About Us
At Helmstone Advisory, our work centers on helping businesses navigate complex strategic decisions across markets.
We focus on strategy, commercialization, and brand positioning — helping teams define direction, evaluate opportunities, and communicate clearly in environments where cultural and market context materially shape outcomes.
Founder-led and selective, Helmstone integrates business strategy with a deep understanding of customer perception and cross-border context.
Meet the Team
With formal training in both art and business — including an MBA from Kellogg and an MFA in film and animation — Emma brings a distinctive approach to strategic problem-solving: combining analytical rigor and creative thinking with a deep understanding of how ideas are interpreted, trusted, and acted upon in real markets.
Her experience spans early-stage startups and scaled organizations, where she owned go-to-market strategy, commercialization planning, budget management, and execution across global teams. She has advised clients on market entry, commercialization strategy, and positioning decisions where cultural and commercial context materially shaped outcomes.
Emma works directly with every Helmstone client. Engagements are intentionally selective and tailored, focusing on moments where standard frameworks are insufficient and decisions require clarity, nuance, and judgment.
Experience
Education
MBA, Kellogg School of Management, Northwestern University
2023 - 2025
MFA in Film and Animation, Rochester Institute of Technology
2009 - 2014
Emma Shi, MBA, MFA
Shaped commercialization strategy and supported marketing repositioning for a U.S. technology company
9 years in educational publishing, leading cross-functional and global teams, bilingual programs and managing $1M+ budgets
Advised EdTech startups on business model pivots, consumer insight research, and product strategy definition
Led 0-to-1 product and go-to-market strategy for a discussion-based game startup
Supported CPG and early-stage startups on brand repositioning and market entry decisions
Managed $7M+ Northwestern University Endowment Fund
Advised Chinese companies on US expansion strategy and positioning
Faculty and design coach at Northwestern University on a consumer insight course
Founder,
Principal Consultant
CFA Level II passed
CFA Certificate in ESG Investing
FSPCA Foreign Supplier Verification Program (FSVP) Certification
Animated short film recognized with international awards and screened at 14+ international film festivals
Certificate of Artistic Achievement, Luxembourg Art Prize
Credentials & Certifications
Selected Creative Recognition
Animated short film recognized with international awards and screened at 14+ international film festivals
Certificate of Artistic Achievement, Luxembourg Art Prize
