About Emma Setterfield | Virtual M
Non-Fiction Author Assistant and Self-Publishing Project Coordinator
My path to becoming a Self-Publishing Project Coordinator wasn’t straightforward, but it led me to the kind of work I’m best suited to.
Before Virtual M, I worked as a project manager in manufacturing and later in IT. I also ran a scuba diving shop, which made sense at the time as I was already a qualified instructor with the business. Each role was different, but the common thread was always the same. I organise things, I keep people on track, and I make sure nothing gets missed.
When that chapter ended, I retrained as an electrician. Around the same time, my dog Freya became seriously ill. What we thought might be Alabama Rot turned out to be the moment everything shifted. While she recovered, I made a decision. I wanted to work from home, close to her, doing something that genuinely fits how I work.
That’s what led me to virtual assistance, and eventually to authors.
Why authors? I love books, but more than that, I wanted to work in a space where practical support really mattered. After completing the Author Assistant Training Programme with The Author’s Voice, it became clear that self-publishing authors needed exactly what I already do well. Structure, organisation, and someone to keep everything moving without losing sight of the bigger picture.
I set up Virtual M and haven’t looked back. The “M” stands for Em, which is what people have always called me. It felt more personal than using my full name, and personal is exactly how I work.
What I actually do
I work with non-fiction authors. Experts, coaches, and professionals who have valuable knowledge to share and a manuscript ready to go.
They know their subject inside out. What they often don’t know is how to navigate the self-publishing process, coordinate different providers, hit their deadlines, and get everything done without it becoming overwhelming.
That’s where I come in.
I manage the project. I coordinate your editor, cover designer, formatter, and anyone else involved.
I keep the timeline moving, make sure nothing gets missed, and handle the tasks that would otherwise pile up.
I organised my own wedding single-handedly, which tells you everything you need to know about how I work. If I can manage that, I can manage your book launch.
What I don't do
One thing to know upfront: I don’t write your content.
I can format your newsletters, schedule your social media, and publish your blog posts, but the words need to come from you. Your book is your voice and your expertise. My role is to make sure it’s delivered professionally and on time.
I’m also not a marketing strategist. I can support the practical side of your marketing, but campaign strategy, brand messaging, and overall marketing planning aren’t part of what I offer.
I work best with authors who are clear on that distinction. Ghostwriting isn’t a service I provide. Keeping your publishing project organised and moving forward is.
A bit more about me
I’m based in the UK and work with English-speaking clients across the UK, US, Canada, and Australia.
I’m organised, efficient, and I take my work seriously, but not myself.
I hold the Author Assistant Training Programme qualification with The Author’s Voice, and my background in project management means I bring a structured approach to every client project.
Ready to get your book moving?
Get in touch to discuss your project. I’d love to hear about your book.
I also support fiction authors with individual tasks such as formatting, ARC management, and newsletter scheduling. If that’s what you need, get in touch.