Expert to know: Katya Vakulenko (Q&A Interview)

Katya Vakulenko is the Founder & Managing Director at Soup Agency (based in Sydney, Australia), listed on 50Pros as a top 50 firm in Digital Marketing, Social Media Marketing, and Email & SMS Marketing.

‍

In this Q&A, Katya shares her in-depth perspective, unique background, robust experiences, and insightful tips.

‍

How did you get into your industry?

I completed a Bachelor of Business, Marketing in 2013. At that time, marketing looked very different from what it does today. I particularly took an interest in the analytical side of things as there are so many areas you can specialize in and I moved from Newcastle to Sydney to pursue my career.

‍

What inspired you to start your agency?

I always knew I was going to work for myself one way or another, so I took a leap, quit my full-time job and decided to work for myself. I started the agency 4 years ago when I saw a gap in the market in the startup/sme space for a full-service digital agency that could provide tier 1 level expertise to small enterprises and scaling startups. Helping businesses scale up and achieve their marketing goals has always been my passion. During the initial start-up stages, It was just me managing all the client work and daily running of the business. As the client base grew, so did the staff. In the last 2 years, I have been able to employ an additional 12 staff members. I have built an amazing team that I am very proud of everyone's contribution to the growth of the agency.

‍

How do you manage work-life balance as an agency owner or executive?

Well, that is a million-dollar question we would all like an answer to. As a business owner, I think it's always hard to switch off for a period of time as the business always comes first but over the course of 4 years I have learned to take time for myself. During the day, it involves time blocking, always making sure I have a set time for a lunch break and stick to it. I think it is very important to allocate that time for yourself to reset and tackle the rest of the day.

‍

Planning and delegating, sometimes it’s hard to hand over the reins to someone else, but it is important to learn that you can’t do everything yourself. Learn to spend your time wisely.

‍

What is the best piece of advice you've received in your career that pertains to your work, and how has it influenced your decisions?

Some of the best advice I have received is to never stop learning and to invest in your education and development. This is something I am a strong believer in and highly encourage education and learning within the agency.

‍

What activities or hobbies outside of work do you enjoy that help you recharge and stay creative?

I really enjoy traveling; it is something I did a lot of when I first started to work for myself. I think it’s very refreshing to experience other cultures and take yourself out of your day-to-day environment.

‍

Reading and educating myself. Since I am on a computer most of the day, it is nice to take a break, read a book, or listen to a podcast.

‍

One activity I enjoy a lot and wish I did more of is diving, I generally try and plan this in warmer weather when I am away.

‍

What do you like most about your industry?

I like that it doesn't stand still. As an Industry, Marketing is constantly evolving and changing due to the rapid changes in technology. We are always staying on top of new trends and platforms, so as the industry evolves, so do we. I think the fact that it is so fast-paced and always changing you never feel like you are doing the same job over and over again.

‍

When you first started, how did you get clients?

I was always very driven and persistent, and I built a good reputation for myself. Some of my initial clients came through word of mouth; others I reached out to.

‍

...and how do you get clients today?

I would say our biggest selling point at this stage is our reputation and the results we deliver for our clients. We still get a lot of referrals through word of mouth.

‍

How do you maintain strong relationships with clients to ensure long-term partnerships?

I think being honest and open about the work that we do. I think communication is key in maintaining and strengthening relationships over time. We set clear expectations, have weekly meetings, and address any feedback on a more regular basis. Most of the time we act as an extension of their business, we even have instances where our clients come and work from our office.

‍

What role does networking play in growing your agency's business?

Networking is a huge part of my role. It is definitely key to building new connections within the industry as well as meeting potential clients. You have to make yourself known, and you have to know what is happening around you.

‍

What else would you like to publicly share about your firm or agency?

At Soup Agency, our approach is rooted in a multi-channel strategy that aims to deliver exceptional outcomes for our valued clients. We understand that in today's dynamic business landscape, a one-size-fits-all approach to marketing and communication simply won't cut it. Therefore, we've developed a comprehensive and adaptable approach that leverages various channels to achieve the best results.

‍

By leveraging the expertise of our Sydney-based specialists and our comprehensive multi-channel strategy, we remain at the forefront of the marketing industry. Our commitment to excellence, innovation, and client success continues to drive our agency's growth and reputation as a trusted partner for businesses looking to thrive in the modern business landscape.