Cass Coulston, Founder of Beacon Consulting

Cass Coulston


Background and Experience
Cass has held a number of senior leadership roles within FMCG for almost 20 years, leading cross-functional teams of 150+ across marketing,  including digital and communications, commercial, finance and supply-chain functions, with responsibility for businesses in excess of £70m across the UK and Ireland. Cass has worked for the world’s largest cosmetics company, as both Commercial and Marketing Director and General Manager for both luxury, mass-market and professional brands.

She has experience of running multi-million businesses included Boots and Tesco for L’Oréal Paris across all mass-market beauty categories, launching new celebrity campaigns into the UK market and creating the UK advertising with celebrities such as Davina McCall and Kate Moss.

She has also launched new health & beauty categories into the market, as well as defining the business model for taking more established brands, such as Kérastase and L’Oréal Professional to the next level of growth within the professional market.

One thing has been consistent across an array of different business unit experience– her drive to inspire and challenge teams to achieve their best results and to be their best.

Working with Cass
She has first-hand knowledge of what makes organisations and the people within them feel energised and engaged to perform at their peak. With an ability to cultivate empathy, resilience and new thinking at a pace, she is driven by a passion to bring out the best in others. She will both challenge and support leaders, teams and organisations to achieve this.  And she’s built on her experience with training and research into the science and psychology of teamwork, developing a deep understanding of the challenges modern businesses face – and staying ahead of the curve.

Cass has worked with an array of clients across a number of industries, with a strong experience in FMCG. Recent clients include Boston Consulting, L’Oreal, Matrix, Fuller’s, Deloitte, Louella Belle and the Blo Bar group.

Professional Training and Qualifications
Cass is committed to driving her own learning and has a coaching supervisor to reflect on her own  practise, as well as a commitment to learning new techniques and tools from a wide range of fields: 

  • AOEC practitioner diploma in executive coaching, accredited by Middlesex University, EMCC, ICF
  • MSc Organisational Psychology (in progress)
  • MBTI step I and step II practitioner
  • Strengthscope practitioner
  • Systemic team coaching certificate, AOEC, ICF accredited
  • Challenging coaching masterclass programme
  • Neuroscience and the Journey to coaching mastery, Association for coaching
  • C-IQ, Conversational intelligence for coaches certification
  • Resilience for coaches certification, AC
  • Mini MBA, CEDEP, INSEAD, global leadership for growth
  • Member of International Coaching Federation, ICF
  • Member of European Mentoring and coaching council, EMCC


Personal Passions
Cass is currently living with her husband and 3 boys in Hyderabad, India and travels back and forth to the UK for her work. She has a passion for travelling, exploring new cultures and wildlife. Travelling to Antarctica on a research ship has been her most profound travelling experience so far.

She is also a volunteer coach for Parentgym, coaching parents in deprived areas of London, when she is in the UK. She is also on the board of a large charity in India, focused on improving young people’s lives.

5% of all Beacon Consulting’s profits go towards supporting young people at West London Action for Children, a small, independent charity that helps families and children in challenging circumstances to fulfil their potential.