My Journey as a Coach
I did not set out to become an executive coach in Miami. For years, I worked as a marketing consultant, helping business owners fix problems that looked tactical on the surface: a weak funnel, a confused brand, a sales process that had stalled. But the longer I did that work, the more I noticed a pattern. The businesses that struggled most were rarely missing a better tactic. They were missing a leader who had the clarity, confidence, and self-awareness to make hard decisions consistently. I could hand a client a better marketing plan, but if the person running the business was overwhelmed, unclear about their priorities, or avoiding a difficult conversation with a partner or employee, the plan would not hold.
That realization changed the direction of my career and set me on the path to becoming a business coach in Miami. I went back to school to study coaching itself, not as an add-on to my consulting work but as a discipline in its own right, with its own methodology, ethics, and evidence base. I wanted to understand not just what successful leaders did, but how they thought, and how they became capable of leading well under pressure. Nineteen years later, that is still the work I do every day at JB Coaches: helping leaders, executives, and entrepreneurs close the gap between where they are and who they need to become to get where they are going.
Being bilingual and an immigrant has shaped how I coach as much as any certification has. After moving to the United States, I made Miami my home, a diverse city where cultures, languages, and diasporas from across Latin America and beyond intersect every day. Over the years, that exposure broadened through travel across Europe, Asia, and the Middle East, as well as completing my higher education at a university in the United Kingdom. These experiences have given me firsthand perspective on how culture influences communication, decision-making, leadership, and definitions of success. For many of my clients working across cultures, that perspective is an important part of the coaching process.
Training and Credentials
Coaching is not a regulated profession the way law or medicine is, which means the letters after a coach’s name matter more than most people realize. I hold the Professional Certified Coach (PCC) credential from the International Coaching Federation (ICF), which requires more than 500 hours of documented coaching experience, a performance evaluation, and adherence to a formal code of ethics. The ICF is the largest and most globally recognized organization in the coaching profession, with over 134,000 members in 139 countries, and it requires ongoing education to maintain credentialed status. When you work with a PCC-credentialed coach, you are working with someone who has been evaluated against a professional standard, not just someone who decided to call themselves a coach.
My formal training began at the University of Miami, where I completed a Certified Professional Coach program approved by the ICF. I later added a Certificate in Leadership Principles from Harvard Business School and an MBA in Coaching, Mentoring, and Leadership from York St. John University in the UK, which deepened my grounding in both coaching methodology and business strategy. I am also an alumnus of the Goldman Sachs 10,000 Small Businesses program, which sharpened my understanding of what growing businesses actually need to scale.
I mention this because it matters. When someone trusts me with decisions about their career, business, or team, they deserve to know my approach is built on real training, not just good intentions.
What I Specialize In
A large part of my practice is executive coaching, working with senior leaders in marketing, finance, and technology who are managing bigger responsibilities and higher stakes than they were five years ago. Executive coaching, as I practice it, is not about fixing a weakness. It is about helping an already capable leader think more clearly under pressure, communicate decisions with more confidence, and manage the isolation that comes with being the person everyone looks to for answers.
I also work extensively as a leadership coach, which tends to focus on people who are stepping into a management role for the first time or who are managing people well but need to grow into leading a broader organization or a more complex, often multicultural, team. Leadership development, in my experience, comes down to emotional intelligence and communication as much as strategy. Leaders who can read a room, adapt their communication style, and build genuine trust with people from different backgrounds consistently outperform leaders who rely on authority alone.
The third area I focus on is entrepreneur coaching, which draws directly on my own background in marketing consulting and small business. Entrepreneurs face a particular kind of pressure: they are usually excellent at the thing their business does, but building the systems, discipline, and leadership capacity to grow beyond themselves is a different skill entirely. Alongside these three areas, cross-cultural coaching and bilingual coaching run through nearly everything I do. Many of my clients operate across the US and Latin America, and being able to coach fluently in English or Spanish, with a genuine understanding of both cultural contexts, is not a side offering. It is central to how I work.
