Co. Defined

Founder

When a company's leadership reimagines the long-term vision by reframing its perspective and how it can influence the future, the company, its employees and its clients can triumph in an ever-changing world.

I thrive on working with leadership teams to solve the challenges that broaden horizons and transform people and companies for the better. 

I focus on guiding the creation of internal development strategies that work to build a strong brand position, identity and culture directly related to the company's business strategy. 

These strategies serve as an organizational principle to: 

-Drive growth and create coherent signals that turn into exceptional experience, value perception, and genuine authentic relevance.

-Assure the business through sustained and supported knowledge sharing.

-Unify the company and its clients through a clear purpose and vision. 

-Activate an inspiring company culture that is a business advantage to attract and retain talent.

Internal Development Consultant

Andersen in Switzerland

Andersen in Switzerland is an independent tax firm with a worldwide presence through the member and collaborating firms comprising Andersen Global.

My role as Communications Manager overlaps with that of a Client Relationship Manager and I am chiefly responsible for maintaining solid internal partnerships to lead strategic communications that meet business goals; and building the positive and productive internal organisation relationships necessary for business growth. My success in the role is demonstrated by my strong, continuous track record of meeting business needs through proposing and customising existing business communication practices; and of managing and identifying key communication initiatives closely aligned with business strategy and goals.

Additional Responsibilities

• Developing an understanding of both client needs and short- and long-term departmental goals and planned initiatives.

• Scheduling regular internal meetings and discussions, and proposing initiatives to strengthen client relationships, communications and business objectives.

• Providing Partner support and handling business communications effectively and discussing business needs with Managing Partners and collaborating with internal teams to address internal and external needs.

• Maintaining up-to-date knowledge about Swiss and International service lines and ensuring the firm and employees adhere to global brand guidelines.

• Acting as a point of contact for complaints, and escalating issues with Managing Partners as appropriate.

Additional Achievements

• Ensured the timely and accurate handling of requests and addressed identified concerns promptly and professionally.

• Recommended new ideas and initiatives based on research.

• Informed internal and external stakeholders about Swiss, European and global organisation updates, guidelines, policies and procedures.

• Developed and proposed new strategies to improve client satisfaction.

Communications Manager

Assistant to the Partners

ScuoLaLingua Sagl

Offering Professional Business English Support, I was primarily responsible for assisting professionals and high-level executives with communication and documentation for business English needs.

Business English Support

Hirslanden Klinik

The Klinik Hirslanden is a modern, private clinic in Zurich which belongs to Hirslanden, the leading private clinic group in Switzerland.

In this role, I was responsible for a team of Radiation Therapists in the areas of treatment planning and simulation; and engaged with all areas of clinical practice including the review, creation and implementation of strategy and protocols at a high level.

Advanced skills in the area of team and knowledge development strategies have been the greatest asset having being heavily involved in advancing the training of staff and students.

Radiation Therapist

Kantonsspital Winterthur

Kantonsspital Winterthur is a hospital and health care company located in Winterthur, Switzerland.

In addition to the standard areas of clinical practice, at this institution I was strongly involved in Quality Assurance and the development of team and knowledge strategies in practical application of new technologies.

Mater Radiation Oncology

The Mater Hospital is an international leader in patient care.

In a Senior Radiation Therapist role, I oversaw Quality Assurance roles for patient planning and treatment, as well as engaged with all areas of clinical practice pertaining to Radiation Therapy. As the Clinical Educator, I developed team and knowledge strategies to support real-time training to colleagues in the clinical setting. Particular interest in creating supported knowledge harmony in the areas of patient care and well-being as well as staff education were motivation to initiate, develop and implement 3 major programs; 

• PartiKidz- a program for pediatric patients, their families and treating staff. 
• Patient Information & Education- a face-to-face and interactive program for patients and their families. 
• Manual Handling & OHS- a program for staff education and assessment.

Radiation Therapist and Clinical Educator

How often do you wonder why leading with humanity at work goes unnoticed?

You hold your team together, care deeply, and give your best. 

Yet your impact is easy to miss in a world that rewards something else.

You are not imagining it.

Most workplaces simply are not built for human-first leadership, even though it is needed more than ever.


I know what it means to want more “human” at work while juggling real life and leading in a way that feels right.

I moved from working in oncology, where being human was the norm, into corporate, where it is rare. And as a mum to a five-year-old with autism, I live this commitment every day.


You do not have to toughen up or become someone else to be recognized.

You deserve to have your way of leading valued and supported, without burning out, without asking permission.

You also deserve a safe community to share and grow. That is exactly what I have built and continue to build for leaders like you. 

It is a zero-noise community for human-first leaders who are done being overlooked.

If you want your impact to be visible, your well-being to come first, and your leadership to create real results, I can help.


Here is how I help individual leaders like you:

- Translate your invisible work into business language and metrics others understand

- Provide practical tools to help you capture, share, and advocate for your real wins

- Support your well-being and growth, with steps that fit your life and energy


If you are ready to stop being overlooked and want practical, private support from someone who truly gets it, I invite you to connect.

Send me a DM with the word "UNIFIED" to start a real conversation about making your impact visible and your leadership sustainable. 

No permission needed. This is a space dedicated to your personal growth and well-being as a human-first leader.

Laurie Banfi

I stopped defending caring as "the right thing."

I accepted it without apology as who I am.

And the relief was immediate.


I'd been exhausting myself building cases.
Justifying every empathetic decision.
Apologizing for prioritizing people.

Always trying to prove caring had business value.

I was defending caring as right instead of translating it into results they could see.


Then I just... stopped arguing morality.

I accepted: I'm a caring leader.

I started showing the real results instead.


→ That's when my confidence shone.
→ That's when my clarity returned.
→ That's when I refused to accept anything less.


I made caring decisions without preamble.

