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Emma Peake

Emma Peake

Deputy CEO,
The Air Ambulance Service

Emma has worked in the charity sector for more than 22 years, starting out as a Shop Manager for Mind.  She then progressed into the role of Regional Supervisor, then Regional Manager where she worked on various business development projects. On leaving Mind in 2010, she joined The Air Ambulance Service as a Retail Manager.  This role came with the exciting opportunity to set up an entire chain of retail outlets from scratch.  Emma has achieved this and much more at The Air Ambulance Service.  She has risen through the ranks, spending a couple of years as Trading Director and since 2018 has held the position of Deputy CEO, taking responsibility for all people matters across the organisation, including volunteers.  The charity now has 59 shops trading, including 2 superstores, an online business and an award winning re-use trading division. Emma is passionate about the sector for its individuality, the people who work/volunteer for the organisations and loves that no day is ever the same.  She feels it is very exciting how the sector has grown and developed over the past few years and enjoys being part of such a thriving sector. If you were to ask Emma what are the two things that get her out of bed in the morning; she would say – “the money we raise that directly impacts our patients/families lives and seeing people grow in confidence from being a volunteer and in many cases go onto paid employment.”