It’s so nice to meet you, I’m Amale
(pronounced ah-maal)I’m an executive leadership coach, Business Growth strategist, facilitator, and the founder of The Brick CoachI took some seriously strange turns to get here: I sold cakes & chocolates for a living, taught Arabic to native English speakers (with some hilarious results), and worked in banking briefly.
Most of my career though, I advised global companies on their strategy, helped them innovate & build businesses humans enjoy engaging with and working at.
I led teams and large transformational briefs globally, and burned out 3 times before deciding to drop the 9 to 5 and focus on what I genuinely love doing: helping other ambitious leaders make their next move count.
I combine strategic rigour with empathetic coaching to help you navigate bold life, work and business transitions.
Ditching the 9 to 5 wasn’t easyWHAT SEALED THE DEAL FOR ME: THE IMPACT I CAN HAVE ON GENUINELY COMMITTED CLIENTS, JUST LIKE YOU
I’ve had clients move countries, rediscover their sense of identity, find their confidence, bag promotions & pay rises, land dream jobs, start their first (and second) business and scale their existing ones.
In weeks, not years.
I don’t know about you, but my day job did not allow me that kind of impact in that short space of time!
NUMBERS
15+
years of STRATEGY & INNOVATION consulting & Coaching experience250+
happy clients, 1:1 & in groups in the last year alone80%
of clients come to me via word of mouth & referrals3
burnouts in as many years BEFORE LEAVING THE 9 to 5That’s all great, but who are you outside of work Amale?
For years, I couldn’t answer that question! Work was my identity. I’ve learned to set better boundaries, and can now tell you:
✸ I travel. A lot. To all sorts of place. Top 3 favourite trips of all time: Chile (including Easter Island!), a 4632mi road trip (one way) across the US, and Cambodia
✸ I live to eat. As a Mediterranean, I know food = life. I cook every meal from scratch. I had one ready meal in 2016. Top 3 favourite foods: carbonara, pad thai and chicken shawarma (with a LOT of aioli)
✸ I dabble in lots of things: golf, tennis, badminton, podcasting, creative writing, languages
✸ I’m an ambivert, with strong introvert tendencies. I switch between INTJ and ENTJ faster than you can say those letters
✸ I am very serious, but I don’t take myself too seriously
✸ I have 2 undergrad degrees (economics & politics), a masters in banking & finance, and a business school degree in management.
✸ I’m nearly 40, and have had 3 “midlife crisis” so far.
✸ I have 3 cats (Crystal, 12, Edie, 4, Cleo 3)
✸ On my bucket list: learn to sail, bungee jump, learn to scuba dive, write a book (I’ve got one one the go 👀)
When I started with Amale I was at a professional crossroads and had choice paralysis over my next move. She helped me distill all my ideas into clear goals and values, making the decision much clearer. She was a calm guiding voice during a stressful period.
- Anna - R, Strategy Director
My approach is a combo of
VERY ACTIVE LISTENING +
NO-BS HONESTY +
LEAN EXPERIMENTATION
I listen to what clients are saying, and what they’re leaving out. 15 years of interviewing random folks on the street as well as CEOs of global companies have made me really good at that listening thing.
If you’re looking for someone to reassure and never challenge you, I’m definitely not the right fit for you. Instead, I’ll call you out when you’re making excuses and keep you accountable to your progress.
Ideas are great, action is hard. So I bring my innovation background to the mix, to help nudge you to gentle action. We’ll test things out, measure and iterate. Because trust me when I say: you’ll never be 100% ready for action. You just have to go for it!
Oh, and you heard right, I use LEGO® Serious Play® as part of my sessions sometimes.
MY values are:Honesty - say it like you mean it
Authenticity - be boldly the youest you
Adventure - life’s too short for meh
WANT TO SAY HI AND SEE IF WE’RE A GOOD FIT?
Book A 30 min Free, No strings attached, discovery Call
