Know what makes us tick our passion drive and motives.

Origin Story

With respect for industry and regional nuance, yet impassioned with the understanding that “people are people wherever they work”, Founder Tia B. Coachman stepped out of the experience of serving one workforce in one industry to embrace the idea of partnering with people leaders who were experiencing discomfort and difficulties in their leadership of people.

Affirma was born with the intention of focusing on leaders’ growth through awareness, empowerment, partnership and accountability. The first step is meeting people leaders where they are on their leadership journey. Our team is committed to guiding leaders and their team through the ebb and flows of learning, reimagining, and adopting new ways to take care of the people in their workforce so that they can bring the best of themselves to the work of their organization.

Origin Story

With respect, of course, for industry and regional nuance, yet impassioned more so with the powerful understanding that people are people wherever they work, Founder Tia B. Coachman stepped out of the experience of serving one workforce in one industry to embrace the idea of partnering with people leaders who were experiencing discomfort and difficulties in their leadership of people. Affirma was born with the intention of focusing on leaders’ growth through awareness, empowerment, partnership and accountability. The first step is meeting people leaders wherever they are on their leadership journey. Our team is committed to guiding leaders and their team through the ebs and flows of learning, reimagining, and adopting new ways to take care of the people in their workforce so that they can bring the best of themselves to the work of their organization.
Small team. High Touch. Lasting Impact.

Meet Our Team

Amanda Garcia

People Operations Partner

Amy Jeffers
Director of Talent Acquisition Partnerships

She has nearly 20 years of experience partnering with C-Suite and Senior Executives, Executive Directors, and Boards in various industries such as federal and district government, non-profit, advertising, media, and hospitality.

She recently contributed to the Career Thought Leaders 10th Annual White Paper revealing the new and next in the careers industry.

Founder & CEO

Tia’s consultation is centered on strategic HR partnership, talent management, equity, diversity, and inclusion initiatives, policy development, and facilitating internal organizational change.

Tia earned a BBA from Howard University and an MBA from the University of Maryland University College. She also holds the SHRM-Senior Certified Professional Certification (SHRM-SCP) and the Energy Leadership Index Master Practitioner Certification (ELI-MP) from the Institute of Professional Excellence in Coaching.

SHRM-Senior Certified Professional Certification

Energy Leadership Index Master Practitioner

In her former life, Tia most recently served as the Director of People Operations at 24/7 Laundry Service, a full-service agency with content creation, production, and media buying. Prior to that, she served as an HR Manager at Wieden + Kennedy, an independent, creatively led advertising agency where she helped to transform the agency’s HR initiatives and programs. In the earlier years of her HR career, Tia served in the Federal and District of Columbia Government as a Management Analyst and HR Advisor. And, in her first entrepreneurial endeavor, she served as the Managing Director of The Sevan Group – an African American woman-owned photography and design studio which she also co-founded. Tia is no stranger at the intersection of blackness, feminism, queerness, and motherhood. Rooted in the community with a desire to progress the lives of African-Americans and women, her community work is through the local Boards of Directors where she has served as an executive or committee member including the Black United Fund, Bitch Media, Portland Workforce Alliance, and Jack and Jill of America, Inc. She is also a member of Delta Sigma Theta Sorority, Inc, a service organization. Tia is an honors graduate of Howard University with a BBA in International Business and Marketing and an MBA from the University of Maryland University College. She holds the SHRM-Senior Certified Professional Certification and recently contributed to the Career Thought Leaders 10th Annual White Paper revealing the new and next in the careers industry.
The founder

Tia B. Coachman, MBA, SHRM-SCP

Founder, Principal Consultant

Tia’s consultation is centered on strategic HR partnership, talent management, equity, diversity, and inclusion initiatives, policy development, and facilitating internal organizational change. She has over 15 years of experience partnering with C-Suite and Senior Executives, Executive Directors, and Boards in various industries such as federal and district government, non-profit, advertising, media, and hospitality.

Aside from her consultation, she has offered guidance through panel sessions and workshops on the topics of equity, the theory of intersectionality in the workplace, talent acquisition and retention strategies, and talent management with organizations such as Portland State University, Brand Innovators, TimesUp Advertising, PDX Women in Tech, Women’s Center for Leadership, PDX Executive HR Forum, and others.

Our practice is rooted in the simple idea that the people matter most in the workplace. We are HR for HR. We are HR in the absence of HR. We are advisors to leaders. We are champions of the workforce.

What We Do

As your partner, we will help to affirm what is right, what is productive, and what is fair in your organization. From compliance to culture, we take a generalist’s approach to providing bespoke HR advisory and services. With an unwavering equity filter, we focus on preventative, maintenance, and reformative workforce solutions.

Why We Do It

We believe in the connection between the workforce and business trajectories. We believe that through commitment and consistent practice, every organization can benefit from:

Leadership whose intentions are visible and whose impact on the workforce is positive.An employment value that proves that both employer and employee deserve to get out as much as they put in to their collective success. An organizational culture that thrives in the balance of empowerment and accountability at all position levels.

In Collaboration With

Our Consulting Community

Lakaya Renfrow

The Proximity Collective

Maren Elliott Reed

HATCH Consulting

Testimonials

Our Impact

Yes, the staff in particular are

“Yes, the staff in particular are viewing so many more things through an equity lens than we ever did before. Tia lit a fire that won't be extinguished. We have so much work to do as individuals and as an organization but this has been an amazing starting point.”

- Barb Mcdowell

Affirma helped us see the new path

“Affirma helped us see the new path, and helped us start down that path. Transformation is difficult but it remains impossible if we cannot even see the possibilities. Affirma showed us what was possible, helped us believe we could do it with practical tools and wise support. Now the road is ours to walk.”

- Jann Carson
Interim Executive Director / ACLU of Oregon

Tia is very insightful and strategic

“Tia is very insightful and strategic in thinking. She brings fresh perspectives to leadership.

- John Whitted