James Russell
At 17 I was all set to be an RAF pilot. Thirty (ish) years later I'm living my best life as a Coach and Change Consultant, helping others.
My career highlights
Led business turnaround of bluecycle.com as Managing Director
Programme Director for two major corporate transformations
Founded the Insurtech start-up Brisk to improve resilience in small businesses
Qualified Coach and Transactional Analyst
Set up Lead To Change Consulting Ltd in 2024
I have spent the last 27 years in commercial, transformation and director level roles across manufacturing, financial services and technology businesses. Whether managing key accounts like Ford, GM, Honda; being the Managing Director of a £70m internet auction business or leading £100m+ transformation programmes in large corporates, I have learnt valuable lessons in how to lead people through change and deliver significant benefits. In 2018 I qualified as a Coach and I am now combining my deep commercial experience with my passion to unlock the hidden potential in people so they can deliver meaningful change and long-lasting impact.
I started my career in manufacturing with Lucas Automotive in Supply Chain and then Key Account management working across numerous European countries including Spain, Germany and Sweden. After a short stint at the consulting firm EY, I joined Aviva Insurance where I was a Programme Director leading programmes with up to 500 people, I spent four years as the Managing Director of a £70m subsidiary business called bluecycle.com. In 2018 I founded a new startup business (Brisk) to build resilience in small businesses and merged that with the Fintech Certua in 2021. I continue to follow my passion to collaborate with great people and recently helped the insurance company, esure deliver a root and branch transformation programme covering people, process and technology. I now work as a Coach, Trainer and Consultant supporting individuals and organisations to accelerate change and build confident, high performing teams.
I am married with two children and our lovely Labrador Lottie, living in Norfolk.
How has Coaching helped me?
My career plateaued somewhat in 2008-2012. I became a trouble-shooter - going from one project or struggling department to the next. I was good at it, but what I didn't recognise was a simmering frustration that I wasn't taking the 'next step' on my career ladder.
I put it down to having a young family. The truth was I lacked belief in myself. I just hadn't admitted it to myself at that stage.
During a re-structure, the COO asked me a question I will never forget: "If money was no issue, what would you do?"
"Launch a business" I replied.
"So what's stopping you?" he challenged.
Being coached as part of my coaching training helped me to embrace who I am and let go of my fears. In 2017 I entered an idea into a Hackathon event. Putting myself and my ideas out there felt like I had nothing else to lose. So I kept going and have never looked back.
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