about //
Our Mission
Chercheuse
AREAS OF EXPERTISE
A SEEKER OF TRUTH; ONE WHO CONDUCTS DEEP INQUIRY TO UNCOVER THE "WHY" BEHIND HUMAN BEHAVIOR AND ORGANIZATIONAL SYSTEMS.
Forever challenging the status quo.
PASSION MIXED WITH A BIT OF AUDACITY.
{ sher-shuhz } French
“A brand is only as strong as the culture that powers it.”
My approach to institutional optimization is grounded in real-world application. I partner with leaders to translate complex research into actionable strategies that align their internal "soul" with their external brand promise.
I’ve been a professional observer since I was five, watching how ideas move people from a university psychology lecture course where my mom, a non-traditional college student, would take me on my days off from school. Today, I use qualitative research to diagnose the hidden friction points within organizational narratives.
creation of the CultureComm Model, a proprietary framework that bridges the gap between employee engagement and brand perception. Amanda’s expertise is grounded in deep qualitative research and systems theory. Whether she is serving on a research team at the University of Michigan or consulting for an institution or organization, her focus remains on building resilient systems and leaders.
A former assistant professor with a doctorate in Organizational Change and Leadership from the University of Southern California, Amanda balances her roles as a fractional executive, consultant, and researcher with her life outside of work: family, friends, traveling, hiking, kayaking, reading, Detroit sports teams, and Pilates.
Dr. Amanda Holdsworth, APR, is a strategist and researcher who has spent 25 years diagnosing the "why" behind organizational success. As the founder of Field & Fika, she focuses on institutional optimization, moving beyond tactical fixes to align an organization’s internal culture with its external brand promise. Her work is rooted in the belief that effective marketing isn't just a campaign; it’s a direct reflection of a healthy, high-performing internal environment.
This human-centered philosophy led to her
The Profile
Dr. Amanda Holdsworth, APR
