The Preston Associates welcome Hong Kong-based Executive Coach to the team



March 2023


The Preston Associates (TPA) are delighted to welcome Siru Heino to the team. Siru is a commercially experienced and culturally astute professional coach. As a thinking partner, she supports leaders to get “wind beneath their wings” by developing their authentic leadership style, gaining clarity, building resilience, and boosting their confidence, especially during times of transition.


Since moving to Hong Kong in 2008 Siru has accumulated individual and team coaching experience from mid to C-level leaders straddling diverse industries including supply chain, finance, cosmetics, entertainment, advertising, higher education, oil and gas, and FMCG in Asia, Europe and USA.


Prior to transitioning to coaching, Siru was an accomplished marketing and branding executive in FMCG business for almost two decades. As Head of Branding, she led multicultural teams across Finland, the Baltic Countries, and Russia leading processes of brand strategies & activation, consumer insight, and new product and concept development.


Tom Preston, CEO and founder of TPA, comments: “ I am delighted to welcome Siru to the TPA team. Siru has extensive commercial experience as a senior leader working across cultures as well as being an experienced Executive Coach who has been based in Asia since 2008. I know Siru will be an exceptional thinking partner to our clients in Hong Kong and more broadly across Asia.”


Siru comments: “It’s an honor to become a member of The Preston Associates, a group of accomplished professionals. I’m eager to partner with individuals and teams and believe that when we commit to personal growth, it not only benefits us but also uplifts those around us, leaving a lasting legacy of a fulfilling life.”



Note to Editors:


TPA is a leading Executive Coaching firm that develops senior leaders, teams and organisations internationally. Since 2003 the company has hand-picked its coaches based on their own senior business track records, their diverse backgrounds and a shared set of values. As a result they provide some of the most experienced and highly-qualified Executive Coaching consultants for clients in the UK and across the world.


The company has offices in London, Berlin, Paris, Dublin, New York, Shanghai, Hong Kong, Beijing and Singapore. They offer coaching in English, French, German, Italian, Spanish, Portuguese, Cantonese, Mandarin and Russian.


TPA has four key Executive Coaching offers:
• Individual Executive Coaching
• Board, Team and Group Coaching
• Organisational Development
• Organisational Insights Reviews


With specialisms in:
• Board & Senior Executive Mentoring
• Dynamic Growth Hub
• Family Business Coaching
• Elite Business Performance
• Diversity, Equity and Inclusion in Business
• Resilience & Crisis Coaching
• Transition Coaching Expertise


The TPA philosophy: To be great Thinking Partners with our clients.


– Ends –

For further information, please contact:

Annemarie Gallagher at The Preston Associates:

[email protected] / 020 7373 5663

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