Senior Director of Coaching

Job DetailsJob Location: Remote CA - Carlsbad, CA 92011Salary Range: $120,000.00 - $140,000.00 SalaryMission Alignment

At Buffini & Company, our mission is to impact and improve the lives of people. Our coaching organization is central to that mission, directly influencing client outcomes, retention, and long-term business growth.

The Senior Director of Coaching plays a critical role in ensuring the coaching organization operates as a consistent, scalable, and high-performing system. By leading the core functions that drive execution, coach development, and operational consistency, this role ensures coaching standards translate into measurable client and business results.

 

Role Summary

The Senior Director of Coaching is responsible for owning the execution, performance, and operational effectiveness of the coaching organization. This role is accountable for ensuring the coaching system performs as designed, with clear alignment between strategy, execution, coach capability, and measurable client outcomes.

The Senior Director leads the core infrastructure of the coaching system, including Coaching Operations, Coach Development, and REALStrengths Profiling, to ensure coaching is delivered consistently, effectively, and at scale.

This role partners closely with the SVP of Coaching, who directly leads Team Leaders, to ensure alignment between coaching strategy, team leadership, and system execution. It also partners closely with the Director of Coach Development to ensure coaches are not only capable, but consistently executing at a high level within a well-run system.

 

This role serves as the connective layer between coaching strategy and execution, ensuring that systems, processes, leadership, and technology work together to deliver consistent coaching performance, measurable client outcomes, and scalable business growth. It is responsible for ensuring the coaching system is supported by scalable digital infrastructure, automation, and AI-enabled tools, with clear ownership of defining coaching system requirements and outcomes, in close partnership with technology and product teams responsible for delivery. This role ensures that coaching execution is system-enabled, supported by integrated workflows, automation, and technology, rather than reliant on individual effort, memory, or manual processes.

 

Leadership & Team Oversight

The Senior Director of Coaching directly leads and develops:

Director of Coaching Operations 
Director of Coach Development 
REALStrengths Profilers

This role drives alignment across these functions to support:

Coaching execution 
Coach development and performance 
Consistent application of strengths-based methodologies 

The Senior Director holds direct reports accountable for performance, outcomes, and alignment with coaching system standards, while driving clarity of roles, accountability, and expectations.

This role ensures these functions operate as an integrated, high-performing system, not siloed departments.

 

Scope of Ownership

Owns: 

End-to-end coaching system execution and performance
Coaching Operations, Coach Development, and REALStrengths Profiling functions 

Influences: 

Team Leader execution and consistency (in close partnership with the SVP of Coaching) 

Accountable for: 

Alignment between coaching strategy, coach capability, execution, and measurable client outcomes

 

Key Responsibilities

Coaching System Execution & Performance Ownership

Own and drive the day-to-day execution of the coaching operating system across all teams 
Drive consistent adoption and execution of coaching frameworks, standards, and methodologies 
Align coaching behaviors with defined scorecards, performance metrics, and client outcomes 
Identify breakdowns in execution, consistency, or results and implement solutions that improve system effectiveness and scalability
Own system performance across the organization, ensuring coaching operates as designed

Functional Leadership & Integration

Lead and develop the Director of Coaching Operations, Director of Coach Development, and REALStrengths Profilers
Drive alignment across these functions through clear roles, shared priorities, and integrated accountability
Drive performance and consistency across all direct-report functions
Eliminate silos and ensure these departments collectively support a high-performing coaching organization

Coaching Operations & Infrastructure

Partner with coaching operations to ensure systems, tools, workflows, reporting, and documentation standards are executed consistently and accurately
Translate coaching standards and playbooks into clear, repeatable workflows and operational practices
Simplify processes and reduce operational friction that limits coaching effectiveness or scalability
Ensure operational infrastructure supports both coach experience and measurable client outcomes
Ensure operational infrastructure and supporting systems are aligned to coaching system design, not developed independently of coaching requirements

Coach Capability & Development Alignment

Partner closely with the Director of Coach Development to align coach development efforts with system needs, performance expectations, and measurable outcomes
Ensure coach development, training effectiveness, and coaching quality improvement remain tightly connected to business performance
Identify gaps between system design, coach capability, and execution, and drive alignment across the coaching organization
Ensure REALStrengths is consistently and effectively integrated across coaching delivery, training, and client experience

Digital Enablement, Automation & AI Integration

Own the definition and prioritization of digital infrastructure, automation, and AI requirements needed to scale the coaching system
Translate coaching workflows, performance gaps, and operational friction into clear, actionable system requirements for technology and product teams
Drive the reduction of manual coach workload through automation, system integration, and AI-enabled tools 
Ensure coaching systems, CRM, and digital tools function as a unified ecosystem that supports coaching execution and client experience 
Identify opportunities to embed AI into coaching workflows, including pre-session preparation, in-session prompts, post-session documentation, churn detection, and follow-up automation
Ensure digital solutions are aligned to coaching behavior, performance visibility, and client outcomes, not just system functionality or efficiency
Hold cross-functional partners accountable for delivering solutions that meet defined coaching system requirements and performance needs

