For more than 15 years, Emma has worked at the intersection of consumer understanding, commercial strategy, and practical decision-making, helping FMCG clients tackle both foundational questions and highly specific in-market challenges. She is particularly known for leading complex ad hoc studies, the kind that do not come with an off-the-shelf solution, and designing tailored approaches that create clarity where the path forward is not obvious.
Her expertise covers foundational U&As, white space identification, innovation, and optimisation, with strong capability in choice modelling and price and pack architecture. Emma brings a rare combination of strategic thinking and operational rigour, able to zoom out to define the real business problem, then zoom in to shape robust evidence that supports action. She is equally comfortable interrogating complexity and simplifying it, ensuring clients leave with clear direction.
Emma studied at Monash University, completing a double major in Commerce and Human Resource Management, and graduated with First Class Honours in Commerce. Her thesis focused on consumer brand forgiveness, using experimental design to understand how different apology responses influence emotional, cognitive, and behavioural forgiveness following corporate brand transgressions. She has since expanded her expertise through additional study in behavioural science.
Alongside her client work, Emma is deeply committed to capability building. She plays a key role in L&D, mentoring and coaching across the business, lifting the quality of reporting and helping develop stronger insight storytellers and more commercially impactful work. She is known for setting high standards while investing generously in the people around her.
Outside the office, Emma channels that same intensity into a handful of passions: AFL, travel, beautifully organised spaces, and a serious appreciation for design, architecture, and real estate, especially anything mid-century. She is also a devoted US Survivor superfan, having seen all 50 seasons and counting, which feels fitting for someone with a strong competitive streak and a fascination with human behaviour.