Career, Business & Executive Coach | Mindset & Mental Fitness Coach | DISC® Certified | Mentor

👋 Hi, I’m Monica.Most founders and business owners don’t need more strategy. They need more internal bandwidth.I coach founders to think more clearly, lead better, and run a business that doesn’t burn them out.I’ve spent 30+ years leading teams across corporate and start-up environments, responsible for people, revenue, and operations. I understand the pressure at the top - and what happens when the founder tries to carry it all.Those decades taught me one thing:If the founder is overwhelmed, the business will be too.No strategy fixes a leadership bottleneck.My coaching isn’t generic leadership training. It’s deep, personalised, evidence-based work grounded in performance psychology, neuroscience, and practical leadership experience.Credentials:• ICF-accredited Performance Coach• Neuroscience of Change certified• Positive Intelligence Coach• Certified Neuroscience Coach• CIPD Associate in HR ManagementSince starting my practice, I’ve coached founders and leaders from organisations including Nike, Amazon, Warner Bros, and the NHS -  but my focus now is singular:➔ founders navigating growth, decision fatigue, and the pressure to lead.Does this sound familiar?✔︎ You’re making nonstop decisions but trusting yourself less✔︎ Your team asks for things they should handle alone✔︎ You’re busy all day but key work isn’t moving✔︎ You’re dragged into fires instead of thinking strategically✔︎ Stress is rising and your headspace shrinking✔︎ You want growth but can’t keep leading like thisYou don’t need another masterclass.You need support tailored to you and your business.We work across three layers:1. Lead YourselfBuild the clarity and headspace to make better decisions and stay out of reactive mode.2. Lead Your TeamGet your team thinking for themselves, taking ownership, and solving problems without everything coming back to you.3. Lead Your BusinessMake clearer decisions, cut through noise, focus on what drives progress, and create momentum.Client results:✔︎ Simplified their business → revenue up 40%✔︎ Fixed costly team issues (incl. a £250K mis-hire)✔︎ Rebuilt confidence in communication and leadership✔︎ Stepped out of firefighting and regained thinking time✔︎ Reduced stress at work and at homeClients often say I make complicated things feel simple, and create a space where they can think clearly and make decisions they trust.📩 If you’re ready to lead with more clarity - and build a business that performs without burning you out - book a free 30-minute consultation.

Monica Federico, Assoc. CIPD

You can be a boss without being a leader.
Most founders learn that the hard way.

Building a business is one thing.
Leading one is another.

Most founders get pulled into the work.
I see it with my clients all the time.
Successful. Smart. Still “too busy.”

Almost every founder I coach thinks their problem is lack of time, but it’s usually leadership.

They run operations.
Solve problems.
Put out fires.
And somewhere along the way, the leadership part gets pushed aside.

It usually comes down to three layers:

1. Leading yourself
↳ Your clarity becomes the team’s clarity.
↳ Your emotional state sets the tone.
↳ Your habits set the pace.
Operate from a calm, focused, clear space and everything else steadies.

2. Leading your team
↳ Give direction, not micromanagement.
↳ Don’t get stuck in the weeds. Delegate.
↳ Help your team develop and grow.
Culture and alignment start here.

3. Leading the business
↳ Strategy becomes cleaner.
↳ Decisions get simpler.
↳ You shift from reacting to building.
This is where growth becomes predictable.

Founders often think leadership is something to revisit when things calm down.

But things calm down when leadership becomes the priority.

You can be a boss by default.
Becoming a leader is a choice.

And it always starts with how you run yourself.
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Monica Federico

Founder Leadership & Performance Coach | Helping founders think more clearly, lead better, and build a business that doesn’t burn you out | Based in 🇬🇧 supporting clients worldwide 🌎

Nobody likes to be disliked.

But in leadership, it’s inevitable.

John Lennon said, “Being honest might not get you a lot of friends, but it always gets you the right ones.”

It’s a life principle.

But if we are in charge, it becomes a requirement.

Because when the need to be liked outweighs the need to be honest, our leadership will suffer.

I’ve seen people-pleasing cost leaders more than they realise:

❌ Agreeing to business decisions they didn’t believe in because they didn’t want to upset a strong-headed team member.