Adjusted workloads when I saw burnout coming.

Protected boundaries without explanation.

Not because I convinced anyone.

Because I knew it was right. For me.


Here's what shifted:

When I stopped defending, 
↳ I relaxed.

When I led with inner confidence,
↳What mattered to me followed.

When I trusted myself,
↳ I started growing again. The way I wanted to.

The ROI appeared when I stopped trying to prove it.


Three steps that take guts at first, but you'll be so glad you did!:

1️⃣ Name it out loud: "I'm a caring leader."
Make it your daily mantra. Say it until you believe it.

2️⃣ Make one decision this week from that place.
No justification. No case-building. Just decide.

3️⃣ Notice what happens when you stop apologizing.
Track it. Your confidence changes everything.


Self-acceptance as a human leader where your inner power lives.


What would you do differently if you fully accepted your caring leadership style?


♻️ Repost for the leader done defending who they are.

💾 Save for when doubt creeps back in.

🔔 Human-First Leaders: Connect and Follow me, Laurie Banfi, for leadership grounded in self-acceptance, not approval.

I help human-first corporate leaders who are quietly cracking end the recognition gap | Build proof of your impact, advocate without exhaustion & decide (stay/grow/go) with peace | Oncology-trained. Corporate-tested.

What happens when you're building trust in a culture that only rewards charisma?


You become invisible to the people making decisions.

I've navigated this for years in corporate.

And like the leaders I work with, I've learned:
↳This is where translation actually matters.


1️⃣ First you watch charisma win.

→ The flashy leader gets included.
→ The loud voice gets the promotion.
→ How do I compete with that?

2️⃣ Then you realize you're building something different.

→ They come to me when things are actually broken.
→ My team tells me the truth, not what I want to hear.
→ Wait, isn't trust more valuable than performance?

At this point, some leaders accept being undervalued.
If not...

3️⃣ Then you think trust should speak for itself.

→ My work is solid.
→ My team would walk through fire for me.
→ Why do I need to explain this?

4️⃣ Finally, you realize translation gives YOU clarity.

→ "Strong team relationships" feels vague even to me.
→ "Team delivered €2M project ahead of time with zero escalations" 
→ Now I can see my own strategic value.
→ Translation isn't for them. It's for me to accept what I'm actually doing is valuable.


And on the other side, here's what happens to you:

✅ You finally stop fighting yourself.

The relief is real. You accept quiet isn't broken. It's strategic.

Your confidence returns because you're not performing anymore.

✅ You reconnect with who you were before loud culture told you to change.

That leader is still there.

Still effective. Still building trust. Still you.

✅ You start growing again. The way you want to.

Not louder. Not performing.

Just leading from who you actually are with clarity about why it works.


Yes, translation feels completely uncomfortable at first.


But the human-first leaders I work with all say the same thing:

"Once I accepted quiet as strategic instead of their definition of broken, my confidence returned. That's when I started growing again. My way."


Which stage are you in right now?


♻️ Repost for the quiet leader navigating loud culture.

💾 Save for when trust feels invisible to decision-makers.

🔔 Human-First Leaders: Connect and Follow me, Laurie Banfi, for strategies that translate authentic leadership into recognition.

You hit the targets. 
You deliver above expectation.
You lead for your people, first.

Everything to be proud of.

So why does it feel meaningless?


I've been talking about this with several clients recently.

The pattern is eerily consistent:

→ They spent years putting the business first.
→ Doing what was right. For people. For the company.
→ Delivered the holy grail. The strategic milestone the exec team desperately needed.

And then... Absolutely nothing.

The business got the win.

And they're left. Empty. In a void of nothingness.

With this quiet panic: 

"If THIS wasn't enough, what will be?"



Here's what they finally understood:

The depletion isn't from the work itself.

It's from pouring everything into building success that the business couldn't even see - even as they benefited from it.

↳ They got their strategic outcome.
↳ They moved forward with what you built.
↳ They didn't understand the magnitude. Or value what made it possible.


And that realization? It's a blow.


It's time to get clear on what success means to YOU.

Here's the steps I took to find that clarity:


1️⃣ Name one achievement that left you feeling empty.

The strategic milestone. The crisis you solved. The outcome they needed.

Write it down. 

Let yourself feel the disappointment honestly.


2️⃣ Ask: Who was I building this for?

The exec team? The business strategy? The outcome everyone needed but no one saw?

The answer shows you where the misalignment lives. Not where you've failed.

This is the clarity that lets you choose differently going forward.


3️⃣ Identify what you were hoping this would give you.

Recognition? Visibility? Proof that your work matters at that level?

That's your real need underneath. Name it clearly.


4️⃣ Define what would feel meaningful if it was just for you.

Not impressive to leadership. Not strategic for the business. Just true.

What would you build, learn, or become? Start there.


5️⃣ Reflect: What has this taught you about YOUR version of success?

What does the nothingness reveal about what you actually need?

What can you learn right where you are about redefining what matters to you?

Let the answers guide what comes next.



My experience is:

Your spark doesn't come back by achieving more for them.

It comes back when your version of success gets a seat at the table too.



What would success look like if it only had to matter to you?



♻️ Repost for the human-first leader ready to redefine success.

💾 Save this before you chase another win that isn't yours.

🔔 Human-First Leaders: Connect and Follow me, Laurie Banfi, for honest conversations about leading on your terms.

Manager asks "What did you accomplish this week?"

Blank stare. Complete silence.


This is what I call Achievement Amnesia.

It happens to human-first leaders constantly.


Monday: You prevented a team crisis.

Tuesday: You coached someone through a breakdown.

Wednesday: You restructured priorities to support the business strategy pivot.

Friday when someone asks what you did? 

Nothing. 
Blank.


Your brain literally can't retrieve wins when you're focused on everyone else's progress.


What changed everything for me: 

My 10-Minute Weekly Win List.

Not for performance reviews.

Not for LinkedIn bragging.

For training your brain to notice and value my work while it's happening.


Here's my practice:

Every Friday at 3pm (before weekend mode kicks in), I open one doc and write:

1️⃣ What I solved (not just completed - what actually got fixed)

2️⃣ Who I supported (specific names, specific moments)

3️⃣ What I prevented (the crises that didn't happen)

Three categories. Three minutes each.

No filter. No polish. Just capture.


The shift isn't about documentation.

It's about rewiring your brain to register your impact as it happens.


My client did this for one month, and when asked what she'd achieved:

She didn't freeze.
She didn't minimize.
She didn't say "just keeping things moving."

She had actual examples. 

In 10 seconds, not 10 hours of memory excavation.

Best of all, she experienced sheer relief.


That's not arrogance.

That's refusing to let your work disappear into the daily blur just because you're too busy caring about everyone else's wins to notice your own.

Your brain needs weekly proof that what you do matters.

Otherwise, it stops registering it entirely.


Take away: 
You can't advocate for work your brain has already forgotten existed.

Will you try it?


♻️ Repost for the leader who goes blank when asked about their achievements.

💾 Save this for Fridays at 3pm 

🔔 Human-First Leaders: Connect and Follow me, Laurie Banfi, for practical ways to make your invisible work visible without changing who you are.

Every no came with three days of guilt.

That's not boundaries. That's exhaustion.

I'd set the boundary.

Then spend the next three days second-guessing myself.

Did I say it wrong?
Are they upset?
Should I have just said yes?


Here's what I finally understood:

Grace isn't about how you deliver the no.

It's giving yourself permission to move on after.

Without grace, my no became:
↳ Three days of mental rehearsal
↳ Checking Slack to see if they're cold
↳ Pre-emptive explanations in the hallway
↳ Sunday night spiral about whether I damaged the relationship

With grace, my no became:
→ Clear decision made
→ Clean conscience after
→ Full capacity preserved
→ Able to show up fully engaged for what I said yes to


The leaders I work with don't struggle to say no.

They struggle to stop carrying it.

That's what grace solves.


2 simple steps that makes it possible:

1️⃣ Name what you're protecting (not what you're declining)

Without it: "I can't. I'm just really busy right now."
(Vague. Feels apologetic. You'll question it for days.)

With it: "I can't. I'm protecting my capacity for the board papers due Friday."
(Specific. You know why. Clean conscience.)

When you're clear on what you're saying yes to, the no stops feeling guilty.


2️⃣ Close the loop in one sentence

Without it: "I can't right now, but maybe we can revisit?"
(Dangling. They'll follow up. You'll feel guilty saying no again.)

With it: "I can't. Talk to John. He's got context on this."
(Done. They have next step. You can move on.)

Open-ended nos create open-ended guilt.


Notice this:

They're not perfect words.

They're not conflict-free delivery.

But they do give you the ability to say no and actually have it work: 

✅ To protect capacity without paying for it in guilt.

Because a no that leaves you depleted with second-guessing didn't actually save you anything.


What helps you move on after saying no?


♻️ Repost for the leader who says no but can't stop thinking about it

💾 Save for the next time you need permission to move on

🔔 Human-First Leaders: Connect and Follow me, Laurie Banfi, for honest talk about protecting capacity that actually works.

Everyone's saying "people-first" now.

But if you're actually living it, you know.


The difference between saying it and living it:

Saying it gets you likes.

Living it gets you questioned.

Every budget conversation.

Every time you defend why development matters.

Every decision that prioritizes long-term people over short-term numbers.


That's not a hashtag.

That's genuine daily leadership.


And here's what matters:

The phrase became popular because it works.

And it works because leaders like you have been living it.
↳ Before it had a "name".


You already knew that investing in your team wasn't optional.

That retention starts with relationships.

That people do their best work when they're not just surviving.


The phrase caught up to what you've been doing all along.

That's not luck. That's leadership.


Thank you for your courage.


♻️ Repost for the leaders who were people-first before it was trending.

🔔 Connect and Follow me, Laurie Banfi, for more on human-first leadership.

You have all the data you need.

So why can't you decide?


It was a struggle I had for the longest time. 

Now:

Every Saturday, before I check my phone, 

I do what I call my Emotion Inventory.

Not just for big decisions. 

For whatever's been circling in my head all week.


Here's what it looks like:

→ Pick the thing that won't leave you alone.

→ Write down the options you're considering.

→ Then for each one, name the specific emotion.

Not "good" or "bad."

Actual words. Relief. Resentment. Excitement. Dread.


Because my body already knows something my spreadsheet doesn't.

This practice doesn't tell me what to decide.

It tells me what I'm actually deciding between.


Last month, I was circling decision for three weeks. 

Had all the data. Still felt unclear.

Saturday mornings. Named the emotions.

Option A: Relief
Option B: Anxiety and excitement

That's how I could see the pattern.

More importantly, I got really comfortable with it.


I wasn't choosing between two paths.

I was choosing between staying comfortable and taking a risk.


For me personally:

Clarity doesn't come from more information.

It comes from my emotional precision.


What decision has been circling in your head this week?

Try this!


♻️ Repost for the leader who needs this Saturday reminder.

💾 Save for next Saturday morning.

🔔 Human-First Leaders: Connect and Follow me, Laurie Banfi, for strategies that help you lead with clarity and confidence.

Your logic comes across hard and they can't hear you.

Hard to admit? - I know.


Here is the paradox I found myself in: 

Because you care, you want to fix it. 

So you bring the data, the plan, and the solution immediately.

And in return? 
→ You get the polite nod. 
→ Zero real acknowledgement. 
→ Zero forward movement.

It's a never ending exhaustion when it feels like you're speaking a different language.

