BUILDING THE RIGHT LEADERSHIP FOR GROWTH
LEADERSHIP THAT SCALES
Where Leadership Takes Flight Through AI, Human Connection, and a New Era of Fractional Excellence
Helping growing businesses scale with the right leadership across operations, people, sales & marketing.
Helping growing businesses scale with the right leadership across operations, people, sales & marketing.
For Most Companies, Growth Doesn’t Stall Because Of Market Conditions.
It Stalls Because The Leader Becomes The Bottleneck, Not By Choice, But By Necessity.
You’re making every decision.
You’re putting out every fire.
You’re carrying the weight of the future and the frustration of the present.
Incredibly capable leaders burn out.
Teams lose momentum.
And businesses stall not because they weren’t brilliant, but because their leaders didn’t have another empowered leader beside them.
They needed a
Another leader who could step in, take ownership, make smart decisions, and move initiatives forward.
Another leader trained not only in the functional role but in today’s essential pillars of business:
Leadership. AI. Connection.
This is the foundation of tomorrow’s companies.
Why
I started Double U Advisors because leadership gets heavy and deserves better and I knew we could unblock bottlenecks and uplift leadership.
Al is here. It’s reshaping every system, every role, every process.
But most leaders feel behind, intimidated, or unsure where to start.
At the same time, connection is disappearing fast.
Teams are burnt out.
Customers feel disconnected.
Leaders feel isolated.
The relational glue that builds trust is thinning in a world moving at high-speed automation.
Double U Advisors was built with a simple belief:
The future of leadership belongs to those
who combine Al-powered efficiency with
human-powered intentional connection.
You don’t need to choose between speed and connection.
You can elevate both.
Our Difference. Your Advantage.
Most recruiting firms place résumés.
Most consulting and advisory firms place specialists.
Double U places Fractional Leaders, equipped to lead, trained to think, and empowered to act.
Every Double U Fractional Leader is:
AI-enabled with practical, real-world tools.
Trained in connection.
The kind that empowers outcomes.
Grounded in proven methodologies like Business Made Simple and Flight Plan, Work Genius, Unreasonable Hospitality, and more.
Vetted for values, experience, and ability to achieve results.
Supported by a connected peer network.
They don’t just fill a seat, they move your business forward.
They don’t just strategize, they implement.
They don’t just lead, they uplift.
They don’t just fill a seat, they move your business forward.
They don’t just strategize, they implement.
They don’t just lead, they uplift.
BEHIND EVERY DOUBLE U PLACEMENT IS A PHILOSOPHY:
Intentional Connection
is our North Star
About Our Founder
Jamie L. Smith
Jamie L. Smith, CPA, is the Founder & CEO of Double U Advisors, a leadership firm dedicated to unblocking and uplifting small and medium businesses through AI-enabled Fractional Leaders. With more than two decades of experience across the Big Four, industry, entrepreneurship, and executive placement, Jamie is recognized for her rare ability to identify true leadership fit and match companies with leaders who can make an immediate impact.
She built Double U Advisors on the belief that the future of leadership requires two essential forces: AI-powered capability and human-powered intentional connection. Jamie equips every Fractional Leader in her network with the foundational pillars of Leadership, AI, and Connection, so they can step into growing companies with confidence, clarity, and the tools to help them take flight.
The Non-Negotiables That Drive
Double U
Commitment & What It Means
Doing what you say you’ll do. Collaboration to meet expectations. The ability to follow through and proactively address challenges. Showing up, in all regards. You come invested and focused on the future.
The Opposite of Commitment Is…
Inflexibility, inconsistency, unreliability, untrustworthiness, a lack of integrity or accountability.
Masculine word for vulnerability. It’s about coming in as a Business Leader first. Having confidence with humility. Trusting your experience but also the cumulative experience of Double U and our network if you need to bring in assistance. And asking for help or clarity.
Compassion & What It Means
To be heard and influential, you need to be kind. You have to invest in the person and be trusted. Acknowledging that people want to feel valued and appreciated is critical to working together. We want to earn the right to challenge ourselves, our clients, and each other. That takes work and diligence. When people know you care, they open up to ideas, collaboration, and feedback.
The Opposite Of Compassion Is…
According to Kim Scott’s New York Times and Wall Street Journal bestseller Radical Candor, the opposite of candor is blunt, frank, “obnoxious aggression” or passive aggressive, “manipulative insincerity” and “ruinous empathy” which stalls growth and over-rotates on worry for the feelings of others. Compassion’s opposing behaviours would be similar.
Start with yes. Start with questions. “Lean in” to being challenged, thinking differently, and listening more than talking. A mindset of growth and not scarcity. A deep interest in learning about people, business, and more. Giving people the opportunity to feel heard and understood.
