Emma is Managing Director of Lucky Saint, the leading non-alcoholic beer brand. She is an ambassador for Retail Week’s Be Inspired Programme and steering group member for The Grocery Girls.

The Magic Happens

Emma’s biggest challenges have come when she has sought out opportunities and stretched herself: “the magic happens when you’re out of your comfort zone.” 

She thrives on this. But it is about her team too. When Emma first became a team leader 15 years ago, initially, she thought she had to “mother hen them.” She realised “it's about empowering others to succeed.” She thought it was going to be a challenge but she “absolutely loved it.”  

Fortune Favours the Brave

Grab every opportunity. Emma describes how the pandemic meant Lucky Saint “lost 70% of our business, we had three weeks cash.” Yet the start-up is now the UK's biggest dedicated alcohol free beer brand. It is in 46 Michelin star restaurants and 3,000 great hospitality venues. 

Her gut feeling told her “a load of businesses were going to freeze.” Yet “we didn't stop.” We “just went for it.” She grabbed the chance: “it was a huge advantage to have the confidence.”

Everyone and Everywhere

Emma uses every role to learn: “a lot of it is role models at work, and just observing people.” Picking out individuals, Alex Holt at Tesco, Emma’s first boss, was influential: “a wonderful woman.” She had a “lovely balance of being firm and fair. And being collaborative.”

From Anthony Fletcher, then CEO of Graze, she learnt the “power of three.” “If you walk into a room and say, ‘the three things you need to know are’, every single head is going to turn.” The lesson is “do the work, distil down and come up with a very clear message.” 

Variety is the Spice of Life

“I’ve lived the proverb, ‘variety is the spice of life’, to the max!” Emma says that this has made her a stronger leader. These varied roles have been “a huge strength.”

Seizing those opportunities is vital. “I've taken every opportunity, I've stretched myself, there's nothing I haven't done because I was scared.” 

The Formula

Emma talks of a winning formula to break the bias. “Be Generous + Stay Humble = Get Lucky.” She also talks about her attitude. At Tesco, a senior colleague told her, “you have a healthy lack of respect for authority.” That ability to challenge, she “took as a massive compliment.”

Mental health training breaks down walls. Lucky Saint has invested in this for its employees but also for their customers with Harry Corin, the well-regarded mental health trainer. Emma has found it an incredible experience: it “unlocks such powerful conversations.”

For Emma, it is about collaborating: “People are genuinely interested in helping other people succeed.” And as she says, “I love it. I absolutely love it.” That Lucky passion will break down the bias even more.