Cross-Functional Alignment & Continuous Improvement

Partner with Curriculum, Product, Customer Success, Operations, and other key stakeholders to ensure the coaching system is supported across tools, training, and client experience
Represent coaching needs in cross-functional initiatives and ensure decisions align with system performance and coaching effectiveness
Continuously evaluate the coaching operating system to identify inefficiencies, inconsistencies, and opportunities for improvement
Drive improvements that increase scalability, consistency, and measurable client and business outcomes
Drive clarity of ownership between coaching, product, and technology teams to ensure efficient execution and avoid duplication or misalignment

Standards of Performance

The Senior Director of Coaching is expected to:

Own overall coaching system performance, ensuring consistency, scalability, and measurable outcomes across the organization
Ensure coaching execution is supported by scalable, automated, and integrated systems, not manual or memory-dependent processes
Maintain alignment between coaching standards, coach behaviors, and measurable client outcomes 
Drive accountability through visibility, performance management, and operational discipline 
Ensure direct-report functions operate in alignment and contribute to overall system performance 
Identify and close gaps between strategy, execution, coach capability, and client experience 
Lead with a balance of operational rigor, cross-functional collaboration, and results-oriented accountability 
Ensure that technology, automation, and AI investments directly support coaching execution, performance visibility, and client outcomes, not parallel or disconnected systems

Performance in this role is defined by the consistency and scalability of execution, not isolated wins or individual heroics.

 

 

Success Metrics

This role is accountable for overall coaching system performance across five key areas:

1. Coaching Organization Performance

Client retention 
Client engagement 
Referral generation 
Overall coaching program performance 

2. Coaching Execution & Consistency

Consistent adoption of coaching standards, frameworks, and methodologies 
Reduction in execution variability across teams 
Alignment between coaching behaviors, scorecards, and performance expectations 

3. Functional Leadership Effectiveness

Performance and alignment of Coaching Operations, Coach Development, and REALStrengths Profiling functions 
Clear accountability and integration across direct-report areas 
Reduction in gaps between system design, coach capability, and execution 

4. System Performance & Scalability

Operational reliability and workflow efficiency 
Reduction in friction across coaching systems and processes 
Ability to scale coaching delivery without loss of quality or consistency 
Direct contribution to measurable client and business outcomes
Ensure continuous alignment between coaching system design and supporting digital infrastructure, automation, and AI capabilities

5. Digital & System Enablement

Reduction in manual coaching workload 
Adoption and consistent use of coaching systems and tools aligned to defined coaching workflows and behaviors
Improvement in coaching workflow efficiency 
Increased visibility into coaching performance and client journey 
Measurable impact of automation and AI on coaching effectiveness and scalability
Alignment between coaching system requirements and delivered technology capabilities

 

Work Environment & Culture

Fully remote role with expected travel for company events, coach intensives, and leadership summits 

 

Must model Buffini & Company’s core values:

Live What We Teach: Demonstrates disciplined execution and alignment with coaching systems 
Practice Servant Leadership: Develops leaders while maintaining accountability for results 
Excellence Is Our Minimum Standard: Ensures consistent, high-quality coaching delivery across the organization 

 

The Buffini Difference

 

Joining Buffini & Company means being part of a values-driven culture rooted in service, excellence, and growth.

The Senior Director of Coaching is more than an operational leader, it is a system performance role responsible for ensuring coaching is executed consistently, developed intentionally, and scaled effectively across the organization.

 

This role ensures that coach capability, operational execution, and strengths-based methodology work together to produce measurable client outcomes and scalable business growth. 

Senior Director of Coaching Scorecard

Purpose Statement

This scorecard defines and measures the Senior Director of Coaching’s accountability for ensuring the coaching organization operates as a consistent, scalable system where coach behavior, client experience, and business outcomes are aligned and improving over time.

COACHING ORGANIZATION PERFORMANCE & CLIENT HEALTH (30%) 

Client Retention

3-6 month rolling retention trend across all coaching segments (LC & O2O) 
Member Health Distribution (% Green/Yellow/Red)
% of unmanaged Yellow/Red clients
Consistency of churn risk identification and intervention across teams
Recovery Rate: Yellow/Red clients > Green movement
Alignment between coach scorecard performance and retention outcomes

Target:

Retention meets/exceeds benchmark 
Increasing % of Green clients 
Decreasing unmanaged risk 
Clear behavior > outcome alignment

 

Client Engagement (Behavior-Based)

% of clients consistently engaged in defined coaching behaviors:

Coaching calls
CRM usage
Buffini ecosystem (events, groups, etc.)

