Emily Rule

Observer
DISC Type : ci

Senior Finance Business Partner - Group at Arriva Group

Alnwick, England, United Kingdom

Overview

Emily is an experienced Chartered Accountant and strategic finance professional, currently serving as a Senior Finance Business Partner at Arriva Group. Her career includes leading a multi-million pound financial transformation project at Sage and significant experience in commercial and strategic finance roles. She is a graduate of the University of Stirling.

Emily is a proven entrepreneur, having founded the luxury home fragrance business, Notes of Northumberland. She built the company from an idea into a £1. 5M turnover business with 23 employees, drawing inspiration from the people, places, and pastimes of her local region.

She successfully grew her own company from her kitchen table and sold it to a multinational fragrance house in early 2025.

Personality Overview

Curious

Assertive

Value Driven

They can sound friendly and charming but can quickly change gears to become inquisitive and probing.  They are generally good communicators and can be hard to convince. They ask a lot of questions and rely heavily on information and collaterals.

Topics They Care About

Entrepreneurial Growth
Founded, scaled, and successfully exited her own luxury home fragrance business, growing it from the ground up to a £1. 5M turnover.
Financial Transformation
Led a multi-million pound financial transformation project at Sage, defining unified metrics and systems for a global company.
Strategic Finance
Describes herself as a strategic finance professional focused on business insight and decision-making, with experience in senior commercial management.

Media Appearances

Emily has no verified media appearances

Work History

9-2025
Senior Finance Business Partner - Group at Arriva Group
6-2018 - 2-2025
Founder/CFO at Notes of Northumberland
3-2016 - 6-2018
Finance Transformation Project Lead at Sage
9-2014 - 3-2016
Global FP&A - Group Planning & Insight Manager at Sage
10-2012 - 5-2014
Senior Commercial Manager at Homes and Communities Agency

Education

2000 - 2004
BAcc (Hons) Accountancy from University of Stirling

More Information

Social Presence :

Prographics :

Exp : 17 Location : Alnwick, England, United Kingdom Job Level : N/A Designation : Senior Finance Business Partner - Group at Arriva Group
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Insights For Selling To Emily

During A Call Or A Meeting

DO's

  • Build rapport, it will come handy to handle hard questions later
  • Invite them for a social do but don’t rely solely on the relationship
  • Be prepared for a lot of questions, answer them objectively

DONT's

  • Avoid making offhand commitments
  • Don’t rely excessively on your relationship with them to win the deal
  • Don’t be too objective but make sure to pad your storytelling with data points

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Emily is

  • Proven value, strong testimonials are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Emily

  • They are practical and friendly, don't expect a clear-cut response often.

Insights For Deal Planning

    How fast (or slow) will Emily move?

  • They like to be detailed and take their time to arrive at decisions.
  • Can Emily take some risk or not?

  • They weigh all decisions systematically and are unlikely to take many risks.

You And Emily

Personality Compatibility


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