Phello Transformation
How Barbara Roos Turned an Unexpected Career Shift into a Purpose-Driven Consulting Practice
Meet Barbara
Barbara Roos has spent over 25 years in the technology industry, working across communications, marketing, customer experience, and change management.
For the last decade of her corporate career, she was at Intel — leading large-scale transformation programs that reshaped how the business operated.
From digital transformation to mergers and acquisitions, her work focused on something often overlooked:
Helping people navigate change.
Barbara Roos
The Backstory
Barbara’s work at Intel sat at the center of complexity — where systems, processes, and people all intersect.
She wasn’t just implementing change.
She was guiding organizations through it.
But like many experienced leaders, her career took an unexpected turn.
After a series of layoffs, Intel made a major shift — outsourcing key functions and leaning into AI-driven efficiencies.
“In a way, you could say that AI took my job.”
For some, that moment might have created hesitation.
For Barbara, it created clarity.
The Turning Point
Rather than resisting the shift, Barbara chose to embrace it.
She had already been an early adopter of AI and understood its potential — but also its challenges.
What became clear to her was this:
The real transformation wasn’t just technological.
It was human.
“At the end of the day, it’s not just about the technology — it’s about how people are using it and thinking about it.”
That realization shaped her next chapter.
Barbara launched her own consulting practice, focused on helping organizations navigate the human side of AI adoption — how teams adapt, how mindsets shift, and how change is actually experienced.
Finding Structure — and Community
As she transitioned into building her own consultancy, Barbara knew she needed to reengage her network and establish a new rhythm outside of corporate life.
That’s what initially drew her to Phello.
“What initially drew me… was the tools and the process for reengaging my network.”
But over time, something else became even more meaningful.
The community.
Through Phello, Barbara connected with leaders across industries, functions, and geographies — many of whom she would not have encountered otherwise.
And importantly, she found something rare:
A network without competition.
“Everybody is really supportive of each other… I’ve had other members introduce me to really senior executives.”
The Strategy Behind the Shift
Barbara approached this new phase of her career with the same mindset she brought to transformation work:
Embrace change directly.
Rather than resisting disruption, she leaned into it and built her practice around it.
Focus on the human element.
She identified where she creates the most value — helping people adapt, not just systems evolve.
Rebuild intentionally.
She used structured tools to reconnect with her network and create momentum.
Expand beyond the familiar.
She prioritized building relationships outside her immediate industry and experience.
The Results
Barbara’s transition has been both practical and meaningful:
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She successfully launched her own consulting practice focused on AI adoption
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Her network expanded across industries, functions, and geographies
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She formed meaningful, supportive relationships with other senior leaders
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Her first paying consulting opportunity came directly through a Phello connection
Just as importantly, she built something less tangible — but equally valuable:
A support system.
“When you’re building a solo practice… it can be a little lonely. You need a support system — and the network helped me create that.”
What Barbara Learned
Barbara’s experience reinforced something simple — but powerful:
Opportunity often comes from connection.
Not just with people who look like you professionally — but with those who don’t.
“Connecting with people outside your immediate circle… can be even better because it widens the aperture.”
In a world shaped by rapid change, the ability to adapt — and the willingness to connect — becomes a defining advantage.
For Leaders Navigating Change
Barbara’s story is one many leaders are beginning to experience.
Industries are shifting. Roles are evolving. Technology is accelerating change.
But within that uncertainty, there is also opportunity.
To rethink direction.
To build something new.
To approach change with intention.
A Community of Leaders Navigating What’s Next
Barbara’s journey reflects what many in the Phello community are doing — not just reacting to change, but actively shaping what comes next.
Because when change is inevitable, clarity, connection, and community make all the difference.
Continue the conversation
Barbara now leads Trailhead Communications, helping companies thoughtfully navigate AI-driven change and the human impact behind it.
Explore her work:
https://trailheadcommunications.com/
Connect with her on LinkedIn: