Tori Lazar is an executive coach, business advisor, and former brand executive who helps high-performing women lead with clarity, influence, and emotional integrity. She’s the founder of How to Fck Up Well, a leadership and coaching studio for women ready to scale their impact without sacrificing themselves in the process.

Rooted in her early experiences as a “restaurant kid,” Tori blends emotional intelligence with structural strategy—helping clients navigate power dynamics, lead with intention, and build systems that reflect their real-world context. Her clients span tech, media, finance, and the creative industries.

Tori’s guiding belief: self-respecting women build better companies, and those companies help shift business, culture, and leadership for the better.

Tori Lazar is an executive coach, business advisor, and former brand executive who helps multidisciplinary women in high-stakes industries lead with clarity, credibility, and emotional integrity.

She is the founder of How to Fck Up Well, a leadership and coaching studio for women ready to step into bolder roles, scale their influence, and build businesses that don’t require self-sacrifice as the cost of success. Her clients include founders, senior executives, and high-performing creatives across tech, media, finance, and advertising—women who think expansively, lead intuitively, and want to build systems that actually support human flourishing.

Tori’s approach to leadership didn’t start in a boardroom—it started in her family’s restaurant. Watching her parents create a space where people felt seen, fed, and safe taught her how to read a room, resolve tension, and anticipate needs before they’re voiced. That early exposure to emotional labor and entrepreneurial grit shaped how she operates today: as a strategic mirror, bridge-builder, and systems architect for women carrying both ambition and responsibility.

Before launching her practice, Tori spent over a decade leading brand and marketing strategy across B2B and B2C companies—from early-stage startups to global platforms. She worked closely with founders, executive teams, and creative leaders to turn messy ideas into bold moves and design values-driven ecosystems that grow with intention.

What sets her apart is the way she blends emotional intelligence with structural strategy. Tori helps clients recognize the hidden patterns, pressures, and power dynamics shaping how they lead, communicate, and make high-stakes decisions. Together, she and her clients co-create tools tailored to their real-world context, so they can move through complex systems with foresight and self-trust.

Her core belief? Self-respecting women build better companies, and that shift benefits business, culture, and the next generation of leadership.