E2: How To Be a Freelancer ??♀?

Going solo can be a bit f*cking scary.

That’s why we’ve teamed up with Vicky Critoph , Founder of Happy Freelancers, to host a three-part series of mentoring sessions designed to help you crack the freelancing world.

Find out more and grab your tickets before they're gone.

Meet Vicky ?

Vicky Critoph is a former digital marketing freelancer of 10yrs+, now founder of Happy Freelancers - a community that helps freelancers lead happy, healthy working lives.

Happy Freelancers puts on Coworking and Wellness events, Work & Play Vacays, and offers affordable 1:1 Mentoring, as well as a Talent Match service.

From burnout to finding your tribe, we caught up with Vicky to hear all about her freelancing journey and the inception of Happy Freelancers ??

Firs things first, what makes you tick?

I genuinely love to help people, and the work I do through Happy Freelancers adds a lot of enjoyment to my life.

Of course, there are so many challenges when running a business, but it’s supporting the community and helping them to thrive in their businesses, and in their lives, that is my catapult for action.

I know I am only affecting a small part of their worlds, but it is a part, nonetheless, and that motivates me so much. It’s really rewarding seeing how people grow and flourish when they are well supported through community.

How and when did you make the decision to go freelance?

I experienced burnout 4 months into a permanent role, as a Marketing Manager at a start-up - I thought I was signing up for one thing, and quite quickly realised when I started the role that there was an expectation on me to fulfill many things that were not in my job spec, such as PR and running events. On the one hand, I was flattered that I was being given all this additional responsibility, but I also felt enormous pressure to do a good job… and at that stage in my professional life, found it incredibly difficult to be boundaried and say no.

I physically and mentally exhausted myself from trying to ‘do it all’ in that role, and had to take sick leave - my body quite literally gave up. While I was off work and in recovery from exhaustion? (lots of sleep, rest, peace & quiet) the thought of freelancing kept popping into my mind. It seemed really tempting to try a ‘lighter’ way of working, after this terrible experience. I remember the date to return back to work was creeping closer and closer and I felt physically sick about the idea of returning to the role and the company (that may sound dramatic - but my body was actively signaling ‘no’).

I didn’t know a thing about how to freelance, or anyone that was a freelancer, but I was willing to give it a go – and I figured I could apply for another permanent role if I couldn’t get freelance work, or didn’t like it. I had not saved or prepared to go freelance, and while I would not advocate for that approach, I do think it gave me a huge kick up the butt to just make it work.?

Talk us through your career path up to that point?

After uni, I wanted to become a Fashion journalist, and did some work experience at some of the publications, quickly realising it wasn't for me. I loved fashion though, so sought out marketing roles at fashion companies.

My first, at Amanda Wakeley, launching their online store, alongside my boss, and running their digital marketing channels, which was such an incredible opportunity and ‘learning on the job’ experience straight out of uni.?

I went onto Arcadia (RIP Topshop), and then landed an ‘on paper' incredible opportunity as a Marketing Manager at a start-up (more on that later). I was 25yrs and thought I’d MADE IT.? There was a burnout experience, followed by freelance copywriting and strategy roles at agencies like WeAreSocial, Havas and more.

I freelanced at Pernod Ricard as a Digital Marketing Manager and went perm for a bit there, because I loved it so much; working across Malibu, ABSOLUT, Jameson etc.? I left after a few years to freelance again, because I craved more autonomy and new challenges.

This time, I blended brand and agency contracts with my own small business client base. I freelance as Head of Social at Deliveroo, during the pandemic, which was brilliant, and quite an experience meeting and leading a new team 99% through Zoom!

I’ve always really enjoyed the creativity and problem-solving elements of marketing – and enjoyed the diversity of working with varied clients - but I had an urge to ‘start my own thing’ after spending my career marketing other people’s products and services.

Can you tell us a bit about what Happy Freelancers is and what inspired its creation?

My first few years of freelancing were quite lonely and isolating, and it took my ages to even think about ‘finding? my tribe’.

When I pushed myself to get out to networking events, to meet other freelancers, that’s when my freelance experience really changed for the better. Meeting like minded people helped me to feel more motivated, supported and inspired. It also opened up so many more work opportunities. It meant I could gain work through word of mouth referrals, which felt like a relief after years of keeping eyes on jobs boards, constantly checking in with recruiters for freelance contracts etc.?

