Hi, I'm Alex,

I spent my formative career years in corporate, first working on the communications team at a news agency in both London and New York and then as Director of Communications for a global stock exchange and then an education company.
I climbed the corporate ladder quickly and was put on a leadership track. At each turn, I was given more responsibility and more leadership training. Each year, I became less of myself.
The more I spoke to people—both corporate professionals and business owners—the more I heard my frustrations echoed. We were all aspiring to be a version of leadership that we saw somewhere at the top; we were all sacrificing large parts of ourselves in the process. 
In 2015, I left corporate and founded Human at the Helm as an experiment. What happens when you arm business owners with both modern brand and marketing strategies and resources to better understand themselves as leaders? And what happens when you build that understanding into the DNA of the brand?

Having worked with dozens of founders over the past six years, I can tell you that the research tracks. I’ve seen everything from conversion rates tripling in a week to first-time group programs being filled in a matter of days. Mostly, I’ve seen business owners come fully alive in their work and unique approach to it. Which, it turns out, is the most magnetic brand and marketing tool there is.

Research shows that the most influential business leaders are those who align their values and actions. They lead authentically, vulnerably and with purpose. 


So why are we still packing up large parts of ourselves in the name of leadership?

Human at the Helm is a resource hub for
new founders who want to build
human-centric businesses.

What You’ll Find:

Half and full-day brand, messaging and marketing workshops to get you clarity, quickly.

A personal branding program to help you identify your unique leadership qualities and build an authentic thought leadership platform.

Tools, templates and masterclasses in the Resource Library. Coming soon! 

Why This Work?

I come from a long line of business owners, from dress shop and grocery store owners to an aerospace consultant. That entrepreneurial spirit runs deep in me.

Growing up with stories of my family’s entrepreneurial journeys and having worked with dozens of business owners over the years, I know the grit, resilience and drive it takes to bring a business into the world. I also know how critical these first few years are to the success of your business.

Recently, I grew frustrated with the lack of modern business-building resources available to new business owners. The business landscape has changed significantly in the past several years, especially post-COVID. Yet the majority of resources available to help new business owners get off the ground are rooted in outdated brand, marketing and personal branding tactics.

I built Human at the Helm to offer purpose-driven business owners a place to find more modern, human-centric resources all in one place.


My mission is to help more new businesses—and business owners—pass the five-year mark thriving using a modern, human-centric approach to business building.

There’s no community I’m more proud to work with or be a part of than the small business community. 

Thanks for being here!

Alex Honeysett is a seasoned Brand & Marketing Strategist with 15 years of experience leading communication and marketing campaigns for corporations and small businesses in media, education, finance, fintech, professional services, healthcare, wellness, interior design and more. She is the founder of Human at the Helm, a strategy and resource hub for new business owners, and Helm Strategies, a boutique consulting firm for startups and small businesses.

Alex believes the key to successful business-building and personal branding is not mastering the marketing platform of the week but understanding the heart-beating humans you exist to serve and communicating that understanding back to them.

Prior to launching her consulting business, Alex was the Director of Communications at Channel One News (acquired by Houghton Mifflin Harcourt) and NASDAQ. She was also Content Lead at HD Made and PR Manager at Reuters, working out of both their New York and London offices.

Alex has helped dozens of executives and business owners identify their brand purpose and drive growth through tailored, human-centric PR and marketing strategies. She has landed executives guest blogs and op-eds in leading national and trade publications including Entrepreneur, Fast Company, and Wall Street Journal; speaking gigs at conferences around the world including SxSW, Emerging Women, CHRO Leadership Summit, and more; and media coverage in print and broadcast outlets including the Today Show, Mashable, BBC, NPR, and CNN. Her own articles have been featured in The Muse, Forbes,, Mashable, DailyWorth, TIME and Newsweek.

Alex is a mentor for the Women's Enterprise Development Center, a certified CultureTalk partner and a Founding Advisor of Purposeful Communications.



Brand Values

Everything you’ll find here at Human at the Helm is driven by five guiding values:


Business is about people

Our brands aren’t what we say they are, they’re what our customers, stakeholders, employees and partners say they are. Which means it’s critical to get the people part right. The strategies I share here are rooted in the basics of human behavior and connection.



Our primary responsibility as business owners is to serve the people we built our businesses to support. Sometimes, it’s easy to get lost thinking about how our businesses serve us. When in doubt, we come back to two questions: How can I help? Where can I make the biggest impact? This extends beyond our customers to our employees, communities, suppliers and partners. This business is ultimately about them.


Transparency, trust and purpose

Purpose and transparency drive trust, and trust drives everything else. No business in 2021 is viable without them. Also, there’s a misconception that profit and purpose are at odds with one another; but purpose-driven businesses are actually 3x more profitable.


Fluidity over mastery

Businesses don’t succeed because they’ve mastered Instagram. Instead, the most successful businesses know how to stay nimble—they listen, create, iterate, try new things, find what works, drop what doesn’t and keep going.


Lack of funding, smaller loan sizes and the U.S. childcare crisis have led to female-run businesses generating roughly half of the revenue of their male counterparts. BIPOC-owned businesses were the hardest hit by the pandemic, with Black-owned businesses declining 41%. Of the 31 million small businesses in the U.S., only approximately 1100 are LGBT-certified. HatH is committed to raising awareness, donating and partnering with women, BIPOC and LGBTQ-run organizations and generally doing whatever the hell we can to change these statistics for the better. 


Interested in working together?


"Alex is a true collaborator who sees the big picture of your small business."

Founder, Follow the Fear

Lisa Pertoso

"She helped me better understand the why behind my work by bringing reflection questions and exercises, and then crafted my brand messaging to feel authentic. Working with Alex was a creative and fun partnership that left me feeling reenergized to lead my company. "