BECOME THE
CEO OF YOUR CAREER

Executive coaching for senior managers and directors who know hard work alone isn’t enough.

Get clear on where you’re going, position yourself for the opportunities you want, and take ownership of your next career move.

IS THIS YOU

You’re successful. But success doesn’t automatically mean your career is moving in the direction you want.

If one or two of these feel familiar, the problem probably isn’t your ability.

You may be working hard in your career without managing it strategically.

WHAT'S YOUR
CAREER SCORE

Most professionals manage projects strategically. Almost nobody manages their own career that way.

The free CAPE Career Score™ shows how strategically you’re managing your career across four areas:

CLARITY
Do you know where you’re going?

ACCELERATION
Are your actions moving you forward?

PRESENCE
Do the right people know your value?

ENDURANCE
Are you building a career you can sustain?

Takes about 4 minutes. Get your personalised score and recommended next action.

CAPE
FRAMEWORK

A strategic framework for becoming the CEO of your career.

Hard work matters. But at senior levels, hard work alone isn’t enough.

CAPE helps you take a more strategic approach to your career across four areas.

MEET ANDREW

I’m Andrew Forbes, Executive Coach and founder of Forbes Coaching.

For more than 20 years, I’ve worked inside global organisations including Novartis, Lonza and Diageo, helping leaders navigate careers, organisations and change.

During that time, I saw something repeatedly: highly capable people could deliver excellent results and still find themselves overlooked, stuck or unsure how to move forward.

The difference was rarely how hard they worked.

It was whether they were clear about where they were going, how they were perceived, where they created value, and how deliberately they positioned themselves for what came next.

That combination of HR leadership and executive coaching led me to develop the CAPE Framework.

Today, I help senior managers and directors stop leaving their careers to chance and start managing them strategically.

20+

Years in global HR leadership
at Fortune 500

ICF Member

International Coaching
Federation

AoEC Certified

Academy of
Executive Coaching

Career Intelligence®

Licensed
Practitioner

WHAT MY CLIENTS SAY

Amelia Sheail
Senior Consultant,
- EY

“I finished the programme feeling clearer about my professional identity and excited about what comes next.”

During the past year, I had the pleasure of working with Andrew as my coach. The programme helped me better understand my strengths, professional value, and priorities.

Andrew combined structured career tools with thoughtful, personalised coaching. Together, we explored the work that energised me, my professional reputation and network, and the practical changes that would support my continued progression.

During the programme, I became a Senior Consultant, took on broader client responsibilities, and became more involved in change, transformation, and business development work.

I finished feeling clearer about my professional identity, recognising the growth I had experienced, and excited about the opportunities and challenges ahead.

I would recommend Andrew to professionals who want greater clarity, confidence, and visibility as they move towards the next stage of their careers.

Working with Andrew has been transformative. His guidance helped me uncover my true strengths and navigate a new and exciting career chapter. I’m deeply grateful for his presence on this journey and would highly recommend Forbes Coaching to anyone looking to move forward with greater clarity, confidence, and self-awareness.

Alejandra Rodríguez PharmD,Engr.
- Synergya

“He helped me understand where my greatest strengths lie and what I would truly enjoy doing with them.”

I’ve had the pleasure of working with Andrew and his coaching has made a real difference in my career journey.

As a multidisciplinary professional, defining my strengths and interests has never been easy. When you are genuinely curious about many fields and love learning, choosing a single direction can feel almost impossible.

Through the process, Andrew helped me step back, see my strengths more clearly, and challenge assumptions that were quietly limiting my thinking. He brings structure and focus while creating a safe space where I can reflect honestly, explore what I truly want next, and make decisions with greater confidence.

What stands out most is his ability to ask the right question at the right moment. He doesn’t tell me what to do. He helps me reach my own conclusions and turn those insights into concrete next steps.

The experience has given me greater clarity, stronger self-awareness, renewed confidence in my direction, and a much clearer understanding of where my greatest strengths can create the most value.

Davide-Fabbiocchi Portfolio Manager
- Alpha Group

“He brings exactly what I look for in an executive coach.”

I’ve had the pleasure of working with Andrew through the Career Intelligence Programme, and I can’t recommend him highly enough.

He brings exactly what I look for in an executive coach: the courage to challenge assumptions, genuine encouragement when stepping into the unknown, sharp intuition for what remains unspoken, and a deep well of both theoretical and practical expertise, all delivered with a healthy dose of humour.

Gareth Ayre Biopharma Development Leader
- Novartis

“He helped me present my real self, career story, and aspirations – with clarity and confidence.”

Having known Andrew from our time at Novartis, I knew he’d bring insight, but Forbes Coaching went well beyond that. Through thoughtful challenge and reflection, he enabled me to articulate who I am and what I bring simply and powerfully.

He helped me present my real self, career story, and aspirations with clarity and confidence.

Janine List
Vice President
Head of FP&A
- Restor3d

“I was impressed by Andrew’s strong coaching skills and genuine empathy for team members.”

During my time as Head Finance NCE at Novartis, I had the great pleasure to have Andrew Forbes as my HR Business Partner. Throughout our collaboration, I was impressed by Andrew’s strong coaching skills and genuine empathy for team members.

