About Amara

I've sat where you're sitting.

Two decades in senior leadership, a seat on an executive committee, and a lot of decisions no one else could share — before any of it became a coaching practice.

My story

From the executive seat to the coaching chair

I spent the first half of my career doing the job, not studying it: two decades in senior leadership roles, the last several years of it with a seat on an executive committee. I inherited a team in crisis more than once. I sat in rooms where I was the only woman, made the case for a decision I couldn't share with anyone below me, and learned — the hard way — what actually helps a leader under pressure and what just sounds good in a book.

What helped, almost every time, was one honest conversation with someone who had no stake in the politics and no interest in flattering me. Not a mentor from three levels up who needed me to keep performing. Not a friend who'd tell me what I wanted to hear. Someone whose only job was to ask the sharper question and hold me to what I said mattered.

I became a coach because I wanted to be that person for other women doing what I'd done: carrying more than anyone around them could see, and making it look effortless because that's what the room seemed to require.

My approach is direct, not soft. I trained formally — ICF, Hogan, EQ-i, Stakeholder Centered Coaching — because credentials matter and because the training sharpened instincts I'd already been using for years without a name for them. But what I bring first is having actually sat in the seat: the 2am decision, the board that wants an answer you don't fully have yet, the promotion that quietly terrifies you.

Outside client work, I stay close to the research on women in leadership, take regular coaching supervision, and mentor a small number of coaches earlier in their own training. I work with a deliberately small roster of clients at any time, because the work only holds up if I can give each of them my full attention.

Career highlights

What two decades in the seat actually built

Executive committee seat

Held a seat on the executive committee of a listed organisation, shaping strategy at the most senior table in the business.

Led through transformation

Guided a business unit through a major restructuring, protecting both performance and the team's trust through it.

Built leaders, not just teams

Grew and led teams of over 100 people; several direct reports have since gone on to senior executive roles of their own.

Speaks & writes on leadership

A regular voice on women's leadership and executive transitions at industry events and in leadership publications.

500+ hours coaching leaders

Logged coaching hours with C-suite, board and founder clients, verified as part of ICF credentialing.

Mentors emerging coaches

Supervises and mentors a small number of coaches earlier in their training, alongside a deliberately small client roster.

Credentials & training

What the letters after my name actually mean

Coaching has no licence and no bar exam — anyone can call themselves a coach. Here's exactly what I've trained in, and why each one matters.

ICF Professional Certified Coach (PCC)

The International Coaching Federation's mid-tier credential, and the de facto standard for executive coaching: 125+ hours of accredited training and 500+ hours of logged coaching experience, assessed against ICF's core competencies.

Stakeholder Centered Coaching

Marshall Goldsmith's methodology for measurable behavioural change: feedback comes from the people who actually work with you, not just self-report, and progress is tracked against what they see change.

Hogan Assessments Certified

Trained to administer and interpret the Hogan personality assessments widely used in senior leadership development — how you come across at your best, and what can derail you under pressure.

EQ-i 2.0 Certified

Certified in the EQ-i 2.0 emotional intelligence assessment, used to build self-awareness and sharpen interpersonal effectiveness in senior roles.

Ongoing coaching supervision

Regular supervision with a senior practitioner — standard practice for ethical, high-quality coaching, and a check on my own blind spots, not just my clients'.

ICF Code of Ethics

My practice is governed by the ICF Code of Ethics, covering confidentiality, conflicts of interest and professional conduct — with confidentiality explained plainly before we ever start.

Let's talk

See if we're a fit.

Thirty minutes, confidential, no pitch. I'll tell you honestly whether I think I can help.

Book a Confidential Conversation →
Book a Confidential Conversation