Cameo Digital

Cameo Digital on human-first marketing

Charlotte, Lauren and Gemma comprise the team behind Cameo Digital - a strategic SEO and digital marketing consultancy. Learning what not to do from their years in corporate agencies, the trio emphasises their human-centred approach to marketing and carries this over to their own wellbeing, making sure they make the most of a flexible, balanced worklife. The team told us about their different routes into marketing, their favourite parts about Cameo Digital, their inspirations and more.

Photographs by Christopher Owens

Tell me about your background and career.

Charlotte: I got into digital marketing completely by accident when I took a part-time job at a university for an e-commerce startup. I helped out by uploading products to the website, writing blog posts, and sending out newsletters, which taught me the basics. 

After a few more in-house roles, I moved to the agency side, where I moved up the ranks pretty quickly but became disillusioned with the failings of the agency model. I set out on my own eight years ago to do things differently, and I've never looked back.

Lauren: Like most people I know, I sort of fell into a marketing career. I began in the public sector, working for a local authority, before working my way up the ladder in in-house marketing roles in corporate environments. I didn’t love it. 

In 2014, I joined an agency as its internal marketing manager, which really changed the game for me.  Marketing became fun, I loved the diversity of the role, the social aspect, and the potential to build a brand people really wanted to work for and with. I decided to go freelance in 2018. 

Gemma: After a couple of years of being a Systems Engineer, I wasn’t enjoying it. A uni friend suggested I apply for a job role at an SEO agency where he was working. After initially looking up what SEO was, I applied and ended up moving to Manchester, where I started life working as an SEO programmer.

I loved the role and the excitement of the industry. I learnt so much, and after a few years and promotions, I made the move back to the North East, where I became Head of Search for an agency in Newcastle.

In time, I became disillusioned with the agency model and the quality of work being delivered to clients. I never planned to become a freelancer but knew I was burnt out and couldn’t continue with the way things were, so when the opportunity presented itself to work with Cameo, I took it with both hands.

What’s your favourite thing about your role or business right now? 

Charlotte: My favourite part has always been the people I get to work with. I've made some great friends at Cameo, both fellow consultants and clients. This has informed a lot of how I work with clients. There are so many brilliant people out there who are more than capable of doing amazing things. While it's great to be able to solve problems for them, it's far more satisfying to help them take control of their own operations and do what they're best at.

Lauren: From day 1, I’ve been fanatical about the flexibility this model affords me. Not just in terms of time but also the flexibility to work in whichever way suits my energy and priorities, wherever that may be. I can design my working week in a way that fulfils me professionally whilst meeting the needs of my clients, in tandem with being a busy mum. I always wanted a “lifestyle business” and wasn’t entirely sure it’d be possible when I first started out, but I know it to be my reality now, which is a great feeling.

Gemma: The best thing about being a freelancer is the opportunity to have a real work/life balance. Being burnt out after agency life meant that I had to learn to look after myself, and these days, I’m happier and have more energy. All this means that I enjoy what I do again and can do my best work for clients, so it’s a win-win.

And the parts you’d rather leave behind?

Charlotte: It's always the admin! Keeping track of invoicing and accounts is definitely the least fun part of my job, even though it's necessary.

Lauren: As Charlotte says, the less fun part of the job is the constant stream of administrative tasks to keep the wheels turning. It’s not something I hate, as I enjoy getting things organised in general, but if I could wave a wand to have it done each week without any input from me? Yeah, I’d wave the wand! 

Gemma: Like most people, I don’t like uncertainty, and freelance life can be very unpredictable. There’s a lot of comfort in being an employee, getting sick and holiday pay and knowing that you’ll receive a fixed pay cheque every month.

That being said, I’ve learnt to embrace unpredictability, and there are so many benefits to working this way that it massively outweighs any negatives.

Reality aside, what would be your dream jobs?

Charlotte: My ultimate goal is to be a happily unemployed dowager philanthropist of independent means, dividing my time between whatever mix of community projects, hobbies and charity roles take my fancy. 

Lauren: My dream job has always been to work in radio, presenting and producing shows and podcasts. As a student, I was actively pursuing broadcast journalism and had big ambitions of becoming a radio presenter. 

The routes to entry for these types of jobs, particularly if you have a regional accent and zero contacts in the industry, is a tough and unrewarding road! Alas, it wasn’t to be, but it’s ok - it turns out that Marketing and Communications was my calling! 

