Meet your Coach

Hi! I’m Alanna Lynch, an executive coach and business advisor with over 15 years of experience unlocking human potential to inspire creativity, influence change and drive sustainable growth of creatively driven businesses and cultures.

I started out in the wonderful world of advertising in Sydney, but my career soon took me to New York City, where I was fortunate to serve in senior leadership roles at some of the most influential creative agencies, media companies, and art platforms in the world.

Before founding MELIOR FUTURI, I was the COO of Artnet, a publicly listed online marketplace and newsroom for fine art, where I led the strategic transformation of their operations and oversaw the record growth of their media business. I've also served as the CEO of The New York Times Experience Agency and interim CEO of their Social Storytelling Agency, leading a successful merger of the two agencies. Before my time at The NYT, I was the Managing Director of Chandelier, a renowned creative agency in downtown New York City known for its work with luxury fashion and lifestyle brands.

I launched MELIOR FUTURI in New York, 2023, because I believe that culture, creativity, and the arts are absolutely fundamental to how we connect, communicate, and, frankly, evolve as a species. I had seen firsthand the immense pressure these industries—and the leaders at the helm—were under, and I wanted to do everything I could to set them up for success.

And so, MELIOR FUTURI was born. I began coaching and advising senior leaders in creative companies, offering expert guidance, strategic support, and proven tools to help them lead with conviction, unlock creativity, and influence the change needed to drive sustainable growth, ultimately contributing to a better future for us all. The name MELIOR FUTURI, meaning "better future" in Latin, reflects this vision.

I'm a certified executive coach, lead with Influence & Dominance (for all my fellow DiSC nerds out there!), and am endlessly curious about leadership, human behavior, the business of creativity, and the arts. I love nothing more than a good story amongst friends, and currently split my time between Melbourne and New York City.