David F.
5.0
(9)
Studied at University of Toronto
Hiring Manager at Salesforce
Successful clients at
Available tomorrow at 6:00 PM UTC
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About David
I spent more than two decades in the tech industry, most recently as an executive at Salesforce, a Fortune 500 tech company. During that time, I saw firsthand how even the strongest leaders can feel stretched thin, isolated, or uncertain. I’ve been there myself, navigating tough decisions, high expectations, and the tension between results and well-being. That experience shaped how I coach today. As an ICF-certified executive coach, I help leaders slow down to think clearly, make decisions with confidence, and lead with empathy under pressure. My clients often tell me our work gives them both clarity and calm—the space to be human while still driving results. I believe leadership isn’t about being perfect; it’s about being present, self-aware, and courageous enough to grow. My approach combines real-world leadership experience, emotional intelligence, and evidence-based coaching to help ambitious people lead with authenticity, resilience, and purpose. Outside of coaching, I host the Coachful Coaching Leadership Podcast, where I explore what it means to lead and live well.
Why do I coach?
I coach because I know what it feels like to lead under pressure and to wonder if you are doing enough. During my years as a leader at Salesforce, I had to make tough decisions that affected people’s lives, careers, and wellbeing. I learned that leadership can be incredibly rewarding but also isolating. When I started working with a coach myself, everything changed. I discovered the power of slowing down, getting clear on what truly mattered, and leading from purpose instead of fear. That experience transformed how I showed up for my teams and ultimately inspired me to help others do the same. Now, I coach to give leaders what I wish I had earlier in my career: a trusted space to think, reflect, and grow with courage. Coaching, to me, is not about fixing people; it is about helping them see themselves more clearly so they can lead with confidence, empathy, and integrity.
Work Experience
Executive Coach & CEO
Coachful Coaching Corporation
January 2023 - Present
I started Coachful Coaching to do what I love most: helping leaders 𝐁𝐫𝐢𝐧𝐠 𝐉𝐨𝐲 𝐭𝐨 𝐘𝐨𝐮𝐫 𝐇𝐮𝐬𝐭𝐥𝐞™. After 23 years in tech, including 14 years leading Solution Engineering teams at Salesforce, I saw firsthand that the hardest part of leadership isn’t the strategy or the technology — it’s the people side. At Coachful Coaching, I work with executives, founders, and high-potential managers to strengthen presence, navigate transitions, and lead with resilience. My coaching is direct, values-based, and rooted in ICF core competencies, with one goal in mind: helping leaders find clarity, build trust, and bring joy to the hustle of leadership. 🎙 I also share these conversations on the Coachful Coaching Leadership Podcast: https://bio.site/leaderpodcast
Senior Director, Sales Engineering
Salesforce
February 2021 - September 2025
Hiring Manager
Led a 33 member leader-of-leaders team, coaching four frontline managers (two awarded “Manager of the Year”) to excel in strategic account growth and people leadership. - Led pre-sales team to exceed 60% YOY growth, positioning the unit as the company’s top growth engine. - Provided executive-level advisory to Life Sciences executives, influencing the successful launch of Salesforce Life Sciences Cloud. - Increased employee engagement to 94% (10% above company average) while improving diversity representation by 25%.
Director, Solution Engineering
Salesforce
February 2017 - February 2021
Hiring Manager
Led and scaled a high-performing pre-sales organization supporting the SMB Health & Life Sciences market, driving market expansion and team development. - Launched Coach the Coach program, accelerating ramp-up for 30+ hires and embedding a sustainable coaching culture. - Delivered soft-skills and executive presence training for 40+ engineers, improving communication, leadership readiness, and client engagement. - Expanded market coverage by establishing six regional hubs and hiring 30+ team members.
Principal Solutions Engineer
Salesforce
May 2011 - February 2017
Interviewer
Achieved “Peak Performer” status (Sales Club) for three consecutive years (FY14–FY16) by consistently exceeding annual sales targets. Designed a Strategic Deal Execution curriculum and playbook for complex sales cycles, adopted by 1000+ Solution Engineers globally to improve deal strategy and execution.
Senior Sales Engineer
Ektron
June 2008 - May 2011
Interviewer
Ektron Web Content Management is a Microsoft .NET web content management system that powers thousands of websites across the globe. Connect, engage and acquire on smartphones, tablets and desktops. Key Achievements: * Founding team member for Canadian Startup - lead technical pre-sales that increased overall country revenue and resulted in growing team from 3 to 20 employees in 3 years * Provided technical pre-sales consulting and demonstrations to C-Suite and IT executives in vertical industries, including telecommunications, hospitality, education and healthcare * Founder/Manager of Ektron Developer Community and influencing over $1M in pipeline
Consulting Engineer, Professional Services
Advanced Chemistry Development
May 2004 - May 2008
Interviewer
Advanced Chemistry Development, Inc., (ACD/Labs) is a cheminformatics company providing solutions in support of R&D. * Provided pre-sales and post-sales services including project scoping, business analysis, infrastructure planning, performance testing, and security auditing * Protected and increased revenue for the company by managing the software licensing product portfolio Enterprise Software and Solution Architecture
Lecturer
Seneca College
January 2004 - May 2004
With campuses throughout the Greater Toronto Area, Seneca’s size and diversity give students the advantage of partnerships with industry leaders, the latest in hands-on computer technology, a variety of class sizes, and full-time, part-time and continuing education options. * Instructed total of 4 courses in Computers and Introductory Physics to students in the Seneca College Bio/Chem program * Developed excellent rapport with both students and Professors with the reputation of clearly articulating subject matter that was easily understood by non-experts * Class sizes ranged anywhere from 20 to 70 students which provided good opportunities for presenting to large public audiences
Researcher
Simbiosys
September 2002 - November 2003
Education
Coach Academy
Advanced Coaching Skills (ICF Level 2)
2024 - 2024
Business Coaching, Executive Coaching
Coach Academy
Certified Performance Coach (ICF Level 1)
2022 - 2023
York University
Master of Science, Chemistry
2000 - 2002
University of Toronto
Bachelor of Science, Chemistry
1996 - 2000
9 Reviews
Overall Rating
5.0
David has helped Leland clients get into Salesforce