About Me

Are you aiming for ambitious growth but facing stalled performance, market pressures, or team misalignment?

I partner with CEOs, boards, and founders to turn vision into action—helping you overcome tough commercial challenges, achieve sustainable growth, and build resilient leadership teams.

With 30 years’ experience in senior international sales, marketing, and product development, I specialise in supporting leaders who want to:

Strengthen go-to-market strategies and expand into new territories
Improve sales performance and pricing models
Translate strategy into measurable commercial results
Solve issues impacting margin, delivery, and client experience
Develop high-performing teams aligned to growth

Today’s business environment demands more than technical expertise. I help you adapt, build resilience, and deliver measurable results - especially during periods of transition, uncertainty, or change.

If you want a practical, experienced partner to accelerate growth and empower your leadership, let’s talk.

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IAN BAKER: MY STORY

My journey began at the age of 21 when I first stood in front of over 200 colleagues at Boots, discovering my passion for leadership and personal growth. Over the past three decades, I've held diverse roles across multiple industries, learning invaluable lessons about resilience, strategy, and the power of human potential. Coaching became a natural extension of my leadership experience, enabling me to empower others to overcome challenges, build confidence, and thrive in their professional journeys. Today, I continue to blend real-world business insights with proven coaching techniques to help leaders create lasting, positive change. Read More

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How I Help

By transforming your mindset to help you achieve your personal and professional growth

Gaining Clarity & Confidence

My coaching empowers clients to see the bigger picture, identify what truly matters, and build the confidence needed to make decisive and impactful decisions in high-pressure environments.

Overcoming Complex Challenges

I specialise in helping leaders tackle intricate organisational challenges by providing fresh perspectives, actionable strategies, and tailored support to achieve breakthrough results.

Building High-Performance Teams

Through mentorship and development programs, I help leaders inspire their teams, improve collaboration, and create a culture of trust and innovation that drives success.

Fostering Resilience & Adaptability

Leadership is a journey filled with unexpected twists. I help my clients build resilience and adapt to change, ensuring they remain effective and focused, no matter what challenges arise.

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I combine my training as an

Executive Coach with my 30 years of

business experience

To help support my clients to deliver actionable and measurable solutions to those everyday leadership and organisational challenges.

Every month, there are 1.5 million searches for Executive coaching... you are not alone when seeking out that external support for your business. Don't be the one that waits another second to take action.

Coaching helps leaders unlock their potential by offering clarity, accountability, and tailored strategies for personal and professional growth. Whether you're facing leadership challenges or seeking strategic direction, the right coaching partnership can drive transformative results. My services are designed to empower leaders to break through barriers, refine their skills, and achieve sustainable success.

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Key Achievements

By transforming your mindset to help you achieve your personal and professional growth

Commercial Excellence

30+ years of leadership experience across diverse sectors, driving sustained business growth.

Board Advisory Impact

As a trusted advisor, I help boards sharpen decision-making, streamline operations, and build a culture of high performance - delivering measurable results where it matters most.

Academic Leadership

Sharing real-world insights with Master’s students at Nottingham Trent Business School, I help develop tomorrow’s leaders, giving them practical tools to thrive in fast-changing business environments.