❌ Letting unrealistic demands from senior leadership hit their team because they didn’t want to be seen as difficult.

❌ Avoiding giving new hires the guidance they needed because they didn’t want to come across as a micromanager.

People-pleasing isn’t harmless.

It leads to poor decisions.
It leads to underperformance.
It slowly erodes your authority.

The fix isn’t about being blunt for the sake of it.
It’s about leading with clarity, not appeasement.

Here’s where to start:

✅ Know your non-negotiables.
Decide what you will and won’t compromise on before you step into the room.

✅ Prepare for trigger moments.
Before a meeting or one-to-one, ask yourself: “Where could I slip into people-pleasing here?” Plan your response instead.

✅ Speak early.
Address concerns before they snowball.

✅ Separate disagreement from disrespect.
Challenging an idea isn’t the same as undermining the person.

✅ Anchor in shared goals.
Frame honesty around what’s best for the mission.

Being honest, even when it’s uncomfortable, is how you create teams that perform, trust you, and stay aligned under pressure.

Popularity is easy.
Credibility is what gets results.

What’s one thing that’s helped you speak up more as a leader?
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Leadership & Performance Coach | For founders who want to lead with clarity, calm, and strategic focus | Based in 🇬🇧 supporting clients WW 🌎

Your leadership won’t outperform your habits.
And neither will your team.

After coaching leaders and founders across industries, I see the same pattern repeatedly:

👉🏼 Your daily habits become the culture your team works inside.

When leaders are clear, intentional, and grounded, performance rises.

When they’re reactive or stretched thin, the whole system feels it.

Here are the 9 laws I see consistently in high-performing leaders who navigate pressure, build trust, and make better decisions under stress.

Which one is your favourite?
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Leading from the front

Doesn’t require doing every job.

Many still misunderstand what "leading by example" means.

Mainly because they’re stuck in the early-stage version of it.

When your team is small, rolling up your sleeves works.

It proves you’re willing.
It builds trust.
It keeps things moving.

I learned this firsthand.

When I was leading a team of 5, doing everything did work.

But when that team grew to 35, the exact same instinct started breaking things instead of building them.

And I see this pattern in every team that scales:

❌ If you keep doing every job, you stop doing your job.
❌ If you stay everywhere, your team stays dependent.
❌ If you signal commitment through hours, you teach exhaustion is normal.
❌ If you fix everything, they never learn to think without you.

At scale, “leading by example” changes shape completely.

✅ It becomes calm over chaos.
✅ Clarity over noise.
✅ Boundaries over burnout.
✅ Delegation over micromanagement.
✅ Thinking time over constant busyness.

Because your team doesn’t copy what you say.
They copy what you model.

📌 And what you model becomes the culture.

Switching from the old version to the real version isn’t dramatic.

It’s a series of small, deliberate choices that shift how your team operates, even when you’re not in the room.

If you want a team that leads, stop showing them leadership means doing everything.

Show them what leadership looks like now.
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The smartest founders are often the most overwhelmed.

Not because they lack intelligence.
But because their minds never stop generating solutions.

Every problem gets a new tool.
Every challenge gets a new framework.
Every dip gets a new strategy.

More apps.
More advisors.
More methodologies.

It happens quickly.
You see possibilities everywhere.
And the very thing that makes you effective starts to scatter your focus.

When you can see ten ways to solve something, it’s tempting to try all ten.

Meanwhile, the simple answer sits there.
Ignored.

Under pressure, switching to something new gives the mind a quick sense of relief.
It feels like progress, even when it isn’t.

Complexity doesn’t create clarity.
It buries it.

I’ve seen founders stack system on top of system.
Each one made sense on its own.
Together, they created chaos.

The team couldn’t keep up.
The direction blurred.
Momentum dipped.

Mental clarity isn’t about hunting for better solutions.
It’s about creating space to use the ones you already have.

One strategy, fully executed, beats ten half-started.
One clear metric beats a dashboard of noise.
One focused quarter beats a year of pivots.

The founders who operate at their best don’t collect everything.
They commit to what matters.

In a world built to sell you endless solutions, the real power is knowing when to stop adding.

What’s one thing you could pause this week to see things more clearly?
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20,000 followers 🥳
Some call it a vanity metric.
I call it 20,000 humans who chose to be here.