And it's echoed by so many human-first leaders I talk to.


But neuroscience tells us that when your approach makes someone feel uneasy, their brain enters "threat mode." 

Logic bounces right off a threatened brain.

And by "uneasy" I don't mean you are an authoritarian pushing your approach.

I mean you are excellent at what you do. 

To you, their path is clear. 

But for them, they're surrounded by fog.


Here is what I learned working in Oncology about getting your thoughts across:

You don't need better arguments. 

You need to help their nervous system stand down so they can actually hear you.


My Attunement Toolkit to shift from "fixing" to "connecting" (so you can finally move forward):


3  simple scripts to "unlock" a stuck conversation today:

1️⃣ When they are venting/overwhelmed: 

Instead of: "Let's work out a prioritized list to help you." 

Try: "I can hear how heavy this workload feels right now. Before we solve it, what is the one thing causing the most noise for you?"


2️⃣ When they are resisting a change: 

Instead of: "Here are the reasons I've accepted this strategy is good for our team." 

Try: "I know this timeline shift is frustrating. It sounds like you’re worried about quality dropping. Is that right?" (Watch them exhale when you name their fear).


3️⃣ When the conversation is going in circles: 

Instead of: Re-explaining your point again. 

Try: "I feel like we are missing each other here. Let me pause. What is the most important part of this for you that I haven't acknowledged yet?"


Why this works: 

You aren't agreeing with them. 

You aren't caving in. 

You are signaling safety.

Once the brain feels safe (Attunement), 
the logic centers come back online (Solution).


My Formula: 

Safety first. Strategy second.

The Golden Rule: 

Spend the first 2 minutes validating the experience, so you don't spend the next 30 minutes arguing the facts.

Why? 

If you skip the first step, the second step will always feel like a battle.


Which of these scripts do you need most right now?


♻️ Repost to save a fellow leader from circular arguments. 

💾 Save this for your next high-stakes meeting. 

🔔 Human-First Leaders: Connect and Follow me, Laurie Banfi, for practical ways to lead without the burnout.

Tatiana Rueff Coaching and Consulting

Partnering with senior leaders and teams to navigate high-stakes transitions and drive sustainable performance.
My approach bridges business strategy and human leadership — enabling clients to navigate complexity, build resilient teams, and deliver results without burnout.

I support leaders and organisations to:
➤ Navigate critical transitions — from career crossroads and reorganisations to stepping into executive roles with clarity, confidence, and impact.
➤ Transform team dynamics — reducing friction and burnout, and fostering cultures of performance, trust, and psychological safety.
➤ Align business and leadership strategy — ensuring leadership capabilities turn strategic vision into measurable results.

Corporate Partnership & Advisory Areas:
• Organisational Culture & Change Management
• Leadership & Learning Programme Design (L&D)
• Employer Branding & Employee Value Proposition (EVP)
• People & Culture Strategy for the AI Era
• Executive Team & Board Advisory

Key Achievements & Impact:
• Delivered 500+ hours of coaching, guiding senior leaders through career and organisational transformations.
• Designed and led tailored leadership programmes, improving team cohesion and performance.
• Recognised as a Top Leadership Voice on LinkedIn (10K+ followers, Top 100 Creators in Switzerland).

If you’re leading through transition or transformation, I help you turn pressure into clarity, confidence, and sustainable growth.

Executive Coach and Strategy Consultant

Syngenta Group

• Led, coached, and mentored the Global Branding Team (8 direct reports), defining the strategic vision for product and service brands across a complex $17.6B business portfolio.
• Championed a global culture of innovation and continuous learning, embedding new processes and best-in-class practices for brand creation across the organisation.
• Spearheaded the digital transformation of the brand's content strategy, orchestrating customer-centric B2B and B2C content development to unify the brand experience.

Global Branding Team Lead 

General Mills

• Managed a key portfolio of 6 Yoplait consumer brands while simultaneously leading the Private Label business for the entire Europe region.
• Held strategic responsibility for the holistic margin management (HMM) of the overall Yoplait portfolio, covering 15+ brands and 3 European manufacturing plants.

Senior Regional Brand Manager Yoplait

• Upon promotion, led and mentored a team of Associate Brand Managers, earning the Gold Award from the VP of Marketing for a leadership style rooted in creativity and collaboration.
• Drove brand innovation by leading the redesign of Betty Crocker across Europe & Australia, launching a premium product range, and delivering a successful new communication campaign.
• Advanced corporate culture and DEI by co-leading women's leadership initiatives, serving as team coach for the organisation's longest-lasting "Lean In Circle", and heading the Nyon Philanthropy Network.

Senior Regional Brand Manager Baking Platform Europe&Australia

• Led a cross-functional team to deliver 9% top-line and double-digit bottom-line growth, earning the prestigious General Mills Regional Champions Award for over-delivering on all KPIs.
• Managed a complex, high-stakes supply chain transformation, relocating production of 35 product lines and delivering over $10MM in savings.

Regional Brand Manager Betty Crocker - Europe & Australasia

• Revitalised the brand to deliver continuous double-digit growth through a comprehensive strategy of new product innovation, core range renovation, and a full packaging redesign.

Regional Brand Manager Nature Valley - Europe & Australasia

Procter & Gamble

• Drove three consecutive years of double-digit growth, elevating GUCCI Parfums to a $500MM+ global brand.
• Increased global market share and ROI by 7% through optimised marketing investment.
• Led global brand strategy, innovation campaigns, and market-specific growth plans across Travel Retail, North America, Latin America, Asia Pacific, and Europe.
• Delivered iconic brand activations, including award-winning Chinese New Year campaigns and Mega-podium experiences.
• Spearheaded global organisational initiatives for P&G Prestige, including business planning, training, and budget innovation.

