Emma made her WWE televised debut on the November 28, 2012 episode of NXT, where she competed against Audrey Marie in a losing effort. Emma then debuted the gimmick of a clumsy dancer on the January 9, 2013 episode of NXT. From April, Emma began to rack up wins over the likes of Bayley and Audrey Marie, while becoming one of NXT's most popular wrestlers. On the June 26 episode of NXT, Emma competed in the NXT Women's Championship tournament to crown the inaugural champion. She defeated Aksana in the first round, and Summer Rae in the semi-finals on the July 10 episode of NXT, before losing to Paige in the finals on the July 24 episode of NXT.
On the August 7 episode of NXT, Emma won a dance competition against Summer Rae to become the number one contender for the NXT Women's Championship, but Rae then attacked her to start a feud. In the following months, Emma teamed up with Paige to feud with Rae and Sasha Banks, collectively known as the Beautiful Fierce Females (BFFs). On the December 18 episode of NXT, Emma was challenged by Natalya for Emma's shot at the NXT Women's Championship, which was contested on the 1 January 2014 episode of NXT, in which Emma was victorious. On 27 February at NXT Arrival, Emma received her title match against Paige, but was unsuccessful in capturing the championship. After Paige was stripped of the championship in April, Emma lost to Charlotte in a tournament to determine the new champion. On the June 5 episode of NXT, Emma and Paige saved Bayley from an attack from Summer Rae, Sasha Banks, and Charlotte. On June 12, Emma teamed with Paige and Bayley to defeat the BFFs.
On the January 13, 2014 episode of Raw, Emma made her first appearance on the main roster when WWE acknowledged her appearing amongst the live audience. Emma continued to appear in the crowd on Raw and SmackDown that month, with tensions developing between her and Summer Rae.
On the February 3 episode of Raw, Emma was invited into the ring by Santino Marella to participate in a dance-off against Rae, which Emma won by a fan vote. In the following weeks, the feud between Emma and Rae continued, and Emma eventually began teasing an on-screen relationship with Marella. Emma and Rae faced off in a match on the 24 February episode of Raw, in which Emma was victorious. This led to mixed tag team match against Rae and Fandango on the 3 March episode of Raw, which Emma and Marella won. On the 25 March episode of Main Event, Emma teamed up with Natalya, The Funkadactyls (Cameron and Naomi) and Eva Marie in a losing effort to the team of Rae, Alicia Fox, Aksana, Layla and Tamina Snuka. On the 27 March episode of Superstars, Emma once again defeated Rae by submission. On 6 April, Emma made her WrestleMania debut, competing at WrestleMania XXX in the 14-Diva "Vickie Guerrero Invitational match" for the Divas Championship, which was won by the defending champion AJ Lee. The following night on Raw, Emma and Marella once again defeated Rae and Fandango in a mixed tag team match, with Emma making Rae submit. On the following episode of SmackDown, Emma started a feud with Layla, when she replaced Summer Rae as Fandango's dance partner and valet. This led to Emma using Marella's finisher, the Cobra Strike, later dubbing it the Ven-Emma, to defeat Layla on the 21 April episode of Raw. In the beginning of July, Emma's alliance with Marella ended after he announced his legitimate retirement from in-ring competition.
Throughout the year, Emma racked up victories over the likes of Cameron and Alicia Fox, but also lost to them, and to the likes of Nikki Bella, Summer Rae and Paige. In November, at Survivor Series, Emma took part of a four-on-four elimination tag team match, where she eliminated Summer Rae before her team won the match with a clean sweep. While returning to NXT in early 2015, Emma competed in various matches on the main roster, including a battle royal to determine the number one contender for the Divas Championship, which was won by Paige.
On the 28 January 2015 episode of NXT, Emma announced that she would be returning to NXT, stating that her tenure on the main roster was not working out. The following week on NXT, Emma was defeated by Carmella in her return match. In March, Emma turned heel after criticizing Bayley in a backstage segment, which prompted a match between the two on the 1 April episode on NXT, in which Emma was defeated. Emma continued her feud with Bayley, when she provided a distraction during Bayley's match with Dana Brooke, ensuring Brooke the victory and forming an alliance with her in the process. On the 6 May episode of NXT, after Emma was defeated by Charlotte and later attacked by Bayley, a tag team match was made between Emma and Brooke and Bayley and Charlotte at NXT TakeOver: Unstoppable, which Emma and Brooke lost. On the 27 May episode of NXT, Emma defeated Bayley, and after the match, Emma and Brooke attacked Bayley and Charlotte.
