Executive coaching , consultancy and ethical AI support for leaders carrying responsibility, change and ambition
For CEOs, founders, senior leaders and values-led organisations who need space to think clearly, stay steady and make brave, practical decisions .
April Baker brings coaching, strategic consultancy and ethical AI support together to help leaders and teams navigate complexity with calm, clarity and courage.
Think clearly. Stay calm. Be brave.
Leadership can be noisy, pressured and complex.
You may be holding a team, answering to a board, growing an organisation, making difficult decisions, exploring AI, or trying to lead well without burning out.
April helps leaders and organisations create enough space to think properly, make sense of what is happening, and move forward with more clarity and confidence.
Her work combines executive coaching, strategic consultancy and ethical AI support. Different routes, but the same purpose: helping people and organisations think clearly, stay steady and make brave, practical decisions when it matters.
£10m+
income raised
100+
leaders coached and mentored
Award-winning
turnarounds
Who April works with
For leaders at the sharp end of responsibility
April works with CEOs, founders, senior leaders, leadership teams, boards and values-led organisations.
This includes charities, social enterprises, SMEs and purpose-driven businesses that are navigating growth, change, pressure or uncertainty.
You may be:
leading an organisation through change
carrying responsibility for staff, funding, culture or strategy
growing a business or stepping into a new stage of leadership
needing experienced external thinking on strategy, income or organisational direction
trying to understand how AI could be used safely and responsibly
outwardly capable, but privately aware that you need more space to think
ready to lead with more clarity, calm and courage
Ways to work with April
Executive Coaching
A calm, confidential space for CEOs, founders and senior leaders who are carrying a lot.
Coaching with April gives you time to pause, be deeply listened to, work through complexity and make clearer decisions. It is reflective, practical and grounded in real leadership experience.
Outcomes
Lower stress
Greater focus
Stronger results
Strategic Consultancy
Focused support for charities and purpose-led organisations that need clear strategy, fresh thinking and practical help to move forward.
April works with a small number of consultancy clients each year, supporting areas such as organisational strategy, income diversification, culture, stakeholder engagement, innovation and change.
Outcomes
Sustainable growth
High engagement
Thriving teams
Ethical AI support and training
Practical, plain-English AI training and consultancy for CEOs, senior teams and staff groups.
April helps organisations understand AI, explore safe and useful applications, develop clear boundaries, and make thoughtful decisions about adoption without fear or losing human judgement.
Expertise
Board-level policy & guardrails
Workshops & practical adoption sprints
Risk & opportunity mapping
About April Baker
Experienced. Grounded. Human.
April Baker helps CEOs, founders, senior leaders and purpose-led organisations think clearly, stay steady and make brave, practical decisions through executive coaching, strategic consultancy and ethical AI support.
Her work brings together coaching, strategy and responsible AI, all grounded in the same belief: good leadership needs space to think, courage to act and enough calm to make wise decisions under pressure.
April brings the perspective of someone who has led, not just advised.
She is a former CEO and board chair with more than 15 years’ senior leadership experience across charities, social purpose organisations and complex services. Her background includes homelessness, mental health, supported accommodation, fundraising, service development, organisational change, governance and partnership working.
She has led teams, supported boards, developed income, improved services and held responsibility for people, culture, funding, risk and long-term organisational direction.
That experience shapes how she works now. April understands what it feels like to be the person others look to for answers.
Frequently asked questions
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Executive coaching gives you a confidential space to think clearly about your leadership, decisions and future direction. April begins with a free 90-minute coaching experience, so you can get a real feel for the work before deciding whether to continue.
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April works with CEOs, founders, business owners and senior leaders who are carrying responsibility, navigating change or wanting to lead with more clarity, calm and courage.
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Most coaching relationships run for at least six months, with 12 months often recommended for deeper leadership work. Sessions can be monthly or fortnightly, depending on what you need.
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A 90-minute confidential experience to explore your goals, gain clarity, and see what working together could look like. There’s no pitch or obligation - just space to think.
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April brings real CEO and Chair-level experience, combining evidence-based psychology with practical leadership and organisational insight. Her work bridges personal and systemic change so leaders grow, and the organisations around them flourish too.
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For coaching: book a free 90-minute experience.
For consultancy: request a short scoping call to define your priorities and outcomes.
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Consultancy usually begins with a conversation to understand what your organisation is trying to achieve, what feels unclear and where support would be useful. April may then support with strategy, income, culture, organisational change, stakeholder engagement or practical planning.
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April helps CEOs, senior teams and staff groups understand AI in plain English, explore safe and useful applications, and develop clear boundaries around privacy, ethics, bias, accuracy and human judgement.
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April’s AI support focuses on safe, thoughtful use. This includes confidentiality, data protection, bias, accuracy, over-reliance, human judgement, policy, governance and clear guidance about where AI should and should not be used.
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It depends on what kind of support would be most useful.
Some people come to April for focused executive coaching. Others need consultancy support, AI training, team development or a blend of these. Because the work is tailored, April prefers to understand what you are looking for first and then suggest the right level of support.
April offers reduced rates for small charities where possible and will always be transparent about costs before any work begins. After an initial conversation or coaching experience, she can put together a clear proposal so you know exactly what is included.
There is no pressure to commit. The most important thing is that the support feels right for you, your context and your budget.
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April works online with clients across the UK and can also offer in-person sessions or workshops, especially in Brighton, Sussex and surrounding areas.
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You do not need to know before getting in touch. If you are unsure whether you need coaching, consultancy, AI support or something else, April can help you work that out in the first conversation.
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April will be in touch to arrange a call. The first conversation is a calm, practical discussion about what is happening, what support might help and whether April is the right person to support you.
Contact April Baker.
It starts with a conversation
If you are carrying a lot, leading through change, or exploring what support could help you or your organisation move forward, you are welcome to get in touch.
You might be looking for executive coaching, strategic consultancy, ethical AI support, or you may not be sure yet what would be most useful.
That is completely fine.
The first step is simply a conversation. No pitch. No pressure. Just a chance to talk through what is happening, what you need, and whether April is the right person to help.
Send an enquiry
Please share a little about what you are looking for, and April will come back to you as soon as possible.
You do not need to have everything worked out before getting in touch. A few lines about what is happening and what kind of support you are considering is enough.