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by
Helping Professional
Women In Mid-Life Feel
More Confident Through
The Power of Coaching
Deema Ghata-Aura MEd PCC ELI-MP
Executive Coach, Founder and Managing Director
of Criterion Coaching
I'm passionate about teaching and coaching women on how to stop overthinking, feel calm and make their special impact in the world with practical, step by step coaching that automatically
shortcuts your journey to confidence.
Experienced
With five years and hundreds of hours spent coaching women around the globe, you can feel confident and safe when we coach together.
I've loved working privately with each of my clients. They range from teachers, entrepreneurs, lawyers and executives at multi-nationals such as Walmart, Bain & Company, Google, Mastercard, Walkers Law and GSK, to government organisations such as The UAE Space Agency.
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Expert
Energy Leadership is more than a world-leading, proven system. It's a new way of looking at stress, fear and anxiety.
It helps you go deeper and tackle issues at the core.
I'm passionate about it because of the results my clients see. I've seen how with Energy Leadership™️, knowing yourself better, and feeling more confident is inevitable.
Soul-led Passion
Coaching started by helping elite athletes. It became popular amongst executives and leaders who wanted to be the best.
My purpose and passion is to make coaching more accessible and less intimidating, particularly for mid-life women, so you can feel more confident and make your special impact in the world.
Trusted By Women Around The World
Wherever you are in your career or business, know that change is possible, easy and fun!
Read how my clients describe working together.
I give you a behind the scenes peek into your own mind, emotions and how to feel more confident, so you can stop feeling confused and holding yourself back, and make your unique impact in the world; one that truly reflects your values and authenticity.
About Deema
My Journey from Overthinking to Confidence
After a corporate career leading a national team with a £6bn lending target, and years of development and world-leading coach training, I discovered that the fastest way to stop feeling stuck is to stop overthinking.
I also turned 50 and realized how much I would have valued support and expertise from someone who understood this journey throughout the last decade.
It can be a challenging stage of life for women.
That's when I knew exactly where my passion and expertise come together: helping professional women over 40 break free from overthinking and make confident decisions. It started with my own transformation from paralyzed overthinker to confident coach and business owner.
After five years of coaching leaders around the world, I've seen how many brilliant women hold themselves back, second-guessing themselves, waiting for permission to step forward and embrace life fully.
That's why I focus on confidence in professional women over 40.
Experience Meets Understanding
My background brings together:
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10+ years of corporate leadership experience (I understand the pressures you face)
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Deep study of decision psychology, intuitive intelligence and Energy Leadership™️
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Founding Criterion Coaching and 5 years as an executive coach working with professionals worldwide
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My personal journey from overthinking to confident action
The results my clients experience:
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in 2023 and 2024, 90% achieve promotion or transition to more fulfilling roles within 6 months
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100% report enhanced confidence, purpose, and overall wellbeing
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Decision-making time drops from months or years to days or weeks
I've worked with professionals at organizations including
Bain & Company, Walmart, Google, Alstom, Mastercard, GSK, UAE Space Agency,
and business owners across Europe, Asia and the Middle East.
Recognition & Professional Credentials
Recent Recognition:
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LinkedIn Top Executive Coaching Voice 2024
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Top 10 Executive Coaches GCC 2023 - Asia Business Outlook
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Top 15 Coaches in Dubai 2023 - Influence Digest
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Top 200 Global Women Power Leaders 2024
Professional Credentials:
I'm a certified, credentialed coach from the Institute of Professional Excellence in Coaching (iPEC), and an International Coaching Federation (ICF) Professionally Certified Coach (PCC). You can trust you're in experienced, ethical hands.
How We Work Together
The real, lasting transformation happens when we address what's underneath the overthinking, not just the surface symptoms. In one-one-one coaching we rebuild your natural decision-making confidence and help you trust your instincts again.
No more endless research. No more asking everyone else what they think. Just clear, confident action.
Ready to Feel More Confident Again?
The path forward isn't through more analysis or research. It's through self-awareness, experience and confident action.
You have everything you need inside you. Sometimes you just need someone who understands your journey to help you access that wisdom again.
If you're ready to stop being the accomplished woman who struggles with her own decisions, and you're prepared to go deeper and take action, your next chapter is waiting.
I'd love to meet you.
Please join me in a complimentary 30-minute consultation where we explore:
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What's really keeping you stuck
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Your biggest decision-making block
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How to begin trusting your instincts again
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Whether we're a good fit to work together
Ready to stop overthinking and start leading the life you want?
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