Joanna Howes

Helping leaders step into their courageous zone and create positive impact, through transformative coaching & training | CEO of The Change Creators Ltd | Campaign 40 over 40 | International Coach of the Year 2020 🏆

We specialise in creating courageous leadership teams who win together.

Whether you're a newly formed team, a merged company establishing a new board, or feeling the need for a reset, we can help you create a strong aligned cohesive team. 

Courageous leaders are open, vulnerable, and committed to continuous learning, driving exceptional results for their teams and the organisation.

We help by:

• Moving from operating in silos to a collective mindset 

• Avoiding feedback to leaning into compassionate candor 

• From going around in circles to make decisions to a bias for action 

• From working as job titles to truly understanding each other as human beings 

• From all talk and no action to peer-to-peer accountability 


Our approach centers on increasing individual and team awareness, fostering a unified leadership team culture grounded in aligned principles, and promoting effective communication and accountability.

"When the business isn't performing, the first place to look is the leadership team."

👉 For coaching and training inquiries, please email: joanna.howes@thechangecreators.com

👉 For podcast and speaking engagements, please email: anna@thechangecreators.com

Let's connect and explore how we can elevate your leadership team to achieve extraordinary outcomes.


Trusted by: 
Monzo, Amazon, BBC, Troy Asset Management, Ada Ventures, Iris Worldwide, Uncommon Creative Studios, 6 Nations Rugby, ITB, PrettyGreen PR, Hue & Cry, McCann Worldwide.

What our clients have to say: 

“She's 'Life Changing'. Jo has an ability to enable a fearless focus on creating a personal and professional roadmap to success”. - Director Of Client Services at SYZYGY London

“As a coach Jo has been fantastic- full of insights, always there to listen and most of all provide practical solutions. As a team we have come out more confident and ready with practical tools to help us develop further in different areas.” - Head Of Project Management at BBC Creative


🌐  Visit: www.thechangecreators.com

CEO and Founder of The Change Creators - Leadership Coach and Trainer 

At The Change Creators, we provide transformational services to help leaders grow and become the leader they know they can be. We focus on the mindset, skills and behaviours leaders need to step into their courageous zone, create a positive impact and deliver results.

Our services include:
 
✅Cultural shifts and transformations  

✅Leadership and team coaching and training

✅Operational excellence consultancy 

✅EDISC and Meta Dynamics profiling to increase self-awareness and self-leadership 

✅Executive 1-2-1 coaching 

If you would like to take your leadership to the next level and invest in your growth, get in contact with us today and watch your influence and performance sky rocket.

My FIRST sober holiday showed me a mistake I see leaders make A LOT!

We focus on changing behaviour…
but skip the part that actually makes change stick.

Identity.

When I have tried going sober before, I'd say things like:

 “I haven’t drunk for 10 days.”
 “I’m doing Dry Jan.”

I was still identifying as someone who drinks.
So it was easy to wobble and slip back to old habits. 

This time, I said.
 “I don’t drink.”

It meant I moved to a new identity of someone who doesn't drink. 

And because of that, there was no internal debate. 

I see this in leadership constantly.

Leaders say to me:
 “I’m working on delegation.”
 “I need to stop people-pleasing.”
 “I should speak up more.”

That keeps change at the behaviour level.

But identity-led change sounds like:

 → “I'm a leader who builds leaders.”
 → “I can be respected without being liked.”
 → “My perspective has value.”

Change doesn’t always need more effort.
Sometimes it needs a clearer decision about who you are.

So...

❓Where in your leadership are you ready to step into a new identity?

♻️ Repost to inspire your audience
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Strengthening Leadership Teams to Connect, Perform & Grow Together | Courageous Leaders Podcast| Speaker | International Coach of the Year 2020 🏆 | Follow for posts about self-mastery, leadership & culture

Most of the big changes in my life didn’t start with confidence.

They started with discomfort I couldn’t ignore anymore.

