Communications Leadership Development
Ann-Mari Freebairn
MCIPR, PCC
Are you a communications leader?
If so, you probably find yourself at the heart of some of the most complex dynamics in an organisation. You’re expected to shape strategy, influence senior leaders and guide others through uncertainty, all while managing competing agendas, leading teams under pressure and keeping the work moving day to day.
Many assume that once the strategy is written and the right people are in place, everything else will follow. In reality, the hardest part isn’t writing the strategy. It’s getting the organisation to move with it. That space between the document and the organisation — in the conversations, relationships and decisions where alignment happens (or doesn’t) — is where communications leadership really matters.
That’s where I come in.
I work with communications leaders and teams to strengthen their influence, navigate organisational dynamics and deliver meaningful outcomes.
Who I work with
I typically support leaders who are:
• Stepping into Head of Comms or Director roles
• Influencing senior leadership teams and stakeholders
• Leading through change or organisational pressure
• Shifting from expert communicator to organisational leader
Most of my clients come from corporate, public sector or charity communications backgrounds.
My background
I spent over 20 years in senior marketing and communications roles, including executive leadership positions.
I built teams from the ground up, led award-winning campaigns and steered organisations through high-stakes challenges where the pressure was real and the politics were complex.
Now I bring that experience into my coaching as an ICF-accredited Professional Certified Coach (PCC), Leadership Circle Practitioner and Organisation and Relationship Systems (ORSC)-trained team coach. My work looks not just at individual leadership, but at the relationships and systems shaping it.
How I help
In practice, I help leaders to:
• Influence senior teams and shape decisions
• Navigate tricky stakeholder dynamics
• Handle tough conversations with clarity and confidence
• Align teams when priorities clash
• Remain resilient and effective under pressure
Why people choose to work with me
Communications leaders tell me they value working with someone who understands their world — the pace, the scrutiny, the complexity.
My work has been recognised through sector awards including PR Week and CIPR Excellence, but what matters most to me is seeing clients lead with more impact and ease.
Let’s connect
If you’re a communications leader looking for space to think, reflect and strengthen your influence, then let's connect.
Strengthening confidence and leadership impact
"When I started working with Ann-Mari, I was performing well in my role but felt there was more potential to unlock.
Our work focused on my values, how I show up, and the impact I have on colleagues and clients. Ann-Mari helped me develop greater self-awareness and a clearer understanding of how to use this more effectively in a demanding, fast-paced environment.
As a result, I now approach my role with much greater confidence and clarity, and feel better equipped to navigate its challenges.
Ann-Mari’s coaching has had a lasting impact, and I would highly recommend her to anyone looking to strengthen their leadership and effectiveness.”
— Diana, Account Director
About me
Former Marketing and Communications Director
20+ years’ experience, in-house and agency side
ICF-accredited Professional Certified Coach (PCC)
Leadership Circle Practitioner
Team Coach - Organisation and Relationship Systems Coach (ORSC)
Chartered Institute of Public Relations Diploma (Dip CIPR)
Multiple sector awards, including PR Week and CIPR Excellence Awards
Leading through conflict and difficult conversations
“I was looking for a coach who truly understood the realities of my role and the challenges I was facing. Ann-Mari’s approach is both direct and insightful, and she quickly helped me make sense of patterns and behaviours I had struggled with for many years.
Through our work together, I developed the confidence to address issues I had previously avoided, particularly around conflict and difficult conversations.
In just six sessions, I have fundamentally changed how I approach challenging situations at work and at home. I feel more confident, more self-aware, and better equipped to lead effectively.
I’m very glad I made the investment — Ann-Mari has had a lasting impact on how I show up as a leader.”
— Rachel, Chief Executive Officer
Gaining clarity and making confident career decisions
“Ann-Mari created a space where I could step back and think more clearly about what was driving my dissatisfaction at work, and what I really wanted from the next stage of my career.
Through our work together, I developed a much clearer understanding of my values, motivations and priorities. Ann-Mari’s thoughtful and structured approach helped me move from feeling stuck and uncertain to making a confident decision about my next steps.
As a result, I was able to take a new career direction with clarity and conviction. While it was a significant decision, I now feel both excited and better equipped for what comes next.”
— Simon, Head of Media
Professional Accreditation
Professional Certified Coach (PCC)
Licensed Firework
Career Coach
Certified Professional Co-Active Coach
Inpowered Corporate Coach
Improving team alignment and communication
“Ann-Mari delivered an excellent series of team sessions which had a significant impact across the organisation.
One of the most noticeable changes has been in how people approach difficult conversations. There is now a much broader perspective, and individuals are using more constructive language and behaviours to resolve situations that would previously have reached an impasse.
The sessions were thoughtfully structured and highly engaging, combining clear frameworks with practical application. This meant that learning was quickly embedded and translated into real-world situations.
The results we’ve seen since speak for themselves, and I would highly recommend Ann-Mari to any organisation looking to strengthen team alignment and effectiveness.”
— Katrina, Operations Director
