Meet the Founder & Coach
I help high‑achieving women in tech lead with confidence and clarity… without burning out.
You’re great at your job. You’ve worked hard to get where you are. And yet, between impostor syndrome, office politics, and the constant pressure to “do more with less,” it can feel like you’re one hard conversation away from doubting everything.
I get it, because I’ve lived it.
I’m Sarah Williams, Founder of Williams Coaching and creator of the Lead Boldly program. I spent 15+ years building a career in tech: moving from market research into systems analysis, product and program management, and ultimately senior leadership roles in cloud SaaS. I led complex, high‑visibility initiatives (including an AI/ML project with two patents pending) and global, remote‑first teams of high performers.
Through all of that, I learned something important: the technology was never the hard part.
The real work was people; managing humans, building trust, navigating conflict, advocating for my team, and helping brilliant but exhausted folks see what they were truly capable of. That was the part of my job I loved most. Coaching is how I get to do that work on purpose, every day.
MY STORYI've always been fascinated by the place where people and technology collide.
I started my career in market research, but I kept gravitating toward the technical side: building dashboards, standing up websites, digging into systems. That pull eventually led me through roles in systems analysis, product management, and program management across higher education, accounting, insurance, and cloud SaaS.
But here's what I learned along the way: the technology was never the hard part. Managing people, building teams, holding difficult conversations, earning trust, helping someone see what they're capable of... that was the real work. And it was the work I loved most. I found deep satisfaction in advocating for my team members, helping them push through challenges, and watching them achieve things they weren't sure they could.
I eventually landed at a cloud SaaS company I'd been dreaming about for years. I was promoted to manager and then senior manager, and I led an AI/ML project that has two patents pending. I'm proud of that chapter, and I'm equally proud of the teams that made it possible.
My career in tech hasn't been without its difficulties. I've experienced the struggles that too many women in this industry know well: imposter syndrome that whispered I didn't belong, stereotypes, bullying, and the kind of microaggressions that slowly wear you down. I've also lived through the realities of managing a global, remote-first team and the gut punch of layoffs, both being the one left behind and being the one impacted.
I share this not for sympathy, but because it matters. If you've been through any of this, I want you to know that your coach has been there too.
WHY COACHING?Honestly? It was a series of rejections that got me here.
I had been chasing my dream of working as a product or program manager at a tech company. I'd make it through multiple rounds of interviews, get my hopes up, and then get the rejection email. At the same time, I was dealing with a difficult interpersonal situation at work that was draining me emotionally. I was stuck, frustrated, and starting to wonder if maybe I just wasn't good enough.
That low point led me to therapy and to the work of Dr. David D. Burns and cognitive behavioral therapy. The practical tools I discovered during that time didn't just help me interview better; they helped me overcome a lifelong struggle with depression. That alone changed everything.
I eventually discovered feminist coaching through Kara Loewentheil’s work and trained in her methods. I combined those tools with cognitive behavioral techniques and my 15+ years in tech to create a coaching approach designed specifically for women in tech who are navigating high‑pressure roles, impostor syndrome, and messy workplace dynamics.
The methods I'm sharing with my clients are the exact same tools I used to go from rejected and hopeless to leading a global, remote team of high performers. And I'm still using them daily, right now, as I build my confidence as a founder and a business owner.
I don't teach theory. I teach what worked for me, and what I believe can work for you.
MY STYLEThree values drive everything I do as a coach: autonomy, communication, and trust.
Autonomy. I've always been driven to have the freedom to steer my own career and make my own choices, and I want that for you too. You are the authority in your own life. My job is to give you the tools and create the space for you to step into that fully.
Communication. I'm on a lifelong mission to become a better communicator, because I believe it's one of the most important skills we can develop, at work and everywhere else. My promise is to be clear, open, and intentional in how I share these teachings with you. And I hope you'll feel safe being just as open with me.
Trust. I believe trust is built in the small moments: following through, showing up consistently, doing what you said you'd do. That's how I'll show up for you, because I want you to feel genuinely comfortable sharing your vulnerabilities and your biggest dreams with me.
These values shape how I coach, but I also know that everyone is different. I'm here to challenge you and push you forward, and I can flex my style to be more supportive or more direct depending on what you need. What won't change is that I'm in your corner.
Sound like the right fit for you?
What people say about working together:
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"Sarah's coaching skills are superb and natural. She deliberately challenges, consistently encourages, and takes real interest in seeing the people she works with develop."
—Mirna L., Senior Technical Program Manager
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"Working with Sarah was exactly what I needed. She’s empathetic but also gives clear, actionable feedback. She asks the right questions, cuts through the noise quickly, and calls out the things you’re avoiding in a way that actually helps you move forward."
—Kate D., Cloud Migration Manager
Ready to lead boldly?
Book a free 30-minute discovery call and let’s talk about what’s possible.
In 30 minutes, we’ll clarify what you want next and whether Lead Boldly is a fit.
No pressure, no hard sell.