Meet the Ambassadors: Emilie Lashmar

With a career spanning coworking, creative strategy, and community building, Emilie Lashmar brings a bold and human-centred approach to leadership in the flex space industry. As Director of GCUC UK, she curates the UK’s edition of the world’s largest coworking conference, shaping conversations about the future of flexible work. She’s also the founder of Brighton Creatives, a studio helping brands show up with clarity and confidence both online and in real life, and leads creative and brand strategy through her consultancy, LASHMAR LTD. 

During the pandemic, Emilie, like many in the sector, faced a moment of doubt. With spaces closed and ‘community’ reduced to screens, she had to reframe what connection meant. That mindset shift reignited her purpose: focusing not just on physical space, but on the human moments within it. 

Her leadership journey is full of insights: the value of directness, the necessity of boundaries, and the strength that comes from showing up authentically, even when the stakes are high. 

Emilie notes how leadership in flex doesn’t always follow a rulebook, and that’s part of what makes it so rewarding. For Emilie, stepping into leadership meant unlearning what it meant to be in charge and discovering the power of enabling others to thrive. 

“Now I know my real job is to listen, ask good questions, and clear the road so talented people can do their best work.” 

The hardest lesson 

Letting someone go from the team for the first time was a defining moment. “I knew it was the right call, but I underestimated how hard it would be. I over-explained, softened too much, and probably left them more confused than helped.” 

The lesson? Clarity is kindness. “Now I prepare for tough conversations with a structure, the right support in place, and I say what needs saying directly but with empathy.” 

Owning your voice 

For her, being a female leader means cutting through the noise with honesty. “It is not about volume. It is about being real.” Saying what you mean without sugarcoating it to make it more “palatable”.

Emilie says that “trusting your instincts even when they go against the room” is key. 

Impostor syndrome? Still happens. 

That familiar inner voice? It hasn’t disappeared, but she’s learned how to turn down the volume. “I focus on contribution over comparison, reminding myself of the value I bring instead of measuring myself against someone else’s CV. And I keep receipts, literal or mental, of past wins to shut that voice up.” 

Burnout-proofing in a people-first industry 

With a role that’s always-on and deeply human, setting boundaries isn’t optional, it’s essential.  

“I block time for deep work, and let myself enjoy time off without guilt. Still a work in progress…”  

Mentorship 

Emilie reflected on how some mentors were formally recognised, while others were unaware they’d taken on that role.

Her advice: “Be specific about what you need, respect their time, and give value back where you can.” 

Career advice she swears by 

She couldn’t pick just one, but here’s a few gems: 

“Play the long game”.  Relationships compound over time. 

Lead with your values. “Get clear on what matters to you”.  

“Show your passion” Start side projects. Be visible. Most of the best roles aren’t on job boards, they’re in conversations. 

“Think like the business” Spot gaps, propose ideas, and shape a role that works for you and the organisation. Don’t wait to be handed the job. Design it. 

Representation makes opportunity visible 

“Because you cannot be what you cannot see. If leadership reflects the community it serves, it signals that opportunity is real. Without that, you end up in an echo chamber.” 

Why Women in Flex matters 

“Because visibility, representation, and real connection can change careers. It is a space for the wins and the messy middle that no one posts on LinkedIn.” 

For Emilie, Women in Flex is about creating a space where authenticity is valued just as much as achievement. It’s a reminder that success isn’t always linear, and that behind every milestone is a story of persistence, doubt, learning, and growth. By sharing both the celebrated moments and the unseen struggles, Emilie hopes to build a stronger, more supportive community of women in the sector. 

Because at the heart of the flex sector—and at the heart of this initiative is connection: the key to opening doors, amplifying voices, and making real change possible. 

Being a Women in Flex ambassador 

What does being a Women in Flex Ambassador mean to Emilie?

“Using my platform to amplify women’s voices, champion their work, and make the industry more inclusive for the next wave of leaders.”

As an ambassador, Emilie is committed to paving the way for future leaders by showing that there’s space for everyone at the table. Her focus is on fostering a culture where collaboration outweighs competition and where the next generation of women in flex can thrive with confidence, visibility, and support. 

If you’re passionate about shaping future-facing workspaces, we’d love you to be part of the journey.     

👉 Join the conversation in our Women in Flex WhatsApp group   

👉 Follow us on LinkedIn for events, insights, and stories from across the women in flex community