That's the capacity of O2 Arena in London.
That's Madison Square Garden in New York.

Of course, not everyone's online at the same time.
Not everyone reads every post.

But still - it's a community!
And when I think about it like that, it's genuinely humbling.

Thank you so much 🙏🏼

Many of you are relatively new here.
So let me reintroduce myself.

I'm Monica. I'm 56, with a 37-year career behind me – much of it in management and leadership.

That experience comes in handy now.

I work with founders who are feeling the pressure and realising they need to evolve as leaders if the business is going to keep growing.

Over the last 4 years, I've integrated applied neuroscience into my coaching practice.

Always learning something new about how our brains work under pressure.

It helps my clients perform better without the burnout.

I'm based in London, working with clients worldwide.

I mostly work from home, which means I could be anywhere.

And if I had the choice? Sydney, without question.
Lived there for a couple of years in the nineties and it still calls to me.

Some personal bits:

😻 Obsessed with cats (and all animals, really)
🦝 Have one cat, Plato, but would happily add two more cats, a raccoon, and a dog if my lifestyle allowed :)
💄 Own a ridiculous makeup collection. It's meditative, like painting with colour and shape

A nice counterbalance to the strategic thinking I do all week.

Now your turn.

Tell me one thing I should know about you.
What brought you here? What are you building?

Let's turn this number into real connections.

PS: And if you could live anywhere in the world, where would it be?
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3 ways to stop avoiding the hard conversations.

It’s not conflict that makes some conversations hard.

It’s our resistance to discomfort.

Most of us don’t need another course in communication.
We just need to get better at staying in the awkward bits.

Here are three ways that help:

1️⃣ Notice your escape routes.
 • Delaying, softening, or joking to dodge tension
 • All small ways of saying I don’t want to feel this
 • Pause instead. Let the silence do some work.

2️⃣ Stay with the feeling, not the story in your head.
 • Discomfort doesn’t mean you’re wrong
 • It usually means you care
 • Breathe. Name it. Keep going.

3️⃣ Choose honesty over harmony.
 • Awkward moments pass
 • Avoidance lingers
 • The more truth you speak kindly, the more trust you build

The best leaders aren’t fearless.

They’re the ones who can feel the heat 
and still keep the conversation open.

PS: How do you handle the moments that make you squirm?
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Thank you to Loren Rosario for reminding me of this quote 🤍

Failing twice doesn’t make you a failure.

But losing perspective will.

Most people don't spiral because they fail.
They spiral because they forget to zoom out.

A missed target feels like a disaster.
A tough week feels like proof they're not good enough.

But it's rarely the event.
It's the meaning we attach to it.

When stress kicks in, the brain's threat system takes over.
Focus narrows. Confidence dips.

We stop seeing the full grid of wins and zero in on the two red crosses.

That's not failure.
That's distortion.

Here's how to reset perspective when you're in it:

✅ Ask yourself: "What would I tell a client in this exact situation?"
(You already know the answer. You just can't see it for yourself.)

✅ Write down 3 recent wins before analysing any loss.
(Your brain needs evidence that you're not actually failing at everything.)

✅ Set a 24-hour rule before calling anything a failure.
(Most "disasters" look different after a night's sleep.)

High performers don't avoid mistakes.
They manage their state when mistakes happen.

Because when you can hold perspective under pressure, you can handle anything.

PS: What helps you zoom out when everything feels too close?
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Image inspo: psychologyposts_ on IG.

When your head is overloaded, big productivity systems don’t help.

Your brain doesn’t have the bandwidth for them.

I get to this point almost every year.
And I know I’m not alone.

Many of us hit this stage where half of our brain is planning for next year.

We’re trying to tidy up the loose ends of this one.

And we’re noticing the things we thought we’d finish…
and didn’t.🤷‍♀️

It creates a quiet mental clutter that sits in the background.

Nothing dramatic.
Just a little less clarity.
A little more noise.

And that’s when I reach for these tools.

They’re simple.
But they’re effective.

They might sound basic.
But they’re grounded in performance science.
And each one targets a specific mental state.

They work because they help your brain do what it struggles to do
when it’s overloaded.

