Executive Coaching

Executive
Coaching

Helping leaders thrive, evolve their impact and build lasting legacies.

Fay's coaching is bespoke, pragmatic and relational. She helps clients gain perspective, sharpen decisions, strengthen presence, and translate insight into action.


Areas of Specialism

C-suite and Executive Leadership | Strategy & Scenario Planning

Culture & Transformation | Team Dynamics

Presence & Communication | Neuro-Inclusive Leadership

Career Transitions | Sustainable High Performance


Qualifications & Membership

MBA (Executive) - MS Executive Coaching and Organisational Consulting - PGCert. Education - BA (Hons.) African Studies - International Coaching Federation Member - European Mentoring and Coaching Council Member

Helping leaders thrive, evolve their impact and build lasting legacies.

Fay's coaching is bespoke, pragmatic and relational. She helps clients gain perspective, sharpen decisions, strengthen presence, and translate insight into action.

Areas of Specialism

C-suite and Executive Leadership | Strategy & Scenario Planning

Culture & Transformation | Team Dynamics

Presence & Communication | Neuro-Inclusive Leadership

Career Transitions | Sustainable High Performance

Qualifications and Membership

MBA (Executive) - MS Executive Coaching and Organisational Consulting - PGCert. Education - BA (Hons.) African Studies - International Coaching Federation - European Mentoring and Coaching Council

Helping leaders thrive, evolve their impact and build lasting legacies.

Fay's coaching is bespoke, pragmatic and relational. She helps clients gain perspective, sharpen decisions, strengthen presence, and translate insight into action.


Areas of Specialism

C-suite and Executive Leadership | Strategy & Scenario Planning

Culture & Transformation | Team Dynamics

Presence & Communication | Neuro-Inclusive Leadership

Career Transitions | Sustainable High Performance


Qualifications and Membership

MBA (Executive) - MS Executive Coaching and Organisational Consulting - PGCert. Education - BA (Hons.) African Studies - International Coaching Federation - European Mentoring and Coaching Council

Team leader at desk
Team leader at desk
Team leader at desk

'I initially sought coaching as an incoming CEO - particularly to navigate complexities surrounding the previous CEO & Founder stepping onto my Board.
Working with you, I have found someone who enables unique insight into both organisational and human dynamics. Someone I trust immensely and someone thoroughly invested in me. I always leave our sessions with confident sense of direction and progress.'

CEO, UK Non-profit

Coaching works because it makes our assumptions visible. With an External Thought Partner, you can spot patterns, perspective-take, stress-test strategy, and choose actions with clarity.

Drawing on thinking, frameworks and tools from leadership and organisational psychology, learning theory and design thinking, we establish a partnership that enables you to achieve your goals.  As your coach, I am the carriage that helps you get there through being your External Thought Disrupter.

What makes coaching so effective?

The enhanced insight and increased perspective gained through coaching is powerful – often transforming feelings of frustration and confusion to excitement, clarity and conviction.  These powerful changes go on to transform views of self and challenges: they also mean growth lasts and continues.

The underpinning neuro-science

Coaching enhances awareness, solution recognition and commitment to act through insight creation in accessing the regions of the brain associated with creativity.

Fay MacRitchie
Fay MacRitchie
Fay MacRitchie

The brain fools us into thinking that we are objectively perceiving, when we're not even close.

The world and our interpretations of it are so tightly fused that we rarely realise how deeply our perceptions of reality are tainted by our self-views, perceptions and experiences.

In the face of uncertainty or new situations, the majority of brains are hard-wired to predict failure.  Change then feels uncomfortable. To conjure a sense of security, we subconsciously revert to maintaining status quo views, values and self-perceptions - stealth diversion from taking the risks needed to grow.

This is why it is difficult to coach yourself, and nearly impossible if you have any emotions connected to the situation - by definition this will be any situation that matters.

