Emily Falkingham is co-founder and performance marketing director at Green Ginger Digital, an independent performance marketing agency based in Beverley, East Yorkshire, which has grown from two people at a kitchen table to a talented team of almost 20. It works with ambitious businesses like Pret A Manger, Face the Future and MKM Building Supplies, helping them grow through Paid Search and Paid Social, SEO and smart digital strategies that deliver clear results.
Which single daily habit or practice could you not do without?
Walking to and from work with my dog, Maggie (if the Great British weather plays nice). It’s such a simple thing but it works wonders for my headspace. The fresh air and movement are when I process my day, mull over ideas, or just switch off for a bit. If I’ve had a really busy day, it gives me that breathing space to decompress before I walk back through the door and get stuck into home life. Maggie loves it too — she’s an honorary member of the Green Ginger team and the best walking companion you could ask for.
What’s been your luckiest break?
Launching Green Ginger Digital from scratch was always going to be a risk, but three months in, COVID-19 turned the whole world upside down. For two people who’d just stepped out on their own, it was a scary time. But looking back, that early challenge forced us to adapt quickly and get crystal clear on our value to clients. We’ll always be grateful to M&Co for putting their trust in us when they did. The company’s then Head of eCommerce, Nichola Toner, backed us at a time when no one really knew what the next week would look like, never mind the next year. That early belief gave us the chance to prove ourselves and set us up for the strong relationships we have with clients today. It reminds me how important it is to take a chance on people when they’re starting out.
What’s your best failure?
I’m a big believer that failure isn’t final, it’s information in disguise. I’ve had plenty of moments where I’ve dived headfirst into a project with the best intentions, only to realise halfway through that it’s not quite working and needs a different approach. When you run your own business, those ‘mini-failures’ happen all the time, but they’re usually where the best lessons live. I’m naturally a ‘doer’ so I sometimes move too quickly when a pause and a step back would serve me better. One of my favourite podcasts is How to Fail with Elizabeth Day. I love the idea of reframing failure as ‘data acquisition’. If you can see mistakes as useful data points, not disasters, you’ll always come out stronger.
What is the best investment you’ve ever made, either financial or time?
Without doubt: great people. Investing well in the team has always paid back tenfold. I genuinely believe you should surround yourself with people who challenge you, bring new ideas to the table, and do things better than you ever could on your own. When you run a business, it’s easy to get caught up trying to wear all the hats. But recognising when you don’t have the skillset, then bringing in people who do, is the smartest move you can make. I learn from our team every single day and their passion and fresh thinking is what keeps Green Ginger Digital evolving.
Which podcast or book would you recommend others to read/listen to, and why?
I’m dreadful at reading traditional business books, they’re just not my thing. I much prefer real-life stories and autobiographies because they remind you how big and interesting life can be. One that sticks with me is Reckless by Chrissie Hynde. She’s such an unapologetic force of nature and her stories about chasing her dreams, saying yes to the unexpected and refusing to be pigeonholed are very inspiring. I might not be quite as rock and roll as Chrissie, but I love the spirit of jumping into new experiences feet first. That attitude is something I try to bring into how I run my business and live my life.
What one piece of advice would you give your 21-year-old self?
Have confidence! Back then I spent too much time worrying about getting things wrong, or not being good enough, or what people would think. But the truth is, we are all more capable than we realise or give ourselves credit for — and you’re the one person you can always rely on. Also, don’t wait for permission. If you want something, go for it. Be brave enough to put yourself forward, even if it makes you feel uncomfortable at first. I think 21-year-old me would be really proud of the me today.
Who or what has had the single biggest influence on your working life?
Definitely my business partner, Nick. We’ve been working side by side for nearly 12 years now, and I still learn something from him every day. We’re total opposites in some ways but our skills slot together perfectly, which is what makes us work. He’s got an incredible work ethic and this determination to make every client’s business succeed, no matter what, which I really admire. He’s also the first person to crack a joke at my expense, but just as quick to be there when I need support. He’s the person I’d want in my corner on my best and worst days.
Tell us something about you that would surprise people.
Not many people know this, but I used to ride motocross bikes and I even did the odd race! It’s definitely not what you’d expect from someone who spends their days deep in data and strategy. I loved the adrenaline, the challenge, and the fact you can’t overthink it. You’ve just got to go for it!
If there was one thing you could change about your career, what would it be and why?
I’d have had more confidence to speak up when I was just starting out. I was so worried about saying the wrong thing that I often stayed quiet, even when I had good ideas or questions that could’ve helped me learn. It held me back from building relationships and growing faster. When I stopped overthinking and just spoke up, everything changed.
What does success look like to you?
Success, for me, is a business that people talk about for all the right reasons. One that genuinely helps brands grow and that clients trust as an extension of their own team, and creates a workplace designed so people can truly thrive. I want everyone to feel proud to work here, to know they’re supported, and to go home feeling like they’re building a career they love. And on a personal level, it’s knowing my family are proud of what I’ve achieved, and that the life we’ve built means we can enjoy experiences together and make memories. That’s what it’s all about at the end of the day!
