Senior Director of Coaching

Mission Alignment

At Buffini & Company, our mission is to impact and improve the lives of people. Our coaching organization is central to that mission, directly influencing client outcomes, retention, and long-term business growth.

The Senior Director of Coaching plays a critical role in ensuring the coaching organization operates as a consistent, scalable, and high-performing system. By leading the core functions that drive execution, coach development, and operational consistency, this role ensures coaching standards translate into measurable client and business results.

Role Summary

The Senior Director of Coaching is responsible for owning the execution, performance, and operational effectiveness of the coaching organization. This role is accountable for ensuring the coaching system performs as designed, with clear alignment between strategy, execution, coach capability, and measurable client outcomes.

The Senior Director leads the core infrastructure of the coaching system, including Coaching Operations, Coach Development, and REALStrengths Profiling, to ensure coaching is delivered consistently, effectively, and at scale.

This role partners closely with the SVP of Coaching, who directly leads Team Leaders, to ensure alignment between coaching strategy, team leadership, and system execution. It also partners closely with the Director of Coach Development to ensure coaches are not only capable, but consistently executing at a high level within a well-run system.

This role serves as the connective layer between coaching strategy and execution, ensuring that systems, processes, leadership, and technology work together to deliver consistent coaching performance, measurable client outcomes, and scalable business growth. It is responsible for ensuring the coaching system is supported by scalable digital infrastructure, automation, and AI-enabled tools, with clear ownership of defining coaching system requirements and outcomes, in close partnership with technology and product teams responsible for delivery. This role ensures that coaching execution is system-enabled, supported by integrated workflows, automation, and technology, rather than reliant on individual effort, memory, or manual processes.

Leadership & Team Oversight

The Senior Director Of Coaching Directly Leads And Develops:

• Director of Coaching Operations
• Director of Coach Development
• REALStrengths Profilers
  
  

This Role Drives Alignment Across These Functions To Support:

• Coaching execution
• Coach development and performance
• Consistent application of strengths-based methodologies
  
  

The Senior Director holds direct reports accountable for performance, outcomes, and alignment with coaching system standards, while driving clarity of roles, accountability, and expectations.

This role ensures these functions operate as an integrated, high-performing system, not siloed departments.

Scope of Ownership

• Owns:
• End-to-end coaching system execution and performance
• Coaching Operations, Coach Development, and REALStrengths Profiling functions
• Influences:
• Team Leader execution and consistency (in close partnership with the SVP of Coaching)
• Accountable for:
• Alignment between coaching strategy, coach capability, execution, and measurable client outcomes
  

Key Responsibilities

Coaching System Execution & Performance Ownership

• Own and drive the day-to-day execution of the coaching operating system across all teams
• Drive consistent adoption and execution of coaching frameworks, standards, and methodologies
• Align coaching behaviors with defined scorecards, performance metrics, and client outcomes
• Identify breakdowns in execution, consistency, or results and implement solutions that improve system effectiveness and scalability
• Own system performance across the organization, ensuring coaching operates as designed
  
  

Functional Leadership & Integration

• Lead and develop the Director of Coaching Operations, Director of Coach Development, and REALStrengths Profilers
• Drive alignment across these functions through clear roles, shared priorities, and integrated accountability
• Drive performance and consistency across all direct-report functions
• Eliminate silos and ensure these departments collectively support a high-performing coaching organization
  
  

Coaching Operations & Infrastructure

• Partner with coaching operations to ensure systems, tools, workflows, reporting, and documentation standards are executed consistently and accurately
• Translate coaching standards and playbooks into clear, repeatable workflows and operational practices
• Simplify processes and reduce operational friction that limits coaching effectiveness or scalability
• Ensure operational infrastructure supports both coach experience and measurable client outcomes
• Ensure operational infrastructure and supporting systems are aligned to coaching system design, not developed independently of coaching requirements
  
  

Coach Capability & Development Alignment

• Partner closely with the Director of Coach Development to align coach development efforts with system needs, performance expectations, and measurable outcomes
• Ensure coach development, training effectiveness, and coaching quality improvement remain tightly connected to business performance
• Identify gaps between system design, coach capability, and execution, and drive alignment across the coaching organization
• Ensure REALStrengths is consistently and effectively integrated across coaching delivery, training, and client experience
  
  

Digital Enablement, Automation & AI Integration

• Own the definition and prioritization of digital infrastructure, automation, and AI requirements needed to scale the coaching system
• Translate coaching workflows, performance gaps, and operational friction into clear, actionable system requirements for technology and product teams
• Drive the reduction of manual coach workload through automation, system integration, and AI-enabled tools
• Ensure coaching systems, CRM, and digital tools function as a unified ecosystem that supports coaching execution and client experience
• Identify opportunities to embed AI into coaching workflows, including pre-session preparation, in-session prompts, post-session documentation, churn detection, and follow-up automation
• Ensure digital solutions are aligned to coaching behavior, performance visibility, and client outcomes, not just system functionality or efficiency
• Hold cross-functional partners accountable for delivering solutions that meet defined coaching system requirements and performance needs
  