Andrew Forbes has a remarkable ability to understand the needs of both the business and its employees, often finding common ground that helps resolve conflicts and foster collaboration. His approachable nature and commitment to supporting others in their development greatly enhance any organization he is part of.

I truly appreciate the positive impact Andrew brings to the workplace. I believe he would be a valuable asset to any team looking for a thoughtful and effective HR partner.

Andreas Websky
Head Finance EMEA Development
- Novartis

“He’s an honest, authentic and emphatic HR professional.”

I worked with Andrew for several years as our HR (P&O) partner for the development Finance department.

He guided, coached and supported me and my team in hiring, building and developing a multi-location remote team.

He is an honest, authentic and emphatic HR professional. Always staying calm and settled in even quite challenging situations. His feedback is extreme valuable and helps to look on things from different perspectives.

It has been a pleasure to work with him!

Suraj Singh
Head Legal
- Novartis

“You will not find a more approachable, more empathetic and more talented human resource professional.”

Having worked with Andrew, who was our HR (P&O) Business Partner, I can now vouch for him that you will not find a more approachable, more empathetic and more talented human resource professional.

He not only displays a deep understanding of HR policies, practices and nuances, but also has a very practical approach to address any issue.

What I appreciate most about Andrew is his very pleasant demeanour, his knack for understanding the employee needs and ability to build strong relationships.

I was quite surprised how easily he could understand my needs, and how he always sets you up to succeed. I have seen his deep expertise, professionalism, and how his contributions have had a significant impact on our function.

Ronald Forster FP&A Head
- MS Pharma

“His spot-on insights, provocative questions, and overall positive vibe during times of crisis.”

Andrew was our HR partner for the last few years in R&D Finance and was key to developing our organization in two fronts:

(1) team and culture building and

(2) preparing to manage for transition.

In the first case, Andrew helped the finance organisation develop a more trusting and collaborative culture, which he did by co-creating and adapting numerous team exercises and dynamics tailored to individual needs. That he was able to do this during times of lockdowns and dispersed working-from-home set-ups is even more impressive.

Secondly, Andrew helped the finance team frame the desired outcomes and journey as part of our overall transition to a leaner, more globally dispersed team. We are in the middle of executing this transition, despite Andrew having moved on to a new role – but we miss his spot-on insights, provocative questions, and overall positive vibe during times of crisis.

I’d happily work with Andrew again in the future.

THE 90-DAY RESET:

01 ASSESS WHERE YOU ARE

Start with your CAPE Career Score™ to establish your baseline across Clarity, Acceleration, Presence and Endurance.

02 BUILD YOUR STRATEGY

Get clear on what you want, understand your strengths and values, and define the career direction and positioning that will move you forward.

03 TURN STRATEGY INTO ACTION

Work with me through personalised coaching while applying what you learn in the real world, from visibility and influence to career conversations and opportunities.

04 MEASURE YOUR PROGRESS

Retake your CAPE Career Score™, review what has changed and create your next 90-day plan so you keep managing your career strategically.

READY TO BECOME THE CEO
OF YOUR CAREER?

1. Choose a time

Book a Clarity Call at a time that works for you.

2. TELL ME WHERE YOU ARE

Answer a few short questions about where you are now and what you’d like to change.

3. HAVE YOUR CLARITY CALL

We’ll explore where you want to go, what may be holding you back, and whether the 90-Day Reset is the right next step for you.

CHOOSE YOUR TIME

Select a time below to book your free 15-minute Clarity Call.

FREQUENTLY ASKED
QUESTIONS

How long does it take to see results from coaching?

Many clients start noticing shifts within the first few sessions, whether that is greater clarity on their goals, more confidence in decision-making, or immediate tools they can apply at work. Sustainable results typically build over a few months as we apply new strategies consistently.

What time commitment is needed to make progress?

Most coaching engagements involve 2 to 3 sessions per month, with space in between to reflect and apply what you have learned. Sessions usually run 60 to 90 minutes. Beyond that, the biggest commitment is your willingness to bring openness, focus, and follow-through.

What is the investment for executive coaching?

Coaching is an investment in your career and leadership impact. Packages vary depending on the length and intensity of engagement, and I will walk you through the options during our Chemistry Call. My aim is to make the value of coaching clear, so you feel confident about the return on your investment.

What happens in the first session?

In our first session, we set the direction for our work together. That includes clarifying your goals, defining what success looks like, and focusing on the most important challenges or opportunities you are facing. You will leave with greater clarity and a sense of momentum.

How long does a typical coaching engagement last?

Many leaders choose to work together for 3 to 6 months initially, and often extend to 12 months or more as they continue to see results. The duration depends on your goals. Some transitions are shorter, while others benefit from a longer-term partnership. 

How is executive coaching different from mentoring or training?

Training provides knowledge, and mentoring offers advice based on someone else’s experience. Coaching is different. It is a tailored partnership that helps you uncover your own strengths, insights, and strategies. It is about creating clarity, building confidence, and increasing visibility in ways that are authentic to you.

How do I know if coaching is right for me?

If you are navigating a transition, seeking clarity about your next step, or want to accelerate your leadership impact, coaching is often a powerful catalyst. The best way to find out is through a Chemistry Call. It gives us a chance to connect, explore your goals, and decide together if it feels like the right fit.

BECOME THE CEO OF YOUR CAREER