For Faten El Ayache, leadership is not something that happens behind closed doors or at the top of an organisational chart. It happens in moments – in conversations where people feel seen, safe, and genuinely heard. It is there, she believes, that growth begins.
As Founder and Managing Partner of Brightfields, a UK-based coaching and leadership development firm with offices in Dubai and Doha, Faten has built her work around a deeply human idea: that the quality of leadership conversations can shape workplaces, families, and future generations. “I believe leadership, and the quality of our conversations, has the power to shape our future and create a better world,” she says.
That belief, however, was forged through experience – and a willingness to listen when success no longer felt fulfilling.
Faten’s career began in the sciences. With two Bachelor’s degrees – one in Chemistry and one in Pharmacy – she spent seven years working in pharmaceutical sales with multinational organisations across the GCC. On paper, she was excelling.
“I was consistently a top sales achiever for three consecutive years,” she recalls. “But despite professional success, I didn’t feel the impact I was seeking.”
There was always a layer, she explains, between her work and the people it was meant to serve. The sense of purpose she was searching for remained just out of reach – until life created space for reflection.
After maternity leave, Faten paused. She asked herself what truly energised her, and the answer was clear. “I realised that my greatest sense of purpose came from supporting others in their growth and development.”
That realisation marked a decisive shift. Faten transitioned into the professional development space, pursuing HR qualifications, including CIPD certification in Learning and Development. She began working in university career development centres, supporting students as they shaped their futures.
It was during this period that she discovered coaching – and with it, a new way of seeing leadership and life.
“Coaching became a turning point, not only professionally, but personally,” she says. “It transformed how I approach my relationships, my marriage, my leadership, and my life.”
Determined to deepen her practice, she earned her coaching certification and later completed a Master’s degree in Positive Psychology and Coaching Psychology. What began as curiosity became vocation.
That journey ultimately led to the founding of Brightfields – a reflection of Faten’s belief that when people feel supported, empowered, and truly seen, both individuals and organisations thrive.
“At Brightfields, our mission is to create positive workplaces through meaningful coaching conversations,” she explains.
Central to this work is the SOS Leadership Model™ – Safety, Ownership, Seeing Everyone as a Star – a human-centred framework designed to build trust, resilience, and sustainable performance.
“When leaders create psychologically safe environments, take ownership, and truly see the potential in others, workplaces become places of growth rather than burnout,” Faten says. “Those environments don’t just shape careers – they shape families, communities, and future generations.”
Through executive coaching, leadership development programmes, and ICF-accredited coach training, Brightfields partners with organisations navigating growth, change, and complexity, while strengthening accountability, engagement, and ethical leadership.
For Faten, success has never been about titles or scale alone. “To me, success is about creating meaningful impact,” she says.
Seeing leaders grow, teams thrive, and workplaces become more positive is what fuels her motivation. One of the projects she is most proud of is the creation of the Certified Positive Leadership Coach (CPLC) programme, which integrates positive psychology into an ICF-accredited curriculum.
“The feedback has been incredibly rewarding,” she says. “One participant even called it ‘oxygen for life’.”
Yet she is open about the challenges of working in a field that is often misunderstood. “Coaching isn’t a tangible product – it’s an experience,” she explains. “That makes it harder to communicate its impact.”
Her response has been consistency. “I’ve overcome this by showing up, demonstrating its value through practice, and guiding people to experience firsthand how coaching can transform mindsets, performance, and culture.”
Faten speaks candidly about the realities facing women in leadership today. “One of the most critical issues is the under representation of women in senior leadership roles and the persistent pressure to ‘do it all’,” she says.
She believes lasting change requires both systemic and personal shifts – psychologically safe environments, equitable structures, mentorship, and access to coaching and development.
“At Brightfields, we work to empower women and men to step fully into their potential,” she says. “Where talent, not gender, drives opportunity.”
Her advice to women forging their own paths is simple, and deeply lived: “Jump, the net will come. Listen to what sparks joy in you, and do just that.”
Looking to the future, Faten sees two forces shaping the coaching and leadership development space. On one hand, AI and technology will increasingly support learning and insight. On the other, she believes there will be an even greater need for human-centred workplaces grounded in empathy and purpose.
“My hope is to continue leading this human-centred approach,” she says, “ensuring that while technology enhances learning, the heart of leadership remains grounded in human connection.”
Her long-term vision is bold. She aspires to build a global presence in the professional and personal development space – and even to create the world’s first coaching museum, located in Dubai.
If she could leave the world with one message, it would be this: “You are not alone, if only you open up.”
It is a sentiment that captures both her work and her leadership philosophy – a reminder that real transformation begins when we allow ourselves to be human, together.
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