Meet your Coach

Meet your Coach

Sarah Fraser, Executive Coach at Happiness Express

My name is Sarah Fraser. I founded Happiness Express in Amsterdam in 2009 to coach people and teams towards happiness and high performance in their work and in their lives.

Now based in London, I coach privately and within organisations, both locally and via Skype world-wide, working one-to-one and with teams.

I believe we should live according to our own definition of success. For this we must first build awareness of what’s most important to us, and then take action to create a life that supports and reflects our values and our passion. First comes awareness, then comes action. This is my approach to coaching.

 I help you create the belief, the behaviour and the motivation to propel you from “I wish I was” to “I am” so you experience more happiness, positivity and success.


Corporate Background

After graduating in 1996 with a BA(hons) degree in Business & Languages, Sarah spent the first 13 years of her career in marketing communications and branding roles in Philips and its high tech spin-off, NXP.

She worked in the UK, California and Amsterdam in senior international roles, most recently as NXP’s Global Brand & Advertising Director.

This professional background positions her well for understanding the triumphs and struggles of corporate life.

The coaching seed was sown when Sarah supported Philips’ talent management programme as a coach facilitator at their week-long leadership development centres from 2000 to 2003, and she subsequently continued as a coach within the company alongside her marketing role.

Some years later, climbing the corporate ladder began to lose its appeal and Sarah decided to change career and become a coach – a move that has brought a greater sense of purpose and a way to share her strengths in the development of others.

Read more about Sarah’s corporate background on her LinkedIn profile.

Coaching Credentials

In 2009, Sarah graduated with a Diploma in Personal Performance Coaching from The Coaching Academy, Europe’s leading coach training organisation, and qualified as a Master Practitioner in Neuro Linguistic Programming (NLP) in 2010.

Sarah is certified in the Myers-Briggs Type Indicator (MBTI). She has studied Mindfulness, Emotional Intelligence, Positive Psychology and Organisational Analysis through various courses and literature.

Sarah has amassed over 1000 hours of coaching with clients from 28 different nationalities. Her clients mostly come from referrals and recommendations and she commits to providing the best service possible, which ensures her happy clients continue to spread the word.

Sarah is a member of the International Coach Federation (ICF) and is credentialed as a Professional Certified Coach (PCC).

She continues to develop her coaching expertise through a variety of courses, seminars and further reading.

Coaching Style

Sarah’s style of coaching is to help you find your own solutions. She draws on the theories and techniques of positive psychology, strengths-based coaching and mindfulness. She uses open questions and various simple exercises to help you find your way.

If you are stuck on a particular issue she can help you take a fresh look at it, break it down into smaller steps, overcome any obstacles and make real progress towards lasting change.

Sarah combines her branding past with her coaching present to help you create your own personal brand based on your values, your strengths and your ambitions.

When you find your true self you can design a life and career that bring you happiness and fulfilment and allow you to truly shine.

Are you ready for your happiness and high performance? Let Sarah help.




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Happy Clients

“I recently received a big bonus, which was related to a development plan I had created with Sarah and followed ever since.”
– Nancy, account manager

“I am amazed to look back at how my self-perceptions have evolved in only six sessions!”
– Rachel, consumer testing manager

“I’ve surpassed all previous efforts. I can now realise my potential in a long-term, manageable manner. Five stars to Sarah!”
– CP, dentist

“I learned techniques to become calm in stressful situations”
– Tauneel, IT director

“Sarah helped me focus on what I want and how to get there”
– Michelle, creative director

“Sarah has a wonderful way of promoting dialogue, creating space for insights and generating action”
– Dani, partnerships manager

“I can unreservedly recommend Sarah to companies and individuals”
– Lucy, health insurance provider

“Sarah has helped me develop my unique personal brand”
– Tina, global business applications manager

“I now have the right tools to set priorities and handle the crazy times”
– Andrea, financial controller

“All the tips can be easily adopted and immediately applied, and the benefits are tangible and quickly demonstrated”
– Niki, senior talent and development manager

“The coaching tools have helped me develop a more positive outlook”
– Nancy, meeting manager

“I have a confidence in myself now that was previously missing”
– Vicky, university administrative assistant

“I’ve freed up more time to do what’s important”
– Anthea, assistant to director

“Sarah makes you want to love yourself and everyone else”
– Shanelle, digital marketing consultant

“It feels like the burden on my shoulders has been lifted”
– Nancy, meeting manager

Contact Sarah

Mobile: +44 (0)77 170 172 39