Practice Ignition welcomes Emma Crawford-Falekaono

November 18th, 2019 by Practice Ignition 1 minute, 48 seconds read

Today, Practice Ignition is delighted to welcome Emma Crawford-Falekaono to the team as Head of EMEA. With a proven track record of leading successful GTM teams in accounting technology, and a background as a practicing accountant (in the UK), we’re confident Emma will empower the EMEA team to deliver genuine value to new and existing customers in the region. With a CV which includes senior leadership positions at Xero and Tradify, EMEA will be in safe hands as Emma oversees strategy and execution as we grow.

Emma joins Practice Ignition following our A$26M Series B round, and will play a key role as we double-down in the EMEA region. We’re currently helping more than 3,000 accounting and bookkeeping firms manage over 135,000 recurring engagements every month. With Emma on board, she’ll oversee the acceleration of our hiring, and focus the direction on establishing deeper relationships with practices across the UK, Europe and Africa. She’ll be hiring in a range of roles from Sales and Marketing through to Customer Success, enabling Practice Ignition to be known and loved by a broader customer base.

Emma has been in and around the Practice Ignition ecosystem for many years, having worked with one of our first customers, The WOW Company in the UK, and whilst on the senior leadership team at Xero New Zealand. As well as her public accounting life, Emma was in the British military as part of the Tactical Police Wing and was deployed in 2013.

Emma is relocating back to England in early February and we look forward to welcoming her and her family “home” to help guide us in the expansion of our footprint in the EMEA region.

Emma comes from a rugby mad household. Both her and her husband watch and play rugby, although support different teams which makes things interesting (especially during the most recent Rugby World Cup… where Emma’s team won that game!)

Outside of the Rugby season, Emma loves to travel to experience new cultures, enjoys being outside in the bush or at the beach and taking time out with her Goberian (half Golden Retriever, half Siberian Husky) Dog, Charlie.

Welcome to the team Emma, we’re so thrilled you're here!

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