Gina C.

Founder & CEO at Athena Executive Services

Executive Office

Education: Syracuse University
Seattle, WA, USA

Biography

Gina Cotner is a dynamic, engaging speaker and in-demand podcast guest, offering expert insight and training on delegation and turning over the ‘heavy lifting’ within one’s company or department. Gina breaks the mold of traditional presentations. She doesn’t rely on PowerPoint slides or following a set script—instead, she engages her audience directly, inviting them to refute her points, ask tough questions, and discover insights for themselves. With a conversational, shoulder-to-shoulder and eyeball-to-eyeball approach, Gina creates an immersive experience where attendees don’t just sit back and listen—they actively participate, challenge ideas, and leave the room educated and inspired to think for themselves. If you’re ready to learn—bring your curiosity, your questions, and your willingness to engage—because Gina’s talks are anything but passive!

After earning her dual degree in Human Resources and Public Relations from Syracuse University, she went on to have a career centered around training and personal development. At one point, she led seminars for one of the world’s leading personal development organizations.

Gina is the Founder and CEO of Athena Executive Services, a firm that pairs virtual Executive Assistants around the United States with swamped and successful entrepreneurs and executives. Athena is one of the top "VA" firms in the US. The key to the success of her firm has been powerful, effective delegation. She has both lived it and taught it to hundreds.

She lives part of the year in her hometown of Seattle, WA, and part of the year in Pismo Beach, CA. For fun, she enjoys competing in pickleball tournaments and improving as a beginning golfer. If you gave her a weekend all to herself, you’d find her somewhere near a lake or coastline, doing jigsaw puzzles, playing Euchre and having meaningful conversations with friends.

Passion

My calling is: People discover & experience their power.

I'm passionate about having leaders rise up around me and around you! I give people tools to live an Invented Life, one of their design.

The key to all of this is being able to effectively delegate and offload tasks and projects that are not the highest and best use of you. Whether that's something you are offloading to an employee, or a freelancer you've hired for a project, or an errand that needs running, or an entire department that needs to get off of your plate.

The more you are able to effectively get off your plate what is not the best use of the unique resource that you are, the sooner you will be freed up for what your department, your company or your family REALLY need you for!

Oh, BTW life gets much more joyful in this process! You'll start spending less hours doing things you are not great at and do not enjoy. You will find that your energy and your health improve as more hours of the day are spent in a way that is aligned with your natural expertise and what you are really here for.

Featured Video

I am willing to travel

More than 100 miles

When it comes to payments

I sometimes get paid for speaking

Topics

delegating to leverage time accountability leadership development strategic leadership development delegation management workshops workshop facilitation interactive workshops women golfers pickleball seattle wa transformational leadership business transformation corporate culture company culture culture generation x generation z podcasts virtual workshops wfh working from home virtual assistant executive assistant womens leadership women business owner woman business owner panelist podcasting interactive online training online training greek life rowing sports working mothers working moms time management managing people

Best Story

When are you going to say, “Never Again”? When are you going to put your foot down? This is what will make you masterful at delegation.

In the early days of the business, I was thrilled to be able to work from anywhere. We’ve never had office space. I just work where my laptop is. I’ve always had staff that worked in cities other than mine.

I had set up the invoicing system to be like this:
Our staff works X hours for a client from the 1st of the month to the 15th of the month. They submit a timecard for those hours and I turn right around, the next day, and on the 16th I invoice the client. Then, that invoice is due to be paid by the client in 14 days. All that money comes in, in the next 14 days, and then we run payroll with it on the 30th. So this was a nice clean, tight invoicing system I invented.

One piece I added - If you want to pay with a credit card, we will keep that on file and we will run it twice a month on the day we invoice you. This allowed me to get money fast and shorten the time between when the work was done, and when we got paid for it.

We still use that tight timeline to this day. And to this day, hardly anyone ever pays us late.

In the early days I ran this invoicing system myself. Every 1st & 16th of the month I sent out invoices and ran credit cards. I did not care what day of the week it was. I needed money in the bank FAST, so we could built it up and make payroll.

Then one time, I was in Maui on vacation with friends. It was the 16th of the month. My friends were snorkeling. I was on the beautiful lanai doing what???? SENDING INVOICES!!

