I’m Joni Hoadley and I coach senior product leaders. I work with Directors, Heads of Product and solo PMs on improving their strategic leadership skills. What I coach is judgement, influence, commercial fluency, executive communication, and product strategy for the AI era.
‘ve spent 20+ years in product, including over a decade at Sonos as its first software product manager, where I grew with the company from about 50 people to 1,500. I saw what scaling looks like up close: the moments when leaders hit a ceiling, and the inflection points that decide whether a product org keeps moving or stalls. Now I work with senior product leaders sitting in those same moments, especially the ones new to the leadership seat and figuring it out in real time.
My clients aren’t stuck on frameworks. They’re navigating the calls that don’t come with instructions: escalating a risk their VP keeps waving off, protecting their team’s focus when every quarter asks for more, making the decision where being wrong is expensive and there’s no template to follow. AI can draft the strategy doc, summarize the research, and write the exec update. It can’t make those calls for you. That’s the work we do together.
What product leaders say
“I started working with Joni as a Director of Product, and over our six-month engagement, she was instrumental as I navigated a promotion to Senior Director and a complex company acquisition. Because Joni has deep, firsthand experience as a product leader herself, her advice is uniquely grounded in the reality of the role. What sets […]
“I genuinely feel far more prepared to take on this role because of the work that we’ve been doing. So very grateful that you are here for this part of my journey.”
I was starting a new job as Director of Product Management at a cloud infrastructure company and wanted to ensure that I got off to the best possible start. Joni helped me ensure that I was doing everything I needed to do to be a successful PM and people leader. Joni helped me build out […]
Prior to hiring Joni, we knew we needed to bring in product expertise but weren’t sure exactly where to start or the type of Product Manager we needed. Given Joni’s expertise and career, she was the right person to help us think through the process. She guided us in helping identify the type of resource […]
I have had the pleasure of working with Joni on two separate occasions – first at Sonos and then later at TrackR. At Sonos, she and I worked very closely over a number of years on a series of different SW related projects. It was clear from the start that Joni’s combination of business smarts, […]
“We brought in Joni right at a time when we were stuck. We had a vision of where we wanted to go and lots of great ideas but had no structure or process for getting those ideas into actionable steps. Joni led us through a series of workshops where we were able to organize and […]
Who I work best with
You’ll get the most from coaching with me if you’re a Director, Head of Product, or solo PM at a startup wearing every hat, especially if you’re new to the leadership seat. Your org is leaner than it used to be, the C-suite wants business impact this quarter, and you want a sparring partner for the high-stakes conversations, not a motivational speaker. If that sounds like you, book a free call and we’ll figure out if we’re a fit.
Frequently asked questions
What is Joni’s coaching style
I blend a combination of compassionate listening and empathy with a direct communication style to help you achieve your desired results.
I offer specific professional guidance, recommendations, and opinions based on my 25+ years in product management.
I do not offer generic coaching advice. My advice is specific and tangible to your unique circumstances and goals.
I do not believe in a one size fits all approach to careers and that’s why my career advice is always tailored to you as an individual who desires to show up as your best self.
Can I get reimbursed for coaching?
Yes! Many of my clients use their company’s professional development budget to cover coaching costs. After each monthly payment, you’ll receive a receipt to submit for reimbursement. Learn more about how to do this.
What can I expect if I become a client?
Typically, we’ll start by getting a snapshot of your current situation, current issues, and where you want to go. We’ll clarify your life values, ambitions, and goals. We’ll also work to identify key barriers, common frustrations, and areas where you tend to get stuck.
At the end of each session, we will talk through the next steps and actions to keep you moving forward between sessions.
Each session lasts 60 minutes, typically twice a month.
All information is kept 100% confidential. I record each session and make it available to you to watch as a replay. I also provide you with a meeting notes and a transcript from each session so that you have a written record of everything we’ve discussed.
In addition to these sessions, I provide ongoing support via a dedicated 1:1 Slack channel and email.
Can you mentor me?
I’d first like to clarify mentoring vs coaching. To me, mentoring is when an industry expert provides someone seeking guidance with free advice and connections.
As much as I love helping people starting out in their careers, I am only able to offer coaching services to people who are willing and able to invest in their careers financially.