PA Life’s 15th anniversary year will shine an even brighter light on the assistant community and their ever-evolving roles. Fitting our core purpose of supporting EAs, PAS, VAs, Office Managers and other business support professionals, we are featuring 15 amazing assistants in this series. Next up is an interview with Emma Newburn, virtual PA and founder of Share The Load…
“I set up my business six years ago after a long career supporting senior leaders in the live music industry. I started my Virtual Assistant business to offer the kind of support I knew made a real difference – reliable, proactive, and genuinely taking work off people’s plates. Ultimately saving clients time, stress and money.
Winning the PA Life Virtual Assistant Star Award in 2023 was a real milestone for me and my business. It gave me a huge boost in confidence, but it also had a very practical impact. adding a level of trust and validation for prospective clients and reinforcing that they were choosing someone recognised for the quality of their work.
Six years on, I’m fortunate to have a full and varied client base, working with brilliant people across different industries and no two days ever look the same, which is exactly how I like it! Outside of work, I’m usually spending time with my family or exploring new places. Booking in time for fun is something I’ve learnt is essential when life (and business) is busy.
How did you first discover PA Life, and in what ways has it supported you throughout your career?
I first discovered PA Life at the PA Show at Excel in February 2020, just a few months into launching my business and right before Covid hit. During that time, it became a real lifeline online. It helped me properly research and understand the industry as I was transitioning into running my own VA business. It’s also been incredibly useful in helping me stay connected to the corporate PA world.
Even though I now work virtually, I’m still able to keep on track with relevant news, trends and shifts in the industry, which means I can anticipate what my clients might need next. It’s a role where you’re often the one supporting everyone else, so having something that felt like it was there for me made a big difference. Over time, it’s been a consistent source of insight, connection and inspiration and it’s helped me stay visible within the industry too.
What role has a peer network such as the PA Life Club played in your personal and professional development?
A peer network is huge in this line of work. I work alone most of the time, supporting very busy execs and business owners and it’s not unusual to go a couple of days without properly speaking to anyone. So having opportunities to connect with like-minded people, share wins, and do a bit of troubleshooting together is incredibly valuable.
Whether you’re in-house or running your own business, it can feel isolating at times. Having people you can sense-check things with, ask questions, or just talk things through with makes a real difference. For me, it’s not just about development, it’s about having that sounding board and knowing there are others who just get it. You can’t really put a price on that.
PA Life is turning 15 this year. What impact do you think the platform has had on shaping the UK’s assistant community over the years?
Firstly – what an amazing achievement. Huge congratulations to the team. PA Life has played a big role in bringing the assistant community together and giving it a much stronger voice. The role has evolved so much over the years and PA Life has reflected that brilliantly. The newsletters are always spot on and up to date, showcasing the breadth of what assistants do and the value we bring to businesses. For me personally, it’s helped me stay relevant, keeping up with technology, workplace changes and industry expectations. It’s also created space for people to grow in confidence and explore different paths, whether that’s progressing internally or, like me, setting up on their own.
You’ve attended PA Life events and training sessions, can you share a standout experience and why it was valuable to you in your role?
Working with time-poor clients means I need to be well informed and have reliable contacts and suppliers at my fingertips. I can be asked to pull something together at very short notice, so having my own “PA Life little black book” has been invaluable. The events, fam trips and showcases have really helped me build that.
I’ve had some brilliant experiences along the way with PA Life Club. From a candlelight concert overlooking Westminster Abbey and Parliament, to discovering incredible venues, dining experiences, and even trying oysters for the first time. I’ve found my favourite wine in a midwifery museum and even danced next to Nigel Mansell’s F1 car, which isn’t something I ever expected to say!
But beyond the experiences, it’s the connections that really matter. The events are always well put together and never feel forced. You come away with new ideas, useful contacts, and often a bit of a reset which is invaluable when you’re in the middle of a busy workload.
Many business support professionals work in fast-paced, demanding environments.
How has having access to free resources—exclusive industry offers, events, mentoring, and training—helped you stay ahead in your profession?
When you’re busy, having easy access to good-quality resources is key. You don’t always have the time to go searching for development opportunities, so being able to dip into things as and when it suits you makes it much more realistic to keep learning. For me, it’s about staying current and continuing to offer a high level of support to my clients, without overcomplicating things. It helps me keep things fresh and make sure I’m always adding value.
What sets PA Life and the PA Life Club apart from other industry networks or professional communities?
PA Life genuinely values assistants as professionals and experts in what they do and that really changes the conversation. It feels like a community that understands the role properly and that comes through in everything, from the events to the content, to the way people connect. It doesn’t feel like networking for the sake of it. It feels genuine, supportive and like a group of people who actually want to see each other do well.
For assistants who haven’t yet joined the PA Life Club:
Why is it important to connect with peers and access a supportive professional community?
I’d say it’s an absolutely must! It’s very easy to stay in your own bubble, especially when you’re busy, but being connected to others in similar roles gives you perspective, support, and opportunities you might not come across otherwise. Whether you’re employed or self-employed, having that network around you makes a real difference, not just to your work, but to how you feel about it too.
