Founder
About Liz
I'm Liz Edwards. I build the structure that makes a brand's values believable.
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, language, guardrails, and proof. As co-founder and Chief Impact & Growth Officer at Glow, a platform built around creator giving, I've shaped how impact gets communicated and measured. As COO of If You're Breathing, a media-first nonprofit, I run the operations that keep mission and execution aligned. Both taught me the same thing: good intentions don't build trust. Structure does.
I started Groundwork because I kept watching it happen to brands I admired. They were doing real work — sourcing better, giving meaningfully, building community — and getting almost none of the trust, differentiation, or growth they'd earned. Not because the work wasn't good, but because it was scattered, vague, or impossible to verify. Buyers couldn't see it. Customers couldn't quite believe it. Investors couldn't bank on it.
That's a foundation problem, and it's fixable. It's the one I build for.
I work with founder-led consumer brands — the ones where the founder's values still shape the product, the partnerships, and the growth. My background is in creator brands and mission-driven organizations, and I'm bringing that same discipline to consumer now, with a first group of founding clients. I'd rather earn your trust the way I'll ask you to earn your customers': substance first, then proof.
I'm based in Tennessee, where I live with my husband and two sons.