Case Study: Leading Through Change with Confidence

Carmen Maarse, EMEA Marketing Planning & Operations Director, Nike

 

The Challenge

 

Carmen Maarse is a highly regarded and established leader within Nike. Following a significant organisational re-structure, she was promoted into a new team and stepped up into a more senior Director role.

In an environment defined by change, shifting structures, new expectations and evolving senior stakeholders, Carmen wasn’t only navigating organisational transformation. She was also instigating personal change: stepping into a bigger leadership identity, leading with greater visibility, and operating at a higher level of influence.

At the same time, Carmen also had a young family, making balance, boundaries and wellbeing essential to sustain performance.

 

The Solution

 

David worked closely with Carmen through 1:1 leadership coaching, focusing on the core areas that drive performance at senior level:

• Leadership identity & personal brand, strengthening how Carmen shows up, communicates and leads
• Crucial conversations, developing confidence in performance, conflict and critical conversations
• Stakeholder influence, leading upwards and owning senior-level conversations with presence
• Delegation, letting go of “carrying it all”, trusting the team and leading through others
• Reframing pressure & vulnerability, recognising she doesn’t need all the answers, and leading with calm clarity
• Boundaries and wellbeing, establishing sustainable habits, especially alongside family life

One key coaching tool Carmen used repeatedly was the reframing question: “Is what I’m thinking, feeling or saying helpful, or harmful, to this situation?”

 

The Outcome

 

Carmen experienced a clear shift in confidence, decision-making and leadership presence, becoming more effective in a demanding environment.

The results included:

• Increased confidence operating at senior Director level
• Stronger capability in handling critical conversations
• Greater influence in stakeholder relationships and leadership meetings
• Improved delegation, leading through the team, not despite them
• Healthier boundaries, energy management and wellbeing
• Greater clarity, purpose and presence as a leader

Notably, Carmen navigated two Nike reorganisations during her coaching journey. The second was experienced as significantly smoother and more manageable, thanks to the resilience, mindset and leadership capability developed through coaching.

Carmen is now on maternity leave, and intends to resume coaching with David on her return, viewing it as a crucial investment in her ongoing leadership journey.

 

 

What Carmen Says

 

“Working with David at Lead Talent, as my 1:1 leadership coach has been a transformative experience. I was promoted into a more senior position in the organisation and through our sessions, I’ve gained clarity, confidence, and a deeper understanding of my leadership style.”

“David has also had a significant impact on how I set boundaries, invest in myself, communicate, relativize and on my overall wellbeing. I also got to know myself better with his support.”

“David’s ability to listen deeply, ask powerful questions, and challenge me constructively helped me unlock solutions I hadn’t seen before. I now lead with greater impact, presence, and purpose.”

“I wouldn’t hesitate to recommend David to anyone looking to grow as a leader, whether you’re navigating life’s complexities in a changing world, stepping into a new senior role, or simply want to lead with more impact. Their coaching has made a lasting difference to both my mindset and performance.”

 

 

 

If you are interested in coaching, David is ready and waiting for your call:

David Davies, Head Of Talent Development

‭07734 389434‬

david.davies@lead-talent.co.uk