Keeping your head down and staying disengaged. Being self-indulgent and focused on your own deadlines and priorities without putting your chin up for the bigger picture. It’s about thinking you are right, talking more than listening, and making assumptions.
Communication & What It Means
What you say and how you say it changes everything – as a culture, as a brand, and as an individual. We want to be clear. We want to hear. And we want to be heard. We want to leverage mediums that work. We want to match the audience where they are at. We want to repeat when it helps. We want to be consistent. We want to play information back and confirm we’ve got it right.
The Opposite Of Communication Is…
“Ball is in their court.” A blame culture that anchors on assumptions and stories. Lacking control of hearing and being heard. Not recognizing that relationships take effort and time. An unwillingness to repeat, change mediums and meet the audience where they are at.
The Team
Nikki Griffin
Chief of Staff
Nikki Griffin is a strategy and leadership partner who helps people sort through complexity when things feel tangled, tense, or unmistakably human.
Her work sits at the intersection of people, psychology, communication, and decision-making. She has supported leaders through conflict, culture shifts, growth, and the everyday dynamics that shape how people show up and work together. Having seen what happens behind the curtain in many organizations, she knows that healthy workplaces don’t happen by accident, they’re built on purpose.
Nikki’s background is eclectic in the best way: vocational rehabilitation leadership, youth support, team and organizational development, coaching, and advisory work across multiple sectors. She has led teams, been part of teams, built programs, and sat in rooms where naming the real issue was the bravest and most necessary thing anyone could do. This experience has given her a strong ability to spot patterns quickly, understand human dynamics, and turn complexity into something workable.
People often call Nikki when something feels stuck, off, or heavier than it needs to be. She brings calm to chaos, asks the questions that get to the heart of the issue, and helps leaders move forward with clarity rather than guesswork.
Whether she’s supporting a team, helping reset a culture, or navigating a complex decision, her goal is simple: to make the path forward solid, workable, and a little less overwhelming.
Outside of her work, Nikki is a wife, a mom, and someone who believes that compassion, clear communication, and a well-timed sense of humour can carry people through most things.
Ready To Get Started?
Here's How It Works:
Schedule A Call
Let’s discuss your unique business and needs.
Create A Leadership Liftoff
Leadership Liftoff is a trust-building system that decentralizes decisions so the CEO stops being the bottleneck – safely and immediately.
(or you can go directly to hiring a fractional leader)
Engage A Fractional Leader
Get matched with the right Wingman and accelerate traction.
FAQs
What is a Fractional Leader?
A Fractional Leader is a right-sized Business Leader who embeds on your executive team. They work part-time or on a defined cadence and lead side-by-side with you and your team, driving strategic and operational impact without a full-time salary or long-term commitment.
Your Fractional Leader:
• Operates as part of your team
• Owns outcomes in their lane (Operations, People, Sales, Marketing)
• Leads people, systems, and performance
• Brings the cumulative experience of multiple clients and the Double U network
• Is trained in AI, Fractional Leadership, and Intentional Connection
This isn’t consulting, it’s leadership.
How is Double U Advisors different from other recruiters, fractional firms, or platforms?
We are a leadership-first placement firm, not a gig marketplace.
What makes us different:
• Experienced leaders only – proven operators, not freelancers
• Training in Fractional Leadership, AI, and Connection
• Fit on behaviour, values, and communication, not just skills
• Leadership Liftoff available upfront + 4-phase onboarding (Model → Mimic → Master → Multiply)
• Community + Partner Network for clients and Fractional Leaders
• Business-leader-first approach to matching and optimizing
We place leaders who deliver outcomes and build trust, not just bodies in seats.
How do I know if my business is ready for fractional leadership?
Most of our clients come to us when growth has outpaced their current leadership structure.
You’re likely ready if:
- You’re stuck in day-to-day operations
- Decision-making is bottlenecked at the top
- Your team needs more direction, structure, or accountability
- You’re growing but it doesn’t feel sustainable
You don’t need to have everything figured out – that’s what we help you do.
What happens after I schedule a call?
We start with a conversation to understand your business, your challenges, and where you want to go.
From there, we help you:
- Clarify your leadership gaps
- Identify the right support (operations, people, sale or marketing – or a combination)
- Map out a path forward
In some cases, that means starting with a Leadership Liftoff.
In others, it means bringing in the right fractional leader right away (or a combination of both).
Either way, you leave with clarity on your next step.
How does AI fit into your approach?
We believe the future of leadership is a balance of AI-powered capability and human-powered connection.
We help businesses:
- Use AI as a thought partner to increase efficiency and reduce friction
- While strengthening leadership, communication, and team alignment
Because growth doesn’t come from automation alone – it comes from how people lead, connect, and execute together.