Emma Woodward

Emma Woodward leads the data and analytics team within the Strategic Communications segment in London. Emma’s work focuses on using AI and data-driven insights to support communications strategy and planning. She works across corporate communications and campaign mandates that leverage data analytics to navigate complex stakeholder environments in regulated and nonregulated industries.

Emma’s work includes devising programmes to quantify and track corporate reputation, virtual message testing to inform messaging and predictive monitoring solutions to scan for opportunities and threats. Additionally, she consults clients on the most effective way to incorporate AI and data-driven insights into communications and corporate affairs functions.

With a focus on analytics to inform responses to litigation and critical events in the public and private sectors, Emma leads teams that use natural language processing (“NLP”), large-language models (“LLMs”) and statistical modelling to arm C-suites and de-risk potential messaging. She has created linguistic and rhetorical frameworks for responding in critical situations — all underpinned by data-driven insights.

Prior to joining FTI Consulting, Emma was the solutions director at reputation intelligence firm Alva (now Penta). In this role, she advised on all aspects of reputation management.

Emma was named “Global Young Professional of the Year” in 2021 by the Association for the Measurement and Evaluation of Communication (“AMEC”).