For engineering leaders
Your engineers have on-call for production.Nobody’s on call for them.
An on-call coach for your engineering org. Someone your engineers can book within 48 hours when something is live: a hard conversation, a post-incident spiral, a career fork, the quiet “am I still relevant” hum since AI started writing the code.
Former engineering manager at Wave, ex-Mapbox. ICF-accredited coach training. Based in San Francisco.
The pressure on engineering teams right now is unusual
Everyone is upskilling while shipping
AI is rewriting what “senior engineer” means. Your people are absorbing that privately, at 11pm, on their own.
Learning stipends handle the information problem
They don’t touch what’s actually happening: a staff engineer wondering if they’re obsolete, a new manager frozen before a hard 1:1.
You find out when it’s too late
A high performer is usually three weeks from resigning before anyone notices. Quiet disengagement is expensive and invisible.
How on-call coaching works
- 1
You buy a block of hours each month. That’s the retainer.
- 2
Engineers book directly. Confidential, within 48 hours, no manager approval needed.
- 3
Sessions are practical. Every one ends in a specific next action, not insight for its own sake.
- 4
You get a monthly note on utilization and themes. Never on content.
Typical reasons an engineer books
- Prep before a hard 1:1, skip-level, or performance conversation
- Decompression after an incident or a brutal retro
- Staff track vs management, or being stuck after choosing wrong
- AI-driven role anxiety and identity churn
- Burnout early warning, before it becomes a resignation
- Wave
- Mapbox
- 10Clouds
- Institute for Coaching Mastery (ICF accredited)
- Positive Intelligence coaching
Why an engineer-turned-coach, not a generalist
I spent ten years as a software engineer and engineering manager, most recently leading the developer experience team at Wave, Francophone Africa’s first unicorn. Before that, Mapbox and 10Clouds, backend and infrastructure. I know what an incident retro feels like, what a re-org does to a team, and what it costs to ask for help in a culture that prizes self-sufficiency. Your engineers won’t have to explain their world to me.
Then I trained for the other half. A year at the Institute for Coaching Mastery, an ICF-accredited program working across mindset, emotional, behavioral, and somatic layers, plus several years facilitating groups in San Francisco. I work below the strategy layer, where most blocks actually live. Your senior IC already knows they should push back on scope. The question is why they can’t.
Pricing
Priced per block of availability, not per session used. Invoiced monthly in advance.
Pilot
Start here8 hours / month
$1,800 / mo
Two months. For 2 to 4 engineers. Proof of value before you commit.
Book a 20-min callEmbedded
40 hours / month
$9,000 / mo
100 plus. Includes one monthly manager group session.
Book a 20-min callUnused hours roll over one month, up to 25%. Overage at $300/hr. Three-month minimum after the pilot. Workshops and offsites quoted separately.
Questions engineering leaders ask
Is this therapy?
No. Coaching works on what’s live now and ends in action. When something needs a therapist, I say so and refer out to a network of practitioners I trust.
Will you tell me what my engineers say?
No. You get a monthly note on utilization and broad themes. Individual content stays with the engineer. That confidentiality is what makes people book.
Do engineers need manager sign-off to book?
No. They get a link and use it. Removing the approval step is most of the value.
Remote or in person?
Remote by default. In-person available in San Francisco for the Embedded tier.
Are you ICF certified?
My training is ICF accredited and I’m completing the final hours for the ACC credential. The pilot exists so you can judge on results rather than on letters.
What size company is this for?
Best fit is engineering orgs of 20 to 150 that are absorbing AI-driven role change and can’t afford to lose senior people.
Start with a 20-minute call
No deck. We’ll look at what’s happening on your team and whether a pilot makes sense.
Or email hello@justinalydia.com