  

Cross-Functional Alignment & Continuous Improvement

• Partner with Curriculum, Product, Customer Success, Operations, and other key stakeholders to ensure the coaching system is supported across tools, training, and client experience
• Represent coaching needs in cross-functional initiatives and ensure decisions align with system performance and coaching effectiveness
• Continuously evaluate the coaching operating system to identify inefficiencies, inconsistencies, and opportunities for improvement
• Drive improvements that increase scalability, consistency, and measurable client and business outcomes
• Drive clarity of ownership between coaching, product, and technology teams to ensure efficient execution and avoid duplication or misalignment
  
  

Standards of Performance

The Senior Director Of Coaching Is Expected To:

• Own overall coaching system performance, ensuring consistency, scalability, and measurable outcomes across the organization
• Ensure coaching execution is supported by scalable, automated, and integrated systems, not manual or memory-dependent processes
• Maintain alignment between coaching standards, coach behaviors, and measurable client outcomes
• Drive accountability through visibility, performance management, and operational discipline
• Ensure direct-report functions operate in alignment and contribute to overall system performance
• Identify and close gaps between strategy, execution, coach capability, and client experience
• Lead with a balance of operational rigor, cross-functional collaboration, and results-oriented accountability
• Ensure that technology, automation, and AI investments directly support coaching execution, performance visibility, and client outcomes, not parallel or disconnected systems
  
  

Performance in this role is defined by the consistency and scalability of execution, not isolated wins or individual heroics.

Success Metrics

This role is accountable for overall coaching system performance across five key areas:

• Coaching Organization Performance
• Client retention
• Client engagement
• Referral generation
• Overall coaching program performance
• Coaching Execution & Consistency
• Consistent adoption of coaching standards, frameworks, and methodologies
• Reduction in execution variability across teams
• Alignment between coaching behaviors, scorecards, and performance expectations
• Functional Leadership Effectiveness
• Performance and alignment of Coaching Operations, Coach Development, and REALStrengths Profiling functions
• Clear accountability and integration across direct-report areas
• Reduction in gaps between system design, coach capability, and execution
• System Performance & Scalability
• Operational reliability and workflow efficiency
• Reduction in friction across coaching systems and processes
• Ability to scale coaching delivery without loss of quality or consistency
• Direct contribution to measurable client and business outcomes
• Ensure continuous alignment between coaching system design and supporting digital infrastructure, automation, and AI capabilities
• Digital & System Enablement
• Reduction in manual coaching workload
• Adoption and consistent use of coaching systems and tools aligned to defined coaching workflows and behaviors
• Improvement in coaching workflow efficiency
• Increased visibility into coaching performance and client journey
• Measurable impact of automation and AI on coaching effectiveness and scalability
• Alignment between coaching system requirements and delivered technology capabilities
  
  

Work Environment & Culture

• Fully remote role with expected travel for company events, coach intensives, and leadership summits
  
  

Must Model Buffini & Company’s Core Values:

• Live What We Teach: Demonstrates disciplined execution and alignment with coaching systems
• Practice Servant Leadership: Develops leaders while maintaining accountability for results
• Excellence Is Our Minimum Standard: Ensures consistent, high-quality coaching delivery across the organization
  
  

The Buffini Difference

Joining Buffini & Company means being part of a values-driven culture rooted in service, excellence, and growth.

The Senior Director of Coaching is more than an operational leader, it is a system performance role responsible for ensuring coaching is executed consistently, developed intentionally, and scaled effectively across the organization.

This role ensures that coach capability, operational execution, and strengths-based methodology work together to produce measurable client outcomes and scalable business growth.

Senior Director of Coaching Scorecard

Purpose Statement

This scorecard defines and measures the Senior Director of Coaching’s accountability for ensuring the coaching organization operates as a consistent, scalable system where coach behavior, client experience, and business outcomes are aligned and improving over time.

• COACHING ORGANIZATION PERFORMANCE & CLIENT HEALTH (30%)
• Client Retention
• 3-6 month rolling retention trend across all coaching segments (LC & O2O)
• Member Health Distribution (% Green/Yellow/Red)
• % of unmanaged Yellow/Red clients
• Consistency of churn risk identification and intervention across teams
• Recovery Rate: Yellow/Red clients > Green movement
• Alignment between coach scorecard performance and retention outcomes
  

Target:

• Retention meets/exceeds benchmark
• Increasing % of Green clients
• Decreasing unmanaged risk
• Clear behavior > outcome alignment

• Client Engagement (Behavior-Based)
• % of clients consistently engaged in defined coaching behaviors:
• Coaching calls
• CRM usage
• Buffini ecosystem (events, groups, etc.)
• Engagement consistency across coach portfolios (not pockets of success)
• Coach-driven engagement behaviors (tracked in scorecard)
  

Target:

• Greater than defined engagement threshold
• Reduced variability across coaches
• Engagement driven by coaching behavior, not client personality

