Fernanda Ortega: Coaching Across Cultures

Fernanda Ortega’s story is one of global transformation—professionally, personally, and purposefully. With more than two decades in human resources, Fernanda led growth and transitions in corporations across Latin America, the U.S., Europe, and Asia. She worked on major mergers and acquisitions, managed multicultural teams in over 80 countries, and held leadership roles in startups and major tech companies. But it was a sabbatical in Barcelona that brought her back to her roots in psychology—and set the course for her next chapter.

Fernanda’s turning point came through volunteer work with women and refugees in Brazil. After years in corporate HR, she felt a pull toward more human-centered work. It was then that she began her coaching certification at Columbia University and launched her own company. What began as a sabbatical became a new business. Today, she works with entrepreneurs and leaders in over 20 countries.

Her leadership lens is shaped by deep cultural understanding. Born in Brazil, a U.S. resident, and now based in Spain, she draws on the perspectives of all three places she calls home. In her coaching, she sees firsthand how kindness is perceived differently across cultures. In places like Zambia and Malawi, she sees a real sense of community. “They build communities with no effort, without expecting anything in return,” she notes. “In other places, it is really different.” She adds, “In some countries, kindness is a deep value. In others, it can be misunderstood—especially in cultures where people are raised to be assertive. Kindness somehow can be seen as a weakness. A comment may be, ‘I don't know how to express kindness in my work and still be respected as a leader.’ I have seen both extremes.”

This contrast is something Fernanda has lived. In her HR career, she witnessed both compassionate and harsh leadership. One layoff she recalls involved 400 people dismissed in a single day, with no empathy shown. “People in a room and managers just announcing, ‘You’re redundant starting now, collect your stuff, and this is your severance package.’ I witnessed that, and I felt there’s a sense of importance to this, because it was HR talking about being kind, taking people into consideration. There’s a big gap. It was really frustrating,” she said. That experience stayed with her, and she now helps leaders approach difficult moments with empathy and self-awareness. Her coaching focuses on transformation—with an emphasis on emotional intelligence, consistency, and coherence.

To Fernanda, strong leaders are defined by how they behave when no one is watching. She believes self-awareness and decision-making under pressure are key. She is passionate about connecting with people and helping them believe that they are worthy.

“I want to make people see that they are valued and that they are worthy.”

Fernanda Ortega is a transformational coach, global leader, and mentor who brings clarity and kindness to career change and leadership across cultures. Keep an eye out for more interviews.