Tiberone
How Armour Coaching supported a Technology leader's transformation across multiple markets.
Technology & Digital Solutions
Business and Organisational Transformation Coaching
September 2023 to Present
Supporting the leadership of Tiberone to create greater strategic clarity, stronger leadership capability and improved business momentum through structured executive coaching.
Tiberone is a European technology group formed from a cluster of independent companies operating across multiple markets, including the UK, Portugal, Switzerland, the Netherlands, Germany and Italy.
Each business operates with its own board structure, with representation from a shared executive leadership team across the group. The vision behind Tiberone is to bring these individual entities together into a more aligned and scalable group, capable of delivering integrated business solutions, competing more effectively in the market and driving sustainable revenue growth.
As the group evolved, this structure created both opportunity and complexity. The leadership recognised the need to strengthen alignment across countries, clarify strategic direction and build a more cohesive approach to growth.
To support this transition, Tiberone engaged Armour Coaching to provide executive and strategic coaching at group leadership level.
The Challenge
As Tiberone brought together a group of independent companies across multiple countries, the leadership team faced a set of complex and interconnected challenges typical of a newly forming international group.
At the core was a lack of shared vision. While each business had its own history, priorities and ways of operating, there was no single, clearly defined direction uniting the group.
This was compounded by:
Low levels of trust across leadership teams, particularly between different geographies
A wide range of experience levels and leadership styles, creating inconsistency in decision making
Conflicting priorities between local business needs and group ambitions
Poor communication, both in clarity and frequency, limiting alignment and slowing progress
A level of uncertainty around what the future structure of the group would mean for individuals and their businesses
While the opportunity to build a scalable, high-performing international group was clear, the leadership team needed support to align, build trust and move forward with clarity and confidence.
This is where structured executive coaching became a critical enabler.
The Coaching Engagement
The Armour Coaching engagement with Tiberone began in September 2023 through one to one executive coaching with the CEO, who held representation across multiple boards within the group.
The initial focus was on supporting day to day leadership within the UK business, helping to navigate operational challenges, address key market issues and create greater clarity around priorities and decision making.
As the relationship developed, the scope of the engagement expanded.
In November 2023, I was invited to work with four of the group’s lead directors during a two day international industry conference. This included facilitating a group coaching session designed to open up discussion, challenge thinking and begin to build stronger alignment across the leadership team.
This marked an important shift from individual coaching to supporting the wider leadership group.
From January 2024 onwards, the engagement evolved into a broader leadership and organisational coaching programme. I began working more closely with key directors across multiple countries, developing a deeper understanding of local markets, operational processes, leadership behaviours and the underlying values and objectives of each business.
With this insight, the work focused on supporting both business and organisational transformation, helping the group move towards greater alignment, improved communication and a more unified approach to growth.
Key Areas
As the engagement expanded across multiple countries and leadership teams, the work centred around several critical areas.
Building Trust Across the Group
A primary focus was strengthening trust between leaders operating in different countries and contexts. Coaching created a safe and structured environment for open dialogue, helping individuals understand each other’s perspectives, challenges and intentions.
Creating a Shared Vision
Coaching supported the development of a more cohesive vision by helping leaders align around common goals, clarify the purpose of the group structure and translate ambition into clear priorities.
Improving Communication and Alignment
The work focused on encouraging more open communication, creating clarity in how decisions were made and reducing misunderstanding across markets.
Navigating Leadership Differences
Coaching helped leaders recognise and adapt to different styles, develop greater self awareness and work more effectively together.
Supporting Transformation
Leaders were supported to step back from day to day operations, think more strategically and move from independent businesses to a more aligned and scalable group.
Managing Uncertainty
Coaching helped leaders navigate ambiguity with confidence, make decisions with incomplete information and maintain momentum during change.
Outcome and Impact
The coaching engagement remains ongoing, reflecting the evolving nature of the business as its vision, values and objectives continue to develop.
However, the impact to date has been significant across leadership, structure, culture and market positioning.
The leadership structure has been simplified, with the board reduced to three core members. This has enabled faster decision making, clearer accountability and stronger alignment.
The business has moved from a collection of independent markets to a more unified organisation with a clearer group identity and direction.
A full rebrand has been delivered, including a new logo, website, social media presence and a broader cultural reset. This has repositioned Tiberone as a more cohesive and scalable organisation.
Functional capability has been strengthened through the introduction of sales, marketing and HR structures to support growth.
Clear values and objectives are now embedded across the business, supported by OKRs, improved performance frameworks and greater clarity around roles and expectations.
Communication has improved significantly through regular updates, shared platforms and quarterly all hands meetings that bring the organisation together.
Operational improvements have been introduced to strengthen sales capability, reduce administrative overhead and improve customer support.
Employees have been placed at the centre of the transformation, with access to coaching, training and structured development.
While progress has been strong, the journey continues with a clear focus on alignment, consistency and sustainable growth.
Why Coaching Made the Difference
A critical factor in the success of the engagement has been the ability to operate as a trusted, independent and objective partner to the leadership team.
Working outside the organisational structure, I have been able to build trust across all directors while maintaining confidentiality and supporting honest, open conversations.
This has allowed for a level of challenge and reflection that would be difficult to achieve internally.
Coaching has enabled direct challenge around behaviour, decision making and accountability.
Commitments are surfaced, followed through and where they are not, the impact on trust is made clear.
It has also provided perspective beyond individual markets, connecting decisions across the organisation and ensuring the right conversations happen at the right time.
A key part of the work has been supporting the CEO to focus on leading the business, rather than being drawn into operational functions, ensuring clarity of role and direction.
Equally, coaching has reinforced the importance of structure, process and discipline, moving the organisation from informal ways of working to a more scalable and effective model.
Ultimately, coaching has provided a combination of trust, challenge, clarity and accountability that has supported real and lasting change.
This has been more than a typical coaching engagement. It has been a genuine partnership.
From early on, I was given access to all areas of the business with a clear objective to support improvement. That level of trust and transparency has been critical.
Tiberone has shown a real willingness to be challenged, to reflect honestly and to make meaningful change. That has allowed a business built over 20 years to evolve at pace.
I have been fully invested in that journey. Not just facilitating conversations, but working alongside the leadership team as a trusted partner, providing challenge, clarity and support when it matters.
That commitment on both sides has been a key part of the progress made so far.
This engagement highlights the role coaching can play in supporting complex organisations through growth and transformation.
Bringing together businesses across countries and cultures is not just a structural challenge. It is a leadership and alignment challenge.
Coaching has created clarity in a complex environment, supported better decision making and helped the leadership team align around a shared direction.
It has accelerated leadership maturity, enabled difficult conversations and ensured that growth is supported by the right foundations.
The broader lesson is simple. Coaching is not a luxury. It is a strategic enabler of performance.
Business transformation
Organisational transformation
Leadership development
Strategic alignment
Business growth
Decision making and accountability
The Tiberone journey shows what is possible when leadership is aligned, challenged and supported with clarity and structure.
If your business is not just looking to grow, but to evolve in how it thinks, leads and operates, then coaching can be a powerful catalyst.
Armour Coaching works alongside leadership teams to bring clarity, strengthen accountability and support better decisions.
If you are serious about your next phase and want to move with confidence and direction, now is the time to start the conversation.