Founder + Head of Impact Operations
About Liz
I'm Liz Edwards. I build the operating system underneath impact work.
For most of my career I've been the person behind the scenes turning conviction into something that works—taking "we care about this" and giving it strategy, ownership, workflows, guardrails, and proof. As co-founder and Chief Impact & Growth Officer at Glow and COO of If You're Breathing, I've built cross-functional systems that align people, partnerships, resources, communications, and measurement. Both roles taught me the same thing: good intentions do not run themselves.
I started Groundwork because I kept watching the same problem inside brands I admired. The values, giving, partnerships, community work, claims, and data existed—but in different places, with no shared operating system and no clear owner. That fragmentation can cost the business trust, time, leverage, and money.
Groundwork fixes the operating problem underneath the story. I use Truth / Fit / Build / Prove to identify plausible opportunities for validation, assess trust and differentiation gaps, flag inefficient resource use, strengthen claim governance, and help companies define and track intended value for employees and stakeholders.
I work with founder-led consumer brands—the ones where the founder's values still shape the product, partnerships, and growth. Depending on the need, I diagnose the system, design and build it, or serve as the fractional Head of Impact Operations who helps keep validated priorities moving and gives leadership better information for decisions.
I'm based in Tennessee, where I live with my husband and two sons.