With her new heel direction, Emma preceded her finisher, the Emma-Lock by a hair-pull stomp to the opponent's back. Emma ended her feud with Bayley when the latter returned from injury in mid-July, and defeated Emma. On the 26 August episode of NXT (which was taped at the NXT TakeOver: Brooklyn event), Emma won a fatal four-way match against Becky Lynch, Charlotte, and Dana Brooke. In mid-September, Emma and Brooke were involved in a feud with newcomer Asuka, and confronted her during a contract signing with William Regal, which led to a match between Brooke and Asuka at NXT TakeOver: Respect on 7 October, where Emma was attacked by Asuka after attempting to interfere.
Throughout November, Emma started provoking Asuka, including an attack planned by Emma and Brooke, which occurred on the 25 November episode of NXT, resulting in a match between her and Asuka at the NXT TakeOver: London event on 16 December, which Emma lost, despite interference from Brooke. On the 13 January 2016 episode of NXT, Emma competed in a number one contender's battle royal, which was won by Carmella. On the 23 March episode of NXT, Emma lost against Asuka in the main event, which turned out to be her last televised match in NXT.
On the 22 March episode of Main Event, Emma made her return to the main roster alongside Summer Rae by attacking Alicia Fox and Natalya during a match between Paige and Naomi, distracting Paige, and subsequently aligning herself with Team B.A.D., Lana and Rae, after a reconciliation between Lana and Summer. The following week, in her return match, Emma defeated Paige on the 28 March episode of Raw, after being helped by Lana. Post-match, she along her allies, attacked Brie Bella, Natalya, Alicia Fox and Paige, before a returning Eva Marie cleared the area. As a result, a 10-Diva tag team match between the Total Divas team (Brie, Fox, Natalya, Eva and Paige) and the newly dubbed Team B.A.D. & Blonde (Naomi, Tamina, Lana, Emma, and Rae) was announced for the WrestleMania 32's pay-per-view pre-show. At the event on 3 April, they were defeated by team Total Divas after Naomi submitted to Brie Bella. After WrestleMania, Emma began a feud with Becky Lynch, defeating her in singles competition on the 2 May episode of Raw. The following week, Emma and the debuting Dana Brooke assaulted Lynch during a backstage segment.
On 16 May, WWE announced that Emma had suffered a back injury during a live event that would require surgery, causing her to go on hiatus. On the October 3, 2016 episode of Raw, a repackage vignette was shown, teasing about a "makeover of Emma to Emmalina". WWE continued to display the vignettes of her upcoming return the following weeks. The Emmalina character first appeared on 13 February, 2017 episode of Raw, only to announce "the makeover from Emmalina back to Emma".
Emma appeared on the 3 April episode of Raw as her previous villainous persona. She teamed with Charlotte Flair and Nia Jax against Brooke, Sasha Banks, and Bayley in a losing effort. On 7 May, Emma suffered a shoulder injury at a live event in Liverpool, England. Emma made her return on 12 June episode of Raw in a six-woman tag team match, where she, Jax, and Alexa Bliss were defeated by Banks, Brooke, and Mickie James. On the 4 September episode of Raw, Emma teamed with Jax to defeat both Bliss and Banks to earn spots for herself and Jax in the Raw Women's Championship match at No Mercy, her first pay per view match since the 2014 Survivor Series. At the event, she was unsuccessful after Bliss pinned the returning Bayley.
On the October 9 episode of Raw, after confronting General Manager Kurt Angle about who would face the debuting Asuka, Emma defeated Sasha Banks, Alicia Fox, Bayley and Dana Brooke in an elimination match to earn the right to face Asuka at TLC: Tables, Ladders & Chairs, where she lost via submission. Frustrated over her loss, Emma challenged Asuka to rematch. On the October 23 episode of Raw, Emma was defeated by Asuka which would be her final match in WWE.
On October 29, 2017, WWE announced that Emma had been released from her WWE contract.
On the October 28, 2022 episode of SmackDown, Emma made her surprise return to WWE as a face for the first time in nearly five years, accepting Ronda Rousey’s open challenge for the SmackDown Women's Championship, where she failed to win the title. On the January 21, 2023 edition of SmackDown LowDown, Emma was announced to be in the women's Royal Rumble match, marking her first Royal Rumble appearance. Emma entered the match at number four, reuniting with former tag partner Dana Brooke during the match. She was eliminated by Dakota Kai from Damage Control after Brooke was eliminated. In May, during the 2023 WWE Draft, Emma was drafted to the Raw brand. On the July 3 episode of Raw, Emma competed on the brand for the first time in over five years when she teamed with Nikki Cross in a losing effort to Chelsea Green and Sonya Deville. On September 21, Emma was released by WWE.