I’m Francisco Serrano Baptista. I live near Geneva, Switzerland, where I coach executives.

Coaching executives to become better leaders is my passion these days. But I took a fascinating path to get here. My journey spans continents and cultures - I'm originally Portuguese but was born and raised in vibrant South Africa. And I've been lucky to work with amazing companies and people across Europe and the US.

Early in my career, I cut my teeth in the dynamic world of business consulting and tech. I worked with industry giants like SAP and Nestlé, as well as innovative SaaS startups, in areas like business process optimization, design thinking, customer success, and sales enablement. I held leadership roles overseeing operations, training, and software development.

While I enjoyed the fast pace and constant problem-solving, something was missing. I wanted to have a more direct, personal impact. Coaching called to me as a way to unlock human potential, one person at a time. So I earned certifications from top coaching and leadership institutes. In 2017, I was elected to the board of the International Coaching Federation's Swiss Chapter.

Today, I help my clients balance driving results with being empathetic leaders. I believe combining performance with a human touch is the key to thriving in our fast-paced business world. Clients say my coaching style is insightful, strategic, and empathetic. I love seeing the "aha moments" when an executive gains a new perspective that will change how they lead.

When I'm not coaching, I'm probably spending time with my family or exploring the Swiss countryside. I'm a big fan of hiking and skiing, and I love to travel. I'm also a bit of a foodie and enjoy cooking up a storm in the kitchen.