Engagement consistency across coach portfolios (not pockets of success)
Coach-driven engagement behaviors (tracked in scorecard)

Target:

Greater than defined engagement threshold 
Reduced variability across coaches 
Engagement driven by coaching behavior, not client personality

 

Referral Generation (System Output)

Measured by:

Referrals per client / per coach
% of clients actively participating in referral system
Coach consistency in asking for and reinforcing referrals
Alignment between Working by Referral behaviors and outcomes
Consistency of referral conversations and reinforcement across coaching sessions

Target:

Meets defined referral KPI 
Consistent coach-driven referral behavior 
No reliance on “natural referrers”

COACHING EXECUTION & CONSISTENCY (25%) 

Coaching Framework Adherence

% of observed sessions following:

Coaching structure
ISS usage
Accountability flow

REALStrengths integration consistency

Target: Greater than or Equal to 90% adherence

Coaching Behavior Consistency

Alignment between:

Call structure
Follow-up
CRM usage
Accountability conversations

Reduction in “freestyle coaching”

Target: Consistent execution across Greater than or Equal to 90% of coaches

Scorecard Integrity & Alignment

Coach scorecards accurately reflect behavior
No disconnect between:

Scorecard ratings
Observed coaching behavior

Clear alignment between scorecard ratings, observed coaching behavior, and client outcomes

Target: High fidelity across all teams

Execution Variability Reduction

Performance standard deviation across:

O2O Coaches
Leadership Coaches
Team Leaders

Target: Reduced variability across teams, with consistent performance expectations met organization-wide

COACH PERFORMANCE LIFT (20%)

 Coaching Quality Improvement

Aggregate coaching quality score trend
Improvement across:

Bottom performers
Mid-tier consistency

Consistency of coaching quality across the organization (not isolated improvement)

Target: Measurable upward trend

Coach Scorecard Movement

% of coaches moving:

Survival to Stability
Stability to Success
Success  to Significance

Reduction in low performers

Target: Upward distribution shift

Underperformance Recovery Rate

% of low-performing coaches improving within timeframe
Effectiveness of development interventions

Year 1 Target: Greater than or equal to 20% of underperforming coaches demonstrate sustained improvement

Team Leader Effectiveness

Consistency of coach performance across teams
Alignment in how Team Leaders enforce standards

Target: Consistent performance standards enforced across all teams, with no material gaps between Team Leaders

OPERATIONAL & SYSTEM RELIABILITY (15%)

Workflow Efficiency

Reduction in redundant processes
Speed and ease of coaching workflows
Alignment between operational processes and coaching system requirements

Operational Friction Reduction

Coach-reported friction points
Time spent on non-coaching activities

Data Integrity & Visibility

CRM accuracy
Scorecard reliability
Reporting clarity

System Reliability

Consistency of:

Processes
Tools
Expectations

Target (for all): Measurable improvement over time

DIGITAL ENABLEMENT & SCALABILITY (10%)

Automation Impact

Reduction in manual coach workload
Automation of:

Pre-session prep
Follow-up
Documentation

System Adoption

% adoption of:
CRM
Coaching tools
AI-enabled workflows

Target: Greater than or equal to 85-90%

AI Integration Effectiveness

AI used for:

Churn detection
Coaching prompts
Performance insights

Demonstrated, measurable improvement in coaching efficiency, consistency, and client outcomes

Coaching Visibility

Ability to see:

Client journey
Coach performance
Risk patterns

Target: Full visibility across system

SCORING MODEL

Client-impacting categories (Coach Performance Improvement and Coach Engagement) carry the greatest weight and must meet minimum performance thresholds regardless of overall score.

Coach Performance Improvement metrics must demonstrate a positive trend over time to meet expectations in this role.

Each metric is scored:

1 = Below Standard 
2 = Meets Standard 
3 = Exceeds Standard 

Weighted to total score:

90–100 = Top Performer 
80–89 = Strong Performer 
70–79 = Needs Improvement 
less than 70 = At Risk

Non-Negotiable Performance Requirements

The following categories must meet minimum thresholds regardless of total score:

Coaching Organization Performance & Client Health 
Coaching Execution & Consistency 
Coach Performance Lift 

Additionally:

Performance must demonstrate consistent positive trends over time, not isolated results 
Digital Enablement & Scalability must show measurable progress quarter-over-quarter

QualificationsQualifications & Competencies

8+ years of experience in coaching, leadership, operations, performance management, or organizational development 
Proven experience leading multi-function teams and driving performance in a scalable environment 
Strong understanding of coaching systems, performance metrics, operational execution, and leadership accountability 
Demonstrated ability to translate strategy into clear execution, systems, and measurable outcomes 
High level of ownership, accountability, and results orientation 
Strong systems thinking with the ability to identify and solve patterns across people, process, performance, and client experience
Excellent leadership, communication, facilitation, and cross-functional collaboration skills 
Experience in a coaching, service, training, or high-accountability performance environment preferred 
REALStrengths knowledge and Buffini coaching experience strongly preferred