Executive coach and startup advisor Julia Velloso

Hi, I’m Julia Velloso.

In over a dozen years as Executive Coach and Head of People, I’ve served on the executive team scaling a startup 10x in revenue, built out two functions at Airbnb during its growth from $1-2B to $25B+ in valuation (Series B-E), and coached leaders across early-stage and established organizations — from Airbnb, Adobe, and Google to fintech, web3, non-profits, and growth-stage startups.

I’m the coach in your corner when you need clarity, steadiness, sharper thinking, or a push forward. My work blends strategic advising and leadership coaching, supporting leaders in strengthening how they think, lead, and operate.

I work with CEOs and cofounders, Heads of People, and growing leaders. Clients often come to me when things feel complex or high stakes. Through our work together, they focus on what matters most, make more confident decisions, and lead with greater clarity and follow-through.

I’m also an investor in an early-stage fund investing in purpose-driven founders across sectors like fintech, HR tech, health, and SaaS.

A bit about me: I grew up in São Paulo, Brazil, and spent a few years in my 20s leading cycling tours in France. I’m now based in the Hudson Valley in upstate New York. When I’m not biking or kicking a ball around with my two boys, you’ll find me baking focaccia or brownies, running, or picking up a new hobby (most recently, training for my first triathlon).

I'm a builder, collaborator, strategist, and empath.

I value optimism, integrity, kindness, and lofty ideals alongside lofty goals.


My Approach

I bring 3 areas of expertise to the forefront in my coaching and advising work:

Operations

As 2x Head of People (and other fractional roles) on the executive team, I’ve built out the People function, built teams, downsized teams, led comms, and coached CEOs.

Previously, I spent a decade in other operations roles, including running a marketing department, workforce planning for Airbnb’s scaling Customer Experience team, and business development for a startup in Paris.

Coaching

I was the first internal coach at Airbnb, and have coached leaders at 20+ organizations from scrappy startup to post-Series-B growth to established tech.

I’m a learner and relentless optimist with a bias for action. My work combines interpersonal awareness and strategic thinking with tactical operational tools to support you in driving action and impact.

Teams

The effectiveness of teams is a force multiplier or mitigator. Every leader needs the right ingredients and sequence to help their team thrive and do great work.

I’ve designed and led learning and leadership programs at Airbnb, and companies ranging small- to mid-sized to established across tech, pharma, healthcare tech, fintech, and non-profits.


Tools

If you’re curious about tools and models I use, here is a starter list. Using any of these tools (or none of them) depends on my client’s needs.

  • Strengthsfinder for individuals and teams

  • Leadership Circle Profile (360)

  • Five Dysfunctions of a Team, EOS (leadership operating systems)

  • Enneagram, MBTI, Insights Discovery, DiSC (personality typing)

  • Team change management tools (ORSC)

  • Immunity to Change, Co-Active (coaching tools)

  • Difficult Conversations, Crucial Conversations, Nonviolent Communication

  • Conscious Leadership principles

  • Neurolinguistic processing concepts and tools

Other certifications:

  • Senior Professional in Human Resources (SPHR - certified by HRCI)

  • CPCC - certified professional coach (ICF certified)