When Emily Roberts, Head of Digital at The Responsible Marketing Advisory (RMA) and Co-Founder of The Women in Programmatic Network, announced her career move, it sparked surprise across the industry. Having made a significant industry impact during her time at PwC, Emily has now joined RMA to spearhead digital strategy and help shape the future of responsible marketing.
I sat down with Emily to discuss her new role, her journey so far, and the trends shaping marketing today.
Why did you decide to make this move?
Hannah, the Founder of RMA, and I first connected through Bloom, where she was Vice President. We met during a podcast I hosted and stayed in touch. As RMA grew, Hannah expressed interest in having me join the team.
At PwC, I was already involved in responsible advertising consultancy projects for major brands, so the timing felt perfect. RMA is a dynamic, two-year-old start-up, and I’m excited to help shape its strategy, develop new services, and expand the team’s expertise. Having co-founded The Women in Programmatic Network, I enjoy the energy and agility of smaller organisations. RMA’s mission aligns with my passion for responsible marketing.
Reflecting on your time at PwC, what were some of your key achievements and what led to the firm’s shift away from marketing consultancy?
My time at PwC was pivotal. I’m proud of the work we did integrating responsible marketing practices with sustainability, accessibility, and DEI. However, the Big Four consultancies, including PwC, have been moving away from media and marketing consultancies. For PwC, this decision stemmed from two main factors.
Firstly, there was a growing conflict of interest. As our consultancy practice expanded, it clashed with PwC’s role as financial auditors for major agencies and brands. Secondly, PwC decided to prioritise AI and its related services, which meant marketing services were no longer a focus.
Despite this shift, it’s rewarding to see how responsible marketing became a bigger part of our conversations, especially around sustainability and DEI.
What does responsible marketing mean to you and how is RMA approaching it?
Responsible marketing is often misunderstood as being solely about sustainability, but it’s much broader. At RMA, we view it as encompassing everything from influencer governance to accessibility.
For instance, we help brands ensure they’re using ethical influencers. I’ve worked on projects where influencers were found to have criminal records or other issues. Accessibility is another crucial focus. Too few campaigns consider whether ads are accessible to people with disabilities, such as subtitles for the deaf or audio descriptions for the visually impaired.
We also address responsible data practices. I’ve encountered companies retaining data for thousands of years, which is unethical and violates trust. Our work involves reviewing every stage of the media-buying process, ensuring GDPR compliance and avoiding unethical targeting practices, such as advertising to children via influencers.
What market trends are you seeing, particularly in responsible marketing?
Market dynamics feel like a pendulum swing. In Europe, brands are prioritising ethical practices and rethinking their strategies, including looking for optionality vs being over invested with monopoly platforms like Google, Meta and Amazon. Meanwhile, in the US, priorities often seem more fragmented and influenced by political agendas.
Despite challenges, I’m optimistic. More brands are adopting frameworks to guide their responsible marketing strategies, focusing on inclusion lists, sustainability goals, and better governance. CMOs are increasingly aware of the societal impact of their media spend, which is a positive shift.
What are your hopes and fears for the future of marketing?
I’m excited about collaborating with brands eager to adopt responsible marketing frameworks. Leading them on this path and knowing we’re doing good in the world is immensely satisfying. If RMA thrives, it means we’re helping the industry market responsibly.
My biggest fear is the influence of political agendas, particularly in the US. We’ve seen how changes in leadership can lead to the rollback of DEI strategies or sustainability initiatives. It’s concerning how much power political shifts can have over business decisions.
How do networks like The Women in Programmatic support the industry’s progress?
Networks like ours are essential because they’re independent and unbiased. We exist to support women in the industry, regardless of political or corporate agendas. While businesses may face budget cuts, grassroots initiatives can continue to drive positive change.
It’s a reminder of how important it is to have a diverse and supportive industry. Companies can do everything in their power, but when they struggle financially, networks like ours ensure the conversation and support don’t stop.
Finally, what does success look like for RMA in the coming years?
Success for RMA means creating a sustainable, inclusive, and ethical marketing ecosystem. By building frameworks and guiding brands, we want to ensure that marketing does more good than harm. Advertising doesn’t always have the best reputation, but we aim to change that by embedding responsibility at every step.