Over the years, I’ve had to choose courage over comfort more times than I expected:

👉 Leaving my first marriage that looked fine on the outside

👉 Quitting a secure job to backpack around the world 

👉 Moving countries for a role I thought would be 'the one' and wasn't

👉 Completely changing my career from Ops to Coach 

👉 Starting a business without a roadmap

👉 Launching a podcast with no idea if anyone would listen, or what I was doing

👉 Reshaping my work so it fits my life, not the other way round

None of these moments felt brave at the time.
They felt unsettling. Lonely. Risky.

But here’s what I’ve learned:

Courage doesn’t usually look like a leap.
It looks like being honest with yourself before you’re ready.
It looks like letting go before you can see what’s next.

Every time I chose change over comfort, I didn’t gain clarity first.
I gained it after I moved.

That’s what built the business.
The podcast.
The work I love.
The life that actually feels like mine.

Not because I had a grand plan.
But because I stopped ignoring the nudge.

If you’re feeling restless right now, stuck, flat, or quietly frustrated - it might not be a motivation problem.

It might be a courage moment.

So I’ll leave you with this:

What are you tolerating that your future self will thank you for leaving?

Sit with it.
You don’t need the whole answer.
Just the next honest one.

♻️ Repost to inspire leaders you know to ask the harder questions
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I'm about to do the opposite of everything I was taught as a woman! 💪

I've just had my first call with the brilliant Georgie Rechner, founder of Midlife Rebel (and if you are not following her on Instagram yet, you need to be).

She is my health coach who is going to help me do the opposite of what many of us have been conditioned to do.

I'm INCREASING my calories!
Going to be Lifting heavy weights.
And getting comfortable taking up more space.

I go to the gym. I do Pilates. I swim.
But I’ve never really known how to train properly.

So this year, the focus is all on building muscle mass and strength!!

NO more shrinking!! 
 
I’ve spent years working on my mind, courage, confidence, and self-belief.
Now it feels like my body’s turn, so they can work together. 

In your life and leadership, bringing your mind and body together will have a huge impact on how you feel about yourself and how you can show up for yourself and your team. 

Where might you be ready to stop shrinking and start building instead?

♻️ Repost to inspire the inner rebel
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Big news! 

This Thursday we are kicking off 2026, with the amazing Sedge Beswick on the Courageous Leaders Podcast. 🙌

Sedge has led social at ASOS, built her own agency SEEN to £24 million, and now she’s helping brands and entrepreneurs grow their businesses with bold ideas and courage.

Subscribe below to hear us dive into: 

🔥 How to know when it's the right time to leave your company (even when it's your own)

🔥 How to find better balance with ambition, family and life

🔥 How to have the courage to do things differently and stay true to your values

It’s a conversation I LOVED and left feeling so motivated.  

If you want real stories and honest insights about leadership, confidence, and making brave choices.

Catch the episode this Thursday - don’t miss it!

👉 Subscribe on YouTube here: https://lnkd.in/eHGVyFSE

👉 Apple: https://lnkd.in/edeq-Wvp

👉 Spotify: https://lnkd.in/eJatPjke

 ♻️ Repost to help leaders you know to have the courage to change 
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OLD JO: Shit, I don't have any posts ready for this week
So work for hours trying to do some. 

NEW JO: Oh well I'll go to the spa.

Seriously transformational, a whole new Monday afternoon ritual. 

So, this is all I have for you today but I actually think there is a powerful message here.

When you focus on what matters most and what is going to help you show up in the best way, your mind is so much happier, which means you are.

I used to sit for hours writing posts, overthinking them and worrying if they resonate.  

Now, I write when I feel like it and focus on what I want to share vs what the gurus' are sharing is the formula for likes and reposts.

So a gentle question for today:
How are you choosing to use your time right now?
And is it actually helping you feel good or just busy?

♻️ Repost to get our priorities clear
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TIME! 🕰️

In the Xmas break, something FINALLY landed. 

After years of podcasts, reading and courses.

My brain has finally accepted a simple truth.

Time is the most valuable thing I have. 

I know, this is OBVIOUS.
And yet, I've never truly prioritised it before.

I've prioritised:

1. Earning more money - (important, yes, but how much is enough?)
2. Saying yes to more than I can realistically handle
3. Clearing my work to-do list before my life one
4. Long hours over time with friends and family
5. Exercise (saving the good habit for last)

What has changed is how I view being successful. 

