Embedded Coach Training Program for Certified Coaches, HR Leaders, and Culture Builders

This training was designed by Alita Watson after she pioneered the Embedded Coaching role for six years at Unicorn Startup, Sonder—performing over 10K coaching sessions, accelerating leadership capacity across all layers of the business, guiding teams through adversity, and scaling culture as the company globally expanded.

The curriculum is designed to equip organizations, coaches, and HR leaders to replicate this model by sharing processes, tools, and an extensive library of resources to:

  • Co-create a partnership with HR that will revolutionize the people function.
  • Navigate the complexities of confidentiality while serving all levels and functions of the business.
  • Demonstrate measurable ROI on engagement, retention, and productivity.
  • Provide rapid-fire ‘spot-coaching’ during critical moments—without ‘taking sides’ or reinforcing the Drama Triangle.
  • Support the integration of company values and customs through workshops, team, and leadership coaching.
  • Lead conflict resolution sessions in alignment with HR standards and liability guidelines.
  • Conduct 360 reviews and create leadership development plans using NG’s 7 Pillars of Leadership.
  • Facilitate workshops that foster conscious leadership and a feedback-driven, agile culture where everyone thrives.

Embedded coaching takes internal coaching to the next level, blending the roles of ambassador, advisor, and thought partner into a single, impactful function. This isn’t just about enhancing individual growth—it’s about driving systemic transformation and reshaping organizational culture.

ICF Certified & Applicable Credits


This training is ICF-certified, offering 2.5 hours of Core Competencies and 7.5 hours of Resource Development.

Please note: while open to all, this training is tailored for certified coaches working in startups or rapid-growth companies.

For HR leaders seeking to create an internal coaching function or place an Embedded Coach, we offer specialized services, including liaising, training, and advisory support to ensure seamless integration and lasting success.



Hi, I’m Alita Watson.


As an Embedded Coach for over eight years, I’ve witnessed the transformative power of this role. Today, my bold yet simple vision is to see an Embedded Coach in every organization, across industries, driving meaningful change at the heart of both people and business.

To make this vision a reality, I’ve developed a one-of-a-kind training program for HR leaders, culture-creators and coaches who are ready to lead the way.

This program provides a fully adaptable framework with systems, processes, and templates that seamlessly align with your organization’s unique brand and values.

It equips you to build a thriving internal coaching function, foster a feedback-driven culture, navigate the dynamics and chaotic terrain of rapid growth environments with confidence and agility.

By pioneering this role, you’re not just advancing your career—you’re shaping workplaces where people and businesses thrive.

Alma Academy gave me the needed tools and approach to jump start my engagement as an internal coach.

Alita tailored her program to my unique needs, set me up for success, in addition to aligning on and supporting my unique overall career goals.

My recommendation? Don't go in blind, no need to reinvent the wheel. Trust in Alma Academy to help get you up to speed faster with their proven approach.

- Craig Revford, Sr Embedded Executive Coach & Advisor