Five different tools.
Five different states.
About five minutes each.

If your head feels full right now,
pick one and give it a go.

PS: How's your brain doing right now? Just me? 😉
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5 quick & easy ways to declutter your mind

You can’t master the 4 quiet habits.
Without mastering no.5 first.

Plan. Pause. Reflect. Simplify.

They sound simple.
Until real life gets in the way.

That’s why high performers rely on no.5:
the habit that makes them work.

 👉🏼 Saying no to everything that isn’t these four.

You can’t Plan in back-to-back meetings.
You can’t Pause when everything’s urgent.
You can’t Reflect while solving everyone’s problems.
You can’t Simplify when you keep adding more.

The highest performers get this.
Founders, executives, even ambitious juniors.

They protect these four habits.
By declining everything else:

• The meeting that hijacks planning
• The chat that kills pause time
• The “quick question” that breaks reflection
• The new idea that ruins simplicity

They’re not being difficult.
They’re being disciplined.

These quiet habits only work in actual quiet.
And quiet doesn’t happen by accident.

It happens when you guard it.
When you say “not now” to the urgent.
When you choose depth over being liked.

High performers don’t rely on quick fixes.
They protect the habits that matter.

Because that’s what keeps them high performing.

PS: Which of these 4 habits gets interrupted most in your day?
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Red flags get all the attention.
But green flags are what leaders should reward.

Our brains are trained to spot the gap.
The problem.
The risk.
The person who isn’t pulling their weight.

That’s the brain doing what it’s built to do.
It prioritises threat over everything else.

Useful for survival.
Terrible for leadership.

Because when we’re glued to what’s wrong,
we miss what’s working.

We miss our steady performers in the middle.
We miss the green flags that quietly keep everything moving.

And the irony?
What we reward gets repeated.

So this week, try switching the lens.

✅ Spot the green flags.
✅ Name them.
✅ Reinforce them.
✅ Make the good behaviours visible.

People rise when they feel seen for what they’re doing right.
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Earlier this month my brain felt like it had 39 tabs open and a YouTube ad playing somewhere in the background.

I kept pushing… until last week, when I finally had to take my own advice.🤦🏼‍♀️

As a performance coach, I spend my days helping people optimise their minds.

But even I forget that peak performance is not built on hacks.

It comes from recovery.
It comes from maintenance.
It comes from the boring habits most of us overlook.

Looking after your brain is not just about feeling better.

It is about:

- clearer business focus
- better decision making
- better emotional regulation
- being able to show up fully for your team, your work, and the people you care about

So I went back to my own checklist, the simple habits that keep my mind sharp without burning me out.

And as soon as I made a couple of small tweaks, I could feel the difference almost immediately.

So here is my invitation to use the infographic as a little self-audit 👇🏼

You do not need to tick every box on the checklist by Monday.

You can add a change or two per week.

And since it is Friday, consider this your permission slip to start small this weekend.

Give your brain the conditions it needs to show up fully next week.

PS: Happy Friday!
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72% of founders report feeling burned out. 

And it’s not just “the hustle.”

It’s bandwidth overload.

Burnout for founders rarely shows up as “I can’t do this anymore.”

It shows up as:

– Making slower decisions
– Snapping at tiny things
– Losing creative sharpness
– Feeling busy but oddly unproductive
– Carrying the whole business in your head
– Working all day but making no real progress
– Never having space to think beyond tomorrow

That’s not weakness.

That’s cognitive overload from running an entire company on a low bandwidth.

Most founders don’t burn out because of hard work.
They burn out because they’re:

✔️ the chief problem-solver
✔️ the decision engine
✔️ the emotional shock absorber
✔️ the strategist
✔️ the operator
✔️ the culture-setter
✔️ the safety net for everyone else

And you were never meant to hold all of that alone.

Here are 7 signs your leadership bandwidth is overloaded...and what to do before it costs you clarity, your team, or the business.👇🏼

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Sources:
– Startup Snapshot, State of the Startup Report (2023)
– Startup Snapshot & Intel Ignite, Founder Wellbeing Update (2024)
– MindForward Alliance, Wellbeing in Startups (2022)
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The highest performers I know share one secret.
They've lost more deals than they've won.

