Olivia Hanlon: Founder & CEO of Girls in Marketing

Name: Olivia Hanlon

Job title: Founder & CEO if Girls in Marketing

Career path: Before setting up Girls in Marketing as an e-learning platform and community, I was working as an SEO marketer for a property company. Whilst it wasn’t what I wanted to do for the rest of my life, I truly loved SEO and I was determined to find other marketers with the same passion for this industry as I did. 

That’s when Girls in Marketing was born! In the beginning, it was a side project alongside my full-time role. Eventually, our growth meant I could quit my nine-to-five and run Girls in Marketing whole-heartedly – with the help of a few freelance SEO clients I had on the side. 

Having weekly and monthly focusses is really important as a business owner so that you can stay on track. I have autonomy over my working week; something I never had working for someone else. I love being able to provide other people with opportunities and helping to train new marketing talent too. 

I wasn’t expecting my career path to land here; I just rolled with the punches! Sometimes the best things happen when you just go with the flow. To anyone out there worrying about where their career is headed or what they want to do, try to have faith and know it will all work itself out.

Ideas & Planning: There are so many complex productivity models out there that several business owners swear by. I recently read Grace Beverley’s Working Hard or Hardly Working, which is packed full of helpful methods to successfully plan any task or business concept. But the truth is, my process of planning ideas doesn’t use anything new – I just do what works for me and tailor my workload accordingly. 

When coming up with a new business concept, I schedule a meeting with my team almost as soon as the thought enters my mind. It really helps to air out the strengths and weaknesses of a larger project like this in order to move forward. I really value other people’s opinions, so sharing my ideas is the first step when it comes to planning. 

I will then put together a flowchart of how I envisage the project to run and what the overall process looks like (basically the bigger picture.) After that, I will go into further detail using a Google Doc before entering everything into a monday.com board. This helps the team to collaboratively see what tasks need doing and the due dates for each item. 

If I’m working on a small project or task, my best advice is to act quickly. Don’t let yourself overthink the plans too much. