I've spent 20 years inside the operations of brilliant businesses. I know exactly what breaks them.

And I know because I lived it, in corporate, and then in my own business.

Divergent Business Strategist

Here’s what nobody tells you about doing the work of a director when you don’t have the title.

For over 20 years, I was in corporate operations. Project management. Process improvement. Team development. Data analysis. Revenue reconciliation. I did the work of a project manager, a strategist, and an operations director, often all three at the same time.

And I was told, repeatedly, that I wasn’t qualified.

While partners were specifically requesting me for major launches. While I was producing results that justified a different title, a different salary, and a different level of respect. I kept showing up and doing the work anyway, because I knew what I was capable of, even when the organization around me refused to.

In 2017, I stopped waiting for someone to validate what I already knew. I built my own business. And I brought every bit of that corporate experience with me.

In September 2019, my youngest son was diagnosed with Lymphoblastic Leukemia.

I’m not going to dress that up or make it smaller than it was. It was the hardest season my family has ever walked through. And in the middle of it, I had a business that stopped the moment I did.

Not because I wasn’t good at what I did. Because I had built something that ran entirely on me. Every decision. Every client. Every fire. Just me, holding it together by sheer will until I couldn’t.

That season forced me to see something I hadn’t been willing to look at: the business I was proud of was actually a liability. Beautiful on the surface, structurally fragile underneath.

What I built out of that season is what I now build for every woman who sits across from me: a business that holds your vision even when you can’t hold everything yourself. A foundation built for real life, not just ideal conditions.

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I'm also a divergent thinker. i say that because it matters.

I have a hundred ideas at once. I bounce between possibilities. I move fast. For a long time, I treated that like a flaw to manage, something to discipline out of myself so I could operate more linearly.

Now I understand it’s the lens I bring to every client. Because the women I work with are wired the same way. They don’t need someone to slow them down. They need someone who gets it, and can build a structure underneath their thinking so their ideas finally have somewhere to land.

That’s not something I learned from a methodology. That’s something I know from the inside.

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The accountability I didn't know I needed.

I cannot express how grateful I am for the incredible support and guidance I've received from Essential HER Strategy. Under Latraila's expertise, I was provided with a clear roadmap, allowing me to pivot my business effectively. If you want to be a part of a supportive experience, I highly recommend booking with Essential HER . It's a decision that has transformed my business and my life.

-Asha W -KingdomExec

I work with the Visionary in Chaos.

She’s an attorney, a coach, a consultant, and a strategist. She’s generating real revenue. She’s doing work that matters. And she’s exhausted in a way she doesn’t fully say out loud, because she’s framed the exhaustion as dedication and the chaos as the cost of caring.

She doesn’t need more inspiration. She doesn’t need more homework. She needs someone to look at the actual structure of her business, name what’s breaking it, and build something that holds.

That’s the only thing I do.

The Foundation Behind the Work

20+ years in corporate operations: project management, process improvement, team development, data analysis, revenue reconciliation.

Licensed Strategic Mapping Model™ Consultant through Natalie Gingrich / The Ops Authority

Lean Six Sigma Practitioner

Founder, Essential HER Strategy, LLC - Divergent Business Strategist

Media & Publications

👉 Featured on national media outlets, trusted industry certifications, and recognized as a contributing author in the best-selling anthology Possibility to Prosperity.

Certifications

I protect Friday afternoons. Every week. Without exception. Not because I have perfect discipline, but because I built my business so it doesn't need me on Friday afternoons. That's not a quirk. That's proof of concept.

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WHEN I'M NOT A CEO, WHO IS LATRAILA?

Wife & Mom

I'm one of the lucky ones. I found my best friend in my husband. We share a passion for the same things, and our conversations are always filled with laughter. He truly understands me, and his presence in my life brings warmth and love. We have three boys, well young men ages 21, 20, and 17. I'm the mom that builds relationships with their teachers, set to-do task straight on their calendars, and still makes a big breakfast whenever they have a first day of something whether it's school, new job, or new hobby.

Christmas Fanatic

As soon as November arrives, my house is filled with the spirit of Christmas. I love decorating EVERYTHING, and our collection now includes five Christmas trees. But it's not just the decorations that bring me joy. As an operations enthusiast, I manage all the gift lists and requests for the entire family on a dedicated Asana board. And when it comes to meal planning, I take it as an opportunity to have fun and get creative, preparing dishes that we only enjoy during the holidays.

Book Worm

I love historical romance novels. I've always read them with my mom when I was growing up. But I also love what my son calls "smut." 🤭 All I need is a good book and my favorite cup of tea, and I call that a good time. When time permits, I could read about 3 full books a week.