Digital consultancy CreateFuture has today announced the appointment of Emma Nicol as its new Chief Operating Officer (COO). Nicol, who brings more than two decades of experience in client service and operations, is the first addition to CreateFuture’s leadership team following its rebrand from xDesign earlier this summer.

Previously European COO at global digital consultancy Kin+Carta, Nicol was a key member of the Global executive team, where she was instrumental in operational transformation and M&A. Responsible for the operational performance of an 850-person team across six countries, she also successfully managed the integration of multiple acquired businesses during her tenure.

At CreateFuture, Nicol will work with Founder and CEO Euan Andrews to execute its ambitious strategic plan and guide the organisation through its next stage of growth. Her responsibilities will include overseeing client delivery, managing operations, and driving business transformation in partnership with consulting and delivery executives.

Talking about Nicol’s appointment, CreateFuture Founder and CEO, Euan Andrews, said:

“Emma brings a wealth of experience and a proven track record in driving operational excellence and managing complex integrations. Her leadership at Kin+Carta was crucial in transforming their European operations, and we are excited to have her join us as we find new ways forward to improve, innovate and deliver for our clients. In her new role as COO, Emma will oversee day-to-date operations, lead internal change initiatives, optimise processes, and ensure our client-facing teams are delivering consistently. Her addition to our leadership team underscores our commitment to scaling operations and advancing our mission to create tomorrow, together, today.”

Speaking on her appointment, Emma said:

“The culture at CreateFuture was a significant draw for me, and I have great respect for what Euan and the team have established. As we scale, my focus will be on preserving that culture while introducing the right level of operational structure—one that supports, rather than hinders, our agility and innovation. I look forward to contributing my experience in operations and business transformation to help drive our strategic plans forward. Together with Euan and the team, I’m committed to refining our client engagement and supporting our mission to provide exceptional value as we grow.”