Working from home. How to make it work.

Technology has allowed us to work from home and also to travel while working. Depending on your job you can plug in pretty much anywhere in the world and as we see more creative agencies moving to a flexible working structure, another problem presents itself; when to power off?

Agency folk are traditionally workaholics (among other things) and without the ticking wall clock to tell us when it’s “pens down” how do you manage your time while on the road or at home and how do you avoid blurring the lines of work and life while staying on top of your to-do list.

As we see a move to entrepreneurial attitudes, start-up tech businesses and a staggering 73% of millennial employees stating they would be more loyal to a business if they could work flexibly, which also features highly on the wish list of working mums, questions on structure, management, trust and autonomy need to be addressed.

As every individual is different we thought it would be worth getting the perspective of someone who has climbed the agency ranks in the traditional agency working hours, all the way to GM level, and who has bravely gone where now many women have gone before and started her own consulting business with nothing more than a laptop and a notepad.

iknowho’s own internal business coach Danni Uglow shares her insights into managing multiple projects not knowing where tomorrow’s “desk” is going to be and still making time for a cheeky wine or 7 on weekends.

Danni, you spent 15 years working in multiple creative agencies right up to General Manager level. What was the original motivation to go out on your own and how was the transition from the traditional 8-7pm to total freedom?

The motivation was that I saw a gap in the market for small to medium sized businesses who required an operational and HR resource that they typically couldn’t afford on a full-time basis.

Initially, it was scary to not know where the next paycheck was coming from but the flexibility of having lunchtime by the swimming pool quickly overcame that! Being able to be in control of your day is extremely empowering and even when you fall into the standard pitfalls of working more hours then you used to – it’s your own decision!

You currently work across 5-7 clients all completely different and all over Sydney, what is your process in prioritising?

Fill the diary with the big blocks first and work ad hoc meetings and shorter projects around these. The aim is to build strong relationships with clients to allow for flexibility on both sides.

How do you ensure that your workload doesn’t creep into the weekends and evenings?

Short answer, I don’t. It comes down to prioritising time and workload. Sometimes I may take time out through the week but then need to work on a weekend it’s all about choice!

What are your tricks for staying motivated and providing yourself with some sense of structure?

Having a well-set office space, not working from the couch. Enjoying what you do and ensuring you block out time for what makes you happy/motivated whether it be the gym in the mornings or any other wellbeing activity and structuring your day around those things (within reason of course) it’s about finding a balance and sticking to it.

With your experience in operations, HR and business management what would be your recommendations to a business who is looking at offering flexible working hours to their employees?

To assess each of the roles for individual suitability for working remotely, ensuring tools and systems are in place to maximise efficiency for employees working from home (cloud software, laptops etc) and talk to your team keeping communications open about what flexibility means to each individual.

It’s an exciting time to be working within the creative agency space with so many more agencies offering empowering incentives to retain your staff. If you have any questions about how your business could adopt flexible working arrangements or any other forward-thinking benefits please get in touch.

My top 3 tips you can use in an interview situation:

Prepare before you go in – hold a power pose (even for as little as 10 seconds) before entering the office you’re going to attend an interview

Open posture – Don’t go into the interview holding the power pose FYI! Keep an open posture though, keep your hands away from torso and it will allow the feeling to continue and those you are with to feel you are present.

Attend to others posture - be conscious of other peoples’ posture, whether they are closed or open and whether what you are saying or doing can change this.

So get powerful, start posing and “don’t fake it until you make it, fake it until you become it”, I am certainly going to be trying it!

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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.