FIREFLY LEADERSHIP - Key Persons


Amaia Zubia-Elustondo

Amaia Zubia-Elustondo enjoys working with like-minded people who seek transformation and light and will resonate with her ability to be present in their work. She holds a master's of science degree in business psychology and has over 490 hours of formal hours in coaching over a 15-year-period. Were she to have the opportunity to have lunch with any three people in the world, she would choose to break bread with Michelle Obama, the Virgin Mary and a version of herself from 20 years in the future. Amaia has a co-active coach certificate and is at the PCC level of ICF accreditation. She enjoys singing, reading and hiking when she finds time for herself.

Anne Taylor

Anne Taylor bases her coaching style on neuroscience evidence and techniques, positive psychology, emotional intelligence theory and leadership development. By developing relationships based on trust, Anne brings challenge and support, directness and compassion, provocation and acceptance and head and heart to her work with clients who want to lead better, inspire their teams and influence others to deliver tangible results. She has 3,000 hours of formal coaching experience over 15 years and a wide-range of accreditations. The three people she would invite to lunch if she could are her late father, Oprah and Irish comedian, author and TV host Graham Norton so that she could ask each about what excited them most. Anne's leisure time interests include walking, cooking and hiking.

Deborah Thomas

Deborah Thomas combines rigorous intellect, blue-chip international business experience and psychological insight in her coaching practice that assists people in becoming their very best. She is happy that her clients describe her as empathetic, present and a person with whom they feel safe. Deborah has more than 5,000 hours of formal coaching experience and has earned Meyler Campbell Business Coach qualification, an Association for Coaching Counselling Skills (RSA Certificate) MBTI (Steps I and II) and Strengths Profile Practitioner accreditation. Her leisure time pursuits include writing poetry, walking, swimming, yoga, meditation and enjoying art and music. If she could invite three people for lunch she would choose poet Michael Longley, musician Paul McCartney and novelist and short-story writer Shena Mackay so they could discuss ways they nurture their talents.

Donna Milofsky

Donna Milofsky partners with talented leaders to help them navigate their work complexities in service of whatever matters most to them. She holds a master of science degree in organisational leadership and has 3,000 hours of formal coaching experience over 25 years and ten years of mentoring experience. Her certifications include co-active coach training, co-active coach certification, CPCC, CPCC Core curriculum, and CPCC Awareness. She is also MBTI certified; TypeCoach certified and EQi 2.0 certified. Donna relaxes by exercising, traveling and hosting friends and her dream lunch guests would include the late Nelson Mandela, her grandmother and entertainer Lizzo and their conversation would centre on how they managed to navigate their life storms.

Jacqui Sjenitzer

Jacqui Sjenitzer prides herself on creating sacred, magical spaces where important truths can be shared through 1-2-1 and group coaching, facilitation and small group events. She has 27 years of facilitator experience and 12 years of mentoring experience and says the three words that define her coaching style are presence, powerfulness, and caring. Jacqui has 1,600 hours of formal coaching hours under her belt, has a master's degree in occupational psychology, is a Certified Dare to Lead™ Facilitator and is in year two as a Somatic Experiencing Practitioner. She savors working with the Firefly team and its clients for the opportunities it presents to find meaningful connections, belong to something and create goodness in the world. For her, it is all about being light, bringing light and lightening things up. In her free time, she enjoys spending time in the garden, running, reading, and journaling.

Jane Sullivan

Job Titles:
  • Consultant
Jane Sullivan is a chartered occupational psychologist, consultant, accredited Professional Executive Coach, and accredited coaching supervisor. For more than 20 years, she has devoted herself to leadership development and coaching, organisational change, strategy and culture, dignity and diversity at work, team facilitation, and employee engagement. Insightful, energetic, and intuitive. Jane combines strong analytical skills with the ability to cut through the noise to help her clients get to the heart of their issues. In her spare time she loves painting and making photographs. She is studying art at the Newlyn School of Art and embracing the synergies that are emerging between her professional and artistic practice.

Jo Birch

Jo Birch relishes the opportunity to work in diverse and creative settings with people daring people who are willing to step into learning and self-development. She has more than 1,000 hours of formal coaching experience and has spent more than 25 years working as a supervisor of coaches, leaders, counselors, psychotherapists and others. She is an EMCC-accredited supervisor ESIA. As a grandmother of three, Jo is motivated to help create a more just world for all-including her descendants. She holds an M.A. in counseling. She believes in supplementing work with play and for her that means pursuing her interest in theater and photography.

Kirsty Maynor

Kirsty Maynor founded The Firefly Group in 2011 to enable people to achieve the clarity, insight and momentum they need to take a clear step towards individual and organisational change. She has a proven track record of helping organisations and individuals achieve long-term change, is a Certified Co-active Coach (CPCC); accredited with the International Coaching Federation (PCC) and a certified facilitator of Dare to Lead™. Her coaching superpower is her ability to play and be creative in a way that also meets people's serious agendas and intentions. Kirsty also credits her ability to connect everything to a bigger purpose that allows her to help people to grow in ways they hadn't imagined as another strength. She has 2,000 hours of facilitation experience over 25 years and has been a mentor for 15 years. Kirsty holds a master's degree in Organisational Behaviour and her debut book "Untangled - A Practical and Inspirational Guide to Change We Choose and Change we Don't" was published on 28 November 2023. You can find out more information on Kirsty by visiting the Kirsty Mayor website or visit www.untangledbook.com

Lacey Jarrells

Job Titles:
  • VP of Operations for Firefly
Leveraging over 13 years of administrative knowledge, Lacey has the organisation skills to ensure users and products are working at top efficiency. An operations specialist , Lacey is the VP of Operations for Firefly and responsible for all our processes and systems, and the heart of the Firefly business. She's committed and tenacious and is able to take a strategic approach to operations. Lacey is a Certified Virtual Assistant through the Virtual Assistants Academy and lives in North Carolina with her husband and a collection of demanding fur-kids.

Rachel Griffiths

Rachel Griffiths' coaching superpower is her ability to connect her clients with their most powerful, natural innate resources. She holds a bachelor's degree in communications and media, is certified in Co-active Coach Training, and has her Co-active Coach Certification. Rachel has 20 years of facilitation experience and has reached the ACC level of ICF accreditation. When she isn't working you may find her walking in bare feet on wet grass or a beach, swimming in the open water, giving to her community or time with family and friends. The three people she would like most to invite to lunch are Sir. David Attenborough, the late Nelson Mandela and Brené Brown. Attenborough was a naturalist and Brown is a professor, storyteller and podcast host. Given the opportunity she would ask them how they each discovered their purpose.

Suz Bird

Job Titles:
  • Firefly 's Marketing & PR Director
  • Freelance Marketing and Communications Specialist
Suz is Firefly's Marketing & PR Director and holds the strings to our communications strategy. With over 22 years of experience in the marketing and communications industry, Suz is a Freelance marketing and communications specialist who is strategically operational, focuses on the overall business outcomes and drills right down to the specifics of what that means in marketing infrastructure and campaigns. Originally from Cape Town, South Africa, Suz lives in Aberdeen with her partner and teenage daughter and has a work-travel rider that includes access to 2 pillows for bedtime, a place to go for a run and coffee first thing in the morning.

Thea Bombeek

Job Titles:
  • Executive Coach and Supervisor
Thea Bombeek is executive coach and supervisor with a passion enabling clients to thrive and live their full potential. She has an eagerness to learn and co- create and celebrate successes with clients. And, thanks to her love of art history, she uses art to put her clients in contact with their inner beauty so that they may live lives of full potential.