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About Team Performance Institute

Our Team

Norma Fiedotin, PhD

Norma Fiedotin, PhD

Executive Performance Coach, Expert Facilitator

Norma has nearly two decades of experience building healthy teams and helping the C-suite turn potential into power.

Norma Fiedotin joined Team Performance Institute in 2018 as a partner in the Northern California area. Norma is a business psychologist with over 16 years of experience executing best-in-class experiences for healthy teams and leaders. She is skilled at assessing individuals for senior roles in organizations and has supported several corporate leaders during their onboarding/ transition into the CEO’s chair. Norma also specializes in extended executive coaching assignments to maximize success and satisfaction.

Norma is passionate about teams. She works with C-level executives to develop collaborative, engaged and healthy teams that hold themselves accountable. This includes talent selection and onboarding, culture development and integration, linking tactical execution to strategy, and coaching executives for effective leadership.

Norma has developed executive coaching and advisory practices that allow her to engage business leaders on how to navigate organizations, create transformational change, and achieve success at the highest level. She has served clients across various industries, including manufacturing, healthcare, private equity, automotive, insurance, technology and finance.

Prior to joining Team Performance Institute, Norma served as vice president and senior consultant at Leadership Alliance, Inc. and as a partner at RHR International. In these environments, she worked with high-potential executives for Fortune 500 companies, built and maintained a private equity practice, and facilitated key strategic planning and team- building initiatives. Before that, she led human resources functions for high tech startup companies with a strategic focus on cascading corporate culture and clarity of objectives.

Norma earned a bachelor’s degree in psychology from Northwestern University and a master’s and doctorate in clinical psychology from Washington University in St. Louis. She is fluent in Spanish. Norma lives in Oakland, California with her family and their dogs and cat. In her downtime, she enjoys the theater, being in nature, traveling, riding horses, and spending time with her friends and family.

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