Sura Dawood AlRefaie

Eng. Sura is a highly accomplished ICF-certified Systemic Coach, ILM-accredited Assessor, and Certified Trainer with over 18 years of multi-industry experience spanning leadership development, strategy execution, emotional intelligence, organizational behavior, and talent management. She specializes in designing and delivering bilingual (English & Arabic) training programs that empower individuals, enhance team performance, and drive organizational growth.

Her expertise bridges corporate training, executive coaching, digital marketing, and market research, enabling her to craft holistic learning solutions. Sura has successfully trained and coached over 1,000 professionals, from emerging talents to senior executives, across sectors including energy, real estate, marketing, digital media, and education. She is recognized for helping organizations operationalize their vision through employee engagement strategies, leadership excellence, and customer loyalty enhancement.

Areas of Expertise

Professional Summary

Training Programs Delivered

Professional Qualifications, Education and Accreditation

• Academic Qualifications:

  • B.Sc. in Chemical Engineering, Jordan University of Science and Technology – 2005

  • IGCSE & A-Levels, Manarat Jeddah Girls School, Saudi Arabia – 1999

  • Certifications & Diplomas

  • International Coaching Federation (ICF) Certified Systemic Coach – 2021

  • Institute of Leadership & Management (ILM) Accredited Assessor & Trainer

  • MBTI® Practitioner Certification – Dubai, 2021

  • Happiness & Wellbeing Diploma – North Texas Leadership Development Academy, 2021

  • Ambassador of Happiness & Wellbeing – Dubai, 2021

  • Workplace Happiness & Wellbeing Consultant – Dubai, 2021

  • Digital Marketing: Customer Engagement, Social Media, Planning & Analytics – University of British Columbia / Columbia Business School, 2019

  • Training of Accredited Trainer (TOT) – Dubai, 2020

  • Qualitative Market Research Analysis – IPSOS, Jordan, 2007

• ILM Level 2 & 3 Leadership Modules – Accredited leadership and management skill-building programs.

• Strategic Leadership & Critical Thinking – Advanced decision-making, vision setting, and problem-solving.

• Emotional Intelligence – Self-awareness, empathy, and social skills for workplace success.

• Advanced Communication & Presentation Skills – Impactful speaking, influencing, and persuasion techniques.

• Customer Service Excellence – Service culture, client relationship management, and loyalty strategies.

• Team Building & Conflict Management – Fostering collaboration and resolving workplace challenges.

• Diversity, Equity & Inclusion (DEI) – Building inclusive workplace cultures.

• Advanced Sales & Negotiation – Revenue growth through consultative selling and negotiation skills.

• Organizational Behavior & Employee Value Proposition – Creating a compelling culture to attract and retain talent.

• Positive Mindset & Resilience – Techniques for cultivating optimism, motivation, and workplace wellbeing.

• MBTI® Principles and Applications – Personality type awareness for team alignment and productivity.

• Atomic Habits & High-Performance Routines – Sustainable habit-building for personal and professional growth.

• Leadership Development & Strategic Planning – Designing and implementing leadership frameworks aligned with organizational goals.

• Executive & Systemic Coaching – Empowering individuals and teams to achieve measurable personal and professional outcomes.

• Training Needs Analysis (TNA) – Assessing skill gaps and tailoring solutions for optimal workforce performance.

• Emotional & Social Intelligence – Enhancing interpersonal skills, empathy, and team collaboration.

• Management Skills & Organizational Behavior – Building capabilities for effective decision-making and performance management.

• Customer Experience & Client Relations – Creating strategies to foster long-term loyalty and service excellence.

• Change Management & Employee Engagement – Leading initiatives that boost morale, productivity, and retention.

• MBTI® Personality Assessment & Application – Facilitating self-awareness, communication, and team dynamics.

• Digital Marketing & Branding – Leveraging social media, analytics, and customer engagement strategies.

• Happiness & Wellbeing Programs – Designing initiatives to promote workplace positivity and resilience.