— Hello, I'm Chared. Here's
my story.
Hi, I'm Chared, founder of Good Comms.
My journey
My story began in the Philippines, where I built a career in journalism by telling stories that mattered. After moving to the Netherlands in 2007, I transitioned into communication, working with organisations across life sciences, European innovation, and international development.
Throughout my career as in-house communication professional, I noticed a persistent disconnect: communication often focused on metrics like likes and clicks but missed the deeper human connections that build trust, inclusion, and belonging. This disconnect resonated deeply with me, especially as I navigated my own experiences of workplace exclusion.
These experiences drove me to explore the role of communication in fostering equity and belonging. The studies I conducted into workplace belonging and inclusive storytelling formed the foundation for Good Comms.
Listen to my story on the IABC EMENA podcast
Founding Good Comms
At Good Comms, I envision an inclusive future where every person can participate and contribute to positive change. My mission is to make inclusivity actionable and measurable, empowering leaders and organisations to create fairer systems where individuals thrive.
To achieve this, I bring a strong academic foundation to my work, next to my 20+ years of professional experience. I hold an Executive MSc in Corporate Communication and an MA in Development Communication, alongside professional certificates in behavior change, inclusive leadership, ethical AI, social justice and depolarisation from leading institutions like Monash University, the London School of Economics, the University of Cambridge and Leiden University. Staying grounded in the latest research and practices ensures my work is both evidence-based and impactful.
I am also a certified transformational coach and a LEGO® Serious Play® facilitator, adding creative, dynamic, human-centered approaches to workshops and leadership development. These methods help unlock team potential, inspire collaboration, and foster innovative problem-solving.
Since founding Good Comms, I have worked with amazing clients worldwide, on topics I really care about: culture change, employee voice, workplace belonging, anti-racism and diversity, equity and inclusion, to name a few.
I’ve also presented at webinars for the IABC EMENA, Shell Alumni Network and LeanIn Netherlands. Additionally, I have been featured on IoIC’s Voice and We Lead Comms.
“I may be small but I’m doing the best I can.”
– The Hummingbird
My work today
I work at the intersection of belonging, equity and sustainable change. Through my proprietary frameworks:
- ACES (Authenticity, Care, Empowerment, Support), I guide organisations in creating systems-wide sense of belonging.
- BELONG (Brave space, Equity, Listening, Our=inclusive language, Noticing, Good at repair), I empower leaders to embody inclusion in their actions.
- ALLIES (Accessibility, Language, Live sessions, Imagery, Engagement, Stories), I embed inclusive communication into systems and strategies.
Additionally, frameworks like QUINT (Question & understand, Unify & align, Implement & innovate, Nudge & engage, Track & tweak) and HASH (History, Ability, Solutions, Humanity) offer organisations pathways for strategic change communication and storytelling that inspire meaningful connections.
Whether it’s developing inclusive leaders, designing employee experiences through change, or crafting purpose-driven campaigns, my work centers on helping organisations build thriving cultures through fairer, more equitable systems.
Beyond work
When not busy with Good Comms-related work, you will find me with my nose in a book, learning a new origami fold or charting ultralight travels with my family. I am currently based in The Netherlands with my sustainability-obsessed Dutch husband and dynamic bi-racial son.
“Nothing can dim the light that shines from within.”
– Michelle Obama, The Light We Carry
Why I do this work
Everything I do is rooted in my core values:
- Justice: Championing fairness, equity, and representation.
- Kaizen: Embracing continuous improvement to drive sustainable impact.
And also deeply personal. As a parent to a bright and bi-racial gradeschooler, I’m driven by the hope of building a more representative, just, and less polarised world for his generation and the next!
If you’re ready to create fairer systems – for workplaces, communities, and beyond – I’d love to collaborate. Together, we can create thriving cultures and shape impactful futures.
Let’s get to work – together!
“If you want power to be used for good, more good people need to have power.”
– Prof. Jeffrey Pfeffer, 7 Rules of Power
Here's how I help
— 01
Consulting
I help organizations create thriving workplace cultures and drive meaningful social impact through tailored consulting. From leadership coaching to employee experience design and strategic planning, I offer actionable insights and hands-on guidance to ensure real results. My expertise in belonging and communication ensures that your employees feel heard, seen and valued.
— 02
Communication management
With over 20 years of experience, I design and implement communication strategies that engage teams, improve transparency, and drive alignment across your organization. Using the ALLIES and QUINT frameworks, I ensure that all communication — whether internal or external — is inclusive, clear, and impactful, delivering long-lasting results.
— 03
Content creation
I create content that tells your organization’s story in a way that resonates with your audience and drives engagement. Whether it’s developing reports, crafting articles, or designing impactful campaigns, my content is designed to create impact, strengthen workplace cultures, and showcase your organization’s values.
— 04
Co-creation workshops
As a certified LEGO® Serious Play® facilitator, I lead workshops that encourage participation, unlock creative problem-solving, and build team collaboration. My co-creation workshops foster innovation and inclusion, allowing all voices to be heard while developing strategies and solutions that work for your organization.
Check out some of my work
What they say
