Anna-Maria Watz

Anna-Maria Watz, also known as Coach A-M, uncomplicates leadership. Consistently. As an executive coach, marketing mentor, strategic advisor and entrepreneur. She helps leaders find competitive relevance by aligning leadership, brand, and culture. Her leadership work is grounded in the belief that complexity is not a sign of progress – clarity is when leading from the inside out.

With two decades of international experience – including +10 years with American Express in London, Stockholm, and New York – she brings a rare blend of strategic acumen and human insight to her clients and writing. Before founding Watzabrand AB, A-M served as Head of Brand & Communication at the SSE Executive Education, where she revitalized the institution’s brand and repositioned it to reach a younger executive audience.

A Certified Board Worker & Board Chair, A-M has change management and governance experience across healthcare, FinTech, and sustainability – sectors where clarity, culture, and communication drive transformation and trust. As an ICF ACC certified coach with nearly 500 hours of experience, she combines business precision with deep human understanding to create lasting impact. Through her proprietary frameworks – the [’Watza:Brand] Framework™, Go Slow to Lead Strong™, and the Brand Clarity Impact Scorecard™ – she guides boards, management teams, CMOs, and CEOs in strengthening clarity, authority, and influence.

As co-author of the international bestselling book series Start Over – Turn Any Loss into a Sensational Comeback (launched in 2024), she shares her evolution from high-performing workaholic to sober, self-led leader – a transformation that fuels her conviction that sustainable leadership begins within.

Having global reach and clients across all regions, A-M continues to advocate for conscious leadership, gender equity, and brand integrity through her Substack publication The Clarity Dispatch, her Real Talk sessions, and her signature Go Slow to Lead Strong™ programme.