Rob Whitfield

Rob Whitfield is a CEO and thought leader whose career centers on unlocking the potential of individuals, teams, and organizations. His journey from technology consultant to a recognized authority on behavior change demonstrates a deep understanding that business success is closely tied to human interaction and collaboration.

Growing up in England, sometimes facing challenging circumstances including homelessness, Whitfield developed a conviction to make a difference and foster positive change in people's lives. This commitment has shaped his professional path.

Whitfield has spent more than 20 years in consulting, focusing on helping clients achieve a return on investment through workplace behavior change. His professional experience includes roles at North Highland, where he served as principal, the UK Home Office, and Accenture as a management consultant. He later became CEO of Ferrazzi Greenlight, a consulting and coaching firm specializing in organizational transformation and leadership development. His expertise in managing large-scale system change contributed to the firm's growth and reputation in the field.

Whitfield has worked with teams at major companies such as Aflac, British Telecom, Coca-Cola, CVS, EDP, General Motors, Marks & Spencer, T-Mobile, Verizon, Volkswagen, and the World Bank Group. He has coached CEOs and senior executives, providing insight into executive leadership, team dynamics, and industry disruption. Whitfield has also led transformation initiatives for Fortune 500 companies and international development organizations.

He is the founder of Redefine Winning, a research institute dedicated to driving measurable results from behavior change in the workplace. Under his leadership, Redefine Winning has established a reputation for its holistic approach to team performance and organizational effectiveness. Whitfield holds certifications including Certified Change Management Practitioner from Prosci and Certified Master Practitioner of Time Line Therapy, Hypnosis, and Coaching from the American Board of NLP.

As a speaker and storyteller, Whitfield connects audiences to new ideas and encourages accountability for behavior change. His keynote speeches draw on real-world examples from his work with top teams, offering practical tools and mindsets for leadership and organizational transformation. Whitfield is recognized for translating experience into actionable insights that support leadership development, executive coaching, and organizational change.