#HowIGotHere with… Zoe Tuffs, Founder, Times Ten Coaching

From 12 years in events at Toyota, to holding agency-side roles, and delivering experiences all over the globe, it’s safe to say that Zoe Tuffs knows the industry inside and out.

So, what led her to become a Transformational Coach that’s predominantly dedicated to the sector, and what inspired her to make the career change?

Read on to learn about Zoe’s interesting and varied story, from a fresh out of uni secretary, to business owner.

What did you want to be when you grew up?

I was a curious child who loved to ask questions, so the idea of being a radio show host really appealed. I loved listening to the breakfast show and noticed the presenter always invited interesting people to question and chat with – I really loved the idea of having conversations for a living!

If I wasn’t destined for radio, I used to play around at being a TV chef. As a kid I would get busy in the kitchen and present my creations to an imaginary studio audience, regularly interacting with the film crew!

How and when did you get your start in the industry?

It was a total accident. Back in ‘97, I was fresh out of uni, just back from a girls trip to Ibiza. I signed up with a temping agency and managed to land myself a two-day secretarial gig at Toyota – have been economical with the truth about my secretarial experience!

The secretary who I was covering for had gone to work for the events team but hated it, as it was ‘too chaotic,’ and asked if she could swap back into her role.

I gladly accepted, and what started as a temp role transitioned into 12 years in events at Toyota. In the first week, I was gifted a couple of hospitality tickets to the World Match Play Golf Championship; I sat in hospitality on the 18th green with a glass of Champagne thinking ‘this job could be fun!’

How has that evolved over time?

Working for Toyota opened up a world of opportunities. I got to travel the globe, producing all types of events, from incentives and product launches, to conferences, exhibitions and more. It was an amazing experience, but I realised when I chose to have children that it just wasn’t going to work for me anymore.

I took a long career break before a friend called me up out of the blue and asked me to work with her as a freelancer at Google. I took the plunge and said yes, which ended up taking me agency side.

Here I held roles including Growth & Strategy Partner, and was tasked with shaping the agencies’ vision, purpose and values, taking a proactive role in their talent attraction and retention approach. This is what inspired me to retrain as a Transformational Coach in 2019.

From there I launched Times Ten Coaching, my coaching consultancy, which helps event professionals get in the driving seat of their careers, and supports business leaders in this space to create purpose-led cultures that enable everyone in their team to thrive.

What’s an average day look like now?

As a Transformational Coach, I’d say most of my days are varied, interesting and rewarding! I have some clients in other sectors, which I find fascinating, but my main focus is to coach people in the events industry.

One day I might be hosting a workshop for teams or communities in the sector, or presenting to leaders on how to create and leverage their company purpose and values to shape a progressive culture.

On another day I might be coaching an individual, challenging and encouraging them to go after what they truly want in their career, asking questions and sharing in their journey.

I suppose I’ve somehow managed to curate a new career path that weaves in elements of my childhood aspirations – either presenting and sharing what I know or have created, or having in-depth conversations with clients, feeding my curious nature and working with them to discover what they want and need from their roles.

What do you love most about your job?

As a people person, I love the strong connection I get to build with my clients. It’s cliché but when someone embraces coaching, they go on a journey of self-discovery, and in effect, I go on that journey with them.

My role is to hold space for them and get up close and personal to understand their challenges and aspirations. It’s incredibly rewarding!

I feel so privileged that day-to-day I actually get to see people achieve their goals or work through their biggest challenges, and share in their celebratory moments.

What’s your advice for someone looking to pursue a role like yours?

My advice for anyone on a career journey within this industry, not necessarily working toward becoming a coach, is to get in the driving seat. Don’t wait for permission.

I spent the first 20 years of my career head down in spreadsheets, delivering for other people and neglecting my own vision and purpose. I loved the job I did but I regret not taking time out to think about what I really wanted.

So my advice is to take the time to realise your skills, define what you’re passionate about and what motivates you, and seek out the role that fosters and enables that. That’s ultimately what has led me to where I am today. That, and investing in your own personal development. It pays off on so many levels, trust me.