Global Marketing Manager GUCCI Parfums

• Translated global strategy into impactful local activations, delivering +3pts market share growth with “Gift the Magic” holiday campaign.
• Managed $7MM+ marketing budget across four prestige brands, partnering with fashion houses and leading multifunctional teams.
• Awarded “Best Customer Christmas Team” for record-breaking sales results with L’Etoile.

Senior Marketing Manager Russia Lacoste, Escada, Baldessarini, Dunhill Parfums

• Owned strategy and execution for Pantene across Eastern Europe, leading cross-functional teams and agency collaboration.
• Managed end-to-end brand plans, media, and performance tracking to strengthen local brand equity.

Junior Marketing Manager Eastern Europe Pantene

GlaxoSmithKline

• Coordinated key promotional materials, sample logistics, and Sales Force Excellence projects across commercial teams.
• Delivered data-driven sales and marketing reports, supporting strategic decisions through dashboards, analysis, and stakeholder presentations.

Commercial Development Department Coordinator

Social Researches and Innovations Center

• Oversaw HR administration, contract management, and compliance for public tenders.
• Managed full-cycle project coordination and internal communication across education and research initiatives.

HR Manager and Project Coordinator

Publishing House “The Whole World”

• Translated economic literature from English into Russian with a focus on clarity and accuracy for national publication.

Translator

Getting Senior Leaders to Optimal Performance and Sustainable Growth Without Burnout

You’re a driven leader — ambitious, high-performing, and committed to growth. You’ve earned your place. But with every new role, bigger scope, or transformation project, the pressure to deliver multiplies. ⤵️

Here’s what that can look like:
▶ You’ve stepped into a new or expanded role and want to make an impact fast
▶ You’re leading a major transformation and need your team aligned and performing
▶ You’re navigating complex dynamics — new stakeholders, shifting priorities, and constant pressure to deliver

These are the moments that make or break leaders. This is when:
– Clarity keeps you focused
– Confidence keeps you grounded
– Resilience keeps you growing

👉 That’s where I come in.

I help senior leaders and teams accelerate success in new roles or high-stakes transitions — transforming pressure into clarity, confidence, and sustainable growth.

Through a blend of executive coaching, team coaching, and leadership workshops, I help you:

✔️ Deliver results faster — without losing focus or wellbeing
✔️ Lead effectively through complexity, transition, and change
✔️ Strengthen leadership presence and strategic communication
✔️ Build trust, resilience, and alignment across teams

With 17+ years in Fortune 500 organisations (P&G, General Mills, GSK, Syngenta), I understand the realities of high-stakes leadership — demanding roles, constant change, and the pressure to perform.

Today, as an Executive Coach (ICF PCC, EMCC Senior Practitioner), I combine that experience with evidence-based coaching to help leaders and teams thrive — achieving sustainable growth under pressure.

🌍 Who I work with:

▶ Senior leaders stepping into new or bigger roles
▶ Executives leading transformation, restructuring, or cultural change
▶ Teams that need focus, clarity, and collaboration under pressure

🌟 My clients often tell me they gain not just clarity and stronger performance — but renewed energy, confidence, and impact in both work and life.

I’ve seen newly promoted executives inspire their teams through rapid change, senior leaders reignite their growth into higher-impact roles, and leadership teams build resilience and results — sustaining focus and wellbeing.

➡️ If you’re stepping into a bigger role or leading through change, let’s talk.
Message me here on LinkedIn to explore how I can support you or your team.

——
🌐 tatianarueff.com
📩 tatiana@tatianarueff.com

——
Need a speaker or workshop for your team?
I deliver keynotes and workshops on leading through high-stakes transitions — helping leaders sustain performance, clarity, and growth under pressure.

Tatiana Rueff

Last week at 𝐃𝐮𝐛𝐚𝐢 𝐖𝐚𝐭𝐜𝐡 𝐖𝐞𝐞𝐤, 
I had one of those moments that stay with you.

I watched a master artisan from Van Cleef & Arpels working on an enamel dial - each layer of colour applied with precision you could barely see with the naked eye.

From where I stood, it looked beautiful.

But when she invited me to look through her microscope, 
it became something else entirely - 
alive with detail, texture, 
and depth I couldn’t have imagined before.

It made me think about leadership.

So often, leaders get used to 𝒐𝒏𝒆 𝒑𝒐𝒊𝒏𝒕 𝒐𝒇 𝒗𝒊𝒆𝒘.

Some stay 𝒕𝒐𝒐 𝒉𝒊𝒈𝒉 𝒖𝒑 - 
seeing patterns, strategy, the big picture - 
but missing the nuances that make things work.

Others stay 𝒕𝒐𝒐 𝒄𝒍𝒐𝒔𝒆 - 
immersed in every detail, but losing sight of where they’re heading.

True clarity often comes from 𝒎𝒐𝒗𝒊𝒏𝒈 𝒃𝒆𝒕𝒘𝒆𝒆𝒏 𝒃𝒐𝒕𝒉.

From knowing when to zoom out, and when to zoom in.
From shifting perspective - 
not just to look differently, but to understand differently.

Because whether you’re leading people, change, or yourself - 
a small change in perspective can transform how you see the 𝒘𝒉𝒐𝒍𝒆 𝒑𝒊𝒄𝒕𝒖𝒓𝒆.

P.S.: When was the last time you shifted perspective and what did you see differently?

Guiding Senior Leaders in New or Bigger Roles | From Pressure to Clarity, Confidence & Sustainable Growth | Executive & Leadership Coach (ICF PCC) | Ex-Fortune 500

Tatiana Rueff standing beside an elegant glass display case showcasing a delicate, flower-inspired timepiece of Van Cleef & Arpels at Watch Week Dubai. She is smiling, wearing a long royal blue dress, surrounded by a softly lit, artistic backdrop featuring green leaves and floral designs.

