Julie Williams

Change management expert, book worm, dog lover
julie williams, tinder-box the performance spark

Julie is an experienced change leader and coach with a broad business background spanning over 20 years working in leading FTSE 100 companies including BP and Sainsbury’s. She also has 10 years’ experience coaching and facilitating individuals and teams in a variety of global organisations, SMEs, smaller businesses and charities. Her love of variety is evident in the roles she has held in retail management, HR, recruitment, category management and procurement, marketing, project management, change management, leadership development and coaching. She is sought out for her energising yet calm and practical approach to implementing change; her empathy, logic and passion mean she quickly connects and builds trust with individuals and teams, enabling them to deliver lasting results.

In one role as Head of Change Leadership (and part of the leadership team) for the transformation of a 4,000 strong IT function, Julie was responsible for providing thought leadership, executive and team performance coaching, change and communications strategy and operations, stakeholder management, team building and leadership development. She has also recruited, managed and developed individuals and teams throughout both transformation and ‘business as usual’ situations.

She enjoys working with people at inflection points in their careers or lives (including new roles, promotion, redundancy, return to work, underachievement) and enabling teams to address specific challenges. This is evident in her role as Change and Communications Leader, where she supported a large and fast-growing project team (from 50 to 600 in the space of a few months) in delivering a European SAP implementation programme.

The key to Julie’s success is her interest in people and their motivations, values, beliefs and vulnerabilities, and the ability to harness their discretionary energy to achieve goals and perform at their best. In both newly formed and established high-performing teams, Julie’s desire to understand barriers to performance – integrating diverse skills and addressing organisational and team health, energy levels and blind spots – drives continuous improvement.

Julie has an honours degree in English and Linguistics and has been a qualified NLP Master Practitioner and credentialed PCC level coach with the ICF (International Coach Federation) for the past 10 years. She is qualified and experienced in the use of a variety of psychometric assessment methodologies, is BPS Part A qualified and a certified Lego Serious Play facilitator.

One of the keys to what we do is helping people tap into their discretionary energy to help them achieve more than they thought possible.

Julie Williams

By the numbers


Years of experience notched up in leading businesses


Employees in the IT function for which Julie led the business transformation


The number of books read by Julie in 2022

Things you may not know about Julie Williams

She is rock star royalty, sort of. David Bowie was Julie's mum's cousin.
She has a degree in Linguistics
Julie worked in a US milkshake bar when a teenager, so takes her milk frothing very seriously
She was the Sainbury's buyer who first introduced Creme Fraiche to British supermarkets

More of the team

Tinder-Box case studies

ecco leather

ecco Leather

A 3-day creative hothouse to generate brand new ideas and push the limits of industry design.

Premier Foods

Premier Foods

A 12-month programme to create authentic leaders who could give their own teams the responsibility and the ability to improve their results.



An ambitious, four-year future leaders programme that attracts the very best global talent.

Penguin Random House

Penguin Random House

We designed a one-day workshop that posed some questions for a marketing team in search of innovation. How do they harness great ideas in their business, select the best and then turn them into something that will make a difference?

bray leino

Bray Leino

A leadership programme for the team running a rapid-growth business to
review its strategy and future direction.



A 12 month business coaching programme that helped a high-performing team get its mojo back.