Making the Switch from Agency to Client-Side

Sheryn Small • July 4, 2019

*Updated February 2022


Many agency-folk consider moving from agency to client-side at some point in their career. For many, it’s for better work-life balance, more flexibility, or just because they are ready for a new challenge or change in direction. Being an ex-agency girl myself who now recruits across agency and client-side marketing roles, I see this almost every day and wanted to share some tips for those thinking about making the jump to client-side.


The good news is that it is far easier to make the switch than it was ten years ago. There are a lot of ex-agency marketers in senior roles that have paved the way and know that agency candidates are typically hard working, good at multi-tasking, highly productive and very strategic. Whilst there are some facets they may not have had exposure to, more often than not they have the smarts to pick those things up, and quickly.


Use your sector experience to your advantage


Perhaps the easiest path to transitioning to client-side is through your sector experience. If your clients have been pre-dominantly FMCG, then it’s going to make sense to target FMCG companies; if you have worked on several car accounts then it’s going to make sense to try and cross over into client-side automotive. 


I’ll caveat that with the fact that you also need to be passionate about that sector, as there’s no point switching to marketing a product or service that you don’t feel some connection with!


Work your contacts


Without trying to do us recruiters out of a job, network, network, network! Let those past clients know that you’re looking to make the switch to client-side, if you’ve impressed them and forged strong relationships chances are they would love to have you on their team or may know of a role going in another team that they could refer you for.

It’s also worth attending industry networking events, particularly if you can find ones that are specific to the sector you’d like to transition into. The casual conversations and business card swapping at the end of the event could lead to making a connection that later leads to a role.


Be realistic


Be prepared to take a sideways or even a backwards step to then go forward. Yes, you have a lot of great knowledge gained agency-side, but there are elements of a client-side role that you won’t have had exposure to, so be prepared that you may need to go for a slightly more junior role to begin with. 


Depending on what level you are when you leave your agency, a great role to transition into client-side is as a Campaign Manager, which would be equivalent to a SAM or AD level depending on the scope. Corporates that have an internal agency setup are also good to target for obvious reasons. Brand and Senior Brand Manager roles can also be applicable, it just depends on the remit and how flexible the hiring manager is.


Be open to contract client-side roles


Another sensible route to client-side is to open yourself up to contract roles. Unlike agencies that tend to use freelancers for a spike in activity, holiday cover or to work on a pitch, many corporates hire contractors because of permanent hiring freezes, or simply because it’s a part of their employment strategy. Marketing contract roles tend to be more long term and can often lead to a permanent role, or they just keep getting renewed. 


We have had contractors go into client-side roles for what was meant to be a three-month stint and one year later they are still there, with an offer of another renewal. The great thing about a contract role is that often hiring managers are a little more flexible about who they put in, so that ‘lack of client-side experience’ is overlooked in lieu of you being available and ready to go with great skills and the right attitude. It’s then up to you to prove how indispensable you are!


Use a recruiter to help make the change to client-side


Think about talking through your move to client-side with a recruiter (yes, I had to add in a plug at some point). A recruiter can help represent you to companies that they hold close relationships and trust with and can help represent your worth beyond what is on paper. There is the chance that a hiring manager may discard your CV because there is no client-side role in sight, but by involving the right recruiter, they can help bridge sell your strengths, motivations and cultural fit, giving you a better chance at making the switch.


Last but not least, you should think about revising your CV to be more ‘marketing speak’. Instead of talking about creative awards, talk about commercial results – what was the uplift in sales? How much did brand advocacy shift, how many click-throughs did the campaign generate? Look at what the role requirements are and think about how your experience can be expressed to best sell your agency experience for a client-side role. Talk in terms of your achievements – not simply your responsibilities.


If any of the above has made you think about wanting to have a confidential chat, iknowho is very well placed to help share our industry knowledge and answer any further questions you might have.


Reach out to myself or our Senior Talent Consultant Rachel Hart, we cover client-side recruitment and would love to see how we can help you make the transition from agency to client-side marketing roles.


sheryn@iknowho.com.au

rachel@iknowho.com.au


Do you know what you’re worth? The market has changed and with that, salaries across the board have seen an increase. Download both our 2022 Agency and Client-side marketing salary guides to find out if you’re getting paid your worth.