I also have some dear friends who are having their time cut short, and it's been a big wake-up call. 

I’m not pretending my old habits won’t try to sneak back in; they will.
But now I have a new healthy lens on life.

And that changes the decisions I make when they do.

Where are you still spending time like it’s unlimited?

What are you waiting to feel ready for, or waiting until you have achieved X, until you can have some joy?

♻️ Repost to remind your audience what is important
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We need less ego.
More openness.
Less control.
More trust
No need to be the smartest person in the room.
More focused intention with our time and energy.

That’s what sat underneath the conversation with Simon Cook, CEO of Cannes Lions International Festival of Creativity, on the Courageous Leaders Podcast - which is live now.

You don’t need to have the best idea.
You don’t need to control everything.
You DO need to create the conditions for others to thrive.

If you’re leading a team right now, this episode is for you.

And maybe think about this question:

What might change if you stopped trying to hold everything together and trusted a little more?

Watch the episode on YouTube here: https://lnkd.in/e7WrG-dy

Or listen on Apple: https://lnkd.in/edeq-Wvp

Or on Apple: https://lnkd.in/edeq-Wvp

Or on Spotify: https://lnkd.in/eJatPjke

 ♻️ Repost to inspire courageous leadership
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Key insights from Simon Cook - CEO Cannes Lions 

ONE thing I consistently see missing in leaders.

They think they have it.
Yet, when the time comes it's not there.

That thing is courage.

The leaders who will succeed this year won’t be the most certain or polished.
They’ll be the most courageous.

The one's who will:

1. Challenge the dominate voice in the room, even when it feels risky

2. Feels discomfort with all the change but keeps moving forward 

3. Can go to a beginner’s mindset and be okay not knowing the answers

4. Be honest when things are hard, and let others help

5. Refuse to tolerate their teams being treated badly

6. Stop defending territory and protecting ego and lead as a true executive collective

7. Look after themselves so they can show up consistently for others

Courage isn’t loud.
It’s often quiet, uncomfortable, and deeply human.

Where is courage being asked of you right now and what are you avoiding?


♻️ Repost to inspire your fellow leaders to step into courage
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“I’ve always been addicted to my career, addicted to working."

Sound familiar? 

So many of us get a buzz from the next big win, the title, the ever-rising bar we set for ourselves. 

But what happens when it feels more like an addiction than an ambition? 

In our latest Courageous Leaders podcast, I discuss this exact topic with Sedge Beswick. 

She had the courage to change and design life on her terms. 

Let’s be honest and courageous about our relationship with work. 
It can be our passion, but it shouldn’t be our prison.

Have you ever questioned whether you’re addicted to working and what it would take to break free, even a little? 

You can listen or watch the full episode using the links below: 

YouTube: https://lnkd.in/eF_KU3Ri

Apple: https://lnkd.in/edeq-Wvp

Spotify: https://lnkd.in/eJatPjke

♻️ Repost to support more leaders
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MEET PERKY

My new productive friend 🐧

On holiday, my husband bought me a penguin clock for my desk.

Partly because I love penguins.
Mostly because I have zero shame about loving cute things.

Enter: Perky.

His current alarm settings include:

🐧 Fun time, Perky
🐧 Move away from your desk, Perky (rude but fair)
🐧 Fuel up, Perky
🐧 Call a friend, Perky (emotionally supportive penguin)

Every time I look at him, I smile.

Every time he goes off, I giggle as it's the funniest music and he makes such a funny sound when I turn the alarm off, I actually do the task 😀

We spend so much time in leadership chasing:
smarter systems
better tools
cleverer gadgets

When sometimes what really changes behaviour is something small, human, and oddly joyful.

Perky now reminds me to move, eat, connect and not take myself quite so seriously.

Friday question for you:

 What’s on your desk that makes you smile?
 (And if the answer is “nothing”… may I gently suggest a penguin?)

Happy Friday 🐧💛

Many CEO’s I work with have a lot of CONVICTION. 

But they miss ONE core ingredient that impacts whether change will be successful. 

Which is why I invited Simon Cook, CEO of Cannes Lions International Festival of Creativity Lions, to the Courageous Leaders Podcast. 

