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About Us

Passionate About Inspiring Others

Siru is a commercially experienced and culturally astute professional coach and thinking partner who is dedicated to helping people promote positive change in their lives with confidence and self-compassion.    
She trusts that one of the most valuable experiences a coach can offer is to hold space for independent thinking, which results in deeper exploration, awareness and clarity. She understands that how people show up at the workplace is a result of who they are, and Siru adopts a holistic approach to coaching to create a profound impact and affect lasting change. 
Siru works with executives to further their leadership skills, authenticity, resilience and confidence, enabling them to lead and develop their teams with greater impact and ease. She believes that when we experience transformative growth, we not only improve ourselves and impact those around us, but we create a legacy of a life well lived. 
Siru has experience coaching mid-level managers to C-suite leaders straddling diverse industries including supply chain, fashion, entertainment, higher education, oil and gas and FMCG in Asia, Europe and USA. Clients appreciate her calming presence and curiosity which allows a deeper engagement, leading to exploration and growth. She also has an understanding of DiSC and the Enneagram personality styles, neuro-leadership and mindfulness, and embeds these approaches in her way of working. 
Prior to transitioning to leadership development, Siru was an accomplished marketing and branding executive in the coffee industry for almost two decades, leading multi-cultural teams across Finland, Russia and the Baltic states. As Head of Branding, she was in charge of brand strategies and activation, consumer insight and new product concept development. 
Siru was born and raised in Finland, studied in the UK and has lived in Hong Kong since 2008. She holds an MBA, and is an International Coach Federation accredited professional coach (PCC). She is dedicated to life-long learning and regularly practices yoga and golf for physical, mental and spiritual renewal. 

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Qualifications & Experience

  • Professional Coach (PCC) International Coach Federation, trained with: 

    • Institute of Executive Coaching and Leadership: Executive Coaching and Team Coaching

    • NeuroLeadership Group: Brain Based Coach Certificate

    • Behavioral Coaching Institute: Master Coach Certificate

    • Lapid-Bogda & Associates: Enneagram Coach Certificate

    • Newfield Institute: Ontological Coaching in Action

  • DiSC Asia: DiSC Certification (Everything DiSC)

  • Resilience Alliance: Personal Resilience Practitioner

  • MBA, Henley Business School 

  • Mentor, The Women’s Foundation 2019/20 program 

  • Mentor, Australian Chamber of commerce mentoring programs (2013-2016)


About Aware Minds

Siru Heino founded Aware Minds in Hong Kong shortly after moving here in 2008. Since its inception, Aware Minds has grown its offering from coaching for individuals to include team coaching and leadership development programs. 
In addition to being an external coach, Siru spent four years as an internal coach for a multi-national organization based in Hong Kong, and offers pro bono services for community causes. 
Siru is an avid yogi and golfer and enjoys traversing the hills of Hong Kong with her husband, Joakim.

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