Emma Critchley-Lloyd

Something you might not know about Emma

She’s an aerialist!

Her favourite city

Barcelona – a sunny city on the beach, what’s not to love?

Three songs you’ll find on Emma’s Spotify playlist

• Finally – Kings of Tomorrow, Julie McKnight
• Sure Thing – Miguel
• Beautiful Escape – Tom Misch

What got Emma started

Emma’s career began with a passion for helping brands communicate in a way that genuinely connects with people. After working across PR, marketing and brand strategy, she saw first-hand that many founder-led businesses needed senior expertise but didn’t always have access to it. That insight led her to launch BIG little LDN in 2017, with a mission to make strategic brand and communications support more accessible to ambitious businesses looking to grow. Over the years, Emma built the agency into an award-winning business, partnering with founders and leadership teams to sharpen their positioning, build credibility and create meaningful commercial impact before its acquisition by Factotum in 2025.

Emma is excellent at

• Turning brands into commercial assets. Emma develops positioning, messaging and brand frameworks that sharpen how businesses sound, look and sell.
• PR and strategic communications. She specialises in earned media, thought leadership and reputation building across consumer, trade and national press.
• Building brands that punch above their weight. Emma helps businesses earn the credibility, coverage and customers usually associated with far larger budgets.

About Emma

Emma is a highly experienced brand, PR and marketing strategist with a strong track record of helping businesses increase visibility, credibility and growth. As the founder of BIG little LDN, she built an award-winning agency recognised for delivering commercially driven communications strategies across fintech, consumer, hospitality and regulated sectors. Following the agency’s acquisition by Factotum in 2025, Emma continues to work closely with founders and leadership teams to develop impactful brands and strategic marketing campaigns that deliver measurable results.

Her work has delivered national media coverage, strengthened brand positioning and supported significant commercial growth for clients across multiple sectors. Campaigns have secured coverage in titles including Vogue, Stylist, The Sun and The Mirror, generated high volumes of qualified leads and significantly increased engagement and visibility for consultancy and founder-led brands. Emma has also secured major national exclusives within highly competitive media landscapes, helping businesses build credibility and commercial momentum at scale.

Alongside her client work, Emma sits on the DMA B2B Council, judges for The Drum and the IPM, and regularly appears as a panellist and keynote speaker.

She’s inspired by

Emma is inspired by her daughter, who motivates her to keep pushing boundaries both personally and professionally. She’s also inspired by ambitious founders who build businesses with resilience, creativity and determination, often turning bold ideas into brands that genuinely make an impact.