PA Life is celebrating its 15th anniversary this year – you may have notice our shiny new logo already. It’s been a colourful decade and a half, and we’ve been evolving with the the ever-changing role of assistants. To mark the year, we are featuring 15 amazing assistants, next we hear from Nicholas Barnard, EA at PrettyGreen, an award-winning PR agency in London…
Nicholas supports the CEO & Board members – and helps keep the rhythm of a fast-paced creative business running smoothly. He joined PrettyGreen in January 2026 and have quickly grown to love the energy and collaborative culture of the agency.
“I became a member of the PA Life Club because I value the sense of community within the executive support profession. Itโs a role that requires such a diverse set of skills and being part of a network where assistants can learn from one another, share ideas and grow professionally is incredibly valuable.
Outside of my corporate role, Iโm deeply passionate about the creative arts and co-run two performing arts schools. Theatretrain Oxshott and Theatretrain Bagshot help nurture and grow young people to build confidence through singing, acting, and dance. Iโm also the City Producer for the 48 Hour Film Project in London and Manchester, where I help cultivate and nurture emerging filmmakers while promoting independent storytelling. Creativity has always been a constant thread in my life, so itโs something Iโm fortunate to experience both professionally and personally.
What made you enter the executive support profession?
My journey into the executive support profession has been shaped by a diverse professional background. I’m originally from South Africa, where I built my career as an entrepreneur, running my own businesses and serving as CEO of an internationally accredited academy. During that time, I gained first-hand experience of what it means to lead an organisation, and the level of support executives truly need.
Alongside this, I spent seven years working in the film and television industry in roles ranging from Assistant Director to Producer and Director. Those experiences taught me how to operate in high-pressure environments, manage complex logistics and bring creative projects to life.
Having been part of executive leadership myself, I believe I bring a valuable perspective to the EA role. I understand how executives think, the pressures they face and how best to support them strategically.
At the same time, Iโve always been naturally organised and enjoy beingย the person who brings clarity and structure to busy environments. What drew me to the executive support profession is the opportunity to operate right at the heart of a business โ understanding how things work, anticipating needs and helping senior leaders perform at their best.
Itโs a role that requires trust, intuition, and adaptability, which I find incredibly rewarding. No two days are ever quite the same.
Did you seek out work in the creative and PR sector, and if so, what attracted you to it?
The honest answer is both yes and no. In many ways, I fell into PR quite accidentally. Around four years ago I came across a role for an Executive Assistant to the Managing Director of a PR agency. After spending a year freelancing as a business consultant and virtual assistant for business owners, and with my background in film, television and running my own business, I decided to apply. It felt like a natural blend of my organisational skills and my creative experience. Once I entered the world of PR, I was hooked. The pace, the creativity and the storytelling behind brands and campaigns is incredibly exciting.
What attracted me to PrettyGreen three years later when I joined in January 2026 was the culture and the calibre of creative thinking within the agency. Working in such an amazing environment where ideas, storytelling and brand experiences are at the centre of everything makes the role particularly inspiring. It has been so rewarding to work alongside such incredible people who are bold and brave, but who also champions me for who I am, what I do and what I mean, every day.
How much does the industry you are in influence your role?
Quite significantly. In a creative agency environment things move quickly, and priorities can shift rapidly depending on client work or new opportunities. That means the role requires a high level of adaptability and proactive thinking. At the same time, itโs incredibly energising to be surrounded by creative thinkers and ambitious projects. Youโre constantly exposed to new ideas and innovative work.
What are the biggest challenges of your role?
One of the biggest challenges is balancing multiple priorities while ensuring nothing falls through the cracks. Executive Assistants often sit at the centre of many moving parts within a business. While diary management and administration are certainly a major part of the role, being an EA today goes far beyond that. It requires strategic thinking, operational awareness, and the ability to anticipate challenges before they arise. Itโs a superpower thatโs often overlooked by executives within their EAs. ย In many ways, an EA acts as a key strategic partner to leadership – helping maintain focus, clarity, and momentum across the organisation.
What are your main responsibilities? Do you also get involved in organising events?
My role covers a broad range of responsibilities, from complex diary, travel management to supporting board and leadership meetings, assisting the CEO and board with business growth initiatives, preparation and coordination of key events and initiatives within the business that the CEO and board are vital to.
Working at PrettyGreen also means thereโs often an events elements involved – whether supporting internal team moments like board meetings, training days, company socials, summer parties or Christmas parties. Then there are key client engagements like pitches and client events or networking gatherings like my CEOโs Club 5 to 7 (which is an amazing initiative) and key industry events like Cannes Lion. Being part of a creative agency means experiences and events are often an important way the business connects with people.
Whatโs the best advice youโve ever been given, and do you have a favourite quote?
The best advice Iโve ever been given is: โDonโt wait for change – be the change. Opportunities donโt just happen. You create them.โ
Itโs a mindset that has guided many of the decisions Iโve made throughout my career.
A quote that has always resonated with me comes from Martin Luther King Jr.
“You donโt have to see the entire staircase to take the first step.โ
Do you have any recommendations for professional development: tips, books, or courses?
My biggest advice is to never stop learning. Keep nurturing your mind, keep adapting and keep growing. Feedback is good – when you get it, whether good or bad. Take it all in. Adapt. Learn. Fail and go again.
Equally important is meeting people and building relationships. Making connections is one of the greatest strengths within the executive support profession. Networking, sharing knowledge and learning from others in the industry can be incredibly powerful.
Communities such as PA Life Club are a great example of how those connections can help assistants grow both personally and professionally.
Who inspires you?
Iโm inspired by people who combine creativity with resilience – individuals who turn ideas into reality while navigating challenges along the way.
Iโm also continually inspired by the young people I work with through my performing arts schools. Watching them grow in confidence and discover their creative voices is incredibly rewarding.
What do you enjoy doing in your spare time?
A lot of my spare time revolves around the creative arts. I co-run two performing arts schools where we train young people in musical theatre, helping them develop confidence, creativity, and performance skills.
Outside of that, I really value balance. I love travelling, exploring new places and trying new experiences. Creativity flows best when curiosity is stoked – and curiosity is the most powerful thing you own, so I try to keep life varied and interesting. I also enjoy long walks in nature, binge-watching a good series, and attending (or sometimes even hosting), a good pub quiz.
As a PA Life Club member, are there any additional benefits youโd like us to offer members?
The networking opportunities with other amazing assistants, and sense of community, are already incredibly valuable. Expanding mentoring opportunities or skill-sharing sessions between assistants at different stages of their careers could be a wonderful addition.
Maybe creating more spaces where assistants can exchange practical insights and experiences would only strengthen what is already a very supportive and inspiring professional community.
Connect with other amazing assistants
Did you know the PA Life Club has its own LinkedIn page too.
