About Yeray E. Falcón – Business Coaching for Real-World Growth.
I’m Yeray E. Falcón, dedicated to helping businesses thrive with coaching that emphasizes resilience, adaptability, and sustainable success.
Born in Santiago, Chile, in August 1988 to Spanish immigrant parents, my journey has been anything but conventional. I am Yeray E. Falcón, and at 18, I made the bold move back to Spain, stepping into a completely new reality. With no safety net or family nearby, I had to build everything from the ground up—developing my skills, creating opportunities, and carving a place for myself in the international business world. Those early years taught me that success isn’t handed to you—you earn it, step by step. This mindset laid the foundation for everything I do today as a coach.
Coaching Teams Across Borders by Navigating Cultural Complexities.
In coaching, understanding the diverse backgrounds of individuals and teams is essential. My global experience has taught me how to embrace cultural differences and use them to fuel collaboration and growth.
The Importance of Cultural Sensitivity in Coaching:
Throughout my career, I’ve had the privilege—and the challenge—of working across diverse international markets, where cultural sensitivity is paramount. I’ve experienced the clash of Italian creativity with Korean precision, and I’ve learned to guide teams through these differences with empathy and strategic insight. I know the complexities of the Dutch principle of bespreekbaarheid—open and direct communication—and how it can conflict with more indirect or hierarchical styles, like those in my own Spanish background. These experiences shaped how I approach coaching today, ensuring I align goals, values, and communication styles to foster collaboration within culturally diverse environments. Coaching isn’t just what I do—it’s what I’ve become. Every challenge, every team, and every project along the way built the coach I am today.
How ARRUGAO Café Became a Real-World Lesson in Entrepreneurial Coaching.
Entrepreneurship is a form of coaching in itself. When I founded ARRUGAO Café, it was more than just a business—it was a case study in applying coaching to build something from the ground up.
Turning Passion into Business: Coaching Through Entrepreneurship:
In 2018, I followed another passion—coffee. As a long-time aficionado, I saw how quality coffee seemed restricted to elite circles, reserved for the so-called “snobs.” But I believed in something different: great coffee should be for everyone, not just for those with the right pedigree. With this vision, I founded ARRUGAO Café, turning the concept into a reality. From managing operations to leading marketing, I built a sustainable brand that made high-quality coffee accessible to all. In many ways, ARRUGAO became a real-world case study in entrepreneurial coaching—coaching myself and my team through the ups and downs of a business that aligned passion with strategy.
Unlocking the Power of Coaching Through Leadership at CVEDIA and Beyond.
I didn’t always start out as a coach, but each role I held along the way taught me essential lessons in leadership and the power of guiding teams to success.
How Leadership Roles Transformed My Coaching Philosophy:
While my journey wasn’t always labeled “coaching,” every role I took on brought me closer to becoming the coach I am today. At CVEDIA, where I worked as Chief of Staff, I discovered that coaching wasn’t just about guiding teams—it was about unlocking potential and fostering alignment. I became the go-to person whenever blockers arose or strategies needed to be realigned. Coaching showed up in every corner of my work: managing stress, keeping momentum, and empowering teams to own their progress.
My time at Packlink involved balancing remote contractors with local staff, aligning international workflows, and launching the first logistics API of its kind in Spain. Here, I learned how to coach cross-functional teams toward seamless collaboration—ensuring every member knew their role and contribution toward the bigger picture. It wasn’t about barking orders—it was about unlocking self-accountability within the team.
Yeray
Driving Growth Through Coaching in High-Stakes Business Environments.
Coaching in high-stakes business environments has its challenges, but it also provides opportunities for real transformation. Here’s how I approached change in some of the most dynamic business landscapes.
Driving Change Through Coaching in High-Stakes Environments:
Throughout roles at companies like Solera, MAPFRE, and Havas Media, I discovered that coaching isn’t about giving answers—it’s about helping people find the answers within themselves. Whether relocating entire operations from Switzerland to Spain or aligning media strategies across 60 markets, I saw the power of coaching through change. I learned that agility isn’t just a buzzword—it’s about preparing teams to thrive through uncertainty, creating frameworks where individuals feel empowered to adapt and grow. When cultures collide, real growth begins. I’ve coached teams where differences weren’t obstacles—they were the fuel that powered collaboration, innovation, and success.
A Coach Shaped by Real-Life Experience and Built for Sustainable Success.
My coaching philosophy was built on real-world experience. Over the years, I’ve developed a practical, hands-on approach that’s informed by the ups and downs of my own journey.
Real-World Experience: The Foundation of My Coaching:
I never studied to become a coach—life itself became my training ground. Over the years, I’ve honed my ability to align teams, foster collaboration, and empower leaders to unlock sustainable growth. My coaching is practical, hands-on, and strategic, informed by real-world experience across multiple industries and cultures.
Today, I bring that experience into every coaching session, guiding individuals and teams to identify blockers, align goals, and build lasting momentum. Whether you’re leading a startup or managing an international organization, I’ll help you unlock the potential you already have and navigate the challenges ahead with confidence. When Shift Gets Real, I’m here to help you thrive.