From Burnout to Bold Moves: Lauren Archer Etherington’s Freelancing Journey

Tell us a little bit about yourself & your work.

I’m a Brand Marketing & PR specialist working with independent agencies across the UK, including NOVOS, Clarity Global and Climb & Conquer. I’ve worked in agency marketing since 2014, working for two leading agencies here in the North East in senior roles before making the leap to freelancing in 2014. I’ve also worked with several SaaS scale-ups and tech companies; however, in 2024, I decided I wanted to really niche down and focus my offering on Agencies, as that’s the work I enjoy most and where I have the widest experience and knowledge.

What inspired you to pursue freelancing?

I was pretty jaded, burnt out, and frustrated when I decided to freelance. A particularly horrible experience with a superior was the final straw, so I decided to take a bet on myself and try freelancing. My rationale was that if I didn’t make it work, I’d just find another job, but deep down, I think I knew that freelancing and launching a ‘lifestyle business’ was what I really wanted to do.

How did you get your first freelance client?

I was extremely lucky from the get-go. I was already freelancing on top of my full-time role, so when I had the freedom to do so, I scaled those things up drastically. I also had clients introduced to me through Cameo Digital, the collective I’ve been part of since 2017 alongside two ex-colleagues, which was really fortunate.

Over the years, I’ve put effort into profiling myself where possible and have picked up some good contacts in the industry, so when I announced I had made the jump, I also had some people reach out with opportunities. It was immediately exhilarating and fulfilling, and I quickly became a fan of autonomy and freedom.

What’s the most valuable lesson you’ve learned as a freelancer?

Trust your instincts, particularly when it comes to who you work with. In the early years of my business, I had a few occasions where I knew deep down that the client wasn’t the right fit, but I went for it anyway, only to find my instincts were right. It’s about mindset, ultimately, and not acting from a place of scarcity.

By doubling down on my expertise—and the work I enjoy most of all—I’ve been able to attract much more of what I want. Now, almost seven years in, I can spot the red flags quite easily.

What software or tools do you swear by?

Trello is my ride or die. I’ve tried every project management tool under the sun, to varying degrees of success, but for simple task management, a clear view of activity and easy allocation of tasks, nothing beats Trello. And it’s free!

What is the soundtrack of your working day?

I like chilled “coffee shop jazz” and “mellow beats” sort of vibes, ideally without many lyrics, as it allows me to get into a real flow.

What’s your go-to WFH lunch?

When I feel fancy or have the time, I whip up a lovely mezze plate featuring falafel, couscous salad, hummus, tangy pickles, and pitta – similar to the delightful salad-sharing plates at Kiln. I also enjoy a chicken sandwich loaded with hot sauce or a spicy tuna melt. However, most of the time, I just grab whatever is available when I suddenly feel hungry!

What strategies do you use to find new clients?

Relevant content production for my site, event appearances, my own PR and social media management… and, fortunately, a lot of referrals!

How do you maintain relationships with long-term clients?

Frequent check-ins, an evolving strategy in line with their changing business goals, and becoming more embedded in the team via things like Slack and events to really maximise what’s going on in the business and be a trusted partner that really knows them and what they’re looking to achieve.

How do you measure your success as a freelancer?

Fairly easy: Am I feeling happy and content in my work? How often am I being contacted by my target customer? Is there anything else I feel like I should be doing? Am I making the same as or more than last year?

What are your favourite projects to work on and why?

I love a total overhaul of a client’s marketing. When an agency founder comes to me as an open book and says they want to really invest in improving their marketing and comms, with the commercial and brand goals to quantify it, it’s a perfect fit. I spend the first month or so devising strategy, personas, plans, and processes, then move on to monthly deliverables across the full mix of activities.

Some of my best case studies started this way, and it allows me to do what I do best: helping clients go from good to impossible to ignore.

What’s the best way for someone to learn more about you?

My website explains more about my offering, as well as my LinkedIn (obvs!), which I update regularly. Over the past year or so, I’ve been putting a lot more effort into my own comms (I was becoming a little bit of a hypocrite!), which means more frequent profiling activities like events, podcast appearances and written interviews.