invited to be a speaker?

Public speaking. Just those two words can send shivers down the spine of even the most confident person. The image of a sea of faces staring back at you, the microphone feeling heavy in your clammy hands, your voice cracking on the first sentence – it's enough to make anyone want to crawl under the covers and stay there. But, now you have an opportunity to be a keynote speaker or guest lecturer and you can’t pass it up. How do you start to prepare?

Five years ago, the Peer Advisory Group hosted a live Q&A panel featuring Elizabeth Goede, Founder & Principle Consultant from Ratliff Consulting from Grand Rapids, Michigan, Evelyn Wolf the Chief of Staff for Phorest Salon Software in Dublin, Ireland, and Erin Covert who is the founder of Studio for Mindfulness and currently runs Training & Development for a firm in Detroit, Michigan. All of these accomplished women have a tremendous amount of public speaking under their belt and they shared some of their best tips with the Peer Advisory Group that still hold true today.

How do you land the speaking opportunity?

• Do research and avoid ‘To Whom It May Concern’ emails. This will allow you be as targeted as possible to the recipient and highlight the specific value you bring.

• Start with a guest speaking opportunity and take a land & expand approach.

• Develop your personal brand within your network.

How do you prepare in advance of the speaking engagement?

• Ask about the room layout (click below to access the video and find out the unique reason why)

• Include a variety of examples that span across industries so you can better relate, especially if you don’t know exactly who will be in the audience

• Distill complex information down to the simplest way to relate to more

If you want to learn even more about landing your first opportunity, pricing your speaking services, what to ask the event organizer in advance of the engagement, practical tips about keeping your audience engaged and focused while you’re there — and access to the very women who participated in the live Q&A should you have any follow up questions after watching the playback.

Click the button below to access the video. Not yet a member? Join us (it’s free!).

An interview with executive coach Catalina Fríes

Have you ever wondered exactly why you would need to hire an executive coach? What to look for in that executive coach? Now all of your questions have been answered in an interview with the former Head of Learning & Development for Cash App who has since opened her private practice, Catalina Fríes.

What seems like a luxurious investment into your own future actually yields an unprecedented ROI of 788%. If you’re managing a team and are considering investing in executive coaching for your employees, keep in mind that employees who are not engaged or who are actively disengaged cost the world $8.8 trillion in lost productivity.

Video Notes:

• 6:46: We ask Catalina what types of things people would be contemplating if they were about to hire an executive coach.

• 13:31: We ask Catalina what advice she might have for anyone who is looking to invest in an executive coach.

• 17:17: We discuss consultancy vs. coaching and the ‘dream team’ of support you might seek out for your own growth.

• 18:29: Final thoughts from Catalina.

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Catalina offers an exclusive discount on her executive coaching services for all Peer Advisory Group members. Not yet a member? Join our classic membership (it’s free to join).

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Upcoming Peer Advisory Group Events with Catalina: