About me

Alex White, Exec Coach and experienced Managing Director, indoor headshot

I draw from first hand experience from two decades of senior commercial leadership in consumer media and technology at organisations including BBC Studios and Immediate Media, where my brief was change leadership, strategic decision-making, driving personal performance and organisational effectiveness.

I became an Exec and Leadership Coach in order to help senior leaders and managers develop the self-awareness, confidence, and influence they need to motivate high-performing teams, deliver great results, and fulfill their personal ambitions.

With children in their teens, I know well the challenge of balancing career and home life, setting fair boundaries while continuing to push for new opportunities.

Based in London, I offer one-to-one executive coaching and mentoring for those looking to deepen their personal development and effect positive change for their organisations.

Why now? My philosophy

With the pace of change accelerating for individuals and businesses alike, and the speed at which AI is disrupting routes to market and ways of working, it’s never been more important that we provide a safe, confidential space for our leaders to reflect, examine and equip themselves for the work ahead.

It’s easy for organisations to feel like they’re in constant flux. That can take its toll on leaders and managers acting as pressure valves: executing strategically while absorbing heat from above and below. For leaders to be able to provide clarity and direction to motivate their teams, they need to be able to navigate complexity and assert themselves clearly within it.

In a world saturated with complexity, it’s tempting to oversimplify. But often this isn’t honest or helpful. Leaders in all sectors need the space and support to hold complexity well so they can build resilience and lead with confidence and impact.

School of fish swimming in a spiral pattern in the ocean.
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Testimonials

  • Head of Talent Development

    "At Leyton we can see a direct link between the right leadership behaviours, and business performance. As a coach Alex gives people clarity on how they need to act, and what they need to change to get to where they want to be.

    Alex plays a key part in our Leadership Development program, and we can see a direct link to the people she works with and leadership succession planning. Alex has tremendous experience building businesses, and anyone who gets to leverage this for their own development should act on every word.“

  • Founder and Performance Mentor

    "Alex brings a high degree of empathy to her coaching practice - she listens deeply, builds trust quickly, and creates an environment where clients feel genuinely understood. Equally important, she grounds that empathy in her impressive business and commercial experience.

    Her approachability is one of her greatest strengths.

    Clients engage with her openly from the outset, which accelerates the pace of progress & change.

    I would recommend Alex with complete confidence to any business owner or leader looking for genuine support and commercially grounded guidance.“

  • Video and Media Manager

    “The [iEQ9] questionnaire was straightforward and painless. The report itself was mind-bending in its detail and insight, and chimed with many of the thought processes that I both benefit from and I struggle with.

    Being able to work through the detail with a highly trained practitioner like Alex was invaluable in helping me fully understand the analysis and recommendations. Reviewing the report on my own was insightful; sitting down with Alex and going deeper into the recommendations and practical applications was essential and helped me understand how I can exploit the report to its full potential.”

  • Head of Marketing

    “I found Alex incredibly valuable as a coach during a really transitional period in my role, where my responsibilities were evolving and there wasn't a clear blueprint for how to move forward.

    She acted as a brilliant sounding board as I navigated new ways of working with internal teams and stepped into a more complex, less defined space in my career.

    Alex created a safe space to think things through properly, and encouraged me to trust my own judgement and approach. Her support helped me build confidence in how I was operating and made a real difference in how I handled that period of change”

  • Head of Digital Marketing

    “I want you to know how impactful your coaching has been for me. It has genuinely helped me grow, particularly in how I approach challenges, reframe my thinking, and keep a more open and balanced perspective.

    Your mentoring has helped me build confidence not just in my role, but in how I am as a leader and colleague.”

  • Head of Platform Architecture

    “My sessions with Alex have been hugely beneficial. Alex creates an environment where I feel able to discuss and digest complex issues, enabling me to take away learnings for future events and ways to grow.”

  • Assistant Headteacher

    “Alex White is an amazing coach. I have really appreciated her empathy and enthusiasm. I felt free to think out loud and she oriented seamlessly the conversation into actionable decisions and positive thoughts at every session.”

Explore coaching services

I am a certified Transformative Coach, trained by renowned coaching school Animas, and accredited by the ICF, AC and EMCC.

My decades of experience as a people leader and P&L owner in large organisations, as well as having established and grown a non-profit industry association, mean I understand first-hand the pressures that business leaders and founders face, and can deliver coaching support that is practical, relevant, and results-oriented.

I combine this first-hand experience with a tailored, personalised approach, plus the option to explore deeper motivations and behaviours using the world class, Integrative Enneagram (iEQ9) typing and development tool.

Credentials

Badge with a teal and blue gradient, reading 'Animas Centre for Coaching' and 'Accredited Transformative Coach'.
ICF Level 2 coaching credential badge with blue and green design
Logo for EMCC Global EQA Senior Practitioner award
Association for Coaching accreditated diploma in coach training
Logo for iEQ9, an Integrative Enneagram accredited practitioner with a colourful circular design in the number nine