We aspire to create a world where all women and non-binary folks have access to a supportive community and the resources they need to live their best life and step into their economic power.

Coven Team

Liz, Bethany, Alex, and Erinn met volunteering for a Minneapolis non-profit organization dedicated to bridging the gender gap in creative fields. Together, we have spent years creating and fostering more inclusive environments both within organizations and across the community. Our vision for The Coven is to cultivate a dynamic, diverse community of women, non-binary, and trans folks who inspire one another to lead more empowered lives. The Coven is our life's work.


Meet The Co-Founders

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ALEX WEST STEINMAN
CEO

Alex is passionate about helping women step into their economic power. Whether it’s through coaching startups in their crowdfunding campaigns on iFundWomen or teaching students at the University of Minnesota, Alex helps connect community members to opportunities of success.

Prior to co-founding The Coven, Alex held the position of Communications Director for Fallon and had a private PR practice leading strategies for businesses, politicians, startups and non-profits. She finds joy in helping women and non-binary people tell their stories.

Alex loves her two kids, husband, Oprah, and Beyonce in no particular order. She was named Mpls/St. Paul Business Journal’s 40 Under 40 and is a 2019 Bush Fellow.

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BETHANY IVERSON
COO

Bethany is fiercely passionate about creating a more just, equitable world. She agitates with love, hopes radically, and advocates fearlessly to create a world she wants to live in. Her transition from advertising strategy boss to business owner has been equal parts exhilarating and terrifying.

Bethany's fire for equity and justice has been featured in Ad Age and AdWeek. The only thing that rivals Bethany’s belief in the infinite power of human potential is the love she has for her dog, Coupon. She has a Bachelor’s degree in Entrepreneurial Studies from the Minneapolis College of Art and Design and a Master of Art degree in Rhetoric, Scientific and Technical Communication from the University of Minnesota.

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LIZ GIEL
CHIEF GROWTH OFFICER

After a 15-year career creating award-winning strategies for some of the most iconic brands in the world, Liz left the advertising industry to pursue her passion for imagining new business possibilities at The Coven. She is a firm believer that our distinct experiences and beliefs are critical assets that make an organization powerful.

After completing her Bachelor's degree in Psychology and Spanish, Liz swore she'd never go back to school. As part of a lifelong commitment to proving herself wrong, she completed her Master's degree in Strategic Design and Management from the Parsons School of Design in 2017 while working full-time, launching a business, and raising a special young man named Tommy. She has not been bored for quite some time.

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ERINN FARRELL
CHIEF CREATIVE OFFICER

Erinn is relentless in her belief that we are stronger together. A lover of people, process, and design, she specializes in crafting high-performing spaces and cultures focused on empowerment and placemaking. Erinn is responsible for bringing The Coven’s ethos to life through physical space design, merchandise, and product partnerships.

Erinn found her way to The Coven by way of a career in advertising where she was responsible for multiple platforms of brand experience including team & office design along with introductions to new markets. She graduated with honors from Cornell University and leads a full and happy life devoted to family, friends, aggressive activity, cheese, and raising 2 of the most spirited, thoughtful and caring goons she could ever hope to meet.