Not because they're bad at selling.
Because they refuse to sell their integrity.

Sales targets and high-pressure environments are where our values get tested most.

I've seen it throughout my entire career. 
↳ Talented people at every level making dubious choices under pressure.

From founders fudging numbers to junior team members being pushed to bend the truth by leadership.

The temptations are always the same:

• Exaggerating capabilities to close the deal
• Hiding limitations until after the contract’s signed
• Creating false urgency to push decisions
• Omitting information because they didn't ask
• Overpromising timelines you know can’t be met

Here's what people don’t tell you.
Every bent truth is a loan you’ll pay back with interest.

➔ The client you deceive today becomes the damaged reputation tomorrow.
➔ The shortcut that hits this quarter’s target creates next quarter’s crisis.
➔ The impossible promise you make to close the sale becomes the team burnout that costs you your best people.

True high performance isn’t about winning at any cost, but being able to build something sustainable.

And nothing built on compromised values ever lasts.

The highest form of accomplishment?
Standing by your principles when they’re tested.

Even when – especially when – the pressure is on.

Because integrity beats quarterly targets.

Every single time.

PS: What’s the hardest values test you’ve faced in business?
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Leaders alway teach us something.

Sometimes we teach what not to do.

We’re shaped by the leaders we admire… 
and the ones we hope we never become.

It starts early.
Watching the adults around us.

Noticing what lifts people up.
Noticing what shuts people down.
Quietly thinking "Right. I won’t be like that."

And the same thing happens at work.

We learn from the brilliant leaders.
The ones who stay calm, clear, present.

But we learn just as much from the overwhelmed ones.
The reactive ones.
The ones who stopped paying attention.

Those lessons stick.
They shape how we make decisions.
They shape how we treat people.
They shape the culture we create when it’s our turn to lead.

Here’s what most people forget.
Someone has learned from us in the exact same way.

A team member.
A colleague.
A friend.

They’ve watched us at our best and at our worst.
And they’ll carry those lessons forward…
including the ones we never meant to teach.

That reality can sting.
But it’s also the wake-up call most leaders need.

Because it brings the focus back to the only thing we control.
How we show up today.
How we set the tone.
How we correct ourselves when we realise we’ve gone off-track.

Your behaviour becomes someone else’s blueprint. 
Make it worth repeating.

PS: What's a lesson that stood out for you?
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Have all a fantastic week!
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Successful people master one underrated skill.

Saying no to almost everything.

Most people think success comes from doing more.

Taking more meetings.
Chasing more ideas.
Saying yes to more opportunities.

But the best leaders don’t play that game.
They choose subtraction over addition.

Every “no” protects their energy.
Every “no” sharpens their focus.
Every “no” keeps them on the path that matters.

Steve Jobs rejected over 90% of Apple’s ideas.

Not because they were bad,
but because they distracted from the few that would change everything.

The same is true for founders and leaders I coach.
They rarely suffer from a lack of ideas.
They suffer from too many good ones.

If you want more clarity,
start cutting.

Say no to work that doesn’t align.
Say no to clients who drain you.
Say no to meetings without purpose.
Say no to perfectionism disguised as progress.
Say no to busywork that makes you feel productive but changes nothing.

Success isn’t built by doing more.
It’s built by having the discipline to stop.

PS: What’s on your “stop doing” list next week?

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A little important reminder:
Your mind builds your future before your actions do.

Your brain is constantly building mental shortcuts.
And the sentences you repeat become the shortcuts you rely on.

We usually treat our thoughts like harmless background noise.

But your brain is always listening, and always learning.

And the phrases we default to are often these:

“It’s so busy right now.”
“There’s so much to fix.”
“It’s hectic … I must work late.”

They feel accurate.
They feel small.
But repeat them often enough… and they become a filter.

A filter that scans for chaos → notices chaos → reinforces chaos.

Not because it’s the full truth, but because it’s familiar.

This is how leaders end up stuck in constant firefighting mode.

You slowly train your mind to prioritise problems over possibilities.

Here’s a simple 3-step reset to break that loop:

1️⃣ Catch the sentence

Interrupt the pattern by naming the exact phrase you keep repeating.

2️⃣ Reframe it (without pretending everything is perfect)

Swap “It’s chaos right now” with:
“This is a demanding moment, and I can navigate it.”