“My last coach was good…
but they didn’t understand my world.”
I hear this from senior leaders far more often than you’d imagine.

Sometimes it sounds like:
“They haven’t looked for a job in years - 
they don’t get today’s market.”

Other times it’s:
“Their questions were fine, 
but they felt disconnected from reality… 
like they didn’t really understand the pressure I’m under.”

And honestly, I understand why people say this.

Because leadership today is different.
Career transitions today are different.
The world leaders operate in has shifted faster than many coaches have.

This is exactly why I’m committed to developing myself on two levels:

1 - The deep, internal work

ICF standards and supervision.
Ongoing development in psychology, neuroscience, and AI.
Working with my own mentors.

Not because it looks good on a profile -
but because leaders deserve someone grounded, present, and up to date.

Someone who can hold complexity without hiding behind theory.

2 - The real-world, on-the-ground work

Staying close to what’s actually happening inside organisations.
Understanding how senior hiring really works today.

Attending events such as the Web Summit,
the Global P&G Alumni Conference,
and Future of Work forums at IMD with the ICF,
not for photos, 
but for conversations with real leaders facing real challenges.

Because I never want to be the coach 
whose questions sound smart
but feel irrelevant.

I want leaders to feel understood - not analysed.
Met - not managed.

Supported by someone who knows what pressure, transition, and visibility actually feel like today.

For me, continuous learning isn’t an add-on.
It’s a responsibility.

If you want to serve leaders at the highest levels,
you have to evolve as fast as the world they’re leading.

🪶 When you choose a coach or advisor, what’s the one thing that has to be there for it to feel like the right fit?

➕ Follow Tatiana Rueff for grounded, real-world reflections on leadership, transitions, and sustainable performance.

Professional woman (executive coach) standing outside the Web Summit in Lisbon, with the large ‘Welcome to Web Summit’ banner above her and crowds of attendees in the background. The image captures the energy of a global technology conference focused on AI, innovation, leadership, and the future of work.

If you're a senior leader, read this. ⤵️
You don’t struggle because you lack experience.
You struggle because pressure disconnects you 
from the experience you already have.

You might recognise this:

✔️ You talk faster when stakes rise
✔️ You over-explain to “prove” your value
✔️ Your posture shrinks and your presence follows
✔️ You try to “sound smart” instead of staying grounded
✔️ You forget strong examples you actually have
✔️ You default to "we" instead of "I"

This isn’t a knowledge problem.
It’s a nervous-system problem.

👉 You don’t rise to the level of your experience  -
you fall to the level of your embodiment.

In calm moments, you know exactly who you are.
The real question is:
Do you stay that person when the pressure increases?

Here are 4 techniques you can use today (save this 👇):

1️⃣ Slow your speech by ~10%
➔ Authority lives in pace, not speed.

2️⃣ Remove “I think”
➔ It quietly weakens strong ideas.

3️⃣ Mirror the question
➔ Buys 3–5 seconds to respond with clarity.

4️⃣ Box breathing (4–4–4–4) before a meeting
➔ Simple, powerful reset for your entire system.

Small shifts.
Massive difference in how you’re perceived.

But here’s what most leaders overlook ⤵️

You can’t think your way into executive presence.
You have to practice it - 
with awareness, feedback, and real-time integration.

If this resonates and you want to deepen this work, 
DM me "LEADERSHIP" and I’ll share how I support clients.

P.S.: What’s the first thing you notice in someone when they’re stressed?

➕ Follow Tatiana Rueff for grounded, real-world insights on leadership, transitions, and sustainable performance.

Tatiana Rueff, executive and leadership coach, standing outdoors by the water in Lisbon. A calm, professional portrait reflecting grounded presence, confidence, and clarity.

Most leaders prepare for high-stakes moments the wrong way.

They rehearse their answers.
They refine their slides.
They memorise talking points.

They over-focus on content
and under-train their state.

But your state determines your impact -
not your script.

Because when pressure spikes, 
even strong preparation collapses:

✔️ Your posture shrinks
✔️ You talk faster
✔️ You over-explain
✔️ You sound smaller than you are
✔️ You forget examples you know perfectly well
✔️ Or you freeze - and your mind goes blank

And this shows up in:

✔️ critical presentations
✔️ interviews
✔️ board meetings
✔️ panels
✔️ strategy pitches
✔️ all the moments where people expect clarity from you

Leaders don’t lose opportunities because they lack skill.
They lose them because their nervous system isn’t trained for high-stakes situations.

And let’s be honest -
you’re facing more high-stakes moments now than ever.

If you’ve got something important coming up -
a presentation, interview, panel, negotiation, or pitch -
feel free to message me.
I’m happy to share how I support leaders to show up at their strongest.

P.S.: What helps you stay grounded when pressure rises?

➕ Follow Tatiana Rueff for grounded, real-world insights on leadership, transitions, and sustainable performance.

Portrait of Tatiana Rueff, Executive and Leadership Coach, standing outdoors in Lisbon (Belém district) near Jerónimos Monastery at sunset, looking confident and calm.

Most senior leaders don’t fail interviews because of lack of competence.

They struggle because they try to apply generic advice
to a situation that is deeply personal.

Over the past months, I’ve supported several leaders in transition.
Different roles. Different industries.
And the turning point was different for each one:

- learning to slow down under pressure
- shifting from “we” to “I” without sounding arrogant
- rebuilding confidence after a long gap
- reconnecting with strengths they hadn’t recognised in themselves for a while

There is no universal formula.
There is only your formula.

But I also see the other side - 
and it’s more common than people think:

Talented, experienced leaders… waiting.

Waiting for things to improve.
Waiting for the right opportunity to appear.
Waiting for confidence to return on its own.
Waiting for the unemployment office to magically solve it.

