Coaching from experience
Science-based coaching, from experience.
With more than 20 years in complex multinational environments and active entrepreneurial projects, I coach from a place of lived experience, science-based methodology and empathy.
I have led diverse teams, managed complex operational processes and facilitated strategic innovation in the tech industry. That direct exposure to global corporate complexity, together with the hands-on experience of launching a tech startup, gives me a rounded understanding of business at very different scales — from an early-stage venture to an operational team inside a global corporation.
It is the reason founders and managers rarely have to explain their world to me before we can start working on it.
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2022 — present
Business Coach & Mentor
Coaching and Clarity
Coaching founders, managers and coaching-platform clients. 1022+ documented coaching hours, ICF PCC certified.
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2017 — 2018
Compliance Operations Manager
Amazon Development Center, Romania
Led a 20-person operational team across recruitment, performance management and learning & development.
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2013 — present
Co-founder & Team Manager
AppDemoStore.com
Founded and scaled a B2B cloud platform — product strategy, cross-functional teams and SaaS innovation.
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2003 — 2013
Consultant & Product Manager
SAP AG, Germany
Product work on SAP NetWeaver and the SAP Store, plus executive presentations at global events.
- Professional Certified Coach (PCC)International Coaching Federation
- ANC Accredited CoachCoaching Partners, 2023
- Design ThinkingMIT Executive Education, 2022
- Certified Financial Education InstructorNFEC, 2016
- MSc, Business InformaticsAl. I. Cuza University, Iași, 2005
- BSc, Economics & Business AdministrationAl. I. Cuza University, Iași, 2003
- Strategy to ActionLondon Business School, 2010
- Cross-border Innovation Business ProgramHarvard Extension School, 2008
Coaching methodology
A framework built on three recognised approaches.
Not one method applied to everyone. Three internationally recognised approaches, and the judgement to know which one your situation needs.
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Transactional coaching
Structured, goal-oriented coaching built around the GROW framework — Goal, Reality check, Options, Way forward.
Ideal when you need clear actions, measurable progress and fast results.
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Transformational coaching
Deeper, identity-level work grounded in the ACC framework — Awareness, Clarity, Choice. Based on positive psychology, cognitive behavioural principles and adult learning theory.
Ideal for building awareness around a situation, gaining clarity and creating sustainable change.
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Design thinking
A problem-solving and innovation methodology built around a human-centred process — Empathise, Define, Ideate, Prototype, Test.
Ideal for reframing challenges, unlocking creative solutions and testing new ideas before you commit to them.
Professional standards
Standards and ethics, stated plainly.
As an ICF-certified coach, I work within a clearly defined professional scope.
Coaching only works when you can be fully honest — with yourself and with me. That trust needs structure behind it. My practice is grounded in the International Coaching Federation (ICF) Code of Ethics and Core Competencies, the frameworks that define professional coaching worldwide. You can review them at coachingfederation.org.
I hold the ICF PCC credential, which means my coaching has been independently assessed against those standards.
In practice, this means I listen for what sits underneath what is said, ask questions that open things up rather than lead you somewhere I have already decided, and follow your agenda rather than a fixed script — the insight is yours; my job is to help you reach it with more clarity than you would alone.
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Confidentiality
What you share stays between us, with only the narrow, legally required exceptions — which I will always explain upfront.
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A clear agreement
Before we begin, we agree explicitly on how coaching works, on confidentiality, and on the practical details. You can end the relationship at any time, for any reason.
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Coaching, not therapy or consulting
I will not diagnose, and I will not tell you what to do. If something needs a different professional, I will say so and help you find the right next step.
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No unspoken conflicts of interest
If one exists, I name it directly.
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Fairness, without exception
You are treated with the same respect regardless of background, identity or circumstances.
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Accountability
I hold myself to the ICF Code of Ethics because it is the standard I would want as a client, not just because it is required.
Measurable impact
Three engagements,
three outcomes.
Anonymised, with the clients' agreement. Same pattern every time: define what "better" actually means, then build the route to it.
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Context
A programme manager, newly promoted into a strategic management role, struggling with communication and with presenting to the team.
Engagement
12 coaching sessions, combining transactional and transformational coaching.
Outcome
Fewer conflicts inside the team, and a markedly stronger presence when presenting to it.
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Context
A self-employed architect — revenue flat for more than three years, with unclear positioning and an unclear service offering.
Engagement
6 sessions of transactional coaching (GROW) to define the results she wanted and the route to them — positioning, service offering, communication.
Outcome
New goals defined, a clear action plan, and 30% growth in the number of clients within three months.
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Context
A startup founder with a fuzzy idea, who needed a clear MVP and a plan for building an innovative product and winning the first paying customers.
Engagement
From Idea to Product — a 12-week structured programme of coaching and mentoring, run along Design Thinking and Lean Canvas.
Outcome
Market need defined, MVP created, website launched, first three paying clients.
