For me, one thing is clear: True strength comes not from fitting in, but from being authentic.
Hi, I am Astrid.
I spent more than 20 years in international leadership roles within a global technology company, working across regions, cultures, and complex organizational structures.
As part of the extended EMEA leadership team, I was involved in strategic decision-making processes, large-scale transformations, and the realities of leading in high-performance environments.
Today, I work with senior leaders in transition – particularly when long-standing internal success needs to be translated into a clear and credible position in the external market.I have experienced myself what it means to navigate complex career decisions and transitions.
This perspective allows me to work with leaders on equal footing with a realistic view on organizations, expectations, and what actually drives decisions.
My perspective
Leadership experience does not automatically translate into clarity about the next step.
Especially after many years in one organization, questions arise that are less about capability and more about positioning, context, and direction.
I know these situations from my own experience – and from working with leaders who are navigating similar transitions.
What matters in these moments is not more input, but the right reflection.
The ability to step back, understand the broader context, and make well-grounded decisions.
My work is shaped by a combination of real-world leadership experience and a structured, systemic approach to reflection.
It is not about optimization – but about clarity, positioning, and deliberate decisions.
How I work
My work is based on a combination of real-world leadership experience and structured reflection.
Having spent more than 20 years in international leadership roles, I understand the dynamics, expectations, and decision-making processes within complex organizations from first-hand experience.
In our collaboration, I do not provide generic frameworks or predefined solutions.
Instead, I create a space for focused sparring – where we step back from day-to-day operations, reflect on your situation, and develop clear, well-grounded decisions.
The approach is pragmatic, structured, and closely aligned with your specific context.
No buzzwords, no standard formats – but a realistic view on what actually drives outcomes in organizations.
My path
My work today is the result of two perspectives coming together.
On the one hand, extensive experience in leadership roles within a global organization – including responsibility for complex business environments, diverse teams, and strategic decision-making.
On the other hand, a deep interest in how people think, decide, and act in complex situations.
This led me to formal coaching education and a systemic approach that complements my leadership experience with structured reflection.
Today, I bring both together in my work with senior leaders:
A clear understanding of organizational reality – combined with the ability to create the right space for reflection, positioning, and decision-making.
My Values
Individuality
I see everyone as an individual and I find nothing more boring than trying to fit in. I believe true success only comes when we are authentic.
Freedom
Freedom and intuition guide me— in life, art, and my daily work. I don’t follow scripts; I listen deeply and ask what truly matters.
Curiosity
For years, I’ve been drawn to psychology. Now, I’m all in—driven by a growth mindset, always learning, always evolving. That energy fuels my work.
Purpose
What a ‘heavyweight’ word! Only through coaching did I discover what truly drives me: working with people. It’s what fulfills me. It’s what truly matters.
My Professional Journey
1991
Start of my career in the IT industry, followed by roles in marketing and sales within both software and hardware companies — from startups to global market leader Intel.
2005 -2011
Various positions at Intel, including Alliance Manager and Innovation Lead for Central Europe.
2011 -2024
Sales Director at Intel and, most recently, a member of the European leadership and global sales team, responsible for strategy, marketing, and sales in the PC division in EMEA.
2025
Transition into self-employment as a trainer, business coach and speaker
Certifications & Memberships
- Associate Certified Coach (ACC)™ (ICF)
- Transition to General Management (INSEAD)
- State-Certified Business Economist (Bachelor)
- Certified Industrial Business Management Assistant
- IHK Certified Vocational Trainer
- Professional Co-Active Coach (CTI)
- Positive Intelligence Coach (PQ)
- Principles Certified Solution Partner
- Executive Trainer (UCN – Unternehmens Coaching Network)
- 1stRow Speaker
- Mentor (MentorMe Program for Women)
- Leadership Coach – Intel
- Inclusive Leaders Facilitator – Intel
- Accelerated Women’s Leadership Program – Intel
- Driving Sustainability Leadership – Foundation (Earth51)
- Learning Design Thinking: Lead Change in Your Organization (Lynda)
Six Things That Make Me Who I Am
- My guiding principle: “Follow your passion, and you’ll become good at what you do – and ultimately, you’ll succeed.”
- I love people. I love working with them. And I love seeing them grow.
- I’ve worked hard for my success – from a modest, middle-class background all the way to a leadership role at Intel.
- I believe that mindset is power: “If you can’t change it, change your perspective.”.
- I’m an explorer – of the world and of myself. Travel, reflection, and personal growth are part of my DNA.
- I’m committed to animal welfare – because every living being matters to me.
If you like to find out if my working style and methods fit to your context, I invite you to a non-binding conersation.