Meet the Ambassadors: Emma Roche

Partner at Greenwoods, Emma brings a wealth of real estate legal expertise, but her career has been far from linear. She didn’t set out to become a property lawyer, and even admits she didn’t enjoy property law in her early studies. It wasn’t until she began working directly with clients and everyone involved in the real estate ecosystem that the field came alive for her. 

“I realised I really enjoyed all working with all the connecting parties to negotiate and complete the deal. It was the making of my career.” 

Emma Roche states, leadership isn’t about having all the answers. It’s about asking the right questions, listening deeply, and creating the conditions for others to thrive. 

“I wish I’d know that vulnerability is not a weakness in leadership. It is actually what builds real connection and credibility, particularly in a sector driven by community and innovation.”  

Beyond Legal 

One of Emma’s biggest leadership tests came when she began working in the flex sector. To lead effectively for her team, her firm, and her clients, she had to step beyond the traditional property and legal frameworks she’d been trained in.

“I had to get out of the legal echo chamber and spend time in the flex community – listening to operators, customers, designers and teams on the ground. It taught be the difference between ‘value’ and ‘leadership’.” 

This openness has reshaped her approach, making her more curious, more receptive to ideas, and guided by real human behaviour rather than rigid structures. 

Owning Her Voice 

For Emma, owning her voice means dropping the need to sound a certain way to be taken seriously. 

“As I teach my 11 year old daughter – I try to “speak my truth” which means speaking from instinct and experience  rather than what’s  expected and been before.” 

It’s a philosophy that underpins her mentoring, coaching, and legal work alike.  

Facing Impostor Syndrome Head-On 

Emma’s approach to impostor syndrome is refreshingly direct: 

“It would be better for me to lean in and try by throwing everything I had, rather than deciding I shouldn’t even sign up. At least with the former, I would learn what was right and what was not. With the latter, I would never know as I wouldn’t have tried.”  

Skills That Make the Difference 

In a fast-moving industry like flex, Emma believes the most important skills are rooted in understanding and connecting with people. 

“Listening to what they need (not want you/industry want to hear), being in dialogue with as many people as possible in the industry to educate yourself and to advocate for it because you believe in it.” 

Her advice for early-career professionals is to throw yourself all in, listen, learn, and let experience shape those skills over time.  

Work-Life Balance and Boundaries 

For Emma, avoiding burnout starts with clarity, knowing why she works and what matters most outside of it. 

“I make time for my children, family and friends and this has become a non-negotiable. I also regularly walk and run alone as a reflective practice. I think as human beings we all need to spend more time being reflective without distractions . It grounds us and reminds us what matters and what does not.” 

The Career Advice She Swears By 

“Be honest, courageous and be prepared to work hard. Don’t worry about what you can’t control – its  dead time. Just focus on what you can change.” 

Why Women in Flex Matters 

Emma is clear about why she’s part of the initiative: 

“Because it brings alive real conversations to change a traditionally male– dominated industry, with people that care and want fundamental and sustainable change. It is also the right time for the group because the Flex industry is only going one way, so we need to be on top of that now.” 

As a Women in Flex ambassador, she’s committed to mentoring, advising, and helping women find their place in the industry, and making sure their voices are heard. 

“Life is about being always open to more experience and hearing new ideas or evolutions of old ones.” 

Being a Women in Flex Ambassador 

For Emma, the role is both personal and purposeful: 

“I want to be part of the change and help, mentor, advise women coming through.” 

It’s a commitment to championing women’s voices, ensuring they’re not only present in the conversation but shaping the industry’s future.  

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