Fractional Operations Consultant

Turn operational
chaos into
competitive
advantage

I help ambitious businesses move from firefighting to strategic growth, without the overhead of a full-time hire. Built to last, not for dependency.

Operations Technology Governance
Emily Woolnough
10+ Years experience
8 Countries
10k+ Members managed
Corporate Governance · Investor Relations · Digital Transformation · Membership Operations · Technology Infrastructure · Process Design · Multi-Site Expansion · Rights Issue Management · E-Commerce · Corporate Governance · Investor Relations · Digital Transformation · Membership Operations · Technology Infrastructure · Process Design · Multi-Site Expansion · Rights Issue Management · E-Commerce ·

If any of these sound familiar...

I've heard these same challenges from founders, operators, and leadership teams across hospitality. If any of these sound familiar, let's talk.

"We're growing but our systems aren't keeping up."

I identify where processes are breaking, design scalable solutions, and implement them without disrupting day-to-day operations.

"We need better tech but don't know what to buy."

I've reviewed dozens of platforms for hospitality businesses. I'll find what fits your model, budget, and future plans.

"Our teams are drowning in admin."

I automate the repetitive, document the complex, and free your people to focus on what matters.

"We're preparing for investment but struggling with resources."

I've supported fundraising rounds and built the reporting, governance, and documentation that investors and boards expect to see.

"Everyone's busy but we're not making progress."

I translate between departments, turn discussions into action plans, and make sure execution matches vision, without adding to anyone's workload.

"I want to expand but not sure where to start."

I've opened private members clubs in Switzerland, France, and Singapore. I build the operational playbooks, governance, and systems that let new sites launch without chaos.

The businesses that need me most

I've seen how growth breaks operational foundations, from the inside. Whether you're building from scratch or fixing what's broken, I've been here before.

Founder-Led Businesses icon

Founder-Led Businesses

Building or stabilising, you need operational structure without hiring too early. I'm the trusted support you can rely on without full-time overhead.

Investment-Ready Organisations icon

Investment-Ready Organisations

Preparing for fundraising or board oversight. Processes, data, and reporting need to stand up to external scrutiny; I make sure they do.

Growing & Scaling Teams icon

Growing & Scaling Teams

The business is outgrowing its existing systems and ways of working. I identify the roadblocks and find simple, scalable solutions.

Lean Leadership Teams icon

Lean Leadership Teams

You need senior-level operational support but not a full-time hire. I bridge that gap, turning plans into consistent, measurable action.

Three areas where I create real impact

Senior expertise with a hands-on mentality. I'll design your strategy and build the tools that make it work. No task is too small if it moves your business forward.

01

Strategy, Governance & Growth

I've managed shareholder relations, led Rights Issues for the group, and built the governance infrastructure that gives investors confidence.

Making your business investor-ready and future-proof. Helping founders and leadership make better decisions and prepare for growth.

  • Business & project research
  • Strategy review & development
  • Fundraising preparation & investor readiness
  • Board, shareholder & governance support
  • AGM, rights issue & share management
  • Performance tracking & planning
02

Operations, Process & Delivery

From reservations to logistics to a £5M+ annual member renewal portfolio, I've designed the operational backbone for a global hospitality group.

I know what works when you're scaling fast with limited resources, and I build solutions that last, not workarounds that create new problems.

  • Operational foundations & model design
  • Process review, optimisation & SOP creation
  • Workflow mapping & documentation
  • Cross-functional project management
  • Membership operations & renewal strategy
  • Multi-site expansion support
03

Technology, Data & Execution

I've built e-commerce platforms from zero, supported the implementation of Microsoft D365, scoped dozens of platforms, and created lightweight CRMs for new club launches.

I speak tech, but I translate it into what your teams need. I know which vendors overpromise and which questions to ask before you commit.

  • Technology assessment, review & planning
  • Scope writing & implementation support
  • CRM, data & reporting management
  • E-commerce & automation build
  • IT management & infrastructure oversight

I've seen every challenge you're facing

After nearly a decade at 67 Pall Mall - a global private members clubs - I've lived through every operational challenge a growing service business faces:

  • Reservation systems that don't fit the service type
  • Tech implementations that miss the operational reality
  • Teams following a process because that's how it's always been done
  • Leadership stretched too thin to translate vision into action
  • Investor scrutiny revealing governance and process gaps
  • New site openings exposing that your systems are actually institutional knowledge

I don't just understand these challenges; I've built the solutions. From scratch, under pressure, within budget, with teams who had to keep service running.

My roots are in hospitality, but the problems I solve; operational scaling, technology implementation, bridging strategy and execution - exist across every service business. If any of this sounds familiar, the door is open.

What makes me different
I translate between worlds that rarely speak the same language
Front-of-house teams and tech developers. Executive vision and operational reality. Ambitious growth plans and limited budgets. I've spent a decade as the bridge between all of them.
Senior expertise, hands-on mentality
I'll design the strategy and build the spreadsheet that makes it work
I've worked floor shifts, helped set up events, written board proposals, and been a trusted voice in key business decisions. No task is beneath me if it moves your business forward; I do the work I'm recommending.
Built to last, not built for dependency
I build things that work without me
Systems, documented processes, transferred knowledge. My goal is to make myself unnecessary, which is exactly what good fractional work should do.

