Meet Amanda Duff: A Beacon of Change in HR
Amanda Duff, recently honored as Business Woman of the Year, is quickly becoming a distinctive voice in the human resources industry. As the founder and CEO of Now What HR, Duff has successfully integrated her passion for people with her expertise in HR, creating an innovative support system for both individuals and companies navigating their workforce challenges.
A Transformational Journey of Resilience and Growth
Starting her career as a tax accountant at EY, Amanda realized her strengths lay in empowering others to thrive in complex environments. After moving into HR leadership roles, including her tenure as Senior Director of People Operations, she began advocating for sustainable success and a people-centric approach to workforce management.
In February 2025, amidst personal challenges, including the birth of her child, Amanda launched Now What HR. Her firm has already made waves in its first year of operation, reflecting her commitment to creating a workplace culture rooted in kindness and strength. Her approach emphasizes authenticity and self-awareness, helping organizations and individuals reach their full potential.
Crafting a New Narrative in HR
At Now What HR, Amanda offers services tailored to both corporate clients and individual professionals. This dual approach enables her to tackle the multifaceted challenges in today’s business landscape—be it through performance review design, leadership development, or personal coaching aimed at helping career transitions.
Amanda describes her coaching philosophy as holistic, where emotional intelligence meets practical strategy. She believes in a customized path for each client, one that involves identifying personal goals and creating actionable plans to achieve them. Esteemed professionals she has worked with echo her effectiveness; they credit Amanda for guiding them toward clarity and confidence in their careers.
Grounded in Community Contribution
Duff is not just focused on business success; she also prioritizes community impact. She partners with the San Diego Food Bank to provide essential support to families in need. Additionally, her affiliation with Kids for Peace as a “Kindness Certified” organization underscores her dedication to fostering kindness and acceptance within corporate and community spaces.
Insights into Leadership and Personal Development
Reflecting on her trajectory, Amanda attributes her achievements to resilience built from personal experiences. Understanding the value of vulnerability in leadership, she emphasizes that true success is intertwined with moving beyond traditional metrics of achievement.
Reading transformative literature, such as Brené Brown's Dare to Lead, has offered her profound insights on leadership and empathy, which she strives to embody in her own practice. She passionately encourages emerging professionals to cultivate resourcefulness, emotional intelligence, and patience as foundational skills for success.
The Future of HR: Embracing Change and Advocacy
As Amanda Duff continues to revolutionize how HR functions, she embodies the ethos of modern leadership—one that harmonizes business objectives with the well-being of individuals within the organization. Her journey demonstrates that kindness and respect for human capital can drive prosperity not just for businesses but for society at large.
In a world where the dynamics of work are rapidly evolving, her story is a call to action for those in the HR field and beyond. Recognizing that success is ultimately personal, Amanda inspires others to redefine their own trajectories and embrace change with an open heart and a strategic mind.
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