Same reality.
Different mental instruction.

3️⃣ Redirect your mind toward opportunity

Ask:
“Where’s the leverage point here?”
Your mind will follow the instruction.

This isn’t about being positive.
It’s about taking control of your mental defaults.

Because intentional thinking is a competitive advantage.
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Most businesses get this backwards.

Many moons ago, when I was in corporate, we were going through a major rebrand.

On the surface, the business was doing well.

But underneath, three things were slipping:

• Client retention
• Employee retention
• And the ripple effect: declining customer experience

The obvious instinct
↳ fix the customer journey first

The real solution
↳ fix the employee experience first

So instead of rewriting scripts or tightening KPIs, 
we shifted our focus inward:

• We invested in the team
• We rebuilt the employer brand
• We opened decision-making from the bottom up
• We made development, recognition and communication part of the strategy

Very quickly, it became clear:

✅ When people feel supported, customers feel it too.
✅ You can’t build a strong customer brand on an undervalued or exhausted team.

The lesson I took with me:

✍🏼 If you want better customer outcomes, start internally.

Ask yourself:

• Are people genuinely heard?
• Do they understand the why behind decisions?
• Are we developing them consistently?
• Would they recommend this as a workplace?
• Are our employees true ambassadors of our business and brand?

Because when your people believe in what you do, they take care of your customers.

And your customers take care of your P&L.
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Some days you’re able to be successful.
Some days you’re not.

Some days it’s your turn.
Some days it’s not.

My week wasn’t bad.
It just wasn’t my turn.

And for a moment my mood dipped… 
nothing dramatic, just that wobble we all get.

It passed.
I know how to bring myself back now.

But when we’re ambitious, it’s easy to forget that slower weeks still move us forward.

That’s why I like the message in this video.👇🏼

In sport there’s no real failure.
What we call failure is often just progress we haven’t recognised yet.

Not every day feels like a win.
Not every week feels like progress.
But none of that means we’re off track.

Some weeks are momentum.
Some weeks are maintenance.
And all of it counts.

If this wasn’t your week either, nothing’s wrong.

Enjoy the video and have a lovely weekend!
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Video source: Giannis Antetokounmpo, Milwaukee Bucks post-game press conference, 2023.
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I help people get clarity.
This week, I was the one getting it.

I had an interview for a feature about my work with Executives Diary Magazine.
And it made me stop in a way I haven’t in a while.

Talking things through forced me to look at my own path with fresh eyes.

When you’re deep in the day-to-day, you rarely pause to ask the bigger questions:

Why do I do this work?
What impact am I trying to have?
What actually matters to me as a coach and a leader?

Some answers surprised me - not because they were new, but because I hadn’t said them out loud in a long time.

A few things came up:

→ The calm I bring to clients isn’t accidental. It’s intentional.
→ Helping founders and leaders think clearly is still the most meaningful part of the job.
→ And self-leadership isn’t a concept for me. It’s the thread that’s shaped every chapter of my career.

The interview reminded me of all of that.

Sometimes it takes someone else’s questions to reconnect with your own direction.

So this post is really a thank you.
Not just for the feature,
but for the clarity the conversation sparked.

It’s easy to keep moving and forget the deeper reasons behind the work.

This week gave me a moment to stop, look up, and remember.
And it felt really good.

Here is the article: https://lnkd.in/etuxJW-d
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🔔 Follow Monica Federico for performance & leadership insights

Open article: Integrity over Approval: Monica Federico’s Truth about Leadership That Lasts by magazine.executivesdiary.com

Integrity over Approval: Monica Federico’s Truth about Leadership That Lasts

Unity Enterprise

Marketing Coordinator

Marketing and Engagement Officer

Andy Mitchell Coaching

I show my clients how to achieve rapid and elegant change in their life. This is done using hypnosis and other techniques to simplify change easily and automatically.

Working with me you will discover how to:
•	Lose unnecessary habits, doubts and fears.
•	Put your feelings about the past behind you.
•	Improve performance in your business, personal and social life.
•	Master your emotions and take charge of your life.
•	Be free from stress or anxiety...quickly.

