Emma has a background in publishing in the voluntary sector, working for a range of high profile organisations. Following this she moved into health research, and specialised in qualitative research with cancer patients and people with neurological conditions. She is a certified member of the Market Research Society. She was responsible for the campaign Pinkstinks, which launched in 2009. Pinkstinks challenged damaging gender stereotypes and gained worldwide press coverage. She is chair of a local independent school which provides care and education for vulnerable girls and young women.