about echo west consultingExperience built from inside the industry.
Most commercial technology advisors learn the aesthetics and healthcare industry from the outside. Echo West was built from within it — over a decade of direct experience inside the brands, the platforms, and the commercial technology challenges specific to this space.
“I didn’t set out to start a consulting practice. I set out to solve a problem I kept seeing over and over again.”
Adrienne Gonzalez, MBA
Founder & Commercial Technology Advisor
The pulse behind echo west consultingThe commercial technology advisor who turns complex technology decisions into strategies every stakeholder can understand, align behind, and execute.
I’ll be honest with you — I didn't start out planning to build a consulting practice. I started out trying to solve a problem I kept seeing over and over again.
I spent nearly a decade working inside aesthetic and healthcare companies, leading commercial IT and business relationship management across the brands behind Restylane, Dysport, Sculptra, Cetaphil, Alastin, and other products, across 18 countries — through a global PE divestiture and a post-acquisition digital transformation. Before that, nearly 10 years building and optimizing enterprise CRM, customer experience, and marketing technology programs in the transportation industry. And what I kept seeing, across all of it, was the same disconnect.
The commercial technology that manages client relationships is almost always the most underserved workstream in the business. Not because companies don't invest in it — they do. But because nobody truly owns it. Nobody truly understands the business requirements, the technology, and the client relationship impact all at once. That gap — the missing owner, the missing accountability, the missing connection between the business goals, the technology, and the client it's supposed to serve — is the gap Echo West was built to fill.
I've been in the room when a CRM migration quietly lost years of client history. I've watched a system go live and never get adopted because nobody planned for the people side of the change. And I've seen what happens when the commercial technology is designed right, owned by someone accountable, and built with the client relationship in mind from day one. The difference is significant. That's what keeps me doing this.
Every client can count on the same things regardless of where they start:
A clear-eyed assessment of where the commercial technology actually stands, before a dollar is spent on implementation
One senior advisor performing the work directly, with no handoffs and no junior teams
A technology methodology that never loses sight of the client relationship
Change management embedded throughout, because a system that goes live but doesn't get adopted isn't a successful implementation
A strategic partner from the first diagnostic conversation through go-live and beyond
When I'm not doing this exciting work, I live in the Dallas/Fort Worth area with my husband and two kids. I'm a sports-loving soccer mom and soccer wife who bleeds purple for my alma mater, Texas Christian University (Go, Frogs!)
I believe in doing work that matters, for clients who are building something real. If that sounds like you, schedule a call.
the philosophyI believe commercial technology decisions should never be made in a silo. Every system that touches the client relationship carries an impact on that relationship — and most companies don't have anyone evaluating that impact before the implementation begins.
That's the standard every Echo West engagement is held to. Not just whether the technology works, but whether it works for the client relationship it was designed to serve. A CRM migration that goes live on schedule but loses client history isn't a successful implementation. A loyalty program that functions correctly but clients never feel isn't a successful implementation. The bar is higher than technical completion.
Change management is part of that standard. A system that goes live and never gets adopted isn't a successful implementation either. Stakeholder alignment, communication planning, team training, and adoption reinforcement are embedded in every engagement — because the people side of a technology change matters as much as the technical side.
That's not a methodology I developed in a consulting firm. It's one I built from nearly two decades of owning the outcome inside real organizations, at real scale, with real consequences.
The methodologyFour disciplines. One integrated engagement.
Most commercial technology advisors bring one discipline to the table — strategy, or technology, or project management. Echo West brings four, built from nearly two decades of enterprise experience across multiple industries. Together they are what makes everything work together — the systems, the people, the processes, and the adoption that follows.
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Digital Transformation
The strategic and architectural work of evaluating, designing, and sequencing the commercial technology that drives revenue and manages client relationships, from current state assessment through future state architecture. Understanding what needs to change, in what order, and why is the foundation every engagement is built on.
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Business Analysis
The translation layer between what the business needs and what the technology delivers. Adrienne performs the business analysis work directly — documenting requirements, evaluating vendor capabilities, managing change control, and ensuring the implementation reflects the actual needs of the business rather than the limitations of the system.
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Business Relationship Management
The ongoing discipline of managing the relationship between the business and its technology partners — ensuring stakeholders are aligned, expectations are managed, and the commercial technology continues to serve the business as it evolves. BRM is what keeps the implementation accountable long after go-live.
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Change Management
The work that ensures a technology change actually sticks. Stakeholder alignment, communication planning, team training, and adoption reinforcement — embedded in every engagement because a system that functions correctly but doesn't get adopted isn't a successful implementation. Change management is never an afterthought at Echo West.
The CX Standard & How it worksTechnology decisions are never made in a silo.
Every recommendation is made with the impact to the client relationship in mind.
Most commercial technology advisors measure success by whether the system works. At Echo West, that's the minimum — not the standard. The standard is whether the system works for the client relationship it was designed to serve.
This means evaluating every technology decision against its impact on the client experience — not as an afterthought, but as a requirement built into every assessment, every recommendation, and every implementation plan from day one.
Client experience impact assessment
Before any implementation decision is made, the impact on the client relationship is evaluated. Solutions protect what the business has built with its clients — not just technical requirements.
Client relationship continuity
Client history, loyalty status, and relationship continuity are planned for from day one — not managed as an afterthought when the migration is already underway.
Clinical-commercial hybrid expertiseIn aesthetics and healthcare, the most complex decisions sit at the intersection of the clinical record and the commercial stack, where a single platform change affects both simultaneously.
Change management embedded throughoutEvery implementation is supported by stakeholder alignment, team training, and adoption reinforcement to ensure that the change sticks for the team and the client.
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How It Starts
The Diagnostic
The first conversation is always a diagnostic — no pitch, no obligation. An honest look at where the commercial technology stands, what the business actually needs, and whether Echo West is the right fit. If it's not the right fit, you'll know immediately.
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How It Runs
Direct Engagement
Adrienne performs the core work directly. Business analysis, BRM, stakeholder coordination, requirements management, UAT, and change management are never delegated to a junior team. What you see in the diagnostic is what you get throughout the engagement.
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How It Ends
Accountable Through Go-Live
The engagement doesn't end at a deliverable; it ends when the implementation is live, the team has adopted it, and the client experience has been protected through the transition. That's the standard every Echo West engagement is held to.
COMMERCIAL TECHNOLOGY ADVISORY | AESTHETICS & HEALTHCARE