New York

Emma leads the Elmwood NYC studio bringing 20 years of experience managing and developing client partnerships across a wide range of industries from CPG to healthcare to corporate. Emma has led global clients including Reckitt, Lifescan, Diageo and Mondelez across a variety of projects from major rebrands to strategic initiatives.Emma is passionate about relationship and brand building and aims to lead her team to establish honest and long-standing partnerships with clients and create more brand value for them through the collaborative efforts of the Elmwood team. However, Emma’s true passion is the journey from data to design, her diverse background enables her to utilize data to activate brands and drive ultimately drive brand growth.Originally from the UK, Emma now calls NYC home. As a queer woman in the industry, Emma is passionate about building an inclusive environment that champions diversity and equality.

Natasha brings 15+ years of experience managing and leading integrated accounts for CPG, hospitality, financial services, technology, automotive, tourism, nonprofit and Consumer health brands. Over the span of her career she has led engagements in Brand Identity, Sales Enablement, Packaging Design, and Brand and Content Strategy for major brands including IBM, Consumer Reports, Fidelity, Alcon, GSK, and Danone. Natasha believes the foundation of great work is built on strong relationships, experience and trust, and advocates for these in her work every day.

Paul Collins is a challenger, orchestrator, imaginative strategic thinker, and the Executive Director of Strategy and Innovation at Elmwood New York. Paul has led transformative strategy, innovation, and design programs for Fortune 50 corporations, early-stage startups, and leading venture studios. Through strategic imagination and a penchant for the unexpected, he helps brands shape behavior, shift categories, and influence culture. He brings a bold no-BS style to every engagement to challenge assumptions, reframe questions, and push the boundaries of what’s possible. Notable clients include AB InBev, Bank of America, Danone, GSK, American Express, Pepperidge Farm, Mastercard, Walgreens, and more. Paul holds a BA in Social Sciences from Dartmouth College, and his work has been featured in The Wall Street Journal, CNBC, Bloomberg, and Adweek. Paul is obsessed with real estate and architecture, espresso, and California Cabernets.