What We Do
At FrameShift Advisory, we believe strategy doesn't fail at the idea, it fails when people and behaviours aren't aligned. Every communication, every decision, every moment of leadership either moves strategy forward or stalls it.
We've worked on both sides, as journalists covering how leaders communicate, and as senior leaders responsible for making strategy real. That experience, spanning broadcast journalism, corporate communications, and executive advisory means we understand not just what leaders need to say, but how to build the architecture of influence so strategy gets executed.
Our team has advised leaders navigating role transitions, leading through organisational change, and aligning teams around strategic priorities. In each case, our role is the same: to help leaders get unstuck so their strategy moves forward with clarity and impact.
Philosophy:
Most leaders can think strategically. What's missing is how to communicate with impact, influence teams at scale, and align people around execution. Strategy breaks down at people and behaviours , at how leaders show up, what they communicate, and whether teams understand and move around the direction.
That's the FrameShift difference. We work strategically and discreetly to:
Build the communication architecture that aligns teams around strategy
Help leaders understand where they're getting stuck and how to move forward
Ensure execution happens through clarity, consistency, and cultural alignment
How We Work:
Our approach blends the discipline of strategic thinking with the discretion of senior advisory. We work with individual leaders, executive teams, and organisations designing engagements to be practical, discreet, and focused on execution.
Why It Matters:
Strategy without alignment stalls. Alignment without clear communication breaks down. Communication without cultural change doesn't shift behaviour.
At FrameShift Advisory, we help leaders build all three. Because in moments that matter, communication isn't a soft skillset, it's the foundation of how strategy gets executed.
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Founder
FrameShift Advisory was founded by Genelle Aldred, she has more than 15 years' experience at the intersection of media, leadership, and strategy execution.
Genelle began her career as a journalist and newsreader for ITN, ITV, and the BBC, where she learned first-hand how messages land — and misfire — under pressure. Since then, she has advised senior leaders and global organizations including Shell, Spotify, the London Stock Exchange, VML Health and IMG, helping them navigate transitions, align teams around strategy, and get execution unstuck in high-stakes moments.
Her expertise spans broadcast journalism, corporate advisory, and organizational change. She has worked globally for FTSE 250 and Fortune 500 companies, delivered keynotes at organizations including The Cabinet Office and IAG GBS, and authored two books on communication and leadership.
As founder of FrameShift, Genelle's mission is clear: to help leaders get their strategy executed. Not through endless communication training, but by building the architecture of influence — how leaders communicate with impact, align teams around strategy, and move execution forward when it matters most.
Patrick McGrath
“Genelle is an incredible talent and a pleasure to work with. I don’t recall having this level of positive feedback from a team on any coaching programme I’ve put in place.”
IMG Executive
“She ran a tailored programme that met the needs of a diverse group with varying experiences — phenomenal from start to finish.”
Tamu Thomas
“Packed full of practical, easy to apply advice, insider knowledge, and inspiration that led to action.”
Contact us
Every high-stakes moment is an opportunity to lead with clarity. Let’s discuss how we can support you.