Emma Lawler

Energizer
DISC Type : I

Product Lead at Rippling

San Francisco, California, United States

Overview

Emma Lawler is a Product Lead at Rippling with a background in product, design, and entrepreneurship. She is a two-time founder, having built and sold both Moonlight, a remote developer marketplace, and Velve, an AI evaluation platform. She holds an MBA from the University of Chicago Booth School of Business.

Originally from Colorado, Emma is a certified yoga teacher. Before business school, she spent two years as a digital nomad, living and working remotely from nine major cities around the world, including Barcelona, Mexico City, and Buenos Aires. She has previously lived in San Francisco and New York City.

Unique fact: Emma deliberately pursued her MBA with the goal of starting another venture-backed company, which she successfully did, raising a pre-seed round just before graduation.

Personality Overview

Informal

Relationship Oriented

Full Of Energy

Unlike C or D types, they are vocal with their opinions but not so much with their questions.  They are really good at seeing what the long-term impacts of their decisions could be. They are friendly, approachable and love to make new connections.

Topics They Care About

AI & LLM Products
Founded and recently sold Velve, an AI platform to monitor and evaluate LLM-powered applications. She has spoken at AI meetups and launched multiple AI-related product features.
Startup Founding
As a two-time founder with two successful acquisitions (Moonlight and Velve), she has extensive experience in the 0-1 startup journey, product-market fit, and fundraising.
Venture Capital
Attended business school specifically to become a VC-backed founder and worked as an investor and Entrepreneur-in-Residence at Chicago Ventures while studying.

Media Appearances

Velvet – Emma Lawler. Featured in Founderoo

See Now

Work History

3-2025
Product Lead at Rippling
4-2023 - 3-2025
Founder at Velvet
4-2020 - 9-2021
Lead Product Manager at theSkimm
7-2017 - 4-2020
Founder at Moonlight (Acquired by PullRequest)
2-2015 - 7-2017
Product Designer at Fitbit

Education

9-2021 - 5-2023
Master of Business Administration - MBA from The University of Chicago Booth School of Business
Bachelors Degree from University of Colorado Boulder

More Information

Social Presence :

Prographics :

Exp : 9 Location : San Francisco, California, United States Job Level : Middle Designation : Product Lead at Rippling
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Insights For Selling To Emma

During A Call Or A Meeting

DO's

  • Use phrases like ‘people will love’, ‘massive impact’ etc.
  • Be friendly and entertaining in your conversation
  • Talk about their team and how your product will help them do things better and easier

DONT's

  • Avoid ifs and buts, don’t talk too much about the risks etc.
  • Don’t be excessively objective, be a storyteller
  • Don’t be too formal, focus on building comfort and trust

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Emma is

  • Relationship and rapport can play an important role, sometimes more than the other factors.
  • Will you ever get a clear answer from Emma

  • They will probably never say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Emma move?

  • They are not the quickest decision makers, their friendly attitude could be misleading.
  • Can Emma take some risk or not?

  • They may take certain risks that they deem unlikely of personal repercussions.

You And Emma

Personality Compatibility


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