Emily Hatton is a strategic growth consultant who helps ambitious agency founders transform their vision into scalable, thriving businesses.
Known for delivering operational excellence, growth plans and leadership development, she combines hands-on execution with a focus on long-term sustainability and happiness – for both the business and Founder.
For years, Emily has helped creative, marketing, and digital agencies streamline systems, improve team performance, and unlock growth. Her track record includes scaling a remote marketing agency from 8 to 45 people and taking an online course business from £20K to £120K in monthly revenue in under 12 months. She specialises in supporting remote-first and female-led agencies, balancing immediate results with sustainable foundations.
Emily’s latest focus to improve AI capabilities in agencies, reflects her belief that AI should be a core function in every agency – as integral as strategy, operations, or finance. Not outsourced but embedded in how existing teams think, create, and deliver.
Her vision is a future where every agency has the confidence and capability to use AI well – driven by internal expertise, efficient systems, and a culture of continuous improvement. This includes:
- A certified AI Expert in every agency
- A shared standard for “good AI usage”
- An evolving ecosystem of tools, training, and community
Her mission is to help agencies move beyond AI experiments and instead build internal capability, systems, and leadership to use AI sustainably, reducing pressure, improving performance, and generating sustainable growth.
At the heart of AI in Agencies is The AI OS. Emily’s flagship framework for embedding AI across an agency’s operations.
It includes:
- A 5-pillar process for audit, onboarding, integration, leadership, and measurement
- A role specification and certification path for the internal AI Expert
- Templates, training, and SOPs for integrating AI into strategy, delivery, and internal ops
- A maturity model to take agencies from early experiments to AI-powered innovation
Tool-agnostic, team-led, and fully customisable, The AI OS helps agencies go from “We should be using AI…” to “Here’s how AI improves our delivery, margin, and capacity – every week.”
How did you land your current role? Was it planned?
My path to where I am today wasn’t linear or strictly planned. Even where – as myself and my family are now in Malta – which is the best surprise ever.
I’ve always followed opportunities that allowed me to make an impact – whether that was scaling a remote marketing agency, helping course creators grow their revenue, or embedding AI capabilities into agencies.
I’ve learned to be adaptable and seize the right opportunities as they arise, rather than trying to follow a rigid career plan. Each step built the skills, experience, and perspective that shape the work I do today.
What are the key roles in your field of work, and why did you choose your current expertise?
In my work, the key roles revolve around strategic growth, operational excellence, leadership development, and, increasingly, AI integration in agencies. I chose this path because I love helping ambitious agency founders transform their vision into a scalable, thriving business while maintaining sustainability and happiness for both the business and the founder and their teams.
I enjoy working at the intersection of hands-on execution and long-term strategy – building systems, improving team performance, and unlocking growth in a way that is practical, measurable, and human-centred.
Did you (or do you) have a role model in tech or business in general?
I’ve always been inspired by people who combine strategic thinking with execution – leaders who don’t just have ideas but can build systems and teams to bring them to life. I also look up to female founders who have scaled businesses successfully while keeping their culture and values intact. For me, it’s not one individual but a collection of people who embody vision, resilience, and the courage to challenge the status quo.
What are you most proud of in your career so far?
I’m proud of helping agency founders achieve real, measurable growth while creating sustainable systems. Scaling a remote marketing agency from 8 to 45 people and taking an online course business from £20K to £120K monthly revenue in under a year are highlights – but even more meaningful is the impact on founders’ confidence, team performance, and well-being. I’ve built frameworks, like The AI OS, that help agencies embed AI sustainably, so they’re not just experimenting but truly transforming how they operate. Seeing founders gain clarity, control, and growth through my work is incredibly rewarding.
What does an average workday look like for you?
My day varies depending on the week, but it often includes client strategy sessions, system audits, team coaching, and AI integration planning. I spend time mapping out personalised growth plans for agency founders, reviewing their scorecards, and helping them implement operational improvements. I also dedicate time to thought leadership – sharing frameworks, exploring AI tools, and ensuring the processes I create are scalable and sustainable. While it’s structured, I leave space for problem-solving and innovation, so I can adapt to what the business or founder needs most.
Are there any specific skills or traits that you notice companies look for when you’re searching for roles in your field?
Agencies value strategic thinking, operational excellence, and a deep understanding of how to embed sustainable systems. Beyond that, they need someone who can communicate clearly, balance short-term wins with long-term growth, and lead with empathy and insight. They also look for adaptability and curiosity, especially when it comes to AI—being able to understand its potential and integrate it in a way that complements existing teams and processes is becoming critical.
Has anyone ever tried to stop you from learning and developing in your professional life, or have you found the tech sector supportive?
I’ve found the sector generally supportive, though like any fast-moving field, it requires intentionality to keep up with new developments, especially in AI. I’ve invested heavily in my own learning because I want to stay ahead and provide the best possible guidance to the agencies I work with. Surrounding myself with a supportive network of founders and peers has been key to continuous growth.
Have you ever faced insecurities and anxieties during your career, and how did you overcome them?
Absolutely. Scaling businesses and advising other founders comes with its own pressures. I’ve faced moments of doubt, especially when I feel like I’m introducing new ideas to Founders for the first time.
I overcome them by breaking challenges into actionable steps, leaning on mentors and my own frameworks, and focusing on measurable outcomes. I also remind myself that uncertainty is part of growth, and that taking small, consistent steps creates long-term impact.
Entering the world of work can be daunting. Do you have any words of advice for anyone feeling overwhelmed?
Take it one step at a time and focus on building systems that support you, not just chasing quick wins. Surround yourself with people who challenge and support you. Don’t be afraid to ask for help or guidance, and remember that learning and adapting is part of every career. If you’re feeling overwhelmed, break down your goals, track your progress, and focus on the small wins—they compound faster than you think.
What advice would you give other women wanting to reach their career goals in technology?
Be bold, but also strategic. Understand your unique strengths, build systems and skills that amplify them, and don’t wait for permission to lead. Seek mentors, network with other female founders, and invest in learning emerging technologies like AI. Most importantly, create sustainable practices that protect your energy and your vision. Growth isn’t just about results; it’s about doing it in a way that is sustainable, enjoyable, and empowering—for you and your team.
