Career transitions are a common topic in executive coaching sessions. It has been established that career transitions involve identity and identity work, and can be challenging. The process of identity work in career transitions can be particularly complex for women, due to sex and gender. Yet this topic is rarely included in coaching education, and coaches are often unaware of what their clients might experience. This study adopts a constructivist, qualitative research approach using Conceptual Encounter (CE) methodology to explore women's experience of identity work in career choices and transitions. A total of 41 women age 25-55 from organisations based in the UK, and 12 coaches were interviewed. The study builds on existing research to make three significant contributions to the field of Coaching and Mentoring. The primary contribution is 'The MAP (Me-As-a-Process) Coaching Model: women's experience of identity work in career choices and transitions'. The model consists of two sections: an integrated perspective of the four stages of identity work in career transitions; and coaching questions by stage. It has been generated by synthesising the literature on identity work in career transitions, input from coaching practice, and evidence from women with recent experience of career transition. The study's second contribution is in giving voice and insight into the process of women's identity work in career choices and transitions as experienced by these participants, with implications for coaching practice. The final contribution is a modification of the methodology, adopting questions rather than labels in order to create an accessible coaching model of enquiry rather than simply description. The research is unique in its generation of a new coaching model on the topic, and in its use in this field of CE methodology. Specific implications relating to supporting clients' identity work in executive coaching arise from this study and highlight the value of including identity and identity work in coach training and education.