Being a great rationaliser, or having high intelligence, usually equates to a higher need to have external support in thinking about thinking - due to the proportion of energy invested in reasoning.

Our brains fool us into thinking that we are objectively thinking, when we're not even close.

The world and our interpretations of it are so tightly fused that we rarely realise how deeply our perceptions of reality are tainted by our self-views, perceptions and experiences.

In the face of uncertainty or new situations, the majority brains are hard-wired to predict failure.  Change then feels uncomfortable. To conjure a sense of security, brains revert to maintaining status quo views, values and self-perceptions.  Stealth diversion from taking the risks needed to grow.

This is why it is difficult to coach yourself, and nearly impossible if you have any emotions connected to the situation - by definition every situation that matters.

Being a great rationaliser, or having high intelligence, usually equates to a higher need to have external support in thinking about thinking - due to the proportion of energy invested in reasoning.


Coaching gives the ability to see things differently, by enabling the objective extraction of perceptions.

I do this by asking curious questions, and concisely reflecting your words, expressed emotions, contradictions and what seems to be the source of hesitations.  This means we can detach, observe and analyse situations from a birds-eye perspective.  The previous frame being broken brings new insights, expanded perspective and new options.

I came to coaching through an incessant desire to understand what enables people to learn and grow.  My approach combines CEO experience, a background in leadership and organisational psychology, education and design-thinking that enables you to identify and achieve your goals, to continuously grow in all spheres of life and to increase your impact where it matters most…and to hopefully inspire others to do the same.

Tri-Element Framework

My Coaching Approach typically follows a 3-elements. Each element is bespoke to each client and integrates practices from Positive Psychology, Systems Thinking and Emotional Intelligence.

Focus → Insight → Application

Coaching gives the ability to see things differently, by enabling the objective extraction of perceptions.

I do this by asking curious questions, and concisely reflecting your words, expressed emotions, contradictions and what seems to be the source of hesitations.  This means we can detach, observe and analyse situations from a birds-eye perspective.  The previous frame being broken brings new insights, expanded perspective and new options.

I came to coaching through an incessant desire to understand what enables people to learn and grow.  My approach combines CEO experience, a background in leadership and organisational psychology, education and design-thinking that enables you to identify and achieve your goals, to continuously grow in all spheres of life, to increase your impact where it matters most, and to inspire others to do the same.

Tri-Element Framework

My Coaching Approach typically follows a 3-elements. Each element is bespoke to each client and integrates practices from Positive Psychology, Systems Thinking and Emotional Intelligence.

Focus → Insight → Application

Coaching gives the ability to see things differently, by enabling the objective extraction of perceptions.

I do this by asking curious questions, and concisely reflecting your words, expressed emotions, contradictions and what seems to be the source of hesitations.  This means we can detach, observe and analyse situations from a birds-eye perspective.  The previous frame being broken brings new insights, expanded perspective and new options.

I came to coaching through an incessant desire to understand what enables people to learn and grow.  My approach combines CEO experience, a background in leadership and organisational psychology, education and design-thinking that enables you to identify and achieve your goals, to continuously grow in all spheres of life, to increase your impact where it matters most, and to inspire others to do the same.

Tri-Element Framework: Focus → Insight → Application

My Coaching Approach typically follows a 3-elements. Each element is bespoke to each client and integrates practices from Positive Psychology, Systems Thinking and Emotional Intelligence.

‘We were stuck.  Historical politics, outgrown identity, legacy structure.  Working with you enabled me to validate the past and disentangle the organisation from it… our stakeholders are now engaged with our strategy and excited about their parts in it.  Our organisation now reflects our potential.’ 

Director, Family-owned organisation

Background & Experience

Having been CEO across education, non-profit and the private sector - in organisations ranging from multi-site dispersed teams of 1,100 to professional partner structures - I understand the realities of c-suite leadership: highly rewarding, high‑stakes and, at times, highly solitary.  This can all make objective strategising, perspective‑taking and scenario planning challenging; which is where working with a coach adds real value and impact.

