01Coaching
I coach three kinds of people: design and product leaders growing into bigger roles, people working through a career change, and executives trying to make a design team succeed. Different problems, same setup. An hour with someone who has sat where you're sitting and will tell you the truth.
I'm Director of Service Design at the Government of Alberta. I've grown a design practice from 40 people to over 100, and coached leaders across government and industry. I coach because the problems are familiar and I'm good at helping people through them.
02Who I work with
You're good at the work, and now you're responsible for people, budgets, and decisions nobody trained you for. We work on leading without losing the plot: making calls with half the information, managing up to executives who don't think in design, holding a team together through reorgs, and working out where AI belongs in their work and where it doesn't.
You're moving. Into design, up a level, or out of a role that stopped fitting. We work on getting clear on what you actually offer, telling that story so people believe it, and making the move on purpose instead of by accident. As much of this is confidence as it is strategy.
You're not a designer, but you're the one who has to make a design or delivery team work: funding it, defending it, and knowing whether it's any good. We work on what to expect from the function, how to tell real design progress from activity, and how to back your team so the investment pays off.
03How it works
One-on-one, by video. We usually meet every week or two, for 30 minutes or an hour, depending on what you need. Some people come for a single conversation when they're stuck; others stay on for a while.
It starts with a free 30-minute chat. We talk through what you're working on and whether I'm the right person to help. No pitch, and no obligation to carry on.
04In Their Words
“Working with Fouad has been a game-changer for my job search. Before our sessions, I was receiving no interest from companies. With his expert guidance, I was able to restructure my resume, which led to more than ten interview callbacks. Fouad's deep understanding of the Canadian hiring system and the design industry was invaluable. He helped me build my confidence for interviews in English and, more importantly, he showed me that my professional experience from my home country is highly valuable here. This coaching has given me a new level of confidence in my skills and my ability to succeed.”Andrea Naranjo Marketing Strategist, Silver Fox Pharmaceuticals
“Fouad has many years of experience in recruitment, and he has a deep understanding of how the job market is evolving. I highly recommend his services — his professionalism truly stands out. I encourage anyone who is struggling to gain visibility in the job market to book a session with him to better showcase their value as professionals.”Angie Lopez Social Media & Marketing Specialist, RCIIS
“Working with Fouad was exactly what I needed during my promotion. His guidance helped me consistently make a positive impression with Health Canada's senior leadership.”Jennae Gedeon Digital Transformation Branch, Health Canada
“Working with Fouad has been one of the most transformative experiences in my professional journey. When I began my transition from communications and marketing into UX design, I was unsure how to bridge my existing skills into a new industry. Fouad's guidance changed that completely. He has a deep understanding of how teams work — their dynamics, motivations, and what great collaboration really looks like. He helped me see where my strengths could shine in a UX context. Through our sessions, he built up my confidence, helped me clarify my value proposition, and guided me to communicate my experience with impact and authenticity. Fouad is a thoughtful, patient, and deeply insightful mentor. He meets you where you are and helps you move forward with clarity and purpose.”Sarah Cameron Experience Lead, Shannex Inc.