About Us - Think Purple Consulting

Hi, I'm Soriya!

As a transformational advisor and strategist who operates with purpose, precision and passion, I help organizations drive unsurpassed growth while embracing the heart of why you do what you do each day.

The soul of your business is my north star. I’m known for my people-first, purpose-driven approach. I focus on guiding leaders through moments of transition with clarity and conviction.

With experience in healthcare, private equity, non-profits, and consumer services, I’ve led initiatives such as:

Building one of the nation’s most respected audiology brands from a start-up to a 10-clinic regional powerhouse

Collaborating with large-scale integrations and leadership teams, including the cultural unification of 450 healthcare clinics after an 18x multiplier acquisition

Chairing a public media station’s $10 million campaign and leading its successful 5-year strategic plan

I believe soul and strategy belong in the same room, that organizations can be both high-performing and human-centered, and that real transformation isn’t just about fixing what’s broken — it’s about revealing what’s possible.

But it’s not just feel-good hugs and singing around the campfire. I bring operational rigor and scale, brand clarity, cultural intelligence and a deep respect for people and purpose.

My goal is to turn growth into a catalyst for true cultural strength and long-term value.

Outside of helping my clients power up their people and organizations, I spend as much time as possible with my amazing village. My wife and I have called Austin home for almost 30 years, and when I’m not collaborating with leadership teams, you’ll likely find me skiing or hiking in Montana with our five kids, or attending one of their high school sports or college game-day activities.

Kind words from our friends

"Soriya brings a rare mix of creative vision, strategic thinking, and genuine leadership to everything she touches. She approaches every relationship with authenticity, warmth, and a sense of integrity"

“There are two things that truly set Soriya apart: her ability to define a brand with clarity and intention, and her focus on aligning that brand through culture to make it real to people at every level of the organization. Anyone looking to define their brand and connect it meaningfully through culture to customers or patients should absolutely work with Soriya. She brings uncommon insight, clarity, and impact”

“Soriya Estes (is) one of the most brilliant minds in branding and marketing I’ve ever had the privilege to work with. Soriya has a rare gift: she knows that brand is the perfect combination of heart and brain — and she pours herself into crafting messaging that is both powerful and deeply authentic.

I’ve personally witnessed her take great companies that were struggling to articulate their purpose and transform them into organizations with clear, inspiring missions that their teams and customers can truly rally behind. She brings structure, clarity, and meaning in a way that elevates not just the brand, but the people behind it.”