Dr Craig Avieson, MBA
Executive & Leadership Coach | ICF ACC
I started coaching others in 2007, long before becoming a professional coach. Throughout my career, I’ve been drawn to helping people think, develop and navigate uncertainty or change.
Over the years, I’ve also experienced what it feels like to carry significant responsibility, make difficult decisions and reach points in your career or life where the next step isn’t obvious.
That's a large part of why I coach.
I believe people often already have more of the answers than they realise. Sometimes what’s missing is the opportunity to step back, think clearly and explore what really matters without judgement or someone telling you what to do.
My role as a coach is to create that space - combining careful listening, appropriate challenge and practical support to help you find greater clarity, build confidence and turn your thinking into purposeful action.
Experience you can trust
My coaching is grounded in professional training and extensive real-world experience of leadership, organisations and working with people.
Amongst other roles, I've worked as:
Five years in MAT executive leadership, as Director and latterly CEO.
Seven years as Executive Headteacher and Headteacher
Serving Ofsted Inspector (since 2022)
University Lecturer and Associate Lecturer
Chair of Governors and Board Member
While much of my leadership career has been in education, the challenges I coach people around are universal: responsibility, confidence, difficult decisions, career transitions, competing priorities, well-being and finding sustainable ways to perform at your best.
Alongside my professional career, I've always been drawn to work that helps people develop. I've trained and volunteered with Samaritans, and have spent many years coaching, mentoring and developing others.
Those experiences have reinforced something I strongly believe: people rarely need someone else to tell them what to do. They often need someone who will really listen, challenge their thinking and help them find their own way forward.
Professional Coaching & Qualifications
International Coaching Federation (ICF) - Associate Certified Coach (ACC)
Advanced Diploma in Integrative Coaching (ICF Level 2)
ILM Level 7 - Executive Coaching and Mentoring
Over 250+ hours of professional coach training
MBA (Distinction)
Professional Doctorate in Education (EdD)
A little more about me
Away from work, I'm married with children and understand the reality of balancing a demanding career with family, relationships and life outside work.
I've always been interested in people - how we think, develop, respond to challenge and make sense of change.
I bring lived experience of neurodiversity, which informs my understanding of different ways of thinking, working and navigating professional life.
I'm also a lifelong learner, fitness enthusiast and enjoy travel and generally being outdoors.
What clients say
“I can wholeheartedly recommend Craig. It was incredibly valuable and refreshing to have someone guide me through a process. The experience was highly professional, clear boundaries and maintained a high degree of trust, which in turn, gave myself the confidence to explore into topics deeply. For anyone considering working with Craig, I would highly recommend doing so.”
Sam Palfrey - Commercial Director - Osiris
“I had coaching with Craig during a challenging phase at work and as a leader. He was professional, understanding and someone who allowed me to speak freely, whilst also getting me to re-think things from a renewed perspective. I would highly recommend him as a coach.
Alice - Deputy Headteacher
“I was lucky to have Craig coach me in 2025 and by providing a clear framework, he really helped me articulate my thoughts during the sessions and move forwards. Craig’s listening skills were greatly beneficial in guiding me though the coaching process.”
Pierre Vinsot - Corporate communications and branding