I help creative and innovative founders translate their thinking into a business that can actually execute it, without losing the energy that got you here.

How I Work

I’m Emma Wallace - a Strategy Translator and Operational Catalyst for creative and innovative founders. I think the same way you do, because I’m creative myself. That means you don’t have to over-explain your thinking, justify your ideas, or translate yourself before we can even start. I get it.

I work with creative and innovative founders at the point their business is starting to scale. Helping them get their vision out of their head and into their business.

My work sits at the intersection of strategy and operations. I take what's in a founder's head, make it legible for their team, and build the operating rhythm that allows their thinking to actually move through the business. I've done this across consumer, wellbeing, lifestyle and brand-led businesses, and I bring the same commercial rigour whether I'm working on growth strategy, trading performance, or how a team is structured to execute.

The goal isn’t to change how you think. It’s to build something that allows it to scale.

How I Support You

I work across four interconnected areas. Always in service of the same goal: getting your thinking out of your head and into the business.

Strategy Translation

Taking what’s in your head and making it real. I work with you to sharpen and articulate your vision, then make sure every part of the business knows what it means for them. Not as a document that lives in a folder, but as a shared understanding that drives decisions.

Commercial Rigour

Getting honest about how the business is actually performing. I dig into the metrics that matter, create trading rhythms that have real teeth, and help you make decisions based on what’s true rather than what feels true.

Pace and Efficiency

Finding where time and energy are being wasted. I identify the bottlenecks, remove the busywork, and introduce smarter ways of working - including AI tools - so your team has bandwidth to think strategically, not just execute.

Culture and Capability

Building a team that can think, not just follow instructions. I help you define how you work, what good looks like, and how to bring people along - so you can empower rather than micromanage, and the business doesn’t grind to a halt every time a decision needs making.

See my example service packages

Testimonials

Emma bought impressive data analytics and strong commercial rigour into our range build and buy decisions. She spotted gaps in the collection as well as identifying obvious revenue drivers with strong margins. Emma helped raise the bar at Shackleton adding sophisticated thinking behind the commercial decisions. The systems and processes that she implemented continue to drive the ongoing growth and success of the business.

Sarah Lewis - Shackleton Director

I worked with Emma for 5 years whilst she was at Rapha. A true self starter, Emma is someone who genuinely wants to improve the way that things are done, and rather than just thinking about it, she puts in the work and makes things happen. As her role and responsibilities evolved, Emma really stepped up to the challenge, demonstrating an enviable amount of resourcefulness and a passion to succeed. With this mentality and her easy going nature, Emma would be an asset to any organisation.

Laura Shipperlee - CPO

Emma was on our Advisory Board at Enna. Firstly, she was absolutely lovely and very down to earth, which definitely made working together easier. She was extremely helpful, always using her contacts and industry knowledge to provide us with informed advice. She is also great at listening, which is really important within this sort of position, as us founders always need someone thats willing to listen and help us approach problems in a different light. Thank you so much Emma!