On the one hand I was blessed to have the opportunity to work from anywhere. Good for me. On the other hand, I was sending invoices while my friends were snorkeling! What was wrong with this picture!?!

So I said to myself - Never Again!

And this is the key everyone . . . where are you going to draw a line in the sand and say, “Never again?” Where are you going to put your foot down, on your self, and say, “I have got to find a better way”?

Never again am I going to be late to that meeting.
Never again am I missing a kiddo soccer game.
Never again am I selling out yoga class for “getting more work done”.
Never again am I interrupting or changing or showing up late to dinner with the family.
I’m unwilling to be that person any more. I love her. She got me here, but this is not how my future is going.

This is a big step in becoming masterful at delegating. When you “have” to get things done before you leave the office to get to yoga or to get to the soccer game, then you will have to delegate! When you are no longer willing to sacrifice things and people who are important to you, you will start to get good at delegating! And then you’ll get hooked on it!

Origin Story

How my firm came to be: Breaking $1M in 8 years through Effective Delegation and Leadership Development

Once upon a time, I was an Executive Assistant (EA) for a CEO of a small recruiting firm. After a couple of months my boss sold the office space and soon we were all working from home. So there I was, an EA who was working remotely and I loved it!

Some years later her business shrunk and I moved on. I rustled the bushes of my community looking for another business owner or C-suite person who could use an EA like me.
 
One day my friend Tiffany said to me, “My boss could really use you.” She made the introduction and soon I was the EA for that CEO, managing many aspects of his life from my home office.
 
A couple months later Tiffany said to me, ”I could use you starting next quarter. I’m going to need some EA support.” I said, “I don't really have any more bandwidth.” She said, “Ok fine. Just find me someone like you. Oh and by the way, you should open this as a business.” (Cue music for arc shift.) 💫

Tiffany and I had mutual friends, so I said, “Let’s put our heads together and see who we can think of that could support you.” We thought of Dorian. We knew she was unhappy in her job, and we knew we would love working with her. Tiffany said, “Yah! Go talk to Dorian about it! See if she wants to be my EA. Then we will pay you to be her ‘EA Coach’.”
 
I said, “Tiffany, if we do this, we cannot mess with Dorian's life. She's been at her job for seven years. This is her first real job as a young adult, post college. She lives at home with her parents. We can’t mess with her life if she leaves a job and comes to work with us!”
 
Soon Dorian left her job and became Tiffany's EA. Tiffany's company paid me a little bit for every hour that Dorian worked, to coach her in being a high-caliber EA.
 
A few months pass and Tiffany says to me, “There are two directors in the company and they could really use an EA. It would make them so much more efficient and productive. Oh and by the way, you should open this as a business!”

I said, ”I’m really not up for being an entrepreneur again. Been there. Done that. No thanks.” Tiffany said, “Phooey. Get over yourself. Open this as a business and see who you can find who could be the EA for these two directors!”
 
I found another friend of mine, Alison, who was an EA for a property management company. She had a young son and wanted to be home more with him. So she shifted gears and started working with us.

In May of 2016 I took $5,000 to my local bank, opened a business account, and then founded the corporation. I put Dorian and Alison on payroll, and the adventure began!

By five years into the company I had turned over so much of the business to others within the firm, that I was only working 10 hours per week. Eight years later we broke $1M and I was working five hours per week. How? Through empowering leaders to rise up around me and own parts of the business.

Example talks

The Art of Effective Delegation: How to Trust Others and Hold Them Accountable

Have you gone through multiple people trying to get them to fill a role or complete a project and not been happy with the outcome? Do you struggle with letting other people take over a project or task because you think it would be easier just to do it yourself? Do you have trouble letting go of a project or task because you don’t think someone else can do it as well as you can?

Business owners, leaders, and entrepreneurs need to know how to delegate and have their intentions successfully fulfilled by others.

Key Takeaways:

⦁ Delegation 101: Effective delegation is not just about the “how” (the practical steps) but about who you need to become as a delegator—building trust, communication, and the courage to empower others.

⦁ Become empowered and enabled to give critical feedback to those working for you (to keep projects going in the right direction), and the ability to successfully delegate projects and tasks that you would love to get off your full plate.

⦁ Gain a new mindset around delegation which will result in a higher return on your investment of time and better outcomes for you and your businesses.