By: Matt Emma

For Julianna Doherty, leadership has always been about more than hierarchy or hustle; it’s about a sense of purpose. As a mother of four, and the Chief Executive Officer of Recycle Away, a company helping organizations design and implement smart recycling and waste-diversion systems, she has built her success around one guiding principle: people first, always.

“I’ve learned that results are often the product of relationships,” she says. “When you invest in people, positive outcomes tend to follow.”

That simple belief has guided her through every chapter, from launching and selling her first company in the natural food sector to now leading Recycle Away. Her journey is shaped less by grand declarations and more by small, consistent choices that focus on humanity at the center of progress.

Doherty’s entrepreneurial journey began in the natural food sector, long before sustainability became a business imperative. She created a healthy lunch solution that resonated with parents trying to balance wellness and practicality. “You might not have time to bake bread every day, but you can still make choices that are more beneficial for your kids, because life is a balancing act,” she says.

After selling that business, she spent years helping other brands in the natural food space scale and reach consumers. “To me, natural food was never just a market segment; it was a mindset. Doing the right thing for families, for health, and for the planet mattered to me.”

That same sense of purpose guided her into the sustainability space. At Recycle Away, she saw the chance to connect environmental responsibility with commercial viability. She believes that sustainability initiatives are increasingly important, but also recognizes that they need to be viewed through a practical lens in order to be sustainable in the long run. “As a mother of four kids, I feel a deep responsibility to help shape a better future. I believe we must make a change now. But doing the right thing must be viewed through the right lens for the economy, or it simply might not succeed,” she says.

When Doherty joined Recycle Away, she recognized that the company’s strong e-commerce foundation could evolve into something more personal. “Too often in B2B e-commerce, the focus is mostly transactional,” she says. But she adjusted the business model, creating both processes and tools to facilitate client engagement while emphasizing that real relationships can drive the business.

Her leadership philosophy is built on empowering her employees to think beyond their job titles. She encourages employees to think strategically, to identify opportunities for growth and efficiency. Moreover, she leads with the belief that people do their best work when they’re fulfilled at home and respected at work. Doherty says, “I want my team to go to their kids’ games. To show up for the things that matter to them.”

For Doherty, this understanding of balance comes from experience. “Balance isn’t about being everywhere all the time,” she says. “It’s about showing up when it matters.”

Today, with her children grown, one working at a renowned financial institution, and two already in college, the demands she faced at home have eased. With only her youngest still at home, her definition of balance has also evolved. “When they were little, they needed me constantly. Now I just ask for five minutes a day,” she says. “That daily connection keeps us close. It’s the same in leadership, showing up consistently, even briefly, seems to matter more than perfection.”

That lesson resonates deeply with her. As her family and career have evolved, she has come to see purpose as the constant that binds every chapter together. “While shifting the entire world requires collective effort, staying committed to your mission and focusing on where you can add value, through understanding and empathy, can serve as a steady guide,” she says.

At Recycle Away, that understanding has transformed not just a business model, but a mindset, where sustainability is as much about strengthening human connections as protecting the planet.