A thoughtful, practical approach to meaningful change and personal growth.
I am Alexandra Wittrup, and I am glad you are here.
I am a certified Executive & Life Coach based in Vancouver, British Columbia, Canada.
My professional background is rooted in finance, project management, and more than
20 years of experience working in a highly regulated corporate and government
environments across Europe and Canada.
I have earned a master’s degree in finance, completed certifications in project
management and business strategy, and worked in multiple leadership roles. These
experiences have helped me develop a deep understanding of decision-making,
corporate systems, responsibility, and how human dynamics impact them all.
My experiences have cultivated a deep sense of maturity and profoundly shaped the
way I coach. My approach is not theoretical or detached from real life. I believe
coaching should be practical, grounded, and relevant to the challenges you are actually
facing.
Coaching guides you through life’s tough seasons, empowers you to embrace growth,
and keeps you anchored to who you are.
I work with you to turn insight into meaningful action while creating space to listen to
what matters most beneath the noise, expectations, and demands of everyday life. My
role is to support you in following your inner direction and helping you create a life that
feels purposeful, meaningful, and truly your own.
I believe true success comes from balancing ambitious goals with a deeply aligned life.
That is why I integrate my corporate experience with the structured and comprehensive
coaching methodology of Rhodes Wellness College and International Coaching
Federation guidelines.
Through personal inquiry, self-discovery, and meaningful feedback, I help clients
develop greater awareness of their values, patterns, strengths, weaknesses, and
possibilities.
Together, we transform that awareness into intentional action—so you can pursue your
goals while building a lifestyle that feels authentic, fulfilling, and aligned with who you
are becoming.
What Is Coaching—and Is It Right for You?
Coaching is not about telling you what to do, giving you all the answers, or turning you
into a “better version” of yourself.
It is a space where you can step away from the noise, slow down, and honestly explore
what is happening in your life, your leadership, and within yourself.
A coach helps you see what may be difficult to recognize on your own: the patterns,
beliefs, assumptions, blind spots, and behaviours that may be influencing your
decisions and choices without you even realizing it.
Sometimes you already know what you want, but the path forward is unclear.
Sometimes you have achieved everything you thought would make you feel fulfilled, yet
something still feels missing. And sometimes you have grown into a version of yourself
that no longer feels aligned with who you want to be.
Coaching creates space to explore these moments without judgment, pressure, or
predetermined answers. It supports you through transition without telling you what the
destination should look like.
My role as a coach is not to tell you who you should become. It is to be fully present
with you, ask the questions you may not be asking yourself, open new perspectives,
challenge the assumptions that keep you stuck, and help you reconnect with what
genuinely matters to you.
Coaching requires a certain level of self-awareness and readiness. There may come a
point when you no longer need a “guru” who claims to know everything or has your life
figured out for you. Instead, you may be looking for someone who can walk alongside
you, someone who will support you without taking away your autonomy, responsibility,
or accountability.
Because real transformation does not happen when someone gives you the right
answer. It happens when you begin to see yourself, your choices, and your possibilities
differently.
Resilience in a changing world is not about becoming harder. It is about becoming more
aware, more adaptable, and more capable of staying connected to yourself while
everything around you continues to evolve.
Coaching moves away from simply providing answers and toward helping you develop
the capacity to navigate your own life with greater clarity, self-awareness, and intention.
A coach walks alongside you through one of the most challenging points in personal
growth: when the old way of being no longer works, but the new way has not yet
become clear.
That is what coaching means to me: a space for clarity, honest reflection, meaningful
change, and intentional growth—so you can make decisions from who you are
becoming, rather than simply repeating who you have been.
My Mission
My mission is to create a grounded and thoughtful space where people can navigate
change, question what no longer serves them, reconnect with their own wisdom, and
move forward with greater clarity, courage, and intention.
My philosophy:
“It is not hard to make decisions when you know what your values are.”
— Roy Disney
“The curious paradox is that when I accept myself just as I am, then I can change.”
— Carl Rogers
“It isn’t what you have or who you are or where you are or what you are doing that
makes you happy or unhappy. It is what you think about it.”
— Dale Carnegie
Why Work With Me?
I understand the realities of high stakes and big responsibility
With more than 20 years of experience in highly regulated corporate and government
environments, I understand the complexity of making decisions, leading others,
managing expectations, and carrying significant responsibility.
I know that even capable, successful people can feel uncertain, disconnected, or ready
for a change that is not yet fully clear.
My coaching is practical and grounded
My coaching is connected to real life. We do not stay in abstract ideas or focus only on
inspiration. We explore what is happening, identify what may be keeping you stuck, and
turn insight into meaningful and achievable action.
Together, we look at your choices, patterns, values, assumptions, and priorities so you
can move forward with greater awareness and confidence.
I see the person beyond the role
You are more than your title, achievements, responsibilities, or expectations. I create
space for the whole person—the leader, professional, parent, entrepreneur, and
individual who may be questioning what success and fulfilment truly mean.
My approach recognises that professional growth and personal alignment are deeply
connected.
I will not tell you who to become
I do not position myself as a guru with a predetermined formula for your life. I will not
make decisions for you or impose my definition of success.
Instead, I will listen carefully, ask thoughtful and challenging questions, help you notice
your blind spots, and support you in reconnecting with your own wisdom and direction.
I support meaningful change
My approach combines my corporate experience with the structured coaching
methodology of Rhodes Wellness College, including personal inquiry, self-discovery,
awareness-building, and meaningful feedback. This allows us to explore not only what
you want to change, but also what may need to shift within you for that change to
become sustainable.
