Siba’s Story

Siba Ayoub, a learning and development coordinator in the hospitality industry, was stagnating. After transitioning from a career in archaeology, she watched her colleagues earn promotions and recognitions while she stood still. Her frustrations grew, and burnout revealed itself through negative interactions with her managers and colleagues.

Seeking a change, Siba pursued coaching through her organization and began working with Suhair Fakhoury, PCC, an executive, leadership, and career coach based in Dubai, UAE.

At first, Siba was resistant. But with Suhair’s guidance, she dug deeper, found answers within herself, and became more self-aware and mindful of her own attitudes and behaviors. As a result, Siba’s behavior changed: She was less reactive, better able to handle difficult interactions, and more positive. Soon afterwards, she received a significant promotion and was nominated for – and won – a prestigious company award.

Now, Siba encourages others who are facing obstacles in their own professional journey to partner with a coach before burnout sets in.

Siba’s story illustrates the power of coaching to support behavior change, enhance self-awareness, and empower individuals to overcome the barriers to their own success, achieve greater meaning, and make a lasting impact in their careers.