About Asude Muftuoglu

Hi, I’m Asude!

I am a Leadership and Wellbeing Coach based in London, dedicated to helping international professionals navigate complex career evolutions without sacrificing their wellbeing.

My career journey started in Istanbul, Türkiye, and led me to executive corporate leadership. Over a 12-year career in Human Resources, I rose to become the AVP of HR for the APAC region. In this role, I partnered with global leaders, advised Fortune Global 500 companies, and worked closely with Japanese executives while managing complex, cross-cultural projects.

These diverse experiences taught me an invaluable lesson: business strategy matters, but people matter more. I learned how to navigate deep-rooted organizational cultures, balance conflicting expectations, and truly understand what human beings need to thrive in high-pressure environments.

My Coaching Journey

My path into coaching began a decade ago in 2016, during my Master’s degree in Human Resources Management, where I first studied specialised ICF coaching and leadership frameworks. As my HR career grew, so did my dedication to human potential. Over the years, I have continuously invested in advanced training focused on transformational leadership, strengths-based coaching, positive psychology, stress management, and workplace mental health.

I have completed both the Strengths Coaching and an ICF-accredited Integrative Coaching Certifications. I am currently completing my practice hours toward my formal ACC credential.

Because I believe in deeply transformative, evidence-based coaching, I constantly evolve my practice. Today, I integrate powerful, scientifically backed methodologies into my sessions to give you a truly holistic experience, including:

• Cognitive Behavioural Therapy (CBT) tools to reshape limiting belies and mindsets.

• Acceptance and Commitment Therapy (ACT) frameworks to build psychological flexibility in high-pressure environments.

• Evidence-based wellbeing science to help you manage stress, establish firm boundaries, and prevent prevent burnout.

A Life-Changing Turning Point

Throughout my career, I spent over a decade guiding and coaching corporate leaders. Professionally, I had always climbed the ladder of success: constantly getting promoted, exceeding expectations, moving to better roles at top companies, and managing complex organisational changes. I was always navigating a transition.

In early 2024, I relocated from Türkiye to England through an internal company transfer. It was an incredibly intense period, compounded by major shifts and stress. The severe stress finally caught up with me, leading to total burnout.

In that rock-bottom moment, I realised something profoundly empowering: I had been exhausting myself trying to fix corporate structures&people that simply weren't built to value people—and crucially, I realised it was never my job, or within my power, to fix the system/them.

That realisation changed everything. Instead of fighting an unchangeable machine, I decided to redirect my energy toward something kind, healing, and truly transformative for the actual individuals navigating it.

This is how Soft Power Coaching was born. I turned my deepest challenges into my life's purpose. Today, I combine my 12 years of insider corporate HR data with accredited coaching tools to help others navigate their own massive transitions, reclaim their boundaries, and move forward with total clarity, confidence, and soft power. ✨

Ready to navigate your transition with total confidence and protect your wellbeing? 👉

Who I Partner With

I partner with ambitious professionals and corporate leaders who are navigating major career transitions, stepping into higher leadership, or fighting to recover from burnout. My coaching bridges the gap between corporate strategy and human resilience.

This partnership is for you if you are ready for deep, reflective work and want to align your professional success with your mental well-being. I am here to help you:

• Master Your Well-being & Resilience: Gain a deeper awareness of your emotional patterns, build healthier boundaries, and fundamentally transform your relationship with stress and anxiety.

• Lead with "Soft Power": Elevate your leadership and people-management skills using empathy, strengthen your emotional intelligence, and confidently communicate your boundaries without guilt.

• Optimize Your Performance: Enhance your daily organization, productivity, and focus—learning to grow through strategic self-kindness rather than harsh self-criticism.

• Gain Career Clarity: Understand and leverage your unique Strengths, decode challenging workplace dynamics, and make aligned, confident decisions about your next chapter.