Feel inspired and elevate your impact.
Whether you're a senior leader tired of second-guessing yourself, or an organisation navigating change, overthinking is the invisible barrier holding everyone back.
We help high-performing women cut through the noise and trust themselves again. And we help organisations build leadership cultures where confidence replaces stress and confusion.
Stop overthinking.
Lead with complete confidence.
10-week intensive programs for
women leaders.
Build confident decision-making during organizational transitions.
Half-day and full-day workshops for
teams and high-potential leaders.
Energy Leadership assessments and programs tailored to your organization's needs.
How We Work Together
Mastercard, Bain & Company, BlackRock, Boeing,
UAE Space Agency, Alstom
80%
90%
of clients achieve promotion or significant career advancement within six months
report faster decision making and greater confidence
Hi, I'm Deema
After 15+ years in senior leadership roles managing teams and significant financial targets across UK retail finance, and 18+ years as an expat navigating complex cultural landscapes, I understand exactly what it feels like to lead under pressure while managing the unique challenges of international environments.
At 50, I became crystal clear about my mission: professional women over 40 deserve to lead without the mental chaos of overthinking and second-guessing. That's why I founded Criterion Coaching—to help accomplished women stop the cycle of decision paralysis and start leading with the clarity and impact they're truly capable of.
As an ICF PCC-certified coach and Energy Leadership Master Practitioner, I work with senior leaders at organizations including Google, Mastercard, Bain & Company, and the UAE Space Agency across Europe, Asia, and the Middle East.
I also partner with organizations navigating change to build leadership cultures where confidence replaces hesitation. My clients consistently achieve measurable results: 90% reach promotion or role transition within 6 months
Founder & Principal Coach
Energy Leadership
Master Practitioner
ICF PCC Certified
The Executive Confidence Intensive
Custom- Designed
Leadership Development
A 10-week coaching program that eliminates decision paralysis and builds unshakeable leadership influence and confidence. Includes the world-leading Energy leadership Index Assessment, personalized development plan, and proven frameworks used by leaders at Google, Mastercard and beyond.
When off-the-shelf programs don't fit your oranisations unique needs, we design bespoke solutions.
From executive team coaching cohorts to multi-month women's leadership initiatives, we create programs that address your specific challenges using Energy Leadership mehtododly and proven confidence-building frameworks
Featured program -
for women leaders ready
to stop overthinking
Featured program -
for organisations with unique leadership needs
A half-day or full-day intensive that helps teams build confident decision-making and executive presence during organisational transitions.
Combines Energy leadership methodology with practical tools for leading through ambiguity and uncertainty. .