Simon has been through so much change over the last couple of years that I thought, who better than to share their insights and strategies. 

I was also curious to get to know Simon more and hear his story.

And, I don’t think I’ve been in the presence of someone so calm and grounded before. 

This episode gives some very practical advice on how to lead through change. 

We cover: 

🔥 Why conviction and coordination need to work together for success

🔥 What it took to navigate change on a large scale

🔥 Why relinquishing control is both terrifying and essential, especially when building a high-performing team

🔥 The hidden value in failure (but why you shouldn’t “budget for it”)

🔥Why protecting your time and mental fitness is now a non-negotiable executive responsibility

🔥 Advice for agency CEO’s

I’d get a pen and paper ready for this one as some brilliant tips you can implement straight away.

Watch the episode on YouTube here: https://lnkd.in/e7WrG-dy

Or on Apple: https://lnkd.in/edeq-Wvp

Or on Spotify: https://lnkd.in/eJatPjke

 ♻️ Repost to support leaders right now
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What happens when the CEO of Cannes Lions admits that his greatest strength was also holding him back?

It was an honour to go behind the scenes with Simon Cook on The Courageous Leaders Podcast.

On Thursday, you will be able to find out what was holding him back and:

🔥 Where he needed to find courage
🔥 The advice he would give to Agency CEO’s
🔥 What it took to lead through change at a large scale
🔥 The 3 C’s that he lives by 
🔥 What he believes the future of the industry is 

Tune in on Thursday for LOTS of practical tips and advice.

Make sure you don’t miss the episode

Subscribe on YouTube here: https://lnkd.in/eHGVyFSE

Or on Apple: https://lnkd.in/edeq-Wvp

Or on Spotify: https://lnkd.in/eJatPjke


 ♻️ Repost to let leaders know this resource is coming soon 
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Insights from the CEO of Cannes Lions - Simon Cook

"You won't get balance, but you can get your priorities straight." 

A simple but powerful insight shared by Sedge Beswick. 

When she made certain things non-negotiable, everything else started to fall into place. 

As leaders, when you ring-fence what matters most, work and life feel more purposeful and you actually get to be present for the moments that count.

For me, my self-care, lunch break and having space between meetings are my non-negotiables and these simple things have been life and business changing.

What’s a non-negotiable in your schedule?

You can listen or watch the full episode using the links below: 

YouTube: https://lnkd.in/eF_KU3Ri

Apple: https://lnkd.in/edeq-Wvp

Spotify: https://lnkd.in/eJatPjke

♻️ Repost to support more leaders
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Struggling to know if you should leave? 

Then this is for you.

Sedge Beswick - founder, advisor, and someone who knows firsthand the internal battle that comes with walking away. 

If you’re struggling with letting go of a role, a title, or an identity you’ve worked so hard to build, let Sedge’s story give you permission to pause, reflect, and move forward without guilt.

In my career, I have walked away from 2 roles and at the time, it was challenging, but both ended up being the best decisions of my life. 

I'd love to know in the comments if walking away worked for you, so we can support those who are torn in their decision-making right now. 

You can listen or watch the full episode using the links below: 

YouTube: https://lnkd.in/eF_KU3Ri

Apple: https://lnkd.in/edeq-Wvp

Spotify: https://lnkd.in/eJatPjke

♻️ Repost to support more leaders
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Struggling to know if to walk away? 

I now understand why my husband has banned me from the kitchen.
(when he is cooking).

"Help is the sunny side of control".

Whenever he cooks, I go in with good intentions to “help”.
What I’m actually doing is trying to control the dinner so it turns out how I like it.

He’s clocked this completely.
Hence the ban.

Now, apply that line to leadership.
Where do you think you're helping but still holding on to control?

Where do you jump in to “support” a team member or steer their thinking because you want it done a certain way?

The intent is usually good.
But the impact can be reducing learning, confidence, and ownership.

The very things leaders ask me to help build in their teams, without always seeing how their own behaviour might be getting in the way.

Real support looks like:

👉 Trusting people to figure it out
👉 Letting things be imperfect
👉 Staying available without taking over

So, where might you need to ban yourself from? 

