Samantha Ng

Sam is an accredited executive coach (ICF ACC) and current non-executive director (NED) with a strong corporate background in financial services, holding leadership roles across risk management, strategy and transformation. Her management experience adds to her effectiveness as a leadership, career development and team coach. Although based in London, Sam offers her virtual coaching services to clients globally across the US, Europe and Asia.


Sam practices strengths-based coaching to help her clients stretch their possible future actualised selves. She also believes that everyone needs to take measured risks to achieve sustainable and meaningful impact, and leverages her corporate background to help clients rethink their attitudes towards risk taking and operating outside their comfort zones. She uses psychometrics to draw out her clients’ strengths and dominant management styles, and her style of coaching is frank, challenging yet respectful. Sam’s approach is informed by her knowledge of ‘hard’ topics (e.g. MBA with Distinction) and appreciation of the ‘soft’ skills needed (e.g. BSc in Psychology, Hogans and EQi certification) to create lasting influence. She is action focused and helps her clients take big leaps by first making incremental changes towards their goals to gain momentum.