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* Updated Jan 2022

Signs It’s Time to Hire a Marketer…and how to get it right

By Kristina Gerdov • September 3, 2025
For many growing businesses, marketing is often something that gets added to the to-do list of already busy managers or existing teams. A social post here, an email there, and maybe a campaign when there’s time. But without dedicated expertise, marketing rarely delivers the consistency and commercial results your brand needs to grow. If you’ve been wondering whether it’s time to bring in a dedicated marketing resource, here are the key things to consider and how to ensure your first hire is set up for success. 1. The Telltale signs If your demand generation has stalled, you’re struggling to convert interest into sales, or your brand presence feels disjointed, it’s time to stop relying on ad-hoc efforts. A dedicated marketer can build and execute a strategic plan that drives consistent results and positions your brand for long-term growth. 2. What to avoid It can be tempting to look for a “jack-of-all-trades” who can do a little bit of everything. The reality? Even the most talented marketer will struggle without clear goals and defined outcomes on what the business is looking to achieve. Hiring without clarity can lead to underwhelming results and frustration on both sides. Be specific about the expertise you need and the outcomes you expect. 3. Why this hire is so important to get right Your first marketing hire is more than just another role, it often lays the foundation for your brands future growth engine. The right hire can build momentum and shape how your future team evolves. The wrong hire however, can stall progress, waste budget, and leave you back at square one. 4. Fractional vs full-time Not quite ready for a permanent commitment? Fractional marketers can be a great short-term solution to get things moving while you build the case for a full-time hire. Just be clear on their remit. Fractional marketers are ideal for campaigns, projects, or interim support, but they’re not typically suited to long-term brand building or team development. 5. What kind of marketer do you actually need? Marketing as a discipline is broad, as are the tools used to reach your desired target audience. Do you need someone to drive digital acquisition, manage partnerships, develop content, or build brand strategy? Start by clarifying your business’s biggest priorities and pain points, then match the skillset accordingly. The clearer you are upfront, the better the outcome. 6. How to set them up for success Hiring the right person is only half the job. To see results and maximum impact, you need to set your new hire up for success. This means: Clear KPIs so they know what good Vs great looks like The marketing tools and access to the resources they need to deliver  Integration into cross-functional conversations with key decision-makers from day one Bec Godkin, Senior Talent Partner says “Marketing can’t succeed in a silo. The deeper your marketer is connected across the business and understands the various levers that shape success, the greater their impact will be” Hiring your first marketer is an exciting step - it signals growth, ambition, and the desire to build something bigger. By being clear on what you need, avoiding common pitfalls, and setting your hire up for success, you’ll give your business the best chance to thrive. At iknowho , we specialise in helping brands make their first marketing hire. If you’d like to talk through what kind of marketer is right for your business, we’re here to help.

What is a Fractional CMO and could one be right for you?

By Kristina Gerdov • June 25, 2025
Discover what a Fractional CMO is, the benefits they bring, and how to know if hiring one is the right move for your business.

How personal branding can supercharge your job hunt in 2025

By Kristina Gerdov • May 13, 2025
In 2025, personal branding isn't just a buzzword – it's important for anyone navigating the job market. The uncomfortable truth is this; you're likely being Googled more often than you're being interviewed. In a digital-first world, your personal brand can potentially boost your career prospects. So how can you leverage it to stand out during your job hunt? 1. Your brand is what people say when you're not in the room Personal branding isn’t just about the polished version of yourself that you post on LinkedIn. It’s what others say about you when you’re not around. Consider how you’re being perceived online and offline. Is your brand consistent, authentic, and aligned with your career aspirations? What would potential employers say about you when they Google you? To start refining your personal brand, think about your values, your goals, and how you want others to perceive you. This means showcasing your strengths, yes, but also acknowledging your struggles and learning moments. Authenticity can give you a competitive edge. 2. Lead with curiosity, not just expertise Publicly asking thoughtful, insightful questions. It positions you as someone who is constantly learning, open to feedback, and not afraid to explore new ideas – a thought provoker and idea leader in your space. In the job hunt, this quality can set you apart from others who might be more focused on offering answers than asking the right questions. So, when you’re engaging with others online or in an interview, try focusing on asking questions that spark deeper discussions. Your curiosity and willingness to learn can make a lasting impression. 3. Your personal brand is about becoming known for the right things Remember, personal branding isn’t about trying to become famous. It’s about being known for the right things – the things that align with your career goals and the value you want to offer to employers. For job seekers, this means ensuring that your online presence and interactions reflect your expertise, passion, and ambition. When crafting your personal brand, be deliberate. Think about the skills, values, and personality traits you want to highlight. 4. Be consistent and intentional The foundation of a strong personal brand is consistency. Your personal brand is built in the small, everyday actions – how you engage with your network. Consistency in your interactions helps shape how people perceive you and helps create a brand that’s memorable. If you're job hunting, it's critical to show up consistently both online and offline. This includes engaging with industry professionals on LinkedIn, contributing to discussions, and demonstrating professionalism in all your interactions. 5. Small steps to narrow the gap So, what's the gap between how you see yourself and how others might perceive you? The goal isn’t perfection, but making small, consistent adjustments that move you closer to aligning your internal brand with how you’re seen externally. It could be tweaking your LinkedIn profile, starting a blog, or sharing your expertise. What’s one small thing you could do this week to move the needle and narrow that gap? Whether it’s posting a thoughtful comment on a relevant post, reaching out to someone in your industry, or sharing a story of a recent challenge, small actions can have a big impact over time. 6. Share struggles, Not just wins When it comes to personal branding, it’s easy to fall into the trap of only sharing successes. However, some of the most credible personal brands are built on transparency – sharing the struggles and lessons learned along the way. It’s interesting to see how you handle setbacks, not just your triumphs. Embracing imperfection in your personal brand helps paint a fuller picture of who you are. Whether it’s sharing a challenging project you worked on or a time when you faced a setback and how you overcame it, these stories can help demonstrate your resilience, problem-solving abilities, and growth mindset – qualities employers are eager to see. In today’s market, personal branding isn’t just a nice-to-have. By being intentional, consistent, and authentic, you can build a personal brand that resonates with potential employers, ultimately setting you up for success in your job hunt. So, there’s no better time to start than now.
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