This approach to changing your life is not analytical and does not involve weeks or months of talking about the past. Instead, you establish what you want and use hypnosis to help you get it.

I specialise in a brief, solution-focused approach. That means that together we will focus on problem-solving and your future, rather than counselling, analysis, or exploration.

Hypnotherapist / NLP Practitioner / Coach

IcarusCharity

Working with veterans, serving personnel and their families to provide mental health support and rehabilitation.

Therapist

Grain to Glass

•	Founded independent marketing consultancy with the aim to help small businesses tell their stories, generate value and make an impact.
•	Brand Planning, branding, activation planning and delivery, communications, training

Founder

Linn Products Ltd

Channel Marketing Manager

Cake Decor Ltd

Development of Marketing strategy covering the full marketing mix including ATL, BTL, pack strategy, press & PR, social media and POP strategy.

Marketing Manager

Beauty Kitchen UK Ltd

•	Create and implement overall Marketing plan for UK /IRE/Benelux and other markets making full use of social media, partnership marketing and retail experiential.
•	Develop new content to be used across all channels including print, social and website.
•	Responsible for all customer promotions ensuring that the range and activity mix added value for customer, shoppers and company.
•	Manage Marketing budget to ensure that campaigns all created a postivie ROI. 
•	Recruit, train and develop team.

Head Of Trade Marketing

Caledonian Brewery

Responsible for the creation and delivery of the annual marketing plan, driving category growth through aligning Caledonian category and brand plans with the customer and drinker agenda.
•	End to end ATL and BTL activity and planning for Caledonian Brewery.
•	Integrated Marketing Plan including ATL, BTL, pack strategy, press & PR, social media and POP strategy.
•	Overhauled brand and brewery branding and POP materials to create a recognisable brand and platform with a sense of place for the beers.
•	Trade and consumer communications across all channels including press and social
Winner of two gold medals at the Scottish Beer Awards 2016

Heineken UK

•	Developed and delivered a commercially robust portfolio trading and promotional strategy via First Point route to market for Own and 3rd party brands.
•	Redefined and standardised the processes needed to support telemarketing sales campaigns and created new process for Activation sell in to customers to free up capacity for Regional Sales Managers.
•	Creation of on trade promotional plan.
•	Overall editorial control for customer facing publications including all Marketing content for e-commerce site.

Marketing Activation Manager

• Creation and delivery of the integrated annual marketing plan for wholesale channel (Regional & National) driving strategic, brand led activation.
• Interrogated insight in the sector, identifying gaps and developing our right to win
•Lead delivery of category review for major wholesale customer, increasing brand penetration and sales.

Customer Marketing Manager - On Trade

Exploited all consumer, shopper and customer insight, drive the category forward for our customers, allowed HEINEKEN to achieve the objectives laid out in commercial brand and customer plans. 

•Championed the shopper by delivering shopper insight expertise and responsible for delivery of brand budgeted volume through ownership and delivery of a shopper and category marketing agenda.
•Created and delivered the annual marketing plan with customers, driving category growth through aligning HEINEKEN category and brand plans with the customer agenda.
•Provided full direction to the account teams on all marketing/shopper insight, to create and implement a customer specific Point of Purchase strategy

Shopper Marketing Manager

I have delivered and adapted our marketing capability programme for Heineken UK's 90+ marketing team across a range of functional marketing disciplines.

The programme is built on core functional disciplines, in order to provide our team with the skills and knowledge that they require to deliver our business requirements.

Through influencing the senior marketing team and identifying the training requirements, I was involved in designing materials whilst implementing the core programmes to ensure consistency and quality of delivery and share best practice. Via coaching and I have been able to help manager’s and individual’s performance and behaviours.

Involved in setting up an external benchmarking forum for Marketing Capability that includes organisations such as O2, Aviva and News International.  Inclusion of external speakers to Heineken to share best practice.

Marketing Development Coach (Mat.Cover)

Responsible for managing, end-to-end planning, implementation and evaluation of all of Heineken UK’s sampling and face to face campaigns. Delivery of over 2,000,000 shopper and consumer interactions across all major Grocery customers including Tesco, ASDA, Sainsbury and Morrisons.  Campaigns delivered huge sales uplifts, impacted positively on brand health scores and return positive ROI of 1.7 to 4.3

Full management responsibility of all sampling and CRM budgets.  Control and development of agency relationships – driving continuous improvements to campaign as well as day to day operations.  Included contract terms negotiation.

