Genena Armstrong - Building Champions

Genena Armstrong

Executive Coach

Genena is engaging and energetic—and creates a comfortable space for her clients to grow. As an Executive Coach, she helps her clients realize both their strengths and areas for improvement. She listens well and asks insightful questions to uncover the barriers that keep her clients from moving forward. Believing that coaching is a partnership between coach and client, she views the journey as a transformative process with long-term benefits and rewards.

As an ICF Certified Coach, Genena implements coaching strategies that empower a client to action. She holds her clients accountable to their goals while encouraging them toward healthy ownership. Clients can expect to feel excited about their future when coaching with Genena.

She brings over 25 years of executive leadership experience in Human Resources and Talent Management. She has served in top leadership capacities for a variety of industries including mortgage, banking, healthcare, technology and retail.

Prior to joining Building Champions in 2020, Genena served as an Executive, Career and Personal Development Coach with her company, Metamorphosis Coaching LLC. She coached executives, emerging leaders and small business owners from diverse industries. With a specialization focused on Women in Leadership, Genena developed and implemented diversity programs designed to increase representation and retention of women and minorities. Simultaneously, she provided executive coaching at Alkami Technology, a cloud-based digital banking technology provider. She coached with their Gold Standard Leadership Program and offered consulting to their CHRO regarding workforce diversity and inclusion and culture training. She also provided consulting services for Zigatta and Caliber Home Loans.

Genena’s previous roles include Vice President, Human Resources Consultant & Executive Coach for The Jacob Group, Director of Diversity & Inclusion for CHRISTUS Health, Director of Diversity & Inclusion for CoreLogic, Vice President of Diversity & Inclusion for Wells Fargo, and Executive Recruiter for Target/Marshall Field’s Company.

She holds a bachelor’s degree in Business Management, Human Resources from Illinois State University. And, in addition to her ACC ICF coaching certification, she is certified SPHR (Senior Professional of Human Resources).

Outside of work, Genena volunteers at The Samaritan Inn, a homeless program that helps people gain dignity and independence. She also loves spending time with her husband and kids whether it’s a walk around the neighborhood, a meal out, or a family trip. Genena prioritizes the people in her life—by planning trips with her girlfriends and regular video calls with her brothers and sisters. Genena resides in McKinney, TX with her husband. They have three adult children—a daughter in Boston, a son in the U.S. Army and a son attending the University of Kansas.

  • Executive Presence
  • Strategy Development
  • Career Management
  • Diversity & Inclusion
  • Brand Identification
  • Culture & Engagement
  • Emotional Intelligence
  • Population Health
  • Leading tour groups to Israel with her husband
  • Working with underserved women and children
  • Visiting every M&M World location in the country (and, bringing her husband and kids a souvenir associated with their “M&M personality”)
  • Leadership Coaching
  • Executive Coaching
  • Team Retreats
  • Workshops
  • Associate Certified Coach, International Coaching Federation (ACC)
  • Certified Senior Professional of Human Resources (SPHR)
  • Certified Diversity Management, CDM (Healthcare), IFDHE, American Hospital Association
  • TTI Success Insights DISC Certified
  • Leadership Circle Profile Certified