♻️ Repost to wake up leaders
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How are you going to protect your time this year? 

Some tips from the brilliant Simon Cook, CEO of Cannes Lions International Festival of Creativity Lions.

If we can master this as leaders, we are setting ourselves and our teams up for success.

What’s one thing you are going to do differently this year to manage your time better? 

Share in the comments to help other leaders. 

Watch the episode on YouTube here: https://lnkd.in/e7WrG-dy

Or on Apple: https://lnkd.in/edeq-Wvp

Or on Spotify: https://lnkd.in/eJatPjke


 ♻️ Repost to help leaders who are up against it right now
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This week I'm sharing a breakthrough I had to change how I run my life and business.

It will help you as a leader to know why you maybe feeling stuck and give yourself the ability to tune into what really matters to help your decision making.

So this weeks Courageous Leaders episode is me talking to you to share my personal experiences on how I've created change.  

Subscribe to https://lnkd.in/eHGVyFSE

Follow at https://lnkd.in/edeq-Wvp

♻️ Repost to support more leaders
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Courage to listen to yourself 

Who am I?

I'm Charley, I'm Lancastrian and I bloody love coffee
I'm a mum to my gorgeous boy, Roman
I'm a change-maker and an apple cart upsetter

☕ 📈 👶 ☕ 📈 👶 ☕ 📈 👶 

What do I do?

I’m an experienced Paid Media & PPC Consultant 
I'm Founder of The Performance Academy and Performance MCR conference
I'm also a public speaker on topics close to my heart like soft skills in a technical world, maternal mental health and accessibility within performance marketing. 

If you need help managing paid ads across any of these platforms:

Google Ads
Microsoft Advertising/Bing
SA360
Stitcher Ads
Criteo/Programmatic
Apple
Spotify

.... I'm your gal. 

😍 I've worked with some pretty sexy brands so far in my career, including both Ecommerce & Lead Gen businesses including JD Sports, Webuyanycar, Debenhams, O2, Domino's and REFY.😍 

After years in the industry, I've niched down during freelance work and especially enjoy:

✅ Helping businesses sort their messy shopping feeds out to drive profits
✅ Advising on strategy across paid channels for big digital transformations
✅ Delivering kick ass paid search campaigns to drive both transactional sales and business leads

If you're looking for someone to support with any of the above, reach out 👋 

Paid Media Strategy - Team Management - Digital Strategy - PPC - Google Shopping - Microsoft Shopping - Paid Search - Programmatic - Feed Optimisation - Paid Strategy - Paid Search

Charley Brennand

Because we’re all about honesty round here…

⭐️ My most iconic LOWlights of 2025 ⭐️

🫠 crying at a work event I’d organised 
🫠 running events fuelled by way too many cans of Monster Energy Zero
🫠 carrying an entire conference around in my head like a USB stick
🫠 crying on my wedding day because I was SO overstimulated
🫠 seeing friends lose loved ones in unimaginable circumstances
🫠 best friends feel further away as we all get older and our lives expand
🫠 having my first ever period of unemployment in 16 years
🫠 battling with body issues post wedding day
🫠 crying on a coaching call because I didn't "get AI"
🫠 had fertility issues that couldn't be solved within the NHS
🫠 taking time off after wedding/conference/honeymoon and feeling like I was no longer ANY good at my job and it was all a big fat lie 
🫠having a full ON wobble, then walking on stage like: 
hiya everyone, hope you’re well

these photos 
the ones right here
my highlights
make it look like I’ve got my life together

2025 was SICKKK do NOT get me wrong
but WOWOWOOWWWUUWAH it was an intense year

what the pictures don’t show is me:
🛜 stressing over WIFI when visiting my dad in the mountains on holiday
😵‍💫 treating stress and busyness like personality traits
🆘 mistaking #killingit with just being really f*cking burnt out
😶 being one minor inconvenience away from a sit-down cry

a better visual of my entire 2025 is the last picture
the one of my mum after the wedding 
is she laughing?
is she crying?
does she have a clue what just happened?
WHO KNOWS
but she looks like she enjoyed it????


