Senior advisory for complex moments

Clear thinking when the stakes are high

Independent counsel for CEOs, founders, Chairs and boards navigating pressure, change or growth.

30+years of leadership
44,000+people reached through an organisation built from the ground up
1:1confidential senior counsel

Who I work with

Purpose led organisations with important work to protect and grow.

Charities, social enterprises, public bodies and values led businesses.

Advisory support

What do you need to resolve?

Choose focused support for a critical decision, a stronger board or an organisation ready to reset.

The AMW approach

Clear sighted, constructive and grounded in practice

  1. 01

    Listen beneath the immediate problem

    Understand the history, relationships and pressures shaping the present situation.

  2. 02

    Create strategic clarity

    Separate symptoms from causes, surface risk and identify the decisions that truly matter.

  3. 03

    Design for lasting change

    Build practical structures, ownership and confidence so progress continues beyond the engagement.

Anne-Marie Waugh smiling

Meet Anne-Marie

Warm, direct and deeply invested in your success.

I bring boardroom discipline, operational reality and the courage to say what needs to be said.

Get to know me →

Selected work

Strategy made real

Examples of the judgement, structure and momentum I bring.

Build and scale

From an idea to lasting community infrastructure

Founded and grew RollaDome All Skate, creating trusted pathways for more than 44,000 children, young people and families.

Governance and resilience

Bringing clarity when responsibility is concentrated

Strengthened roles, decision making, risk visibility and delivery structures so purpose could be protected under pressure.

Partnership and influence

Turning lived insight into strategic opportunity

Connected communities, funders, public bodies and delivery partners around practical programmes with measurable social value.

Perspectives from practice

Ideas for leaders who need more than a standard answer

Governance and growth

When Leadership Outgrows Structure

Leadership advisory

The Real Role of a Senior Adviser

Board assurance

Crisis Readiness Begins Before the Crisis

Read the insights →

Begin with a conversation

Bring the decision you cannot resolve alone.

Confidential, exploratory and focused on what would help.

Email Anne-Marie