I built a life I genuinely wantedThen I outgrew itThen I did it again.
Hi, I’mFrancesca
Most coaching pages open with credentials. I’ll get to mine. But credentials aren’t why anyone hires a coach. They hire a coach because they want to know one thing: have you been where I am, and did you find your way through? So here’s the version that matters.
The life I built
I spent my twenties chasing a very specific dream from fashion school in New York, a master’s in fashion communications in London, then a career in beauty PR. And I want to be clear, because this is the part most people get wrong about stories like mine: I wasn’t faking it. I loved it. The city, the work, the version of myself it let me be. It was real, and it was mine.
And then, slowly, it stopped fitting. Not because it had been wrong, but because I had changed and it hadn’t. That’s the part nobody warns you about. Even the things you genuinely love can quietly stop being yours.
The moment it ended
I was writing a content calendar for a feminine hygiene brand, for an influencer I didn’t respect, and something in me just went quiet. I quit the next week. No plan. I just couldn’t keep maintaining a life I’d already moved past.
That was the start of the real work.
I didn’t find my purpose in a single clean epiphany. I found it the way most people do. Slowly, awkwardly, while doing other things. The thread that kept showing up was this: I was the friend people called when their life was falling apart. The one who could sit with someone in the worst version of themselves and not flinch. The one who asked the question nobody else would.
Coachingwasn’t a pivot
It was the only thing I’d been doing consistently
my whole life. I just hadn’t named it yet.
The version of methat did it again
I trained as a coach. I built the business. I got clients. I moved back to London. I did a second master’s, this time in psychology, because I wanted the work grounded in more than my own instincts.
And then life rerouted me again. Visa issues, of all things. So I came back to Manila, and started over one more time.
But this time I knew what I was building toward. Not a version of myself that looked impressive. A version that fits who I’d actually become.
Here’s the thing I’ve learned doing this over and over. The careers changed. The cities changed. The dreams changed. The one constant, through all of it, was my relationship with myself. That’s the whole of what I do now. I don’t help you become someone new. I help you build a relationship with yourself that’s strong enough to survive every version of your life.
Where I am now
I’m 36. I live in Manila. I work with clients globally. I have a master’s in psychology and a clinical eye for patterns. I also have a colorful personal life, a sharp sense of humor, and a low tolerance for nonsense.
I’m not a “healing” coach. I don’t pull cards. I won’t tell you to manifest your way out of grief. I’ll tell you the truth, clearly, with care, and in a way that’s hard to unsee once you’ve heard it.
My work isn’t about teaching you who to become. It’s about helping you stay connected to yourself while you become it. That’s the work. If it sounds like what you’ve been looking for, you’re in the right place.
The credentials, for the
people who want them
MSc Psychology
MA Fashion Communications and Branding
Certified Life Coach
Five years of 1:1 coaching practice
A background in PR, branding, and communications, which is exactly why I can spot a performed version of someone from across a room
What I actually believe
- Awareness is not the same as change. Most people get stuck mistaking one for the other.
- Toxic positivity is just avoidance with better lighting.
- You can be deeply emotional and brutally honest at the same time.
- Self-abandonment is socially rewarded. That's why it's so hard to spot.
- Resilience isn't bouncing back. It's trusting that you can navigate whatever's next, because you can navigate yourself.
- The goal was never certainty about what happens. The goal is knowing you'll be okay regardless of what happens.
- If a coach tells you they have all the answers, run.