Shared learnings with other Heineken companies and helped to set strategy for their sampling campaigns.

Led CRM agency pitch process on behalf of HUK and successfully appointed and integrated new agency and ways of data working with brand teams, realising greater service and saving HUK over £65,000.
Research into digital marketing, CRM and social media strategy for Heineken UK brands.

Customer Marketing Manager – Trial / CRM

•Responsible for managing, end-to-end planning and implementing of the two largest nationwide consumer trial campaigns in the off-trade, Biggest Round 08 and Foster’s Scuba / Kronenbourg Dynamo Systeme.  Delivery of over 1,200,000 shopper and consumer interactions across all major Grocery customers including Tesco, ASDA, Sainsbury and Morrisons.  
•Working with our Customers to advise them on how to improve their sampling and trial capabilities.
•Full management responsibility of £2,950k budgets.

Customer Marketing Manager - Consumer Trial

Scottish and Newcastle

•  Responsible for managing, end-to-end planning and implementing of the largest, and most successful, consumer sampling campaign ever in the off-trade (Biggest Round 07).  Delivery of over 520,000 shopper and consumer interactions across all major Grocery and Impulse customers including Tesco, ASDA, Sainsbury and Threshers.  Writing and delivering training to over 150 brand ambassadors on brand knowledge, off-trade market and selling.  
•Creation, implementation and management of Below Zero chiller trials to determine the best routes to market for future NPD developments. 
•Leadership role in devising off-trade Ale category strategy including project managing the removal of Newcastle Brown RBs from off-trade and on-trade channels, development of Theakstons Seasonal Ales, management of John Smith’s Grand National BTL campaign for off-trade.
•Management of the Wholesale marketing budget £1.6m annually.
•Development of return on investment (ROI) tool for off-trade.

Customer Marketing Manager

•Bringing together market research, sales data and consumer research and insight to work closely with retailers to provide all areas of Category Management consultancy.  
•Maximising Scottish & Newcastle product range and distribution in customer and trade planograms.
•Other responsibilities include Category planning, SKU development, shopper insights – bespoke and continuous consumer research Market and sales analysis, promotion planning and effectiveness, Last Minute Marketing – trial and test new initiatives, promotional pricing management.
•Advising Tesco on a new beer range and implementing it in all UK stores. This included developing an Ale revitalisation project with Tesco.
•New ranges and merchandising principles for all major convenience chains including Spar, Co-op, Thresher and Bargain Booze.
•Publishing Category Management guide for Convenience Store Magazine.
•Developed new consumer research tool in conjunction with TNS.

Category Development Manager

Are you ready to embrace a life of rapid and elegant transformation? If so, I'm here to guide you on an extraordinary journey of positive change using cutting-edge techniques, including hypnosis.

As a transformational therapist, I specialize in helping clients achieve remarkable results without getting bogged down in lengthy analyses or revisiting past experiences. Instead, we'll focus on your aspirations, enabling you to unlock your true potential and reach your desired outcomes.

When you work with me, you'll experience a powerful solution-focused approach. Together, we'll identify the areas in your life that require enhancement, and I'll show you how to shed unnecessary habits, doubts, and fears. Embracing the future and leaving past emotional baggage behind, you'll gain the confidence to flourish in both your personal and professional life.

Imagine mastering your emotions, gaining control over stress and anxiety, and elevating your performance in every aspect of life. With my proven techniques, we'll streamline the change process, making it effortless and automatic.

I believe in the power of hypnosis to tap into your subconscious mind, facilitating lasting and profound change. As we collaborate, you'll discover how to effortlessly embrace positive behaviours that align with your goals, propelling you toward the life you've always dreamed of.

If you're ready to embark on a transformative journey and experience the joy of accelerated growth, let's connect. Together, we'll build a future of endless possibilities, where you are the architect of your destiny.

Contact me now, and let's start crafting the life you truly deserve! 

Find out more by booking some time with me https://calendly.com/andym-therapies/30-minutes or you can email me on andy@andymitchellcoaching.com

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