Sophie Walton runs her own successful marketing business, 3twelve. She is a branding and social media marketing specialist who loves supporting and advising businesses on how to realise and develop their brand and social strategy.
Sophie started her career in fine art publishing and gained marketing experience promoting artist tours and campaigns. She then moved into account management and for a number of years worked for leading Midlands (UK) based marketing agencies as an account manager, progressing to a senior level. As an agency account manager Sophie managed the whole project process of campaign delivery, from briefing clients and project management to invoicing and business development. The wide range of skills she developed gave her the confidence to start out on her own. Having her son was the extra motivation she needed to set up her own agency over four years ago.
As a mum, Sophie is passionate about helping others to achieve the right life/work balance between motherhood and running their own business and is a VIP member, feature writer and contributor in the membership group ‘All By Mama’. She believes that one of the most important things as a business founder is to never under value the service you’re offering. Her tips also include knowing your target market and niching so that your marketing message and service offering are super-clear and resonate with the people you want to attract.
We caught up with Sophie in-between her busy schedule to find out more about her experiences as a woman in the marketing and design industry and her advice for women thinking about setting up their own business.
How did you become interested in working in marketing and design?
I studied fashion at university and got into the creative side of marketing campaigns, photography and styling while I was there. I had initially wanted to become a fashion designer, but I was dreadful at making clothes! So, I specialised in marketing and advertising in my final year, and my passion for the industry grew from there.
Can you tell us about your career path of how you got to where you are now.
After uni, I worked at a fine art printer in a studio role, photographing original artworks and manipulating them for print in Photoshop to make them look exactly like the real thing. After that I worked at another fine art publishers in both the print side of the business and in the marketing department. I learned how to put together marketing literature for artist tours and their in-house gallery. I also photographed artists for campaigns and coffee table art books which was really fun! I got to travel around the UK a little and met some very interesting people along the way. I then went on to work in recruitment briefly and hated it! I got my first job at a marketing agency in Sutton Coldfield working as an Account Manager. I moved up to Manager level pretty quickly, looked after a range of accounts, organising events and being responsible for business development too. I loved it and then was fortunate to get another job at a larger agency in Birmingham as a Senior Account Manager. I worked there for several years looking after all marketing activity for a new homes’ builder, the largest account at the agency. My first job was to manage their rebrand, a baptism of fire, but a challenge I rose to and delivered well (I think ha!).
How have you developed throughout your career?
In so many ways. I’ve learned so much, and the experiences, people I’ve worked with, and projects that I’ve worked on have not only shaped my career but me as a person. I have an enormous sense of pride and accountability in what I do, and to be honest, have always been a bit of an island! I’ve always seen my account manager roles as a business as that’s effectively what an account manager is. You look after everything from briefing projects to invoicing to biz dev. It’s 360 and taught me so much ahead of starting my own business nearly four years ago.
What do you enjoy most about owning and running your own business?
That I’m my own boss and only have myself to answer to. While it can be a lot of pressure, I enjoy managing my time productively, organising and project managing, and working closely with clients. When projects go really well, and the client is super happy, it gives me a boost, because I know that it bolsters my business reputation and that all of the hard work in achieving that has been down to my incredible team and me.
How has being a woman impacted your career?
I’ve had all sorts happen to me as a female businesswoman over the years. On the positive side, I’m so proud of what I’ve achieved, and there is a huge support network out there for women in business and mums in business too. It’s great to see so many women pushing boundaries and breaking the norm. On the negative side, there have definitely been occasions over the years when working in male-dominated industries has been a real challenge. There is still a stigma against women out there. In previous roles, I’ve been sworn at and ridiculed in boardrooms, experienced sexist remarks in front of groups from men and peers, the lot! But again, this has made me stronger and learn not to take crap from people. It’s simply not worth working with people that speak to you that way or undermine and devalue what you do.
Recently, there has been lots of discussion in the industry around the gender pay gap and how few women progress into senior positions. Do you have any thoughts on how we can counteract this imbalance?
Referring back to my previous point, I think there is still a stigma out there. I hate the notion of glass ceilings, it sounds so old hat, but sadly they do still exist. As for a pay gap, I find this just ridiculous. How can someone be paid more for the same job because of their gender? I think people in business need to see everyone as equal, but I’m not sure if that will ever really happen. There is an abundance of exceptional female talent working and succeeding in our industry which is great to see.
If you could go back to the beginning and start your career again what would you tell your younger self?
To believe in myself and my ability. When I was younger, in particular, I’d shy away from situations that forced me into the spotlight. That’s changed over the years! I’d also say never to take wins or the business you get for granted. They can be taken away from you just as quickly. Stay positive and don’t stress over things you can’t control.
Do you have any words of advice for women considering a career in design today?
If you’re looking to run your own marketing or design agency, you definitely need the hands-on experience of what it’s like to work in one. I wouldn’t have had a clue about running my own agency had I not been through years of hard work and experienced working up through the ranks. There are loads of opportunities to get into the marketing world, so many agencies both established and start-up that you can engage with, get advice from or get experience with.
Where do you see yourself in 5 years’ time?
Continuing to run 3twelve, having scaled up and earned a reputation locally for exceptional brand and Facebook advertising campaigns.
Which female designer has most inspired you?
I’ve always loved Vivienne Westwood, even from a young age. A real rule breaker, astoundingly talented and she’s always pushing creatively.
How has your job role/career influenced you as a mum?
One of the reasons I started my business was so I that could work time around my son Jude. Had I not had him, I think I’d still be working crazy hours in an agency, probably high up but perhaps paying the price in work-life balance! He truly is my inspiration and the reason I do what I do.
Finally, can you recommend three other female creatives currently working in the industry who you find inspiring!
- Claire Middleton – Copywriter
- Zoe Barber – Graphic Designer
- Owners of All By Mama – Donna and Gemma
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