Building for the unexpected

COVID-19 Pivot · E-Commerce & Logistics

From zero e-commerce capability to thousands of orders, built in weeks

During the pandemic, 67 Pall Mall needed to pivot from in-person wine tastings to virtual events with wine kits delivered to members' doors. The business had no e-commerce capability, no logistics infrastructure, and membership-specific payment complexity that traditional gateways couldn't handle. Everything had to be built from scratch while the rest of the business pivoted simultaneously.

The outcome
A new revenue stream that sustained the business through lockdown and inspired 67pallmall.tv. The system I built still processes thousands of orders annually. Built for approximately £10k, from zero.
What I built
  • Initial custom ordering system replacing an email-based process that had broken under demand, followed by a secondary improved e-commerce build
  • Automated logistics and distribution workflows spanning wine buying, fulfilment, and marketing
  • E-commerce platform with dual payment gateways; Club accounts and Stripe for virtual members
  • ShipStation integration for fulfilment, plus post-Brexit duty and commodities compliance
What this demonstrates
  • Ability to build new operational capabilities from zero
  • Delivery under extreme time and resource pressure
  • Technical problem-solving for complex membership models
  • Cross-functional coordination across multiple teams simultaneously
  • Successful buy-in and training across the organisation
Also in my track record
  • Microsoft D365 & LS Central global ERP design and collaboration
  • Club openings: Switzerland and Singapore
  • Membership & Fundraising launches across; Singapore, Switzerland, France, Australia, China, and Hong Kong
  • Multi-jurisdiction governance, rights issues & fundraising support
  • Global CRM design, build, migration and implementation

Built, not just advised

Nine years at 67 Pall Mall. Here's what it looks like in practice.

9+
Years hospitality operations
8
Locations expanded into
10+
Departments coordinated
£5m+
Annual renewals managed

Operations & Technology

  • Built foundational operational infrastructure; reservations, member management workflows, and cross-departmental SOPs adopted across all clubs globally
  • Managed COVID-19 pivot; built complete e-commerce and logistics capability from zero in weeks, still in daily use five years later
  • Designed and collaborated on Microsoft Business Central & LS Central infrastructure for the Swiss Club
  • Served as internal IT lead; MSP liaison, user access governance, and infrastructure management
  • Built bespoke application forms and CRM feeds for Membership launches in; Verbier, Singapore, Melbourne, Hong Kong, Shanghai, Beaune, and Bordeaux

Governance, Strategy & Membership

  • Group Board Secretary for six years; built governance infrastructure, Group schedule & meeting cadence, and coordinated multiple AGMs across entities in Europe
  • Group Investor Relations Lead managing 250+ shareholders
  • Led multiple Group Rights Issues end-to-end across 6 sub-entities
  • Designed the membership renewal process adopted by all clubs; managing a £5M+ annual portfolio
  • Supported expansion into 8 locations across UK, Europe, Asia, and Australia
  • Acted as bridge between executive vision and operational execution across 10+ departments
  • First point of contact for new initiatives and projects; scoping feasibility and leading early-stage delivery

Senior expertise,
hands-on mentality

I've worked floor shifts, cleaned the data and written investor documents. I'll develop your technology strategy, write your board papers, and document your SOPs. In hospitality, everyone does what needs doing when service demands it. No job is too small if it solves a real problem and moves your business forward.

A clear process, no surprises

Every engagement starts the same way, with genuine understanding before any work begins.

01

Introductory Call

An informal, structured conversation to rapidly understand your business, challenges, and what you need. No pitch, no pressure.

02

Post-Call Brief

Everything discussed is structured into a written brief; key issues, priorities, and suggested ways forward. Shared for your approval before anything is agreed.

03

Agreed Pathway

We agree the right engagement model; quick wins, project-based, or ongoing, with clear scope, timelines, and transparent pricing.

04

Delivery

Hands-on work, consistent communication, measurable progress. Senior expertise with a roll-up-the-sleeves attitude; I do what it takes to get it done.

01 · Fast impact

Quick Wins

Fast, focused delivery

Simple, practical improvements delivered quickly. Real impact without unnecessary complexity or cost. Ideal for specific bottlenecks, urgent fixes, or a process that needs building fast.

01

02 · Defined outcomes

Project Based

Scoped & priced

Clearly scoped work with defined outcomes, timelines, and agreed pricing. No surprises. Ideal for implementations, launches, governance builds, or site openings.

02

03 · Ongoing partnership

Fractional Support

Flexible Monthly

Regular senior operational leadership aligned to your priorities. Right-sized for your business stage. Direct access, not a ticketing system.

03

04 · Deeper diagnosis

Business Review

Structured assessment

A thorough review of performance, systems, and structure. Uncover root issues, create a clear plan forward, with the option to implement it together.

04

If your operations aren't keeping up with your ambitions, let's talk.

Initial conversations are informal, a genuine exploration of whether I can help and how we might work together. No pressure, no pitch. Pricing is transparent, agreed upfront, and tailored to the scope of your business.

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