About Maria Sit
Because leadership is personal.
I’m an executive coach and thinking partner to purpose-led founders and leadership teams navigating growth, complexity, and change.
I work with leaders at moments when the answers aren’t obvious — when decisions carry real weight, when growth outpaces systems, or when success starts to feel heavier than it should. My role isn’t to provide advice or ready-made answers, but to help leaders think more clearly, decide more confidently, and lead in ways that are sustainable for both the business and the people within it.
At the heart of my work is a simple belief:
The quality of a business rarely exceeds the quality of leadership shaping it.
From leadership roles to leadership coaching
Before founding Magenta Minds, I spent nearly three decades working at the intersection of strategy, customer experience, and organisational change — across Asia, Europe, and North America.
I’ve held senior leadership roles including Group Director of Customer Engagement at AIA Group and Chief Client Experience Officer at Sun Life Hong Kong. Earlier in my career, I built and led the Asia-Pacific user experience practice at HeathWallace, partnering with global financial institutions to design human-centred digital experiences.
Those years gave me deep exposure to complexity — matrix organisations, competing priorities, and the persistent gap between strategy and execution. They also made one thing clear: when growth stalls or transformation struggles, it’s rarely because of strategy alone. It’s almost always a leadership challenge.
That insight is what ultimately led me to executive coaching.
How I work now
Today, my work is coaching-led.
I partner primarily with founders, CEOs, and leadership teams in purpose-driven small and medium-sized organisations who want to grow without losing clarity, momentum, or humanity along the way.
My approach blends deep coaching with practical strategic judgment — shaped by years inside complex organisations — and grounded in the real, human dynamics of leadership. Clients often describe the work as giving them space to think, perspective to decide, and the confidence to follow through.
If this resonates
If you’re a leader who values clear thinking, honest conversation, and sustainable performance — and you’re looking for a trusted partner rather than a plug-in solution — we’re likely to have a good conversation.