How I Work
If you have ever set a goal, felt clear about it for a week, and then found yourself right back where you started, you already understand the problem coaching is meant to solve. Setting a goal is rarely the hard part. Sustaining the shift in thinking and behavior that gets you there is. My work with clients is focused as much on who they need to become to reach their goals as on the specific steps required to get there, because in my experience, the steps rarely stick until the person changes first.
I hold a balance between accountability and support that I think is essential to good coaching. I am direct with clients, and I will tell you when I think you are avoiding something or underselling yourself, because an honest conversation is usually more useful than a comfortable one. At the same time, coaching only works when a client feels genuinely supported, not judged.
I also operate from the belief that clients already hold most of the answers they are looking for. What is often missing is not insight but organization: a way to sort through competing priorities, name what actually matters, and translate that clarity into consistent action. My role is to help you get from goal-setting to action, not by handing you a generic framework, but by working through your specific situation until the path forward is clear enough to walk.
Who I Work With
Most people who reach out to me are not in crisis. They are successful by most external measures, but something is not quite working, or they can sense a bigger opportunity just out of reach. Over nineteen years of practice, I have found that people tend to seek me out for one of five reasons.
- Leadership development: Growing from managing tasks to genuinely leading people, often for the first time.
- Stepping into new roles: Taking on a promotion or a new position and needing to establish credibility and direction quickly.
- Working across multicultural environments: Leading or collaborating with teams that span different cultures, languages, and expectations, and needing to bridge those differences effectively.
- Accountability and focus for growth: Having the ambition and the ability, but needing structure and a consistent outside perspective to keep momentum going.
- Transitioning to entrepreneurship: Leaving a stable role to build something of their own, and needing a thinking partner who understands both the excitement and the risk involved.
A significant part of my client base is bilingual, with many executives and entrepreneurs based in Miami who maintain strong professional and family ties to Latin America. I work regularly with clients based in or connected to Argentina, Chile, and Colombia, among other countries, and I coach in English or Spanish depending on what feels most natural to the client. That flexibility tends to matter more than people expect once we are in the middle of a real conversation about a hard decision.
A Little About Me
I was born and raised in Argentina, and I have now lived in the United States for more than twenty-five years, with part of my education completed in the United Kingdom. Living and studying across three countries taught me that there is rarely one correct way to communicate, lead, or define success. What reads as confident in one culture can read as abrasive in another.
That is not a background detail I mention in passing. It is a big part of how I coach. When a client is leading a team that spans different countries or working to build a business that bridges the US and Latin American markets, I am not guessing at what that experience feels like. I have lived a version of it myself, and I bring that firsthand understanding into every conversation about leadership, communication, and cultural adaptation.
Frequently Asked Questions
What makes JB Coaches different from other coaching practices in Miami?
Not every coach in Miami holds a formal credential, and that distinction matters. I hold the ICF’s Professional Certified Coach designation, which requires over 500 hours of verified coaching experience and adherence to a professional code of ethics. My training includes a University of Miami coaching certification approved by the ICF, a Leadership Principles certificate from Harvard Business School, and an MBA in Coaching, Mentoring, and Leadership from York St. John University. Combined with 19 years of experience and full bilingual fluency in English and Spanish, that gives clients a level of structure and cross-cultural understanding that is not common in the local market.
Who is a typical client at JB Coaches?
My clients are usually executives, entrepreneurs, and professionals in transition, people who have already achieved real success but sense they are close to a ceiling or want to reach the next level with more clarity and less trial and error. A large portion of my practice consists of Latin American professionals based in Miami or connected to markets like Argentina, Chile, and Colombia, as well as leaders managing multicultural teams. What most of them share is ambition paired with a recognition that they cannot see their own blind spots without outside perspective.
Do you offer coaching in Spanish?
Yes. I am fully bilingual, and every session is available in English or Spanish, whichever feels more natural for the client. This makes my practice a strong fit for Latin American professionals and executives, whether they are based in Miami or working internationally. Many clients move between both languages depending on the topic, and I coach comfortably either way.
