It’s Possible To Thrive—Even in the Messy Middle
Meet Amy Wilkins
Messy Middle Mindset Coach & Creator of Choose Awe
”This season is shaping you, not breaking you.”
We all have messy middle moments—times when things feel unclear, overwhelming, or off-track. They’re not signs that something’s wrong with you. In fact, they’re often beautiful signals that a breakthrough is on its way.
After 35+ years in leadership at brands like Smithsonian Media and Martha Stewart Living Omnimedia, I learned that growth doesn’t always look graceful—but it’s always worth it.
Now, as a coach, I help accomplished women Choose AWE™️—Awareness, Willingness, and Energy—as they move through life’s in-between seasons. Because thriving in the messy middle isn’t about doing more; it’s about awakening to more of you.
Together, we build the Awareness to see what’s shifting, the Willingness to face what truly needs your attention, and the Energy to move forward with clarity, courage, and ease.
If you’re ready to stop powering through and start growing through, you’re in the right place.
Amy’s Coaching Philosophy
I believe we already hold the answers we seek—sometimes we just need the space, presence, and partnership to uncover them. Coaching is that space.
As your partner in growth, I help you cultivate Awareness of what’s unfolding, strengthen your Willingness to step into the work that matters, and renew your Energy so you can move through challenge with greater confidence and flow.
I’m not here to hand you answers—I’m here to ask the questions that spark clarity, courage, and meaningful action.
Together, we’ll chart a path toward greater confidence, authentic self-expression, and alignment with what matters most.
I help leaders find their rhythm, power, and presence—so they can lead with intention and thrive, even when things get messy.
Kind Words
It’s an honor and a privilege to walk alongside my clients in the messy middle of their leadership and life journeys. I’m continually inspired by the courage, clarity, and growth that unfolds when clients feel safe enough to be real, bold enough to explore new paths, and supported enough to take meaningful action. These testimonials reflect that brave, beautiful work—and I’m so grateful to be part of it.
"Working with Amy as a professional coach has been, and continues to be, a deeply positive and transformative experience. She brings a rare blend of knowledge, patience, and encouragement to every conversation. Amy has a unique ability to ask just the right questions—ones that gently challenge and inspire deeper reflection. Through our work together, she’s helped me uncover the core beliefs, patterns, and strengths that unlock my ability to take clear, confident action. I’m not only more effective at work—I’m more grounded and intentional in my overall career. I’m incredibly grateful for her insight and partnership."
M.P.
VP Media & Marketing,
DOOH
"Working with Amy was truly transformative. She has a rare ability to cut through the noise, challenge limiting beliefs, and create space for real, lasting growth. During a pivotal moment in my career, she helped me find clarity in the “messy middle” and equipped me with the tools to lead with confidence, alignment, and purpose.
Amy doesn’t just coach—she helps me uncover the actions I want to take to achieve my goals. If you’re navigating a transition, leading at a high level, or simply feeling stuck, there’s no one better to have in your corner."
U.P.
Business Development Lead,
City Cruises
"When I first started working with Amy, I had just come out of a difficult reorganization and was feeling lost and unsure about my next step. I knew I didn’t want to go back to more of the same, but I didn’t know what else was possible. Amy helped me reframe my experience and reconnect with my strengths in a way that opened up entirely new possibilities I hadn’t considered. Through our work, I not only found a new role—I found clarity, confidence, and a renewed sense of purpose."
L.U.
Real Estate Advisor,
Berkshire Hathaway
"Working with Amy has been an incredibly impactful experience for me. Throughout our sessions, Amy and I explored my career goals and reflected on the type of leader I want to be. She provided a safe space that helped me identify improvement areas in my communication style, preparation techniques and sales strategy. She provided tangible resources to help me manage both my team and my superiors more effectively, all while addressing known and unknown blind spots in my approach. Amy is highly intuitive and her honest yet gentle disposition made me feel really seen - she truly exemplifies the way I aspire to conduct my business."
J.S.
Sales Leader, Vizio
"I've known Amy for years, and thought of her while I was pivoting into my next career phase. She's not only a sounding board to talk through ideas, obstacles and opportunities, but she's also my accountability partner. She keeps me on track and is my biggest champion for what's to come. She's one to have on your team."