Embridge Consulting has announced the appointment of Alex Ashley-Roberts and Lucy Fox to its board as the company strengthens its senior leadership team and prepares for the next phase of growth in the technology-enabled business transformation market.
The appointments come as organizations across industries continue to invest in digital transformation initiatives, increasing demand for consulting expertise that combines enterprise technology knowledge with strategic change management.
Strengthening Sales and Marketing Leadership
Alex Ashley-Roberts joins the board after serving as Interim Head of Marketing and Business Development at Embridge Consulting since July 2025. During that time, she played a key role in shaping the firmâs sector-focused sales and marketing strategy, including the establishment of a dedicated business development team.
Ashley-Roberts brings extensive experience in B2B technology marketing. Her previous roles include Vice President of Digital Marketing at enterprise software company Unit4 and Chief Marketing Officer at Source-to-Pay software provider Proactis.
Expanding Commercial Strategy
Lucy Fox has also been appointed to the board following her role as Interim Sales Director at Embridge Consulting. She now takes on the position of Chief Commercial Officer, where she will focus on driving commercial growth and expanding the companyâs presence across key sectors.
Fox has decades of experience in SaaS and B2B technology sales, having held leadership roles including Vice President of Sales at OpenSensors and Chief Commercial Officer at Proactis.
Working alongside Ashley-Roberts and the wider leadership team, Fox will help guide the consultancyâs next stage of expansion and support efforts to increase market share across strategic industries.
Supporting the Next Phase of Transformation
According to Emma OâBrien, Founder and CEO of Embridge Consulting, the appointments come at a pivotal moment for the business.
âAlex and Lucy are exceptional leaders who bring a powerful combination of strategic insight, commercial acumen, and deep sector experience to our Board,â OâBrien said. âTheir appointments significantly strengthen our senior leadership team and come at a pivotal moment as we launch our new Elastic Change positioning.â
The leadership expansion follows the launch of Embridge Consultingâs new brand positioning centered on âElastic Change,â an approach designed to help organizations navigate transformation in complex and evolving environments.
The framework combines three elementsâExcellence in Technology, Expandable Services, and Emotionally Intelligent Leadershipâto support organizations as they manage change across people, processes, and technology.
Growing Demand for Transformation Expertise
As enterprises continue to modernize operations and adopt new digital platforms, consulting firms are increasingly being called upon to guide organizations through both the operational and cultural dimensions of transformation.
Since its founding, Embridge Consulting has delivered complex transformation programs for hundreds of organizations across sectors including public sector, NHS and healthcare, higher education, not-for-profit, and professional services.
With the addition of Ashley-Roberts and Fox to its board, the consultancy aims to further strengthen its leadership capabilities and expand its role supporting organizations through large-scale business transformation initiatives.
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