Our Team
Elf Coaching partners with organizations to spark progress and possibility. We help you create spaces where ideas flow, teams align, and strategies come to life. By blending insight with action, our approach turns complexity into clarity and momentum. With a footprint across Asia and beyond, we help shape environments where growth feels natural, collaboration thrives, and success becomes a shared journey.
Elfarina Zaid
Human Centred Practitioner
Elfarina Zaid is one of the pioneers of professional coaching in the Asia-Pacific region and has been at the forefront of bringing Organization and Relationship Systems Coaching (ORSC™) and Co-Active into APAC. As the Co-Founder and Managing Partner of ELF | CRR APAC, she has played a leading role in making globally accredited systemic coaching and leadership development programs accessible across Asia Pacific.
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Elfarina’s purpose is simple: to humanise organizations; and strengthen the way people work and live together – at work and life. Today, through ELF | CRR APAC, that vision has expanded across Asia Pacific, with the organization working alongside government agencies, international NGOs, Fortune 500 and 1000 companies, and educational institutions. Many of these collaborations have endured for more than a decade, a reflection of the trust and continuity she has helped to foster.
Elfarina has supported thousands of practitioners on their coaching journey. She is a Faculty Member and Coaching Supervisor with CRR Global, and on Faculty with the Co-Active Training Institute, In Singapore, she partners with the Civil Service College and the Lee Kuan Yew School of Public Policy, where she designs and delivers leadership programs that prepare senior public sector leaders for the future. Her work extends internationally, from Asia Pacific to the Middle East.
Her career path bridges corporate, academic, and global practice. With a Master of Science in Innovation and a Bachelor of Business Management from Singapore Management University, Elfarina blends academic rigor with practical experience from brand management, organizational development, and global partnerships. She has been recognized internationally with awards including the Global Leadership Coaching Award and the ICF Cultural Competency Scholarship Award. She is also a regular keynote speaker across APAC and is often featured in international media for her insights on leadership, cultural competency, and systems change.
What makes her journey distinctive is that she co-founded ELF Coaching with her life partner. Together, they built a practice grounded not only in their own partnership, trust, and shared vision, but also in deep partnership with their clients. Through ELF | CRR APAC, they continue to support leaders, organizations, and communities across the region, bringing systemic coaching to life in ways that are practical, sustainable, and deeply human.
Farhann Ali
Vision & Culture Conductor
Farhann Ali is the Co-Founder and Managing Director of ELF | CRR APAC. He leads with the conviction that business is built on relationships and that every relationship holds the potential to create meaningful growth. His journey as a leader is defined by curiosity, courage, and a steady presence that shapes the way organisations and teams experience transformation.
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Together with his life partner, Farhann co-founded ELF Coaching with the vision of creating a company where human-centred transformation is lived daily, not just promised. He believes today’s challenges — whether in business, education, government, or community — call for more than technical expertise. They require systems thinking, relational intelligence, and systems coaching, so that leaders and teams can turn conflict into creativity, navigate change with confidence, and build cultures of resilience.
Farhann’s perspective is shaped by a global journey across Singapore, Australia, and the Middle East, and by an early career in oil and gas, trade finance, and commodities. These experiences inform his ability to work across sectors, navigate complexity, and integrate diverse perspectives. He draws on design thinking, futures thinking, and systems transformation to support organisations in addressing today’s challenges with foresight and creativity to lead sustainably.
At ELF | CRR APAC, Farhann’s influence extends across strategic leadership, organisational growth, and brand development. He is known for catalysing change from the inside out, and for creating spaces where bold ideas and thoughtful reflection can co-exist.
Farhann holds a Bachelor of Business Management, a Master of Science in Innovation, and a Master of Science in Tri-Sector Collaboration. His philosophy remains constant: lasting results are built on lasting relationships.
Xie Huiqun
Program & Community Catalyst
Xie Hui Qun is a Program and Community Catalyst who designs and facilitates programs that bring people together to learn, grow, and connect. She co-creates customized workshops and training sessions, holding space for meaningful dialogue and collaboration across diverse groups.
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With a career spanning editorial work, strategic partnerships, and marketing communications, Hui Qun draws on her storytelling expertise to translate complexity into clarity and build bridges across cultures.
Huiqun has served in managerial roles across editorial, lifestyle content, marketing, and strategic partnerships. In 2015, she founded her own content agency, where she managed corporate collateral, book projects, and digital content for websites and social media. Effectively bilingual, her editorial work has also appeared in leading Singaporean publications and newspapers.
After spending 5 years in Beijing, China, Huiqun now focuses on coaching and facilitating workshops. She works closely with clients to guide them towards meaningful change and personal growth by helping them develop their vision, explore new perspectives, and strengthen their ability to communicate with effectiveness and impact.
