Emma Bates | YOLKE Girl | YOLKE  

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Emma Bates

You have probably heard of Away recently. Launched only last year, the suitcase company has rapidly become the go-to brand for every blogger who travels – and truthfully, who doesn’t? As Head of Global Marketing, much of its success is down to Emma Bates. Working previously as an influencer in her own right, she now splits her time between London and New York spreading the word of Away, suitcase in hand. We catch up with Emma while she was in London, and find out what she's up to.

Follow Emma | @emmashbates


What are you up to at the moment?

I’m currently the head of Global Marketing and Operations at Away, where I lead the launch of Away’s London and Berlin concept stores. My larger role encompasses all global marketing initiatives. I also recently founded the Un-Idle Collective with two friends with the mission to create a creative community for discussing, educating and empowering people who are no longer content being idle. 

You have a pretty major role at a fast growing startup and are still pretty young – if you don’t mind us saying! How have you gotten to where you are so fast?

I started my blog during college, which really instilled a solid work ethic in me. It was something I dedicated a lot of time to while also being involved in a fairly rigorous academic program. After graduation, I spent a year and a half consulting for a number of companies in both London and New York. It was always my dream to start my own company but after seeing the launch and rapid growth at Away, I knew it was a journey I wanted to be a part of.

What did having your own blog teach you?

Having a blog sparked my interest in marketing and taught me how to do it well. Building an audience and creating a community is such a huge part of blogging, and the skills I learned while I was growing my blog were invaluable – I still use them today.

Do you miss it?

At the moment, I’m too busy to miss it! I do miss being able to photograph and write as often as I used to, but I really enjoy everything I’m working on and can still do that occasionally in my free time.

Favourite city in the world?

London will always be home, but there’s no place like New York. The more time I spend there, the more I love it.

You must be a pretty professional packer by now. What are your top packing tips?

Some of us at Away disagree on the best packing method, but I’m in the rolling camp in terms of maximising space. Roll soft items like t-shirts and jeans, and fold bigger items like jumpers and jackets. Rolling allows you to use all the nooks and crannies of your bag and squeeze in tons of extra small items.

What one thing can you never travel without?

Charlotte Tilbury's Night Cream. I cover my face in it before any flight!

Where are you excited to travel to this year?

I’ve already been pretty lucky to travel to some awesome places this year like Nicaragua and Stockholm, but definitely excited to head back to Ibiza this summer, explore Croatia for the first time and also potentially head to Australia later in the year!

What do you sleep in?

My YOLKE striped PJ's, obviously.


Thank you, Emma!

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