What’s your backstory — how did you end up starting (or joining) an agency?

I was happily pursuing life as a logistical specialist in the corporate world when I had back-to-back bad experiences with bosses and decided I was meant for more. I had always been a writer (publishing my first article in the school newspaper in third grade) so I started freelancing, writing content and contracting with a marketing agency that gave me exposure working with major brands like Dove, Sony, and LeBron James. I realized I never wanted to go back to cubcile life.

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When do you feel most energized at work?

I am most energized when I'm working on ghostwriting a book for a client. I just finished my 47th book. These clients have so much knowledge and information to share and I take great satisfaction in wrangling all of their insights into the kind of publication that puts them on the map in their industry.

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What’s a day in your life really look like (no filters)?

I wake up at 5:30 in the morning and get up and going around 6am. I read email, then have coffee with my husband, who is also my business partner. I normally do a little work - writing an article, working on a website update, creating social media posts - and then go for a walk. After the walk we have breakfast and then dive into the day. I love that our clients are in such interesting industries because it means the work each day varies depending on which client and what project we're working on.

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What’s one mistake you made early on that taught you something lasting?

I took on a huge project for a company that was launching a new magazine. I did a ton of work but didn't properly vet the company. Not only did I not get paid but it tarnished my reputation with the companies and celebrities I'd been working with to create the content for the magazine. It was a painful lesson, but it changed my approach to my work permanently.

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What do you do to recharge outside of work?

We travel full-time, so we're only in the same place for a few months at a time. Travel is the recharge, and in spare time we explore new cities in Europe and North America. We spend a lot of time with our grandkids, and they fuel us.

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What makes your agency different from others in your space?

I work personally with every client and limit the number of clients we take on to be able to do that. We get to know our clients' businesses very well and become part of the team. Most of our clients have been with us for 8-10 years or more and we've grown with them. The only clients we have lost have been three who have retired and two that grew so quickly they had to bring on a full-time marketing team.

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What trend in marketing/advertising do you think is overhyped?

AI. Everyone is talking about it, using it, worrying about it. But just like we no longer do long division by hand because a calculator can do it better, AI is a tool. And just like a calculator, you can't get the right answer if there is not a human putting in the right information for it to work with. Human oversight will always be necessary - and authenticity simply cannot be generated by AI.

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What advice would you give to someone starting an agency today?

Really put the effort into determining what you want to do and how you can actually make a difference, and be purposeful about the type of clients you target.

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What software or tool do you swear by?

I'm still hooked on Excel spreadsheets for most of what I do, but I do absolutely love the freedom Canva has given me to quickly format social media images so that I can focus on the part that really matters - the content and engagement.

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Remote, hybrid, or in-office — what’s your ideal setup and why?

I am fully remote and have never met any of my clients in person. We love how every conversation with a client now starts with, ""Where are you now?"".

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What is your most controversial or unpopular belief?

Social media is not a sales tool and it isn't about clicks or likes. It's about community, and if you're not fostering community, why bother?

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What’s one thing you wish clients understood better about agency work?

It takes time to see results. You can't put up a single blog post and tweet and expect to make sales. Social media and content marketing are part of a bigger customer journey process and are most effective when they are authentically telling your story and sharing information that adds value.