THE STORY
I was born in Italy and grew up around the world with a fiercely competitive spirit, a love for creativity, and an unwillingness to do what was expected.
I enjoyed being creative. I was competitive at everything I did. I loved studying but I also loved exploring the world and enjoying life. So I designed a life around the belief that each of us is endlessly creative, and as such, we can design a life we truly love.
I started my career at SKY and MTV as a broadcast journalist. I then joined Vodafone, where I became an executive, and finally entered the world of Condè Nast as Events Director across all the magazines.
One day, on my way back from the Rome Film Festival, watching a video of myself singing a song I had recently written, I decided to quit my job, move to LA, and pursue a career as a singer and songwriter. In the meantime, I mentored startups for a fund and launched my own very first venture. But that's a story for another time.
That's when I realised that most of the time, we are not looking for someone to give us answers — we already have them within ourselves, if we only knew how to access them.
I studied from scratch, and a few years later started S-GNATURE — a global boutique firm dedicated to working with C-level executives, top changemakers in the private and public sectors, to truly explore their full potential and build a life and business they love.
Today I work as a strategic advisor, executive coach, and keynote speaker. I work with organisations around the world — the World Economic Forum, Sanofi, Siemens Energy, Barilla, Tesco, Johnson & Johnson — with founders, with changemakers, with leaders who are ready to do the real work. I teach leadership and transformative communication at leading universities, and I speak on stages around the world on what it means to live and lead at full capacity.
I was born in Italy and grew up around the world with a fiercely competitive spirit, a love for creativity, and an unwillingness to do what was expected.
Does that sound familiar? Former journalist at SKY and MTV, executive at Vodafone and Condè Nast, singer, songwriter and storyteller on stages across Europe and the USA — and founder of S-GNATURE, a global advisory and coaching practice for the wildly ambitious.
I learned early on
that I didn't fit
in just one box.
ABOUT
I learned early on
that I didn't fit
in just one box.
Does that sound familiar? Former journalist at SKY and MTV, executive at Vodafone and Condè Nast, singer, songwriter and storyteller on stages across Europe and the USA — and founder of S-GNATURE, a global advisory and coaching practice for the wildly ambitious.
We won't start with a framework. We will start with you.
Who are you — really? Not the title, not the role, not what you tell people at dinner parties. What's actually going on? What are you carrying? What have you been avoiding? What do you already know but haven't said out loud yet?
That's where we begin. Through deep listening, honest conversation, and the kind of observation that sees what's underneath the surface. I don't have a one-size-fits-all methodology, because you are not one-size-fits-all. Each partnership is built entirely around you — your context, your ambitions, your blind spots, your brilliance.
The work is different every time. Sometimes we shift gears. Sometimes we challenge the entire story you've been telling yourself. Sometimes we slow down before we speed up. But it always comes back to the same thing: helping you access what's already inside you, and giving you the clarity and the courage to act on it.
I also work with organisations — not just individuals. I coach leadership teams, design bespoke development programmes, and work alongside some of the world's most ambitious changemakers.
HOW I WORK
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WHAT I BELIEVE
I believe each individual has signature talents, capabilities, and a unique way to access their full potential.
I believe that learning occurs in many forms — through experiences, through study, through sharing, through people, and through stepping out of our comfort zone. I believe humans have an innate capability to change: we live, we learn, we grow. And I believe that self-awareness leads to authentic and fulfilled leadership — in work, and in life.
Most of the time, we are not looking for someone to give us answers. We already have them within ourselves — if we only knew how to access them. That's what my work is about.
Self-awareness is key. It empowers us to deliberately shape who we are as individuals and as leaders, to gain clarity of our vision, and to generate real impact in our own lives and in the lives of those around us. As a coach, I build and continuously update a toolbox that allows me — through deeper listening and in-depth exploration — to support my clients in gaining clarity of who they are, what they stand for, and what they want.
Each coaching partnership is one of a kind. We build your bespoke journey together.
IN THEIR WORDS
"When other coaches leave, I feel stressed and full of things to do. When Alessandra leaves, I feel like it's all taken care of. I'm ok.
Alessandra's unique ability to swiftly establish an understanding of any given context, map the issues, and support the path to overcome them has been extremely empowering for my personal and professional development."
"When other coaches leave, I feel stressed and full of things to do. When Alessandra leaves, I feel like it's all taken care of. I'm ok."
"Alessandra's unique ability to swiftly establish an understanding of any given context, map the issues, and support the path to overcome them has been extremely empowering for my personal and professional development."
