I spent over a decade in senior marketing and communications roles — Head of Marketing, CMO — across fintech, forex, and crypto companies, across multiple countries and cultures. I was good at it. I got promoted. I kept leaving.

For a long time I couldn't fully explain why. Eventually the answer became impossible to ignore: the work that actually energised me was never the strategy decks, marketing budgets or the campaigns. It was the people. Mentoring my team, watching someone grow into a role, having the real conversations that helped someone figure out what they actually wanted.

That pull toward people work — combined with a deepening interest in psychology and how we think, decide, and hold ourselves back — led me to coaching. Not as a consolation prize, but as the most honest answer to what I'd been looking for all along.