Once I became more accustomed to securing work in this way, it meant I could be less of a slave to my laptop, and had more time to spend in the way that I wanted. Of course, I could have worked more / harder, but I wanted to use that free time to enjoy life; to enjoy my hobbies and passions outside of work, like dancing, to travel etc.

I observed from freelancers around me, that there was enormous nervousness (and guilt!) around Monday - Friday diaries not being filled with work, despite those freelancers being financially stable, or thriving.? I wanted to create a brand encouraging freelancers to really lean into their freelance freedom, and create happy, healthy, fun and fulfilling lives. To remind them that work is important, yes, but that there is more to life than work! And actually, that making time for fun, connecting experiences will improve your freelance career, anyway

So Happy Freelancers hosts casual Coworking and Wellness events, Mixers and Work & Play Vacays, for this exact reason. I also offer affordable 1:1 Mentoring, if people want additional support outside of community events, and run a Talent Match service that places freelancers into project and contract roles; currently Paramount, Remedy drinks, Billingsgate Market, Wellmatch app.

What do you love most about Happy Freelancers / working for yourself?

So many things!

I mostly love the freedom that working for yourself brings. You are fully in control of your time, your schedule, how much or little you work. You can flex up and down at any point, based on your life goals, e.g. maybe you want to earn money for that flat deposit, or perhaps spending more time with your family, or traveling, is your number one priority right now. You are in control, can pivot quickly, and that is so empowering!

I also love the challenge!

Don’t get me wrong - not every day. But mostly I do enjoy navigating and overcoming all the bumps that inevitably crop up when running a business. There is satisfaction in knowing that you have overcome something tricky yourself - it builds character, confidence and resilience, which has a halo effect on other areas of your life too.

What are some of the biggest challenges you’re facing as a freelancer in today’s job market, and how are you overcoming them??

As of 2024, I no longer freelance myself.

I took that decision to pour my all into building Happy Freelancers. But up until December 2023 I had a hybrid freelance set-up which involved balancing freelance brand and agency contracts with consulting for small business.

Happy Freelancers operates a talent match service, placing freelancers into project and contract roles, and I run 1:1 freelance mentoring, so I keep up to date with the industry that way and have seen how it’s? changed in the last few years.?

Freelancer day rates - they are not what they used to be. Agencies are wanting more for less. Experienced freelancers are charging out for less than they are used to, in order to secure contracts and projects. There was a time when you could be a freelancer, that only takes contract roles, but I believe that is a tricky and risky way to operate now.

Instead, it’s better to divrsifying services and offerings, and build a hybrid freelance business, with multiple ways to make money. This is not only smart, but actually really enjoyable too, and gives lots of freelancers the interest and variety that they crave in their careers!

What would you say are the key skills someone should possess to be a successful freelancer?

Of course? you should be skilled at the freelance work you are offering, so take time to become good at your craft. But you do not need to be perfect at it to gain work!

Who you are, as a person, is more important than you think, when it comes to securing freelance work. At the end of the day, clients want to work with proactive, pleasant people who are enthusiastic about the project/ brand. That positive, can-do attitude really counts for a lot.?

I have been that freelancer who is ‘not quite the right fit’ for the role, but have landed some incredible opportunities because the client can tell that I’ll give it 100. My proudest professional moment was being offered Deliveroo’s Freelance Head of Social role, despite never being a Head of Social before… but the team could feel the passion and enthusiasm and could bet on me, based on that.

Through Happy Freelancers, I speak with freelancers who are booked and busy (so much so, that they are outsourcing work or referring it on, because they can’t supply the demand) - and I also experience freelancers who are struggling to get work. When you drill into it, the difference is their confidence, their willingness to put themselves out there, to speak to people, to create their own opportunities.

What would your one piece of advice be for someone looking to go freelance??

Build a network!!! Like, yesterday. It’s great to connect with potential clients, but it’s even better to connect with fellow freelancers - because these are the people you can collaborate with, can be referred work from (and vice versa). Make a super-web of freelance contacts and you’ll never have to market yourself again.?

Connect with people who do the exact same thing as you (yes, really - there is no need or benefit for competition), as well as freelancers that offer complimentary skills to yours, e.g. if you’re a brand strategist, connecting with graphic designers, copywriters and website designers would be helpful for referrals between all.

What are you looking forward to most about the Ok Mentor x Happy Freelancers collab series?

I think Ok Mentor are doing incredible work, so I’m honoured to be a part of the mission to help others further their careers. I’m looking forward to demystifying the world of freelancing and speaking really candidly about this way of working - which is challenging, but ultimately really brilliant.

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