Sadaf Hosseini — Head of Growth, World Economic Forum
"The one thing that truly brought me back, year after year? You truly care."
"Her assistance extended beyond crafting a presentation — she worked on enhancing my skills, offering constructive feedback, and fostering an environment that encouraged continuous improvement. I highly recommend Alessandra for her commitment to individual growth and her ability to unlock one's full potential."
"The one thing that truly brought me back, year after year? You truly care."
"Her assistance extended beyond crafting a presentation — she worked on enhancing my skills, offering constructive feedback, and fostering an environment that encouraged continuous improvement. I highly recommend Alessandra for her commitment to individual growth and her ability to unlock one's full potential."
Maria Cacenabe Bragado — PTC Therapeutics
ON KEYNOTE SPEAKING
Every talk starts with a conversation — about your audience, your moment, and what you need people to feel when they leave the room.
I don't believe in generic talks. I believe in truly getting to know the person, the organisation, the context. What's happening in the room right now? What does this audience carry with them? What do they need to hear — and what are they ready to hear?
I draw from two decades across journalism, the corporate world, music, and coaching. All of it comes on stage with me. The result is never a lecture — it's a conversation that shifts something real, that stays with people long after they've left the room.
Qualifications
Systemic Team Coach, 2024
ICF PCC — Professional Certified Coach, 2021
Belbin Accredited Coach, 2019
Hogan Assessment, 2019
NCFE Advanced Trainer, 2019
Institute of Leadership & Management — Advanced Trainer, 2019
Academy of Executive Coaching — Practitioner Diploma, London, 2018
Storynomics — Robert McKee & Thomas Gerace, 2018
Story — Robert McKee, 2017
SMU, Dallas, TX — BA in Journalism & International Relations, 2008
Leadership begins with how you speak
The most trusted leaders in the world are not the most polished — they are the most present. I work with executives who want to lead through genuine conviction, and who understand that authenticity is not a soft quality: it is a strategic one.
Politicians
The weight of words
Political leadership demands something rare: the ability to be transparent and strategic at once. Warm and authoritative. Precise and human. I help political leaders build the kind of presence that earns trust — not just attention.
A champion on every stage
You have spent years mastering your body and your discipline. Your story — told in your own voice — is one of the most compelling things in the world. I help you step into that story and own it, in every room, on every platform.
Athletes
You have spent years mastering your body and your discipline. Your story — told in your own voice — is one of the most compelling things in the world. I help you step into that story and own it, in every room, on every platform.
Entertainment & Public Figures
Some of the most important voices in the world belong to people who are still learning to trust them. If you have a vision that matters, I will help you find the presence and the words to make people truly listen.
Ideas deserve to be heard
Changemakers
Your story, your terms
SMU, Dallas, TX — BA in Journalism & International Relations, 2008
Story — Robert McKee, 2017
Academy of Executive Coaching — Practitioner Diploma, London, 2018
Systemic Team Coach, 2024
CREDENTIALS
Systemic Team Coach, 2024
ICF PCC — Professional Certified Coach, 2021
Systemic Team Coach, 2024
Belbin Accredited Coach, 2019
Hogan Assessment, 2019
NCFE Advanced Trainer, 2019
Institute of Leadership & Management — Advanced Trainer, 2019
Academy of Executive Coaching — Practitioner Diploma, London, 2018
Storynomics — Robert McKee & Thomas Gerace, 2018
Story — Robert McKee, 2017
SMU, Dallas, TX — BA in Journalism & International Relations, 2008
Edit your life purposefully and with clarity.
It is, after all, your masterpiece.
Alessandra Frausin
Edit your life purposefully and with clarity.
It is, after all, your masterpiece.
Edit your life purposefully and with clarity.It is, after all, your masterpiece.
The best project you will ever work on is you.
If something in what you have read has landed — even quietly — I would like to hear from you.
There is no pitch. No intake form. Just a conversation, in which I listen properly. And from which, often, something already begins.
If something in what you have read has landed — even quietly — I would like to hear from you.
There is no pitch. No intake form. Just a conversation, in which I listen properly. And from which, often, something already begins.
CONTACT
The best project you will ever work on is you.
--
Alessandra Frausin
This is not a coaching programme. It is a partnership. One built on real listening, genuine curiosity about who you are, and a shared commitment to unlocking something in you that you may not yet know is there.
I work with a small number of clients at a time. Because this kind of work requires real presence — from both of us.