• Referral Generation (System Output)
• Measured by:
• Referrals per client / per coach
• % of clients actively participating in referral system
• Coach consistency in asking for and reinforcing referrals
• Alignment between Working by Referral behaviors and outcomes
• Consistency of referral conversations and reinforcement across coaching sessions
  

Target:

• Meets defined referral KPI
• Consistent coach-driven referral behavior
• No reliance on “natural referrers”

• COACHING EXECUTION & CONSISTENCY (25%)
• Coaching Framework Adherence
• % of observed sessions following:
• Coaching structure
• ISS usage
• Accountability flow
• REALStrengths integration consistency
  

Target: Greater than or Equal to 90% adherence

• Coaching Behavior Consistency
• Alignment between:
• Call structure
• Follow-up
• CRM usage
• Accountability conversations
• Reduction in “freestyle coaching”
  

Target: Consistent execution across Greater than or Equal to 90% of coaches

• Scorecard Integrity & Alignment
• Coach scorecards accurately reflect behavior
• No disconnect between:
• Scorecard ratings
• Observed coaching behavior
• Clear alignment between scorecard ratings, observed coaching behavior, and client outcomes
  

Target: High fidelity across all teams

• Execution Variability Reduction
• Performance standard deviation across:
• O2O Coaches
• Leadership Coaches
• Team Leaders
  

Target: Reduced variability across teams, with consistent performance expectations met organization-wide

• COACH PERFORMANCE LIFT (20%)
• Coaching Quality Improvement
• Aggregate coaching quality score trend
• Improvement across:
• Bottom performers
• Mid-tier consistency
• Consistency of coaching quality across the organization (not isolated improvement)
  

Target: Measurable upward trend

• Coach Scorecard Movement
• % of coaches moving:
• Survival to Stability
• Stability to Success
• Success to Significance
• Reduction in low performers
  

Target: Upward distribution shift

• Underperformance Recovery Rate
• % of low-performing coaches improving within timeframe
• Effectiveness of development interventions
  

Year 1 Target: Greater than or equal to 20% of underperforming coaches demonstrate sustained improvement

• Team Leader Effectiveness
• Consistency of coach performance across teams
• Alignment in how Team Leaders enforce standards
  

Target: Consistent performance standards enforced across all teams, with no material gaps between Team Leaders

• OPERATIONAL & SYSTEM RELIABILITY (15%)
• Workflow Efficiency
• Reduction in redundant processes
• Speed and ease of coaching workflows
• Alignment between operational processes and coaching system requirements
• Operational Friction Reduction
• Coach-reported friction points
• Time spent on non-coaching activities
• Data Integrity & Visibility
• CRM accuracy
• Scorecard reliability
• Reporting clarity
• System Reliability
• Consistency of:
• Processes
• Tools
• Expectations
  

Target (for all): Measurable improvement over time

• DIGITAL ENABLEMENT & SCALABILITY (10%)
• Automation Impact
• Reduction in manual coach workload
• Automation of:
• Pre-session prep
• Follow-up
• Documentation
• System Adoption
• % adoption of:
• CRM
• Coaching tools
• AI-enabled workflows
  

Target: Greater than or equal to 85-90%

• AI Integration Effectiveness
• AI used for:
• Churn detection
• Coaching prompts
• Performance insights
• Demonstrated, measurable improvement in coaching efficiency, consistency, and client outcomes
• Coaching Visibility
• Ability to see:
• Client journey
• Coach performance
• Risk patterns
  

Target: Full visibility across system

SCORING MODEL

Client-impacting categories (Coach Performance Improvement and Coach Engagement) carry the greatest weight and must meet minimum performance thresholds regardless of overall score.

Coach Performance Improvement metrics must demonstrate a positive trend over time to meet expectations in this role.

Each Metric Is Scored:

• 1 = Below Standard
• 2 = Meets Standard
• 3 = Exceeds Standard
  
  

Weighted To Total Score:

• 90–100 = Top Performer
• 80–89 = Strong Performer
• 70–79 = Needs Improvement
• less than 70 = At Risk
  
  

Non-Negotiable Performance Requirements

The following categories must meet minimum thresholds regardless of total score:

• Coaching Organization Performance & Client Health
• Coaching Execution & Consistency
• Coach Performance Lift
  
  

Additionally:

• Performance must demonstrate consistent positive trends over time, not isolated results
• Digital Enablement & Scalability must show measurable progress quarter-over-quarter
  
  

Qualifications

Qualifications & Competencies

• 8 years of experience in coaching, leadership, operations, performance management, or organizational development
• Proven experience leading multi-function teams and driving performance in a scalable environment
• Strong understanding of coaching systems, performance metrics, operational execution, and leadership accountability
• Demonstrated ability to translate strategy into clear execution, systems, and measurable outcomes
• High level of ownership, accountability, and results orientation
• Strong systems thinking with the ability to identify and solve patterns across people, process, performance, and client experience
• Excellent leadership, communication, facilitation, and cross-functional collaboration skills
• Experience in a coaching, service, training, or high-accountability performance environment preferred
• REALStrengths knowledge and Buffini coaching experience strongly preferred