About LICIA
I once found myself in a corporate career that I didn't know how to get out of.
I needed to CAREER STRATEGIZE,
myself back to PURPOSE and my PASSION
Now, my work has me falling in love with what I do every day.
I BELIEVE...
In the POWER OF POSSIBILITY, and I build compelling and triumphant career strategies for my clients.
That work is not meant to be a struggle and WE ALL HAVE THE POWER WITHIN US to regain our ultimate most fabulous careers.
That EVERYONE HAS A UNIQUE BLUEPRINT OF TALENTS within the core of who they are that transcends qualifications and past experience.
That when we are able to connect our minds to our hearts WE WILL FIND THE WAY TO SIGNIFICANT AND REWARDING CAREERS.
That when courage, humility, gratitude and curiosity lead MAGIC HAPPENS
FORMAL BIO
Licia was born in Buenos Aires, Argentina—living and studying in North America, South America, Asia, Europe, and Africa. Her richly international upbringing shaped her into a curious, adaptive, and deeply empathetic global citizen. It also ignited a lifelong fascination with human potential, cultural nuance, and how people find their purpose through the work they do.
Licia earned both her undergraduate and postgraduate degrees in Dramatic Arts (BA Hons) from the University of Pietermaritzburg in 1994.
Instead of following a traditional career path, she chose to travel independently, teaching English in South America and Drama in Europe to fund her journeys. These early experiences would become foundational in shaping her ability to connect with people from all walks of life—and to tell stories that move others toward transformation.
Returning to South Africa without a set career destination, Licia accepted a role in the recruitment world—more by curiosity than design. What followed was a 17-year journey as a highly sought-after career recruiter, placing hundreds of professionals across corporate, entrepreneurial, and emerging markets throughout Southern and Sub-Saharan Africa. Known for her ability to deeply understand both talent and business needs, Licia was frequently retained to build entire executive teams from the ground up.
She also pursued social entrepreneurial work, further affirming her passion for creating impact through meaningful work.
In 2013, following a career sabbatical, Licia came to a powerful realization: She had lost her own sense of career passion.
So, she career strategized herself.
From this crossroads, Licia pioneered a new path—empowering mid-to-senior level professionals to break through stagnation and step into careers aligned with who they truly are.
Her approach is intentionally positively disruptive and challenge outdated career norms. Her methods are as soulful as they are strategic earning her global recognition, including being named a LinkedIn Top Voice for Careers in 2023.
Licia now works with leaders, creatives, and changemakers around the world—through 1:1 career strategy intensives, workshops, keynotes, and her signature Career Strategy Formula™.
She believes that everyone deserves to do work that reflects their identity and ignites their potential—and that careers are not chosen once, but continually created through intention, courage, and clarity.
LISTEN TO LICIA'S STORY
Whether delivering keynotes, hosting immersive workshops, or facilitating executive offsites, Licia is known for her magnetic presence, sharp wit, and the rare ability to make the complex feel clear and actionable.
Her work centers around one transformational truth: when you align your career with who you truly are, everything changes.
Her talks are both inspiring and empowering, leaving her audiences with significant mindset shifts and actionable steps to implement immediately.
WHAT PEOPLE SAY...
Working with Licia proved to be an invaluable experience.
Licia’s support through the formal process and beyond continues to add value to me.
I would encourage anyone who is able to work with Licia to do so as the experience can only enhance your life.
Natalie Van Der Bijl (PCSL)
Corporate Affairs
Property
Licia is uncompromising and selfless in her pursuit of working with you, not for you, as “YOU” drive the process of unlocking & understanding your true value and potential as career partners.
Her ongoing and continued support in what I refer to as the ‘extra-time’ of your career partnership cannot be faulted, she’s always willing and able to walk with you to the finish line & beyond!!
Warren Couchman
Sales Director
Sports Marketing
Working through the well-developed programme was an invigorating experience of self-discovery, growth and new insights to guide future career decisions.
Licia has a passion for the work she does, that she brings herself into the programme and acts as a mentor and coach.
The focus always remained on the outcome.
Phillys Botha (MBA)
Executive HR
Education
Licia has a unique skill in identifying and enabling potential in others.
The Career Strategy Programme had a profound impact on my life and without a doubt has been a catalyst in my career journey.
Edwin Pietersen
Founder
Life Coaching
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