Getting to Know Emma, Our COO
At Affinity, so much of what we do depends on collaboration, adaptability, and creating the right environment for people to do their best work. Few people embody that more than our Chief Operating Officer, Emma.
From starting out as a graphic designer in the Civil Service to leading operations across complex digital delivery projects, Emma’s career has been shaped by creativity, problem solving, and a deep understanding of how people and teams work together.
We sat down with Emma to talk about her career journey, what motivates her, and why no two days in her role are ever the same.
What is your role at Affinity?
As Chief Operating Officer, I’m here to enable us to deliver what’s needed to meet our corporate objectives. That means making sure the team has everything we need to do the very best work we can, both collectively and as individuals. It’s all about creating and maintaining an environment where people can thrive and take pride in the work that they and their colleagues do together.
What does a typical day look like for you?
There’s no such thing as a typical day. I usually come into work with a clear idea of what I’m aiming to achieve, but then something unexpected happens or someone needs support, and the day can shift completely. That’s part of what keeps it interesting.
Tell us a bit about your background and career journey
I studied at Art College after completing my A-levels, which had been a dream of mine from a really young age. Not long after qualifying, I landed my first creative role as a graphic designer for the Royal Navy within the Civil Service. I designed and produced learning materials for trainee officers and ratings in the Fleet Air Arm, alongside marketing materials for their communications and PR team.
From there, I moved into a commercial environment as Creative Director for a top-five e-learning agency. That was where I really discovered the value of good project management and the impact it can have on the quality of work. It also gave me my first experience of working with major blue-chip organisations and public sector clients.
As my interest in project management grew, I gained a range of project management and marketing qualifications, which led to several public sector roles. I led an EU-funded business training programme for two large FE colleges before moving into an IT project management role for an NHS trust.
Eventually, though, the private sector drew me back into agency life, which is where I’ve been ever since.
I first joined Affinity as a project management contractor, delivering projects for the Government Digital Service (GDS) and HMRC, before joining the business permanently at the start of 2017.
What do you enjoy most about your work?
A huge part of my role is about removing friction, keeping my eyes and ears open, and making sure things are running smoothly and efficiently so that others can do their best work for our clients.
These days, I’m only occasionally involved in the direct delivery of client projects, and usually that’s when there’s a challenge that needs solving. I really enjoy helping teams navigate those moments and finding practical ways forward.
What skills or experience help you succeed in your role?
For someone who originally started out as a designer, operational work might sound a little unexpected, but it definitely isn’t boring.
A lot of what I do still relies on design thinking: finding solutions to problems, improving the way things work, and understanding what people really need. I have to be able to observe and understand what’s happening around me from lots of different perspectives.
I draw on years of experience in digital service delivery, but I also need to think deeply about what we’re trying to achieve and why – considering colleagues, clients, users, the business, and shareholders all at once. That means there’s always something new to learn or a different angle to explore.
What motivates you most in your work?
I want to get to the end of every day feeling like I’ve genuinely made it count.
Affinity, and really the digital industry as a whole, is all about change, learning, and improving the way things work. Whether it’s through the work we deliver for clients or through the work I do behind the scenes to make that possible, I feel incredibly lucky to be in a role where I can make a positive difference to the people around me.
If I had to describe my “superpowers”, they’d probably be tenacity, resilience, both physical and mental, and the ability to systematically think my way through a problem. I also absolutely love learning.
Because my role is centred around observing, analysing, and problem solving, I get to use those strengths almost every day.
And honestly, I love the unpredictability of it all. I never quite know what challenge the day will bring, but I do know that, working alongside the brilliant people we have here at Affinity, it’ll always be worthwhile.
Finally, how do you think your colleagues would describe you in three words?
I’d hope they’d say:
- Eagle-eyed
- Experienced
- Adaptable