Turning big ideas into operating structure for creative and founder-led teams

How I Work

Hi - I'm Emma Wallace.

I work with creative and founder-led teams when the business is ready to turn ambition into real operating structure.

My focus is strategic operations, growth, and cross-functional execution. I help founders figure out what needs to happen first, build the plan, put the systems around it, and keep things moving. I’ve done that across lifestyle, fashion, wellbeing, sustainable and brand-led businesses

I’m strongest where strategy meets delivery: commercial planning, supply chain, trading and planning, and building the operating rhythm that lets new growth take hold. I’m especially drawn to working with creative and neurodivergent founders, because that’s where I tend to do my best work.

If you’re building something new and need someone who can own the messy middle between vision and execution, I'd love to chat.

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!