Transitioning from Agency to Client-side.

With such a positive reaction to our blog 'Making the switch from Agency to Client-side', we thought we'd follow it up with an interview with someone who has done just that! After 15 years in agency, Gemma Cadwallader talks to us about how she made the transition and what it's like to work Client-side at Allianz.

What were some of the motivations behind your switch to Client-side?

I had been told for many years that the work-life balance was healthier Marketing side and it was something that I was increasingly thinking about. I had been very fortunate in my Advertising career to have great Managers that provided the flexibility that enabled me to work in an Agency whilst being a sole parent to a lively 7 year-old. However, because I was in client service this still meant that when my son went to bed I opened up the laptop and started shift two!

Between work and parenting, there was little time (usually none) to do for chores, personal admin or have ‘me’ time during the week. I swam before work to keep me sane rather than to enjoy the activity. After 15 years working at Agencies, I realised that I was ready for a new chapter within my career and a change in my home/life routine.

I decided to be open to other opportunities and when Sheryn put me forward for a three-month contract role at Allianz I leapt at the chance – albeit with a bit of coaching from Sheryn! The contract role was to deliver a major integrated campaign, something that I had done many times in the past – I just had to do it from the other side.

How did you find the transition and what were some of the challenges you faced?

I found the transition surprisingly easy. I felt able to get involved and add value from the very first week, there are a lot of transferrable skills – project management, fiscal management, strategy, people management, industry knowledge. I had always worked at Agencies that pushed the boundaries by doing new and different things so I had a lot of experience of having to find a way to do new things – I think that ‘can-do, will-do’ attitude stood me in great stead.

What would you say are the biggest differences between Agency and Client-side?

The biggest difference is being part of the end to end planning process. I thoroughly enjoy working with the business to shape the Marketing Plan. It’s good to be close to the end results – seeing the daily sales figures coming in, making plans to optimise in real-time and having access to a wealth of specialists within the business including research and insights. It’s also good working with a broad Stakeholder group to design campaigns and propositions to take to market.

Are there things you miss about working in an agency?

The free wine! I’m in a very fortunate position that I work purely on campaigns and so I am immersed in the creative work on a daily basis which I am passionate about. I thoroughly enjoyed my many years in Advertising, I met the most diverse and interesting group of people, learned so much and made many lifelong friends. I wouldn’t go back and change a thing but I’m thoroughly enjoying this new chapter.

What advice would you give others who are thinking about making the switch?

If it’s the right time for you and you think you’ve done your time in Ad Land then I thoroughly recommend joining a Marketing Team (even for a short contract) and giving it a go. I certainly found taking a three-month contract less daunting as I was able to test the waters and determine between my employer and I if I was the right fit for the role. Look at an area where you already have experience so that you can also apply industry experience to your new role. I had a lot of Financial Services experience from working on financial accounts and that helped when I joined Allianz.

I am now coming up to my one year anniversary at Allianz and I can say in all honesty that I love my job and the team of people and partners that I work with. I genuinely look forward to the week ahead. I’m challenged every day which makes me happy but most importantly so is my little boy because when I’m with him I totally switch off from work and I’m present in the moment.

If you would like to have a confidential chat, get in touch with us at iknowho, and we will be happy to share our industry knowledge, and answer any further questions you might have.

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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.