👋 Hey, I'm Shaina. 
I think a lot about people at work.

I'm the Founder & CEO of Hello Generalist, fractional operations leader for startups, and coach to startup operations leaders. 

I've spent most of 15 years building B2B marketplace startups and working in the food and restaurant space, including with Outstanding in the Field, Yelp Restaurants, Chewse, and more. Outside of work, I like to read, bake, dance, and spend as much time as possible with the people I love. 

I believe in embracing the winding path — My story includes dropping out of college to open (and close) a food truck, living on a sailboat, leading a VC backed startup from Seed to Acquisition, setting dinners on farm fields around the world, and more seemingly unconnected chapters — It all adds up to my love of helping others live their biggest, most creative lives.