About Ceri

Ceri Davies

Founder & CEO

I bring together human-centred leadership with proven commercial and digital results. Over 15 years, I worked in senior leadership roles within the Virgin brand, leading global teams, scaling digital capability, and delivering measurable growth, all while keeping people, inclusion, and wellbeing at the centre of decision-making.

AI, Digital & Transformation Impact

As an early adopter of AI in large-scale business environments, working hands-on with emerging tools and platforms to improve productivity, decision-making, and customer experience. My experience includes:

Leading early adoption and rollout of AI tools including Copilot and ChatGPT within my areas, developing practical user cases that improved efficiency and confidence across teams.
Working with partners including Genesys, Salesforce, and Oracle to deliver AI-enabled and digital solutions
Designing and implementing digital CX products such as Live Chat, WhatsApp, workflow automation, and self-service solution's
Improving productivity and protecting cost discipline while increasing revenue through smarter use of technology. This work helped organisations grow without increasing operational cost, using technology to work better, not harder.

Leadership & Commercial Results
Alongside digital transformation, I have led global sales and service teams through periods of growth and change. Key outcomes include:

Managing global sales teams to deliver a 30% increase in sales
Leading customer experience redesigns that improved satisfaction, efficiency, and team engagement
Supporting teams through high-pressure environments with a calm, people-first leadership approach

Recognition & Awards
My leadership and impact have been formally recognised at the highest levels:

Awarded Most Loved Leader by the founder of the Virgin brand, Sir Richard Branson
Recognised in the Top 100 employees across the organisation
Winner of the ECCCSA Award for Best Customer Service Experience Redesign
Red Spirit Award winner for work supporting LGBTQ+ inclusion and diversity initiatives

How this shows up in my work today - I now bring this experience into coaching, leadership training, AI literacy, and wellbeing programmes helping individuals and organisations build confidence, capability, and future-ready skills without losing their humanity. Everything I deliver is grounded in real-world leadership, lived experience, and results.Believe in Better - and build it with clarity, confidence, and purpose.

Gay Female in Leadership

Confidence & Identity

After coming out at 18, I always knew I was different from my friends. The weight of Gay Shame can erode a person’s spirit over the years.

My journey was challenging from the start. At 18, I was asked to leave school due to my relationship with another girl. In university, I endured being called a dyke and being kept a secret in my relationships. Early in my career, I conformed to societal expectations, wearing dresses for special occasions and dressing conservatively for job interviews with male managers.

However, in 2017, my life took a transformative turn. I began to do the deep work of self-reflection, questioning the norms around how I should dress and behave. I embraced my true self, shedding the expectations imposed by others.

Two years later, in 2019, Richard Branson awarded me the Most Loved Leader of the Year.

Having a coach really helped me do the deep work. When you start to lift the bonnet and understand that how you feel about yourself and how you show up isn’t based on your beliefs, but on what everyone else has shown you, it changes everything.

Being Neurodiverse

And Loving it!

I was tested for dyslexia in my 20s when the university questioned my Harvard referencing skills. They suggested that I was intelligent enough to understand it but was just lazy. A dyslexia test showed that I was actually in the top 87% of intelligence in the UK but in the bottom 9% for short-term memory. This meant that I went from getting by in school to struggling with the lack of supportive education in university. The teachers? Well...not even the evidence was enough to stop them from labeling me.

Fast forward 10 years, and I found myself flying high in a corporate career but struggling with switching to mandatory tasks and fitting into the 9-to-5 cycle. And hey ho, what do you know, I have ADHD too.

Did you know that the likes of NASA and MI5 always have someone with ADHD and dyslexia on their teams? Because they know the value in seeing things differently.

"I love my disabilities; in fact, I don't see them that way. I see myself as having a brain you want in the room, bringing a unique perspective, creative thinking, and an ability to read people really well. I've won awards for my leadership, and it's all down to me as a WHOLE, including my brain!"

Mental Health

The world is sometimes too big

After struggling through university and experiencing breakdowns in relationships, I found myself trapped in a spiral of shame and guilt. This eventually led me to the doctor’s office, seeking support. Unfortunately, like so many others, I was met with little help and handed a piece of paper to circle how sad I felt.

The world felt too big for me, and my thoughts were loud and constant, making it hard to find peace. However, one thing I am truly grateful for was the opportunity to train in India for a month, followed by two months in Singapore, and additional time in Dubai and South Africa. During these travels, I spent a lot of time alone and began to learn more about the brain and how it works. I discovered TED Talks, podcasts, and audiobooks—perfect tools for dyslexics that weren’t available when I was in school.

I also took (and still take) antidepressants; they are like my life jacket, ensuring that when the seas get rough, I won’t drown. The reason I'm sharing this? Because not everyone knows what I know. While social media has improved in helping people feel better about sharing and there is more information available, the fact remains that at the doctor's office, the first point of action is often medication, and the waitlist for counselling or therapy to understand more about anxiety or depression can be years long.

But I am shameless about my mental health. The world has evolved so fast that our brains just can't keep up, and it’s okay to feel that way and not let it hold you back from the life you want!