Nora Alba Friedrich McTwigan
Brooklyn
Summary
Strategic Operations Leader with expertise in scaling teams and enhancing customer experience in high-touch service and fast-growth tech. Led organizations across Sales, Customer Service, and Coach & Facility Support. Collaborated with Engineering to automate processes and improve trust and safety workflows. Former hospitality executive with a focus on multi-site P&L management.
Overview
2027
2027
years of professional experience
1
1
Certification
Work History
Head of People Operations, Trust & Safety
TeachMe.To
2025.05 - Current
- Collaborated with Engineering/Product to enhance user experience and reinforce trust & safety processes and enforcement.
- Improved productivity and student/coach experience quality by 18% through clearer workflows, QA, and performance management.
- Built automated operational flows to reduce manual workload and keep teams lean while scaling volume.
- Led 20+ person organization across Sales, Customer Service, and Coach & Facility Support; hired, coached, and developed team leads to enhance operational effectiveness.
Head of Sales & Partnerships
TeachMe.To
2024 - 2025.05
- Scaled and led 7-person sales team, managing hiring, onboarding, training, playbooks, and performance management to enhance team effectiveness.
- Sustained ~25% YoY sales growth through funnel improvements and conversion-focused messaging.
- Developed brand partnerships, launching in-app Coach Shop to expand product offerings and drive user engagement.
- Trained and transitioned a new Head of Sales to support continued org growth.
Sales Team Member
TeachMe.To
2023.03 - 2024
- Established foundational sales process as first sales hire, enabling 50%+ sales growth.
- Developed early scripts and follow-up cadence, ensuring CRM hygiene and facilitating team hiring.
- Assisted customers with product knowledge and selection during educational sessions.
- Collaborated with team members to create engaging learning experiences for clients.
- Utilized CRM software to track customer inquiries and follow-ups effectively.
Director, Hospitality Field Leader (West Coast Operations)
Restoration Hardware
California
2022 - 2023
- Oversaw three properties generating $29M+ annually, improving operational consistency and cost effectiveness.
- Developed and updated SOPs/policies to enhance profitability and elevate guest experience.
- Audited operations across Yountville, Marin, and San Francisco; coached GMs to enhance compliance with brand standards and improve safety/security practices.
General Manager (3 / 1)
Atelier Crenn & Bar Crenn
San Francisco
2021 - 2022
- Owned budgets and operational strategy; optimized labor and strengthened systems to improve profitability.
- Led recruiting and training initiatives while executing guest experience strategies across both concepts.
- Reopened both restaurants post-pandemic; rebuilt staffing and service standards to enhance operational cadence.
Hospitality Consultant, Director of Food & Beverage Operations
Landern Lodge
2019 - 2021
- Created concept, business plan, and first-year financial model for boutique hotel F&B in Bozeman, MT to support operational launch.
- Designed operating procedures, selected vendors, and formulated contract strategy to achieve business objectives.
Assistant GM & Senior Executive of Recruiting (1)
Make It Nice Hospitality (The NoMad Restaurant & Bar)
New York
2018 - 2020
- Conducted hiring, onboarding, and training for over 100 employees in a two-year period.
- Managed cross-functional leaders, overseeing 300+ staff, to ensure seamless operations across dining and kitchen teams.
- Redesigned staffing model, achieving ~20% reduction in staffing and operational costs during seasonal months.
- Led operations and bottom-line performance in maintenance, payroll, and purchasing, enhancing efficiency for GM and ownership.
Hotel Dining Room Manager / Maître D' / Breakfast Supervisor
The NoMad Bar
New York
2012 - 2018
- Opened NoMad Hotel; established Breakfast Supervisor role and led a 60-person team.
- Led staffing, training, and service execution; supported bar rise from #14 to #3 globally and Best Bar in North America.
- Conducted financial audits and implemented operational improvements, enhancing revenue and optimizing labor/operating costs.
Kitchen Server
Eleven Madison Park
New York
2011 - 2012
Education
Managing the Company of the Future - Principles of Management
London Business School / University of London
2020-01
Organizational Leadership Specialization - Collaboration/Leadership/Negotiation
Northwestern University
2020-01
Certified Sommelier coursework - Court of Master Sommeliers Intro + Second Level
Institute For Culinary Education
New York, NY2013-01
B.A. - Anthropology (Global Health & Psychology)
Emory University
Atlanta, CA2009-01
Skills
- Leadership and operations
- People operations
- Organizational design
- Team leadership
- Multi-site management
- Stakeholder engagement
- Performance strategy
- Recruitment
- Training and development
- Performance management
- Operational excellence
- Product improvement
- Trust and safety initiatives
- Process optimization
- Cross-functional leadership
- Customer experience
Certification
SHRM-CP, New York, 05/01/21
Community Leadership
- Women In Need (NYC), The Valentine's Project, 1998-2020, fundraiser & volunteer coordinator
- Women In Need (NYC), Clothing Drive, 2004, organized $75K in clothing donations; built full inventory tracking
- Hurricane Katrina Relief (New Orleans), Housing deconstruction volunteer
- Fifth Avenue Presbyterian Church (Juarez, Mexico), Home construction volunteer
Timeline
Head of People Operations, Trust & Safety
TeachMe.To
2025.05 - Current
Sales Team Member
TeachMe.To
2023.03 - 2024
Head of Sales & Partnerships
TeachMe.To
2024 - 2025.05
Director, Hospitality Field Leader (West Coast Operations)
Restoration Hardware
2022 - 2023
General Manager (3 / 1)
Atelier Crenn & Bar Crenn
2021 - 2022
Hospitality Consultant, Director of Food & Beverage Operations
Landern Lodge
2019 - 2021
Assistant GM & Senior Executive of Recruiting (1)
Make It Nice Hospitality (The NoMad Restaurant & Bar)
2018 - 2020
Hotel Dining Room Manager / Maître D' / Breakfast Supervisor
The NoMad Bar
2012 - 2018
Kitchen Server
Eleven Madison Park
2011 - 2012
Managing the Company of the Future - Principles of Management
London Business School / University of London
Organizational Leadership Specialization - Collaboration/Leadership/Negotiation
Northwestern University
Certified Sommelier coursework - Court of Master Sommeliers Intro + Second Level
Institute For Culinary Education
B.A. - Anthropology (Global Health & Psychology)
Emory University