Alita Watson is the Founder of Alma, a firm that recruits, trains and matches Embedded Coaches with startups to increase leadership capacity, improve cross functional collaboration and champion cultural development. Over the past five years she pioneered Embedded Coaching at Sonder, through fast-paced growth into Unicorn status and eventual IPO. She is one of few leaders in this field who truly understands how this role needs to be designed, communicated and implemented.

Alita is inspired to be the bridge between today's world class coaches, and the leaders who are invested in creating cultures where everyone can thrive.