PRINCIPAL & FOUNDER | EXECUTIVE COACH & Consultant
Dr. Tonya S. Rivers is a seasoned executive coach, leadership development strategist, and business agility expert with over 24 years of experience empowering organizations and individuals to achieve transformational growth. As the Founder and Principal of Purposed2Lead, LLC (P2L), Dr. Rivers specializes in guiding leaders, teams, and organizations through meaningful change, blending coaching, consulting, and training to drive sustainable success.
Dr. Rivers is recognized for her ability to help leaders enhance self-awareness, strengthen emotional intelligence, and build business agility practices that fuel performance. She brings a trauma-informed, whole-person coaching approach, ensuring her clients are equipped to navigate complexity, uncertainty, and opportunity with clarity and purpose.
With a rich background spanning multiple industries that include technology, telecommunications, biotech agriculture, nonprofit leadership, and higher education, Dr. Rivers delivers practical, strategic, and personalized solutions that align with client goals. In addition to leading P2L, she serves as a university professor and program lead, preparing the next generation of business analytics leaders.
Dr. Rivers holds multiple certifications, including Professional Certified Coach (PCC) through the International Coaching Federation (ICF), Board Certified Coach (BCC) with a specialty designation in Executive/Corporate/Business/Leadership coaching, and Distinguished Toastmaster (DTM) recognition from Toastmasters International. Her passion is clear: to amplify effectiveness, spark transformation, and equip leaders to create lasting impact.
PRINCIPAL | Strategic consultant
Dr. Will Rivers, DBA serves as the Principal Strategic Consultant at Purposed2Lead LLC and as an Assistant Professor and Program Lead for the graduate Data Analytics program at Webster University. With nearly 30 years of experience in the information technology industry—over 20 of those years focused on strategic data management—Will blends industry depth with academic rigor to help organizations and individuals unlock the true potential of data.
At Purposed2Lead, he contributes his expertise in data governance, organizational behavior, and data strategy to support the firm’s mission of helping leaders build adaptive, people-centered approaches to managing data. His academic research, grounded in the Theory of Planned Behavior and Psychological Ownership, explores how data professionals respond to governance policies and the behavioral realities that shape implementation.
In the classroom, Will is dedicated to preparing the next generation of data professionals to do more than analyze numbers. He teaches students to think critically, solve complex business problems, and use analytics to inform strategic, data-driven decision-making. His approach emphasizes not only technical fluency but also the practical application of data science to real-world business contexts.
As a collaborative partner and educator, Will is committed to advancing data as a strategic asset—governed by thoughtful policy, embraced by people, and guided by insight.
