Business strategist. Systems nerd. Professional untangler.
Occasional over-organizer.
Hi. I'm Erin. And I have a slightly unusual talent: give me a business that feels completely overwhelming to its owner, and I can usually see the pieces that are actually causing the problem.
The tangled systems. The too-many-offers situation. The thing you've been trying to automate that probably shouldn't be automated. The brilliant idea that's been sitting in your head for six months because nobody has helped you figure out how to make it happen.
That's my favorite stuff.
I see the whole board.
You know that feeling when you're staring at your business and everything feels connected to everything else?
- Change the offer and the website needs changing.
- Change the website and the email sequence needs changing.
- Change the email sequence and suddenly the checkout needs changing.
- And now you've spent four hours researching software when you really just needed to make one decision.
Yeah. I see that.
My brain naturally looks for the connections between things. I don't just look at the task in front of me — I want to understand why we're doing it, what it's connected to, and whether it's actually the right thing to be doing in the first place.
Sometimes the answer is a new system. Sometimes it's a better strategy. And sometimes the answer is:
"Erin, we don't need to build that at all."
Honestly? Those are some of my favorite answers.
I didn't build Emerald to give you more things to do.
I've been in the online business world for more than a decade, and I've watched the same thing happen over and over: smart, capable business owners get stuck. Not from lack of motivation — from not having enough time, perspective, or implementation support to turn their ideas into a business that actually works.
A brilliant strategy that never gets implemented is just a very expensive thought. And implementing a bunch of random things without a strategy? That's how you end up with a very sophisticated mess.
Your business is not their business.
Your personality is different. Your audience is different. Your capacity is different. Your goals are different. Your life is different. So if somebody else's six-step formula makes absolutely no sense for you? Don't do it. I'm much more interested in figuring out what works for you.
Erin's Current Obsessions
The extremely important, mostly unrelated-to-business details.
Fancy but casual
Think jeans and sequins. Polished without being stuffy — bring me your disaster, no cleanup required.
Theme party planning
Give me a theme and a blank Pinterest board and I'm suddenly operating at dangerous levels of enthusiasm.
Law & Order: SVU
Friends will always have my heart. But relaxing currently means watching detectives solve crimes. Totally normal.
Dani & Jake
My two dogs, and excellent accountability partners. Their rates are unreasonable, though.
The beverage order
An iced latte from Dunkin', or unsweetened iced tea. When all else fails: Diet Coke.
Monopoly Go
There are worse ways to spend five minutes. There are also ways to spend far more than five. I've learned this firsthand.
The perfect Saturday
Spa day. Then really good food. That's the itinerary. No notes.
Systems for everything
Organizing things makes me irrationally happy — events, spaces, plans. Turn chaos into intentional and I'm interested.
I'm direct. I'm curious. I'm strategic.
I'm going to ask questions — sometimes a lot of them. I'm going to challenge things that don't make sense. I'm going to tell you when I think there's a simpler way. And if I see something you aren't seeing, I'm going to point it out.
That's not because I think I know everything. It's because you aren't hiring me to be a polite audience. You're hiring me to think.
I care about the actual human running the business.
A strategy that looks fantastic on paper but requires you to work 14 hours a day isn't a good strategy. The goal is a business that works for you — not just one that looks good from the outside.
"I have absolutely no idea how I'm going to fix this."
...and I'm sitting there thinking...
"Okay. I see what's happening."
That moment is my favorite. Because once we can see the real problem, we can do something about it.
You might be my person if...
- You have approximately 900 ideas.
- You can see about 17 possible ways to solve a problem.
- You're very capable — which is both a blessing and occasionally the reason you're carrying way too much yourself.
- You've built a real business, but the way you're running it hasn't caught up with the business you've built.
- You don't need another person telling you to believe in yourself.
- You want someone who can move between strategy and implementation without making you translate your business into tech-speak.
- You appreciate honesty and like people who think for themselves.
If you're nodding right now...
Hi. I'm Erin.
The Extremely Important Erin FAQ
What's your work style?
Focused, collaborative, strategic, and probably accompanied by approximately 900 open mental tabs.
What's something you're weirdly good at?
Planning events. Give me a theme, a guest list, and a problem to solve. I'm in.
What could you talk about for hours that has nothing to do with business?
Organizing and planning. Yes, I know how that sounds. No, I don't care. There are systems for everything.
What will you never tell a client to do?
"Just follow this template." If a template works for you, fantastic. But copying somebody else's business because they made it look easy on Instagram isn't strategy.
What's one business opinion that might ruffle some feathers?
I think GHL is overrated. There, I said it. And I think a lot of business owners don't need another mindset program — they need someone to help them actually implement the damn thing.
What's the nicest thing a client has said about working with you?
After about nine months together, I checked in with a client. Her response: "Dude, I adore you. Period." Honestly... blush.
What do you want people to feel when they work with you?
Like they can exhale. Like somebody finally understands what they're trying to build. Like the giant pile of stuff in their head can actually be sorted into something manageable. And like they're not doing this alone anymore.
That's Emerald.
It's how I work. It's how I build. And it's how I think business should feel.
You don't need to become somebody else to build a successful business. You need a business that makes sense for you.
And if you're ready to figure out what that looks like...
Let's Talk