What makes a great leader in a world moving faster than ever?

In this episode, I’m joined by Cerys Goodall—startup whisperer, culture builder, and the “unlikely COO”—to talk about leadership, resilience, and creating companies that thrive from the inside out. Cerys shares her untraditional journey from PR to the C-suite and how startups (and life) are more like puzzles than playbooks. We discuss why culture is your true competitive advantage, how to hire with purpose (not just pedigree), and why five-minute practices can transform your mindset and business.

Whether you're scaling a team, pivoting fast, or rethinking leadership, this episode will leave you inspired to lead with more clarity, intention, and heart.

🎧 Listen in.

Cerys Goodall is a dynamic tech executive, storyteller, and changemaker whose career has spanned aerospace, digital health, and veterinary innovation. Currently the Chief Operating Officer of Vetster, a virtual care platform transforming access to veterinary services across North America, Cerys has been instrumental in scaling the business, launching new marketplaces, and shaping the future of pet health. Her strategic oversight spans marketing, customer experience, HR, legal, and operations—driving triple-digit growth while cultivating a values-driven, high-performance culture. Cerys is redefining leadership by putting people, purpose, and impact at the centre of growth.

Connect with us:

Vetster Website

Cerys Goodall LinkedIn

Work with She Built It® Media

She Built It® Instagram

She Built It® CEO, Melanie Barr Instagram

Melanie Barr LinkedIn

She Built It® LinkedIn

Why Startups Need More Unlikely Leaders with Cerys Goodall