MEET FLORENCIAFrom Global Strategy
to Business Coaching
I've watched leaders spend a fortune getting their plan right, and nothing getting themselves right, as if the two were unrelated. They're definitely not.
Every strategy lives or dies on the person leading it, and on those around them to execute it alongside them. It's the most commercially obvious thing I've learned in decades of business, and somehow still the most ignored.
I founded The Powerful Brand Group and developed its proprietary methodology to deliver lasting outcomes to Founders and CEOs at critical points of scaling, ultimately delivering tangible results.
01Strategy
with a Spine
I've shaped brands from every seat at the table: as a corporate leader inside Coca-Cola, Diageo, HSBC and PepsiCo, as a strategy consultant brought in from outside, and now as a business coach for service-based businesses. That range is what taught me a strategy only matters if it actually works. That's the standard I hold myself to with every founder and CEO I work with.
THE PRINCIPLES THAT DRIVE MY PROCESSEvery conversation works on your business and your leadership at the same time, never treated as two separate projects. These three principles guide how:
02The Power
of Discernment
I've never believed your business needs a template, and I've never sold one. Every leader I sit with carries a different history, a different team, a different version of what's actually at stake. What I bring is discernment, the judgment to see what's actually going on beneath the problem you came in with, not just the surface read. Then I stay in it with you until it's solved, not just mapped out.
03Growth
that Compounds
What compounds here isn't a skill you tick off, it's your capacity to lead, growing in step with the business itself. I won't pretend this resolves in a single session, because it doesn't. Real growth takes longer than one conversation and asks more of you than a quick fix ever could. I hold you to that honestly, as the leader carrying it, not to an answer that looks tidy but doesn't hold up.
BUILT for founders and CEOs doing the HARD work
"I founded The Powerful Brand Group to make world-class advisory accessible to founders actually doing the work of scaling a business, not just the corporates who could historically afford it."
Florencia Tarelli, Founder of The Powerful Brand Group
MY STORYFrom the boardroom to your table
EXPERTISE OF A LIFETIMEI migrated from Buenos Aires to Sydney in 2003, after working as a Commercial and Market Analyst for HSBC and Coca-Cola while living through Argentina's 2001–2002 economic crisis. I came to Australia to complete a Master of Commerce at UNSW.
Since then, I've worked across corporate, consulting and advisory roles from the Northern Territory to Tasmania. In 2020, I founded The Powerful Brand Group to make world-class advisory accessible to founders actually doing the work of scaling a business.
MY CREDENTIALSCorporate Strategy
15 years inside Coca-Cola, Diageo, HSBC and PepsiCo in decision making from brand strategy, business growth to M&A.
Strategy Consulting
A decade shaping businesses and brands large and small at Landor, FutureBrand and The Leading Edge.
Business Coaching
Advising scaling founders since 2020, working on the business and with the leader at the same time, not as two separate projects.
Founder's Perspective
Lived experience as a co-founder of veme.me.
Qualifications
Master of Commerce (Strategic Value Management), UNSW
Business & Actuarial Studies (double degree), University of Buenos Aires (UBA)
Positive Intelligence (PQ) Certified Coach, Neuroscience-Based