If your year looked impressive but felt a bit feral CONGRATS you’re NORMAL! 

here’s to 2026:
still doing cool stuff,
just without absolutely battering ourselves in the process ❤️‍🩹

Community & Conference Founder | One simple mission - To make PPC more accessible & to inspire the underdogs 🐕 | PPC Consultant | Public Speaker 📢 |

Most people I know in PPC aren’t working with massive budgets
they’re working with pressure


that’s exactly why we’re running Small Budgets, Big Brains on 27th Jan

this one’s for the people who:
❌ don’t have unlimited spend
❌ can’t just “test everything”
❌ are expected to do more with less (constantly)

we’re talking about real decision-making
prioritisation
trade-offs
what actually moves the needle when you don’t have room for error

no posturing
no pitches
just smart people sharing what works when budgets are tight

If you’ve ever felt like marketing events forget the reality most of us are working in, them this one’s DEFFO for you 🫵 

🎟️ L*nk in comments (Eventbrite, as ever)
💬 Who do you know who’d get value from this? Tag them so I can connect!

hot take: 
the best thing I get from The Performance Academy events isn’t the slides or the recognition... 

it’s the conversations 

the quiet “I thought it was just me” chats
the confidence boost from realising you’re not behind
the relief of being in a room where you don’t have to perform
the joy when you arrive as a stranger, but leave as a friend

that’s why I keep building The Performance Academy

it's not a money maker (spoiler alert, it's free 😂)
I'm never going to force it to compete with other events

i love it too much 🥰 

i love that it gave me connections when I needed them
i love that it gave me information when I didn't have it
allowed me to develop relationships with strangers on the internet

AND MOST OF ALL

made little Charley, who was once told she'd "never be any good at PPC" realise something: 

good at PPC doesn't look ONE WAY...

you don't need a maths PhD to do PPC
you don't need to have done business at uni to do PPC
you don't need to be a people person to do PPC
or alternatively, you CAN be a TOTAL people person and do PPC

YANNO WHAT!?

f*ck the idiot that said that to me 
I love our gorgeous community 
and I LOVE that you guys have helped me keep it going for 2+ years

if you’re coming on 27th Jan, don’t rush off

👋 say hello to me
🫂 give me a hug
🙏 let me thank you personally for bringing YOUR version of PPC to us

I loved a recent post by Ellie Louisa McGuigan so much I decided to make my own, thanks gal ❤️ 

My word for 2026...

INTENTIONAL

not because it sounds nice on a vision board
but because I’ve learned (the hard way) that drifting is expensive

For a long time, I said yes to things that were fine… but not right

I filled my diary
I emptied my energy
and I told myself that was just what “having a lot on” looked like

this year, I’m doing things on purpose

for me, intentional means:

✅ fewer commitments, chosen properly
✅ depth over breadth (especially with friendships)
✅ protecting my time because it does actually matter
✅ building a big year professionally without burning myself out
✅ movement and health that support me, not punish me

aaaand just as importantly, intentional does NOT mean:

❌ saying yes to keep the peace
❌ being the default organiser
❌ chasing every opportunity “just in case”
❌ perfection
❌ productivity theatre
❌ or pretending I can have everything at once

I’m still ambitious
I’m still building
I’m just doing it with my eyes open this time

If 2026 is a building year for you too, I hope you choose a word that gives you boundaries and not pressure

mine is intentional
let's hear yours below 👇

Pleased to say we're now opening the doors to the public for speaker applications. 

📖 this is our call for speakers that have a story
🧾 practitioners that have the receipts
⚠️ peers that have the war wounds

whether you're an experienced speaker
someone with more speaking on your 2026 to-do list
or someone looking to be a bit braver this year

... now's your chance friends 😘

You don’t need a TED Talk.

You need a story.

One where you fixed a tracking mess at 1AM.
One where your boss ignored your strategy, then asked why it flopped.
One where you nearly quit. Or did.

That’s the kind of talk we want at Performance MCR.

Speaker applications are open. No sales pitches, no CV needed.

Just tell us what you’ve lived through - head to the comments for the link

Anyone I know running Performance Max on Microsoft Ads?

HIT ME UP

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