The truth?
Waiting has a cost:

→ loss of income
→ diminishing confidence
→ a shrinking professional identity
→ missed opportunities that won’t come back

Momentum rarely appears on its own.
It comes from deliberate action - 
not from hoping, not from waiting.

That’s why I designed my Bounce Forward Programme: 
a 10-session journey over 4 months to rebuild clarity, confidence, and leadership presence – so you step into your next role stronger, not smaller.

If you’re navigating a career shift and want a personalised approach that actually moves you forward, 
send me "TRANSITION" and I’ll share how the programme works.

P.S.: If you’ve navigated a transition before - what made the biggest difference?

➕ Follow Tatiana Rueff for grounded, real-world insights on leadership, transitions, and sustainable performance.

Technology keeps evolving faster than we can catch our breath.
Yesterday at the Web Summit in Lisbon, one conversation stood out -

How AI and data are redefining performance and longevity, 
not just for athletes, but for all of us.

Because if technology can extend a career in sport, 
what might it mean for leadership, wellbeing, and sustainable growth?

But what also struck me was the contrast -
how the same platforms that expand awareness can also dilute it.

How influence can spread faster than reflection.

And that made me pause.

The real question isn’t how much we use technology - 
but how consciously we use it.

Because the more powerful these tools become,
the more essential it is to stay grounded, thoughtful, and human.

Leaders who do that won’t compete with technology.
They’ll elevate through it.

🪶 What’s one way you’re helping yourself - or your team - stay human in an AI-driven world?

♻️ Share if this resonates - clarity and awareness will always be a leader’s strongest edge.

➕ Follow Tatiana Rueff for weekly reflections on sustainable growth and leadership in motion.

P.S.: Anyone else attending the Web Summit today? Would love to hear what’s resonating most for you.

Opening ceremony of the Web Summit in Lisbon, featuring a large crowd and representatives from multiple countries on stage holding their national flags, with the illuminated Web Summit logo displayed on a blue backdrop. 

You keep waiting for things to calm down -
but this is what calm looks like at your level.

You tell yourself you’ll make space for yourself after things settle.

After the project ends.
Next fiscal year.
After a few more months in a new role.
When it finally feels like the right time.

But in leadership, there’s rarely a calm season -
or a perfect time.
There are just new forms of complexity.

The “right time” never announces itself.
It’s something you create by choosing to pause inside the motion.

Most leaders wait for clarity before they act.
But clarity rarely comes first.

It arrives once you’re in movement -
once you start noticing what’s driving you, 
what’s draining you,
and what’s quietly asking to change.

Coaching isn’t about finding time when everything is calm.
It’s about creating clarity when everything is not.

The leaders who make the biggest shifts don’t wait until it’s convenient.
They begin when they sense it’s necessary.

Because every month you delay reflection in the name of being ready -
you’re reinforcing the very pattern that’s keeping you stuck.

🪶 What if your next level of clarity depends on starting before you feel ready?

♻️ Share if this resonates - the leaders who pause with purpose rarely need to correct with urgency.
➕ Follow Tatiana Rueff for weekly reflections on sustainable growth and leadership in motion.

A cinematic city scene at dusk showing blurred car lights in motion and a billboard with the quote “Clarity isn’t calm. It’s control in motion.” by executive coach Tatiana Rueff. The image represents sustainable leadership and clarity in motion — composure and focus in complex environments.

Leadership doesn’t collapse under pressure -
it collapses under noise.

(And most leaders don’t realise how much noise they’re carrying.)

If you're in a senior role, the issue isn’t competence.

It’s the amount of competing demands hitting your mind at the same time.

✔️ expectations
✔️ speed
✔️ politics
✔️ self-doubt
✔️ constant context-switching
✔️ invisible emotional labour
✔️ the pressure to “appear in control”

You don’t need more information.

You need clarity -
the rarest leadership advantage today.

Because when the noise drops, everything changes:

✔️ You make decisions faster.
✔️ Your communication becomes simpler.
✔️ Your priorities become sharper.
✔️ You stop confusing responsiveness with productivity.
✔️ You stop over-explaining to compensate for uncertainty.

Most leaders don’t burn out from workload.
They burn out from carrying mental noise that no one else sees.

And clarity doesn’t come from thinking harder -
it comes from learning to filter, to focus, and to lead from a calmer internal architecture.

If you want to lead with more clarity, calm, and intention in 2026,
send me a message - I’m happy to share how I work with leaders on this.

P.S.: What’s the biggest source of “noise” for you right now?

➕ Follow Tatiana Rueff for grounded, real-world insights on leadership, transitions, and sustainable performance.

Night-time cityscape with a modern office tower featuring a glowing billboard that reads: “When others compete in the noise, your advantage is clarity.” Visual metaphor for executive leadership, clarity under pressure, and high-performance mindset.

We talk a lot about the speed of technology -
but far less about the quality of leadership 
needed to guide us through it.

At the Web Summit in Lisbon, 
Brad Smith (President & Vice Chair, Microsoft) 
said something that landed deeply with me:

The goal isn’t to stay positive or avoid being negative -
it’s to stay determined.

Because in moments of massive transformation,
optimism isn’t enough, and fear isn’t useful.

Determination is what keeps leaders moving through uncertainty with clarity.

What resonated even more was his perspective on what will shape our future:

Talent.
Technology.
Trust.

And trust is the one that matters most.

In a world where AI can create extraordinary progress 
and extraordinary confusion,

leaders who build trust - 
in their work, in their teams, in their decisions -
will be the ones people choose to follow.

And as Brad pointed out, 
we don’t need a law or regulation 
to give us permission to do the right thing.

Responsible leadership starts before compliance - 
with personal integrity and intention.

He also introduced a word we don’t hear often today, 
though it feels more needed than ever:

Eudaemonia - flourishing through purposeful action.

A reminder that even in an AI-driven world,
our why still matters.
Purpose still matters.
Integrity still matters.

