MBA (with distinction) – University of the Witwatersrand (Wits); BA (Hons) Industrial and Organisational Psychology (with distinction) – University of Cape Town (UCT); Certificate and Diploma in Practitioner Coaching (The Coaching Centre, Cape Town); Coach Supervision Diploma (Coach Development UK); International certificate in Relationship Systems Coaching (CRR Global US); Time to Think Coach and Facilitator (TTT UK).
Founder, Executive Coach and Leadership Development Consultant of Ithaca Leadership Consulting (Pty) Ltd; Professional Associate of Sunny-Stout Rostron Associates CC; Global Collegiate Member of the Thinking Environment (Nancy Kline); Certified ORSC Practitioner (CRR Global).
Professional practice
Creina’s current area of focus is working systemically with individuals and teams to build innovative environments within which to thrive. She believes that sustainable organisational performance improvement can be achieved through greater alignment, deeper collaboration and more effective communication.
Creina has over 20 years’ experience in the field of change leadership and leadership and organisational development. Her work has included large-scale leadership transformation, leadership capacity building, team coaching and enabling the development of a culture in which coaching, mentoring, strategic and effective dialogue and working with the organisation as a system, are seen as key to effect positive sustainable change. As a business woman and entrepreneur, she has occupied leadership positions in organisations encompassing both strategic marketing and human resource portfolios.
Over the years her work has also included: strategy design, culture change and operational and strategic alignment; development and implementation of corporate training programmes and university-based skills training courses; strategy formulation and implementation as a senior member of management in a medium-sized company; and practice as a human resource practitioner within a retail environment.
Business / executive clients
Creina has worked in public and private sector organisations as well as civil society and academic institutions. She has supported the careers of leaders in several industries including retail, property management, financial services, manufacturing, construction, engineering, information technology, fast moving consumer goods, transport and media.
Her clients have included organisations such as AngloVaal Industries, Tiger Brands, Sanlam, Sanlam Healthcare, Santam, PPC, Rand Merchant Bank, ABSA Capital, the South African Reserve Bank, Nampack, the University of Johannesburg, Macquarie Private Bank, Protech Kunene, Sun International, Minor Hotels, Glynmarais, Babcock, MSD Pharmaceuticals,
Hans Grohe, Retecon, SA Metal Gauteng, Discovery Holdings, Society for Animals in Distress, The Wilderness Foundation, and Growthpoint. Creina designed, implemented and led a leadership transformation and culture change project in Growthpoint Ltd which began in January 2016 and is
ongoing.
Contribution to the coaching profession
Creina has served on the Executive of COMENSA, is an assessor with the Professional Development Foundation UK (PDF) and is an Associate at the Institute of Coaching at McLean Hospital (a Harvard Medical School affiliate). Creina teaches practitioner coaches at the University of Stellenbosch Business School, has supervised coaches on Wits Business School’s Business and Executive Coaching Course, and continues to supervise practising coaches. She provides academic supervision to MPhil students at the University of Stellenbosch, has lectured Honours students in consumer behaviour at Wits, has supervised MBA research at the Gordon Institute of Business Science (GIBS) of the University of Pretoria and at UCT, and has been an internal and external examiner on various courses relating to the areas of marketing, management strategy and talent retention and development at Wits, UCT and the Institute of Marketing Management.
Coaching philosophy
Creina takes an integrated, multi-disciplinary approach and believes that the impact of executive coaching is measurable for both individuals and teams, by tangible differences in behaviour and performance that ultimately positively impact the “triple bottom line” of the business. As a certified Relationship Systems and Thinking Environment coach, she works with leaders to embrace the diversity that resides within the systems in which they operate to achieve results through maximising the quality of the relationships, thinking, outputs and outcomes of individuals, teams and organisations.
Interests
Creina enjoys being in the bush, walking on the beach, indigenous gardening and bird-watching. She loves hiking and swimming, water-skiing, Pilates, reading, good food and being with friends. She has two wonderful children, is married and lives in Johannesburg. She is active in her role as a trustee on two charitable trusts, and is committed to engaging with NGOs and NPOs with a view to sustainable social change in these environments and the surrounding communities.
Sunny Stout-Rostron Associates 