About us
Leadership is not about titles, it is about consciousness in action
Our Story
Consciously Forward was founded on a simple belief: when leaders become more aware, organizations transform.
We help individuals and teams bridge who they are with how they lead, creating cultures grounded in trust, purpose, and possibility.
Our work blends evidence-based leadership development with a deeply human approach. Through coaching, facilitation, and intentional culture design, we help clients shift from reacting to leading, from managing to inspiring, and from operating on autopilot to leading consciously forward.
Meet the founder
Zaitoon is a leadership development facilitator, executive coach, and transformation expert who supports leaders and teams in growing with awareness, clarity, and purpose.
With over a decade of experience across global consulting, corporate, and social impact environments, she specializes in leadership development, culture transformation, and organizational change. Her work is grounded in the belief that sustainable change begins with consciousness, how leaders think, relate, and show up.
Previously, Zaitoon worked at McKinsey & Company’s leadership and transformation practice, Aberkyn, partnering with senior leaders and executive teams on deeply personal and system-wide change. She also held consulting roles at Deloitte and NYSE Euronext.
Known for blending strategic rigor with a deeply human approach, Zaitoon helps leaders move beyond surface-level change toward lasting impact. She holds Master’s degrees in Strategic Management and Organizational Change & Consulting and is the Founder and Director of Girls Forward, an organization dedicated to empowering girls and young women.
Education and Credentials
Academic Foundation
• MSc. Organizational Change & Consulting — Erasmus University Rotterdam (2014)
• MSc. Strategic Management — Erasmus University Rotterdam (2014)
• BSc. International Business Administration — Vrije Universiteit Amsterdam
(2011)(International Minor in Psychology)
Leadership & Transformation
• LOTUS Facilitator of Transformation — Aberkyn (McKinsey & Company) (2019)
• Certified Inclusive Leadership Facilitator — Aberkyn (McKinsey & Company) (2020)
• Leader’s Energy Facilitator – Health & Wellbeing — Aberkyn (McKinsey & Company) (2020)
Coaching & Assessment
• PCC Accredited Coach — International Coaching Federation (ICF) (2021-2027)
• Certified Leadership Circle Profile Practitioner — The Leadership Circle (2021)
• Executive Coach Training — The MMS Worldwide Institute (ICF accredited) (2020)
Mind–Body & Awareness Practices
• Meditation Guide Certification — Project Potential (2023)
• Vinyasa Yoga Teacher (RYT 200) — (2021)
• Yin Yoga Teacher (RYT 200) — Yoga Alliance Accredited (2021)
Meet the founder
I am always interested in exploring new opportunities and meaningful collaborations. Let us connect!
+31682012491