And he ended with a question I’m still thinking about:

Are we trying to build machines that are smarter than people -
or machines that help people become smarter?

The answer will define our future.

🪶 What gives you determination when the world is changing faster than expected?

➕ Follow Tatiana Rueff for reflections on leadership, clarity, and navigating transitions.

Large keynote session at Web Summit Lisbon with a packed audience seated in front of a brightly lit main stage. The stage displays the “Web Summit” logo in white against a blue digital backdrop. A speaker (Brad Smith (President & Vice Chair, Microsoft) ) stands on the right side of the stage delivering a presentation on AI and the future of technology. Two large screens on the left show slides with questions about AI and human intelligence. Vibrant blue, turquoise, and orange LED panels illuminate the venue, creating a high-energy atmosphere.

𝐈𝐬 𝐜𝐡𝐨𝐨𝐬𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐦𝐚𝐧𝐚𝐠𝐞𝐫 𝐫𝐞𝐚𝐥𝐥𝐲 𝐚 𝐬𝐤𝐢𝐥𝐥 - 
𝐨𝐫 𝐬𝐨𝐦𝐞𝐭𝐡𝐢𝐧𝐠 𝐝𝐞𝐞𝐩𝐞𝐫?

I often see my clients becoming mirrors of their managers.
They meet for a reason - 
to trigger growth in each other.

So maybe “choosing your manager” isn’t always about selecting a person or a role.

It’s about choosing:
✔️ What you want to see in them
✔️ What part of yourself you want to strengthen through that relationship
✔️ How you choose to be when things aren’t fully in your control

This 𝐌𝐨𝐧𝐝𝐚𝐲, 𝐍𝐨𝐯𝐞𝐦𝐛𝐞𝐫 24𝐭𝐡 𝐚𝐭 3𝐏𝐌 𝐂𝐄𝐓, I’ll be exploring this with 𝐄𝐝𝐮𝐚𝐫𝐝𝐨, 𝐒𝐚𝐫𝐚𝐡 and 𝐀𝐧𝐭𝐨𝐧𝐢𝐨 in a live episode of 𝘈 𝘓𝘪𝘧𝘦 𝘪𝘯 𝘔𝘰𝘵𝘪𝘰𝘯.

We’ll talk about:
✔️ What really makes or breaks a manager-employee dynamic
✔️ Why some of our toughest managers become our greatest teachers
✔️ And how to lead yourself - no matter who’s in charge 

Want to be part of the conversation? 
We’ll go live Monday at 3PM CET - 
you’ll find the link in the comments below 👇

P.S. What’s one thing you’ve learned from a manager who challenged you the most?

Promotional banner for a LinkedIn Live event titled “Choose Your Manager,” featuring leadership coaches and experts Eduardo Silva, Sarah Gruneisen, Tatiana Rueff, and Antonio Tramontano. The event explores leadership development, manager-employee dynamics, and career growth. Background features a swirling blue and green vortex. Event details: November 24, 2025, from 15:00 to 16:00 CET.

𝐂𝐨𝐚𝐜𝐡𝐢𝐧𝐠 𝐢𝐬𝐧’𝐭 𝐣𝐮𝐬𝐭 𝐚𝐛𝐨𝐮𝐭 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 - 
𝐢𝐭’𝐬 𝐚𝐛𝐨𝐮𝐭 𝐢𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧.

A recent client shared that the process gave her space for reflection, structure for growth, and practical tools she could immediately apply at work.

What I loved most about this feedback is how it captures the essence of real coaching - 

not adding more noise, but creating clarity and structure that make growth 𝑠𝑡𝑖𝑐𝑘.

Because clarity without integration changes little.
But clarity 𝑤𝑖𝑡𝘩 practice, reflection, and accountability - 
changes everything.

In today’s pace, most leaders rarely get uninterrupted space to think - 
let alone to recalibrate.

Yet that’s exactly where sustainable performance begins.

💭 𝐇𝐨𝐰 𝐝𝐨 𝐲𝐨𝐮 𝐜𝐫𝐞𝐚𝐭𝐞 𝐬𝐩𝐚𝐜𝐞 𝐟𝐨𝐫 𝐫𝐞𝐟𝐥𝐞𝐜𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐢𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧 𝐢𝐧 𝐲𝐨𝐮𝐫 𝐨𝐰𝐧 𝐠𝐫𝐨𝐰𝐭𝐡 - 𝐨𝐫 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐲𝐨𝐮 𝐬𝐮𝐩𝐩𝐨𝐫𝐭?

P.S. Several of my clients began their coaching journeys around this time of year - it’s a powerful moment for reflection before the year ends.

Client testimonial graphic featuring Tatiana Rueff sitting and smiling in a light blue blazer and jeans, inside an illustration of a smartphone. The text reads: ‘Client Testimonial – I really enjoyed the sessions and appreciated the space you created for reflection and growth – it made a real difference.’ The image also includes Tatiana Rueff’s signature logo and a ‘Follow for more’ button at the bottom.

𝐌𝐚𝐧𝐲 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐬𝐭𝐞𝐩 𝐢𝐧𝐭𝐨 𝐧𝐞𝐰 𝐫𝐨𝐥𝐞𝐬 𝐢𝐧 𝐐4 -
just as the year winds down, but expectations go up.
It’s exciting… and often overwhelming.

You’re expected to:

✔️ Prove your impact fast
✔️ Build trust and visibility
✔️ Lead while still learning the landscape

That’s a lot to navigate when you’re still finding your footing.

I’m curious - if you’ve started a new role recently (or are about to),
what’s felt most challenging so far? 👇

P.S. Did I miss something?
If you’d add another challenge that leaders face when starting a new role - share it in the comments. I’d love to hear your perspective.

What’s the biggest challenge when stepping into a new or expanded leadership role?

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