Lauren Archer Etherington is founder of Archer&Co, a strategic brand marketing, PR and communications consultancy based in Newcastle.
As a fractional head of marketing and an agency marketing specialist, she leapt into freelancing in 2018 and has since worked with a number of agencies including Evolved, Shoptimised, Seller Presto and more.
Before launching her own business, Archer Etherington previously headed up marketing and PR for prominent agencies across Newcastle at the likes of Silverbean and Visualsoft.
From how she first entered the industry to the biggest lessons she’s learnt across her career, we find out more on her career journey and words of advice.
How did you first get into your industry?
After finishing university, where I studied English Literature, I had grand plans to become a radio presenter and took whatever experience I could get whilst working part-time in retail.
Eventually, the real world came a-knocking and it was time to get a full-time role and start building a career. I sort of fell into marketing and business development, working for my local authority and tasked with the fun job of promoting apprenticeships to businesses and adult learners.
It was a great opportunity to learn on the job and from there I went into B2B marketing in the financial services sector, before taking the leap into agency marketing in 2014, heading up marketing and PR at Silverbean. This, as it transpires, was a brilliant move for multiple reasons. I not only threw myself into the role and built genuine expertise and passion for agency marketing but I also met my now-husband!
I then took up a much bigger role at Visualsoft, before deciding to go it alone in 2018 and establish myself as a freelance consultant, working predominantly with agencies (creative, dev and digital), SaaS firms and B2B service providers. I’ve had the pleasure of working with the likes of Evolved Search, Shoptimised, streamGo, CustomerSure, Komodo, Impression and many others. I love being an independent consultant as the variety of work is endless and I get to meet so many people.
What do you love about your job?
I’m a fixer and I get sh*t done. I realised fairly recently that every single marketing role I’ve had, and every client I’ve ever worked with, has required me to completely overhaul the approach, sort out the confusion and mess made from haphazard campaigns and build marketing functions that deliver on the brand’s mission, objectives, people initiatives and commercial goals. Ultimately, setting them up for success and building B2B brands that the people leading them and working for them can be proud of.
I love that what I do is so quantifiable, enabling clients to really see the difference that can be made when an experienced hand takes the wheel. I get a lot of satisfaction from seeing my client’s businesses flourish and their marketing and PR output finally align with the scale of their ambitions, and I’ve been part of some really exciting companies, both in-house and as a freelance consultant.
As a freelancer, I also love that I can be flexible around the needs of our little boy, who is almost two and I choose the hours I work so they fit with our family life, which is an immense privilege and one I’ll always be grateful for.
Who – or what – has inspired you in your career?
My husband, Tom, has been my biggest cheerleader, motivator and inspiration since we met and has believed in me at times when I perhaps didn’t believe in myself. He is hugely supportive, knowledgeable and experienced in what I do, given that he runs an agency himself and is always happy to lend an ear, sense check and explore ideas with me. He’ll make suggestions that get my brain ticking and his input and feedback has helped me so much.
I’m also incredibly lucky to have a very supportive family around me, particularly my wonderful mam, who has always believed in me and what I do even if she doesn’t necessarily always understand the job itself. The fact I have her backing and support is a big motivator and I know she’s very proud of the life and career that I’ve built, which inspires me to go further.
What are the biggest challenges about your job?
I face a wide range of challenges that keep me on my toes every day. Wrestling the diverse expectations of multiple clients requires skill, empathy and very good planning and organisation skills, as I strive to ensure that each project unfolds smoothly while meeting everyone’s unique needs.
Beyond the day-to-day service delivery is the less glamorous side of running a business – the constant stream of administrative tasks. From managing schedules, business development and invoices, it often feels like I’m juggling a thousand things at once. It’s also tough sometimes being a one-person show, where every success and setback rests completely on my shoulders.
Chasing down overdue payments or being left hanging by potential clients is also frustrating, however these problems have dissipated significantly in recent years as I’ve been far more selective about the clients I’ve taken on, and the boundaries I work within, which is better for everyone!
What skills have been the most crucial to you succeeding in your career so far?
Beyond the theoretical knowledge of my job, the most vital skill I have that has served me throughout my career – and indeed my life – is that I always speak up. I’m not one to sit by and let things slide or pass me by, and I’m always prepared to have the conversation, even if it’s not the most comfortable one.
Whether it’s voicing approaches in ideation sessions or advocating for necessary changes in project direction, the ability to articulate my thoughts and opinions with confidence and tact has been a key factor in my progression. This skill has empowered me to address challenges head-on, present solutions and work to drive positive outcomes.
What was your first salary and what could someone getting into the industry expect to earn nowadays?
My first salary in a full-time marketing/BD role was £22,500. I received my first pay rise a year later, taking me to £25,000. Nowadays, an entry-level marketer could expect to be starting at around £25,000.
I’m glad to see that the playing field has been somewhat levelled, mostly thanks to remote working, meaning the competition for the best talent is no longer just regional, it’s national (and in some cases, international!), so businesses need to offer the right salaries and perks in order to attract and retain brilliant people.
What education or training would be most useful for someone looking to follow your career path?
I did a very “generalist” degree and I often say it didn’t really have any impact on my career, however that’s not entirely true. I certainly honed my writing and presenting skills, for one, along with a range of other skills that served me well as I entered the professional world. Nowadays, almost 20 years since I started my time at university (sheesh!) there are so many more specialist courses in marketing, brand, media and journalism, presenting fantastic opportunities for those looking to get into the field.
That said, apprenticeships are also a fantastic option (seems my first job stuck with me!) and I know of a few people who’ve taken this route and are now thriving in marketing/digital careers, and don’t have the eye-watering student debt their peers do.
The choice of route is a personal one and the most valuable thing is experience (Start a blog! Intern if you can! Offer pro bono help to charities!), commitment, a passion for communications and doing things properly.
What advice would you have for someone looking to follow your path?
Build your profile using your creativity and passions.
I did exactly this back in 2013 whilst in a corporate in-house marketing role, setting up a food blog when blogging was very much in its infancy and the social media chokehold was far off. I created everything from scratch, built a team of roving reporters, and Scran on the Tyne was born!
The blog won a couple of awards, picked up recognition from the likes of BBC Good Food, The Chronicle, BBC Newcastle, Living North and many others, as well as bagging me a brand partnership with French Connection. We ate amazing things, met brilliant people and visited wonderful places, and I’m so proud I did all of that myself. I thoroughly enjoyed the eight years I ran it, and it certainly raised my profile significantly enough to help me secure a job that changed the trajectory of my career, and, ultimately, my life!