Gemma: I would love to have played for the England Lionesses football team. It seems so archaic now, but back when I was at school, they wouldn’t let girls play football, and it was a really sore point for me. 

Thankfully, it looks like things have changed now, but who knows what could have been if I’d been given the opportunity! I expect I’d still be in SEO, but you never know!

“I can’t stand the rigid 5am-meditation-and-journalling schtick, and I thrive on novelty, but working alone from home means I do need to enforce a level of structure, or things go south very quickly!”

“I often find that half the battle is in having the courage to take the leap to do something different.”

What are some of your daily rituals and why are they part of your routine?

Charlotte: I have a love-hate relationship with routine. I can't stand the rigid 5am-meditation-and-journalling schtick, and I thrive on novelty, but working alone from home means I do need to enforce a level of structure, or things go south very quickly! 

My must-do is spending time outdoors daily. A couple of hours away from my desk with the dog makes a world of difference to my health and well-being, and I really couldn't do without it.

Lauren: I’m a hardcore planner and like to have all aspects of my life mapped out each week. I have a Trello board per client, along with one for myself, which covers everything from work tasks, to life admin, to fun stuff like events and social commitments. It makes me feel clear-headed and on top of things.

I also journal on an evening - not every day, but when anxiety creeps in, I’ll break it down and process via my journal. Since becoming a mum a couple of years ago, this practice has been integral to how I process big feelings, pressure and any sort of change in my life. 

Gemma: One of the things I took up after leaving agency life was meditation, and I can’t recommend it enough. I have the Calm app, and just a 10-minute meditation every day has been a great way to slow down my brain, breathe and relax.

I also love hiking and just being in nature, so I try to get out at least once a week to the country, which helps me recharge for the week ahead.

What would be your advice to anyone hoping to start a business or career in your industry?

Charlotte: There are a million different ways to do it, you just need to find yours. What's nice about digital is that there's a place for everybody - whether you're very detail-oriented or prefer the big picture, or whether you want to be a specialist or a jack of all trades.

What's important to remember, though, is that, however you decide to proceed, somebody will tell you you're wrong and that the industry's future is different—learn to ignore those people quickly.

Lauren: Don’t be afraid to make your own luck, as it were. One of the biggest hurdles when young talent enters the market is the “lack of relevant experience”, so taking on extra-curricular projects can be a game-changer - think volunteering your skills to a local charity, or setting up your own digital publication.

Without sounding absolutely ancient, I’m inspired by how much “the youth of today” has to offer as the first truly digital native generation, it’s just a case of doing the most to highlight what you can offer.

And being a nice human also helps. People remember kindness and warmth. 

Gemma: Go for it. Nothing ventured, nothing gained. I often find that half the battle is in having the courage to take the leap to do something different. I knew nothing about SEO when I first started in the industry, but I find that if you’re enthusiastic and willing to learn, it goes a long way.

Having the right people around you also helps, so if you’re looking to start your own business, make sure you have good connections and those that will support you on your journey.

“I hugely admire and respect my Cameo Digital “colleagues”. I’ve worked with both for over a decade now and can honestly say they’re two hugely skilled people who know themselves and what they want from this life.”

Name some people who inspire you on a personal or professional level. What do you admire about them?

Charlotte: Terry Pratchett is the big one for me. His writing has had a huge impact on my life and my ideas about what it means to live a worthwhile life. He's moral without being moralistic and principled without being judgmental, and I think the world would be a much better place if there were more people like him.

Lauren: I hugely admire and respect my Cameo Digital “colleagues”. I’ve worked with both for over a decade now and can honestly say they’re two hugely skilled people who know themselves and what they want from this life. Crucially, they’re not afraid to go out and make it happen. Pretty f*cking cool. 

On both a professional and personal level, my husband, Tom, is also a huge inspiration. He is wildly talented and has achieved some phenomenal success in his career, but he’s also a great example of a leader: genuinely people-first, bullshit-free and all over every detail. 

Gemma: On a personal level, my Nanna is a big inspiration to me. She experienced many tragedies in her life, and while she certainly had her struggles at times, she was never bitter and demonstrated enormous strength. 

She was kind, thoughtful and very loving. She taught me that life doesn’t always go as planned, but you can find the strength to carry on and still find joy. 

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