About me
I’m Joanna Stokes, a leadership and career coach based in Marske-by-the-Sea
You don’t need another leadership programme. You need someone who’s been exactly where you are.
You’ve done the courses. You’ve read the books. You’ve sat in rooms being told what great leadership looks like, and walked away feeling more capable on paper but no closer to actually doing anything differently. That’s not a reflection on you. It’s a reflection on what those programmes miss: the real reason you’re not moving forward isn’t a skills gap. It’s the voice in your head telling you that you can’t have both.
That’s precisely what I help you change.
I work with experienced women in Further Education who are ready for senior leadership but can’t quite get out of their own way.
You’re not lacking ambition. You’re not lacking ability. What you’re lacking is someone who understands the very specific weight you’re carrying, the guilt, the fear, the invisible mental load that your male colleagues simply don’t face in the same way. Someone who can help you untangle what’s actually holding you back and build the kind of clarity and confidence that doesn’t evaporate six months later.
Who I work with
I work with professionals, leaders, and ambitious thinkers who are ready to step back and examine who they are, what matters most, and what might need to shift for them to align with their values, strengths, and goals.
I’ve built a strong reputation in the Further Education sector and still work with many colleges, leaders, and teaching staff. But my work now also supports people beyond FE – those in the public and third sectors, education charities, healthcare, and mission-led organisations.
Whether you’re on your own or part of an organisation, I help you find a better way forward.
The people I work with often share the same struggles:
My coaching approach
I don’t just coach. I challenge.
Working with me isn’t a gentle conversation where I reflect your thoughts back at you.
I will ask you the questions you’ve been avoiding. I will challenge the assumptions you’ve mistaken for facts.
I will help you identify the sabotaging patterns of thinking that are quietly running the show, and give you the tools to quieten them for good.
I use Positive Intelligence® as the foundation of my work because lasting change requires more than new strategies. It requires a mind that is working with you, not against you.
Coaching with me is
My clients don’t just feel better. They move.
They apply for the roles they’d talked themselves out of. They get them. They negotiate flexibility they assumed wasn’t available. They stop waiting for permission and start making decisions. They become the kind of leader and the kind of role model they couldn’t find for themselves when they needed one most.
Book a call with me
If you’re ready to stop thinking about it and start doing something about it, I’d love to talk.
My style
I’m not here to tell you what to do. I’m here to help you see your choices clearly and back yourself to make them.
I’m not a performance coach, line manager, teacher or mentor. I won’t give you a formula or a five-step plan. What I offer is a committed partnership where we focus on meaningful insight and real progress.
I’m straight-talking, supportive and down to earth. I don’t use jargon or fluffy frameworks. I create space for honest thinking, ask good questions and help you take clear action.
I combine coaching, Positive Intelligence® DISC profiling and leadership and personal development tools in a way that fits your context and your goals. This isn’t off-the-shelf coaching. It’s shaped around you.
My credentials and CPD
Over the past five years, I’ve invested heavily in my own development. I’m a Professional Certified Coach (PCC) with the International Coaching Federation, a licensed Firework Career Coach, and DISC accredited.
I engage in regular supervision and ongoing CPD to ensure my practice stays reflective, ethical and effective. I also learn a lot from the people I work with – every coaching conversation sharpens my practice.
How I Can Help
All of my services are rooted in my values: honesty, clarity, empowerment, growth, and freedom. I want you to have work that supports the life you want – not the other way around.
A Bit More About Me
I live by the sea with my partner. I love cooking, cycling, and I am an avid reader, you will often find me giving book recommendations on everything from fiction to personal development and healthy lifestyle.
Running a values-led business matters to me. So does financial freedom, which is why I’ve made some big shifts over the last few years to build a life and business that feel more aligned and sustainable. You can read more about this in articles under “Lifestyle” on the Insights page.
I’m here to help you do the same – in your own way, on your own terms.
Want to explore working together?
Start with a free introductory call – no pressure, just a proper conversation.