Aleida Mienstra

Culturalist Associate, Trainer, Coach

After obtaining her Master degree in business law Aleida, Dutch born and raised, worked for the Dutch Drinks Association as public relations manager and later as deputy managing director. End of the 1990’s she changed her career to strategic sourcing and started working for a global Dutch based dairy multinational.

Her first procurement position was at a FMCG operating company offering the opportunity to travel around the world to visit suppliers. That s when she discovered her deep interest to learn about and from other cultures. When she moved to Hong Kong in 2008, a highly interesting and fulfilling dimension was added: in her position of Procurement Director Asia she managed cross cultural and virtual teams throughout Asia (Indonesia, Malaysia, Thailand, Vietnam).

In 2012 Aleida founded her own company in Hong Kong – Performance by People Ltd – offering executive and career coaching as well as procurement and sales training programs. In that same period she acted as Chair of the Windows on the Workplace Group of the American Women’s Association. a networking and support group for working and non-working women of all nationalities and backgrounds in Hong Kong.

Since January 2015 Aleida lives with her husband in Jakarta. She currently is Co-Chair of the Evening Lecture Series of Indonesian Heritage Society in Jakarta.

“Expert by experience” Aleida is passionate about training and coaching executives to be more culturally sensitive and effective in the Asian business environment as well as supporting expat-partners in their journey to create a fulfilling life in new countries and cultures.

Aleida has a post-graduate diploma of Hong Kong University on Training Management and Organizational Development and is an ICF accredited Associated Certified Coach (ACC).