Client Spotlight: CEO Christy Brown Shares How Executive Coaching Transformed Her Leadership
An interview with Christy Brown, Former CEO of Girl Scouts of Wisconsin Southeast
Alford Group is proud to share the story of Christy L. Brown, Former Chief Executive Officer of Girl Scouts of Wisconsin Southeast (GSWISE), a large council with more than 23,000 girl and adult members. When Christy L. Brown stepped into the role of CEO at the Girls Scouts, she brought with her a wealth of experience—but not in the top executive seat. Recognizing the opportunity for professional growth, Christy and her board sought out a strategic coaching partner who could support her transition and provide guidance rooted in nonprofit leadership and philanthropy.
That search led her to Alford Group and Vice President Maree G. Bullock. In this conversation, Christy reflects on the transformational impact of executive coaching—on her leadership, her organization, and her ability to serve more girls and families across southeastern Wisconsin.
What brought you to Alford Group? Was there a specific challenge or goal you were hoping to address?
Christy L. Brown, Former CEO, Girl Scouts of Wisconsin Southeast:
The biggest issue was that I was new to the CEO role. My board suggested I pursue additional professional development if I felt it would be beneficial. I decided that having a coach—someone familiar with the challenges of nonprofit leadership—would help me tremendously.
Our CFO did the initial evaluation of consulting firms. We were looking for someone with nonprofit experience, a strong reputation, and a broad background. She was familiar with Alford Group and had a high opinion of your work. Then I had the opportunity to speak with Maree. Honestly, it felt like a match made in heaven. Maree had both nonprofit and business experience, which was critical for me, since I came from a finance background, not a traditional nonprofit leadership path.
What were some of the key benefits or outcomes you experienced through executive coaching?
Christy:
At Girl Scouts, we talk about building girls’ courage, confidence, and character. I’m not sure Maree built my character, but she definitely helped build my courage and confidence as a new CEO.
Every time I spoke with Maree, she validated my thinking. She never told me I was wrong—she asked gentle, probing questions that helped me think more deeply and consider different approaches. That was so valuable.
She also shared examples from her own leadership experience, which helped normalize the challenges I was facing. Her feedback gave me the confidence to trust my instincts—especially as someone who didn’t come from a traditional membership or philanthropic background.
Executive coaching supported you both professionally and personally. How did the process unfold for you?
Christy:
I really liked the process. Maree gave me practical tools I still use today, like a 30-60-90-day planning framework. That structure helped me think beyond the day-to-day and plan strategically.
Most importantly, Maree empowered me to step into my own kind of leadership. I didn’t have to emulate someone else’s style—I could be myself. With her guidance, I felt like, “Yes, I can do this. I can own my leadership and move forward.” That mindset shift will benefit me in every role I take on in the future.
Looking back, how has your leadership—and your organization—changed as a result of coaching?
Christy:
We’ve changed in significant ways. One of our biggest challenges was serving underrepresented populations in our community. With Maree’s support, I was able to reframe challenges, trust my instincts, and chart a course to better serve all girls in our region.
Our Latina initiative grew by 48%, and we’ve significantly expanded our urban outreach. Even though COVID was a setback, the growth we experienced before that was meaningful and sustained.
Maree helped me understand that leadership means keeping your eye on the whole picture. She reminded me to focus on revenue generation, sustainability, and mission alignment. That advice was instrumental as we balanced expanding access with financial health.
Honestly, I don’t know if I could have done it without Alford Group. Coaching was not just about strategies—it was also about having a trusted person I could talk to, even vent to, which you can’t always do with your board or staff.
Thanks to Maree, we’ve maintained strong membership, stayed fiscally healthy, and are serving 16,000 girls and 6,500 adults across southeastern Wisconsin. That impact matters deeply to me—and it wouldn’t have been possible without her support.
Maree Bullock
Vice President, Alford Group
Maree Bullock has dedicated her career to the nonprofit philanthropic sector, lending expertise in strategic planning, organizational development, coaching and governance, interim staffing and fundraising. She has managed the distribution of $275 million in charitable grants to nonprofits worldwide and co-authored The Successful Volunteer Organization: Getting Started and Getting Results, which has sold over 40,000 copies.
Lieve Hendren
Senior Consultant, Alford Group
Lieve Hendren is a Senior Consultant at Alford Group, bringing nine years of experience in strategy consulting and project management to her clients. She previously worked with The American Medical Association, The Rockefeller Foundation and Teach for America.