About Now What
Meet Amanda Duff, M.S., SHRM-CP
Leadership Coach | HR Consultant | Career Transition Expert & Business Woman of the Year (SDBJ 2025)!
With a master’s in Human Resources and SHRM‑CP certification, Amanda Duff has spent over ten years shaping people strategy and coaching driven professionals to achieve career and organizational success.
From Corporate Leader to Strategic Consultant
Amanda began her career at EY as a tax accountant, where she discovered her true passion: helping people grow within complex organizations. That passion led her to HR leadership roles, including Senior Director of People Operations, where she refined her strengths in process design, leadership development, and team dynamics.
Now What: Founder & Growth Architect
At Now What, Amanda partners with both organizations and individuals navigating pivotal transitions:
Business clients: optimizing HR systems, performance reviews, acquisition support, and leadership alignment.
Individuals: coaching clients through career shifts, leadership growth, burnout recovery, and confidence-building.
Her coaching style blends emotional intelligence, practical strategy, and genuine empowerment to meet each client where they are, and move them where they want to be.
Why Work With Amanda?
A decade of HR leadership in corporate and consulting settings
Certified and credentialed: M.S. in HR, SHRM‑CP
Track record with senior leaders and teams in dynamic industries
A human-centered, practical approach that meets people where they are
Custom HR Solutions for Your Needs
Our Services
At Now What HR, we deliver results-driven solutions for businesses and individuals
Leadership Coaching
Recruiting Optimization
Performance Review Process Design
HR Acquisition Consulting
Audit & Compliance Reviews
For businesses, we specialize in creating tailored HR strategies that align with your goals. Whether it’s optimizing processes, supporting leadership development, or ensuring compliance, we understand your unique needs and deliver practical, actionable results.
For individuals, whether you’re navigating career transitions, developing leadership skills, or seeking personalized coaching, we provide the guidance and tools to help you succeed. Think of us as your mentor on call, empowering you to reach your full potential.
2025 Business Woman of the Year! Honored by the San Diego Business Journal for leadership and impact
Amanda was named Business Woman of the Year by the San Diego Business Journal in 2025, recognizing her leadership and impact in business. She helps organizations navigate growth, leadership transitions, and culture-building. Her insights on leadership, HR strategy, and career development have reached audiences from emerging managers to seasoned executives, showcasing her practical, people-first approach to driving business success.
“We recently connected with Amanda Duff and have shared our conversation below.
Hi Amanda, appreciate you sitting with us today to share your wisdom with our readers. So, let’s start with resilience – where do you get your resilience from?
I get my resilience from knowing that, at the end of the day, the only person I can truly rely on is myself…”
Meet Amanda Duff
From Corporate Professional to Conscious Consultant
For years, Amanda Duff’s ambition was measured by titles, influence, and high performance in the corporate HR world. But after reaching the top of the ladder, she realized something essential was missing: sustainability… So Amanda did something radical. She walked away—not from ambition itself, but from the outdated definitions of success that no longer served her…
From Losing My Dream Job to Building My Dream Business
For years, I thought I had it all figured out.
I had created what I considered my dream job. A senior HR role in a professional services firm, surrounded by colleagues I respected, doing work that challenged and fulfilled me. I was on track to becoming a partner, something I had worked toward for over a decade. My path felt linear and secure. I could see exactly where I was headed… until the day everything changed.