Leading transformations, turnarounds, rapid expansions and complex stakeholder engagements gave me experience how leaders empower their people by stepping into their own identity. The shared experience of my clients is also that lasting change and exceptional impact is rooted in internal clarity and objective execution.

I am also passionate about continually discovering and sharing new ways to create and enhance coaching cultures within organisations.

‘You helped me turn complexity into certainty, reset our culture, create a cohesive team and communicate change.  Thank you for championing and challenging at exactly the right points.’


CEO, Large-scale transformation

architec sketching
architec sketching
architec sketching

Live Coaching

Keen to accelerate growth on a focus area?

Live (in, or just after, the moment) coaching can be helpful if you would like to concentrate on a particular area.

Some of the most popular ways I work with clients are outlined below as examples.

Communication & Presence

Communication, undoubtedly, is one of the most valued skills we can develop. Being an effective communicator has incredible impact on the quality of our relationships, personal and professional, at every level. Typically however, very few of us are taught how to effectively communicate.

Where this works well • Become confident communicating with diverse audiences • Develop Public Speaking skills - even learn to enjoy it! • Develop expertise in speaking with media and press • Support delivering challenging conversations or difficult messages • Interview, presentation or meeting preparation • Executive communication - speaking effectively under scrutiny.

Format and time In‑person or virtual sessions to suit you.

Communication, undoubtedly, is one of the most valued skills we can develop. Being an effective communicator has incredible impact on the quality of our relationships, personal and professional, at every level. Typically however, very few of us are taught how to effectively communicate.

Where this works well • Become confident communicating with diverse audiences • Develop Public Speaking skills - even learn to enjoy it! • Develop expertise in speaking with media and press • Support delivering challenging conversations or difficult messages • Interview, presentation or meeting preparation • Executive communication - speaking effectively under scrutiny.

Format and time In‑person or virtual sessions to suit you.

Executive Project Partner

There are often times when an objective, experienced Partner is useful to bounce ideas, stress-test strategy, or co-create plans with. There are many reasons why this sometimes can't be someone from your internal team. I can support by working with and alongside you on important projects.

Where this works well • Strategy Development and Scenario planning • Preparing for important events or meetings • Facilitation of Team / Board Days / Stakeholder Engagement • Initial concepts for Re-branding • Planning and delivering Cultural reset • Developing new Senior roles and Recruitment Processes.

Format and time In-person or virtual sessions.

There are often times when an objective, experienced Partner is useful to bounce ideas, stress-test strategy, or co-create plans with. There are many reasons why this sometimes can't be someone from your internal team. I can support by working with and alongside you on important projects.

Where this works well • Strategy Development and Scenario planning • Preparing for important events or meetings • Facilitation of Team / Board Days / Stakeholder Engagement • Initial concepts for Re-branding • Planning and delivering Cultural reset • Developing new Senior roles and Recruitment Processes.

Format and time In-person or virtual sessions.

Curious about Coaching?

Working Together

Finding a coach who is a great fit is important. If you'd like to explore working with me, book an exploratory call using the details or form below.

I look forward to meeting.

Finding a coach who is a great fit is important. If you'd like to explore working with me, book an exploratory call using the details or form below. I look forward to meeting.

Finding a coach who is a great fit is important. If you'd like to explore working with me, book an exploratory call using the details or form below. I look forward to meeting.


I work with clients globally via Zoom or MS Teams.

Individual in-person sessions are held in London, Edinburgh and Dubai.

Other locations are by request.

I work with clients globally via Zoom or MS Teams. Individual in-person sessions are held in London, Edinburgh and Dubai. Other locations are by request.

I work with clients globally via Zoom or MS Teams. Individual in-person sessions are held in London, Edinburgh and Dubai. Other locations are by request.

London Office


you3 Group

Suite 6922

Unit 3A

34-35 Hatton Garden

Holborn

London

EC1N 8DX