As an ICF Associate Certified Coach (ACC), Certified Career Coach (ITOL), and Certified Advanced Behavioural Consultant in DISC, she is passionate about guiding individuals and teams through transitions, supporting personal and professional growth, and cultivating inclusive communities. Her work with teens and young adults focuses on self-awareness, communication styles, and career possibilities.
In her role at ELF | CRR APAC, Hui Qun contributes to program design, facilitation, and community engagement — advancing the organization’s mission to foster systemic, relational change. She leads with intention and care, guided by the belief that “a goal without a plan is just a wish” (Antoine de Saint-Exupéry).
Outside of work, Hui Qun loves experimenting in the kitchen, finding joy in every dish.
Zaheen Ajay
Operations & Experience Catalyst
Zaheen Ajay is an Administrative and Operations Executive, where she supports organizational leadership by supporting internal strategic initiatives, coordinating operations. Her work ensures that daily functions run smoothly while also aligning systems and processes with ELF | CRR APAC’s broader mission.
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She contributes to cross-departmental coordination by identifying operational needs in advance and supporting teams in maintaining readiness. She is effective in collaborative and dynamic settings, drawing upon her analytical mindset to streamline workflows and bridge communication gaps across diverse groups.
Zaheen’s career started in operational support and transitioned into roles related to organizational effectiveness and internal systems. Over the years, she has managed productivity projects, coordinated company conferences, and handled financial reporting, along with implementing system improvements for efficiency. Her experience also includes administering psychometric assessments and managing assessment centers for clients, providing her with unique insight of both organizational and individual performance.
With a diploma in Human Resource Management with Psychology from Singapore Polytechnic, Zaheen applies both human resources and business principles to improve team dynamics and operational workflows. She leverages her technical and organizational skills to create order, clarity, and momentum behind the scenes.
Her approach is grounded in trust, thoughtful decision-making, and the belief that real support means offering clarity and challenge as well as comfort. She values honest conversations, the quiet strength of showing up, and earning trust through consistent action — even when it requires navigating discomfort.
Outside of work, Zaheen enjoys reading, puzzles and scrapbooking. She has also practiced Silat, a martial art, for nearly a decade, a discipline that continues to shape her perspective on balance, resilience, and perseverance.
Britaney Chitty
Marketing & Programs Catalyst
Britaney is the Marketing & Programs Executive, combining strategy, creativity, and care to support human-centered transformation. She ensures that programs not only run smoothly, but are facilitated with care through tech hosting and coordination, to create spaces where people feel seen, heard, and empowered to lead with authenticity.
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She also delivers marketing through a variety of communication channels, including social media, newsletters, online platforms, and printed materials, ensuring consistency of message and meaningful connection with audiences.
Her professional background spans strategic marketing and content creation. Having been an Assistant Marketing Manager in a music school, she has overseen her team to deliver impactful campaigns across digital and in-person platforms, managed social media strategies that increased engagement, and coordinated open house events across schools and community spaces. She has also developed copy and scripts for marketing assets and video projects, weaving clarity and storytelling to strengthen connection, elevate brand presence, and amplify impact.
Behind the scenes at ELF | CRR APAC, Britaney brings a systems mindset, attention to detail, and a deep belief that transformation begins with intentional design and listening. These qualities allow her to translate strategy into meaningful experiences that embody ELF | CRR APAC’s values of authenticity, curiosity, and systemic change. She also contributes to cross-functional collaboration, ensuring that marketing efforts align with program goals and resonate with diverse audiences.
Britaney holds a Bachelor of Business Management from Singapore Management University, with a first major in marketing and a second major in arts management. Outside of work, Britaney sings in a choir and delights in musicals, an interest that fuels both her creativity and her love of connection through shared experiences.
The ELF experience
Human-Centred Transformation
- Insights
Why Coaching Matters at Work and in Life
- Insights
Why ORSC Matters: A Systems Approach to Coaching Teams That Last
- Insights
Coaching in Crisis: What VUCA Really Feels Like in the Room
- Client Stories
Structured Mentoring Programme – Building Leadership Through Coaching
- Client Stories
Accelerating Leadership Culture Transformation Across SEA & APAC
- Client Stories
How Systems Coaching Cut Attrition by 30-70% in a Leading Oil & Gas Company
Human-Centred Transformation
- Insights
Why Coaching Matters at Work and in Life
- Insights
Why ORSC Matters: A Systems Approach to Coaching Teams That Last
- Insights
Coaching in Crisis: What VUCA Really Feels Like in the Room
- Client Stories
Structured Mentoring Programme – Building Leadership Through Coaching
- Client Stories
Accelerating Leadership Culture Transformation Across SEA & APAC
- Client Stories