Welcome.
My name is Ruth Astbury. Founder, business consultant, Digital expert and leadership coach. With 20+ years of global business experience in digital strategy, and am now embracing the AI revolution.
My journey has taken me from boardrooms in London and Dubai to launching my own ventures - including Expand.ai, which helps businesses adopt ethical, human-first AI and I am working on a FemTech AI Agent, designed to improve women’s health outcomes as part of Innovate UK Bridge AI hub.
Let’s connect
🔗 Book a Consultation | ✉️ Email ruth@ruthastbury.com | 🔗 Connect on LinkedIn
About me
20+ years of experience in global digital marketing and agency leadership (London, Dubai, MENA)
BSI Certified AI Management Practitioner – working to international standards for ethical and effective AI adoption
Award-winning background in creative and strategic storytelling (incl. D&AD Yellow Pencil recognition)
Proven ability to lead digital transformation and growth in complex, people-focused environments
Specialist in supporting people in life and business health & wellbeing coaching
Trusted by agencies, SMEs, wellness brands, and purpose-led enterprises.
My Passion: I live the resilience I teach - at weekends you will find me cycling, swimming, and tackling endurance challenges to keep mind and body strong. Somewhere in the UK or Europe.
What I do
What I do:
Digital & AI Strategy
Futureproof your business with ethical and purpose drive AI
Founder of ExpandAI and a BSI-Certified ISO/IEC 42001 AI Management Practitioner, I help SMEs and leadership teams adopt AI safely, ethically, and confidently.
My mission is to make AI practical and human-centred—fueling innovation without the overwhelm.
🔍 ExpandAI Core Services
AI Confidence Training™
Demystify AI. Build capability. Unlock everyday impact.
The AI Confidence Workshop (3 hrs) – a no-fluff, high-impact introduction to AI
The AI Confidence Course (3-day, 5-module) – immersive training with live tasks, breakouts, and tools like Miro & Minto
Tailored Team Sessions – role-specific training for HR, marketing, finance & leadership
AI Confidence | ISO Implementation
Your roadmap to ethical, responsible, and standards-aligned AI.
ISO/IEC 42001 Overview Workshop – what the standard is and why it matters for SMEs
Discovery & Readiness Audit – is ISO right for your business?
Policy & Governance Support – AI use guidelines, risk registers, and communication strategy
Staff Engagement & Change Management – align teams on safe AI use and ethical responsibility
AI Confidence Community & Ongoing Support
Keeping up with AI. (launching in June)
The AI Confidence Community – monthly expert updates, trend briefings, and practical prompt libraries
Implementation Clinics – small-group Q&A and problem-solving with peers
Content Vault – access to tools, templates, and industry insights
🌟 Ideal for SMEs, corporates, and leadership teams ready to innovate with confidence.
Wellbeing Coach & Leadership Retreats
Empowering Leaders & Teams to Thrive
Healthy, resilient people are the heart of every successful organisation. I coach people and create bespoke wellbeing strategies and team retreats that help people find balance in life and continue to meet the demands of corporate life.
Services Include:
Health & Wellbeing Coach
Bespoke Corporate wellbeing strategy & retreats
Bespoke stress & resilience workshops
Menopause & hormonal health awareness
🌟 A trusted partner for organisations prioritising workplace wellbeing and inclusive culture.
Strategic Collaborations & Brand Partnerships
Strategic Collaborations & Brand Partnerships
For purposeful growth
From co-creating and hosting the women’s health campaign Oops I Peed My Pants Podcast to developing partnership strategies for global brands, I specialise in identifying and nurturing relationships with business owners, brands, coaches, and influencers to create mutually beneficial collaborations.
I work closely with brands, non-profits, health professionals, and advocacy groups to build trusted alliances that raise awareness, influence policy, and connect with the audiences that matter most.
Initiatives & Collaborations Include:
Strategic Brand Partnerships identify and pursue potential partners whose values and target audience align.
Content marketing strategy, digital production including podcast & long-form content.
Strategic Brand Partnerships with Women’s Health & Wellbeing Organisations
Community Campaigns (e.g., Cycling & Active Travel Infrastructure)
Public Speaking & Awareness Events Across Media, Health & Policy Sectors
🌟 Amplifying voices and creating platforms for meaningful social change.
🔗 Follow our podcast