Esther Holloway

Site Hustle

With a marketing degree, earned back in 2004, many years before the digital revolution, I have a solid knowledge of marketing theory as relevant in today's world as ever. Over the past 12 years in my career I have been a jack-of-all-trades with an excellent and varied career, most recently as the Senior Marketing Manager in a global e-commerce B2B with my own team of Digital Marketers.

I am comfortable with all manner of digital marketing, having worked on all manner of projects - from building social media strategies to seven figure e-commerce overhauls. And I don't just talk the talk , I walk the walk. I am only too happy to roll up my sleeves and do the execution and I know my way around the tools to get things done.

my core skills

SEO

Social Media

PPC

Google Adwords

Marketing Strategy

Q & A

Whats the best thing to happen to you in your career to date?

I previously worked for one of the top five most successful e-commerce businesses in the world. I collaborated on a daily basis with developers and engineers to create customer solutions that would solve pain points, move customer experience metrics and meet company objectives. And once the project was completed, I devised the marketing strategy and launched it.

What does a typical work week look like for you?:

I clock in around 8.30 with a strong coffee in my local cafe. Mornings are my most productive and I nut down and get things done for the first few hours, barely registering the going ons around me. At any one time I might be working on several things such as a large SEO audit or project, social media posts for retainer clients or developing customer personas for a client so that we can develop an appropriate go to market strategy.

I take meetings via the phone, Skype or in person so several times a week I am meeting with clients and that's my favourite part - getting to know their pain points and collaborating together on what to do next.

No week would be complete without some time to build my own brand with constant website tweaks, working on my own SEO and advertising and professional and self development - learning new techniques, reading and attending webinars and courses.

Describe your working environment in a few sentences..

Mornings are my coffee and cafe time. Afternoons are my at home time. Ironically when at home I work in silence and the cafe I choose is moderately noisy! I have two little people in my life and drop them off at childcare before 8am. My 15 minute walk to the cafe after childcare is when I like to get myself out of my mummy hat and into my business hat. I use this time to reflect on what I need to achieve during the day and prioritise my workload.

What sets you apart from other freelancers in your industry?

I have a genuine interest in seeing your business succeed. I am not all about my next pay cheque - I want to see a job done well.My own philosophy is: "All I have to lose is my reputation" and I can't afford to lose that!

What are the tools of your trade?

I have a background in agile, as a Certified Scrum Master so I tend to follow agile methods and technology to prioritise my workload. If a client suggests we use Jira, I feel like all my Christmases have come at once! Otherwise, my constant companions are Trello, Facetime, email, Canva and Google Drive. And coffee and Tim Tams!

Do you collaborate with others? If yes, how does that works?

Yes I do. I have a great copywriter. She is a journalist by trade and together she can rewrite copy and I can do the technical and keyword aspects of a website overhaul for SEO improvements. I also do client management work for agencies.

Whats been the biggest freelancing lesson to date?

It is such a different dynamic from a 9-5 salaried job. Every minute of your day requires discipline and accountability to yourself. You can't sit around and wait for work to come to you, you need to hustle and keep on top of your game to market yourself and convert your leads. I think living that experience myself as a freelancer gives me more compassion to understand where my clients are coming from when they say "I just need leads" and that makes me work harder to help them.

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