Victoria Armstrong
Business Coach
- 20+ years’ success building companies as a Chief Operating Officer – strong in technology
- Founder of 4x companies (2x exits)
- Trained in Executive Development & Transformational Leadership from Victoria University
- Bachelor of Leisure Studies (BLS), Diploma in Personal Training, Diploma in Recreation & Sport
- Credentialed in Project Management Governance and Delivery methodology with Prince2 Foundation
- Certified in using psychometric and performance data to build high-impact, game-changing leadership teams
Victoria is a startup and growth specialist who’s spent the last two decades building businesses, leading operations, and helping founders scale ideas into sustainable companies. She’s worn the Chief Operating Officer hat for over 20 years across the US, UK, and Asia-Pacific, with a strong focus on tech, team building, and getting things done. A founder herself, four times over, with two exits – she understands the pressure and pace that comes with leading from the front.
She’s known for bringing calm, strategic thinking to complex challenges, with a collaborative style that draws people in and gets them aligned. Whether she’s in the boardroom or boots-on-the-ground in a new market, Victoria is driven by clarity, accountability, and a genuine care for people. She loves working alongside founders where her insight and operational depth can reduce risk, unlock momentum, and help teams move forward with confidence.
Her work is grounded in a deep belief in people. She brings a holistic, no-nonsense approach – balancing metrics and performance frameworks with an intuitive understanding of where individuals and businesses can thrive (and where they won’t). It’s a style often described as candid, energising, and rooted in kindness.
Victoria is also a long-time advocate for inclusive entrepreneurship and women’s leadership in business. She’s shared her voice as a speaker and panel moderator for institutions including Oxford University, Imperial College London, London Business School, and the UN Women UK Delegates Commission.
On the governance side, Victoria has more than a decade of board experience as a director and non-executive director across the private sector in Australasia and the UK. Most recently, she was appointed as a Non-Executive Director for Ignite Aotearoa, a mental health and wellbeing organisation serving communities across Australasia.
Outside of coaching, Victoria loves reading science fiction, wrestling with her two sons, and long family walks with their dog, whether on the beach or through the bush.
