Maria Laffón: From Retail Burnout to Executive Coach

What happens when you spend years climbing the career ladder, only to stop and realise you're no longer sure where it's leading?

In this episode of Coach Class, I sat down with Maria Laffón, executive coach, former Commercial Director at Massimo Dutti, and fellow Barefoot Coaching graduate. Together we explored the unique pressures of retail leadership, the hidden signs of burnout, and the courage it takes to step away from a successful career to build something new.

Maria shares her journey from Spain to the UK, her rise through the fast-paced world of fashion retail, and the moment she realised that success and fulfilment aren't always the same thing.

For years she thrived on the pace, pressure and unpredictability of retail. Long hours, constant travel and relentless targets became normal. Like many high performers, she didn't recognise the toll it was taking until she stepped away and discovered something she'd almost forgotten existed: time.

The conversation explores why retail can be such an incredible training ground for future leaders, but also why it can leave people operating on autopilot, chasing the next promotion without ever stopping to ask what they really want.

Maria reflects on the experience of joining Barefoot Coaching and having to unlearn years of problem-solving behaviour. As a commercial leader she was used to having answers. Coaching taught her the value of curiosity, listening, uncertainty and creating space for others to think.

Together we discuss:

• Why retail leadership can become addictive
• The hidden warning signs of burnout
• What happens when your values change in your 30s and 40s
• The challenge of career transitions and starting again
• Why many retail leaders are promoted before receiving leadership support
• The difference between managing performance and developing people
• Learning to listen rather than solve
• Letting go of ego and embracing curiosity
• Why coaching is often about creating space rather than providing answers

Maria also explains why she now specialises in supporting retail and commercial leaders. Having experienced the pressures of the industry herself, she understands the challenges many professionals face when stepping into larger roles, navigating change, or questioning what comes next.

A recurring theme throughout the episode is that burnout rarely arrives overnight. It often begins much earlier through a loss of energy, a loss of appetite for life, and the feeling of operating on autopilot while continuing to perform at a high level.

For anyone working in retail, leading teams, navigating a career crossroads, or wondering whether they're still climbing the right ladder, this conversation offers reassurance, perspective and practical wisdom.

Stand Out Quote

"You're never satisfied because you're always looking for the next step. One day I stopped and asked myself what my next career move would be, and realised it was actually what I didn't want." – Maria Laffón

About Maria

Maria Laffón is an Executive Coach specialising in leadership development, career transitions and personal growth for retail and commercial professionals. Drawing on her experience as a senior retail leader, she helps ambitious professionals create clarity, confidence and sustainable success while navigating change and growth.

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If you've ever felt stuck on autopilot, questioned what's next in your career, or wondered whether success should feel different than it does, this episode is for you.

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