Emma Williams

Emma has 20 plus years marketing experience gained working for national and international companies, including Boots, PepsiCo, Camelot, Wickes, Travelodge and Dairy Crest, in senior marketing roles.

Emma started her career on the Boots Graduate Marketing Programme where she gained solid training in the key marketing principles and worked on developing Boots branded cough and cold products from scratch. She then moved to Walkers Crisps (owned by PepsiCo) where one of her key challenges was to increase profitability of old favourites Chipsticks, Square Crisps and Frazzles. Next came a move to the newly created Camelot, operators of the National Lottery. Here Emma developed her career over 9 years launching the Wednesday Lotto draw and the EuroMillions with the French Lottery La Francaise des Jeux. Emma’s final role at Camelot was as Head of Strategy where she developed the organisation’s 5-year strategic plan.

Following her career at Camelot Emma decided to change direction and take on interim and consulting roles to allow her to spend more time in her home county of Pembrokeshire. She has since worked with Wickes as Brand Marketing Controller, Travelodge as Marketing Director and for the Dairies division at Dairy Crest as Head of Marketing where she managed the e-commerce milk and grocery delivery service milkandmore.co.uk.

Emma brings skills and experience in strategy development, marketing planning, branding, new product development, managing research projects, and developing both traditional and digital marketing communications to her role at M4 Media & Training.

Outside of work, Emma spends her time running around after her energetic 2-and-a-half-year-old toddler. She loves the Pembrokeshire landscape and is a keen amateur photographer so spends as much time as she can on the beaches and coast path with her camera and beloved whippet cross Ollie.


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