About Me
Hello,
my name is Jose-Luiz Moura, but please call me JL.
I am an Executive Leadership Coach, Strategic Advisor, Board Member and Public Speaker, and I believe in the power of conscious leadership to transform businesses and create lasting value.
After three decades in corporate leadership, including my role as COO of Salesforce UK & Ireland, I’ve witnessed firsthand that when you lead from your values, you create genuine value in everything you do. Now, through WBH Coaching & Advisory, I partner with leaders and their teams to bring more consciousness to their leadership journey, helping them navigate complexity while staying true to their authentic selves. I’m not your typical executive coach – my approach combines hard-earned corporate wisdom with deep human understanding.
Having managed large operations and led big and small teams across multiple continents, I know the pressures of corporate life and dealing with leadership challenges. However, I also know that the most conscious leaders are those who can balance strategic thinking with emotional and somatic intelligence. Through my Integral Development Coach certification from the International Coaching Federation and years of practical experience, I’ve developed a unique methodology that helps leaders create space for reflection, growth, and meaningful transformation.
My commitment to sustainable and impactful business extends beyond individual coaching. I actively contribute to organisations driving positive change, serving on the boards of Outvertising Limited and Simprints Technologies. These roles allow me to help shape a more inclusive advertising industry and support innovative solutions to global poverty – because I believe business can and should be a force for good.
Like many of my clients, my journey has been shaped by diverse experiences across cultures and continents. As a British-Brazilian who has called Sweden, Switzerland, and the United States home before settling in London, I bring a truly global perspective to leadership development and business acumen. When I’m not working with clients, you’ll find me baking sourdough bread (a pandemic discovery that stuck!), running through London’s parks, or exploring the city’s endless cultural offerings. These activities keep me grounded and remind me that the best leaders are those who never stop learning and growing.
My Values
Authenticity
Being true to yourself is not just a choice but a commitment to honour your unique voice, even when it would be easier to blend into the crowd.
Wholeness
Embracing all aspects of who you are—light and shadow, strength and vulnerability—creates the foundation for genuine growth and meaningful connections.
Integrity
Living in alignment with your values, even when no one is watching, builds the kind of trust that transforms relationships and inspires others to do the same.
Empathy
Understanding that every person carries their own story allows us to create spaces where genuine connections flourish and healing becomes possible.
Compassion
Extending kindness to ourselves and others, especially during challenging times, creates ripples of positive change that transform both hearts and organisations.
Courage
Taking bold steps forward while acknowledging our fears enables us to grow beyond our perceived limitations and inspire others to do the same.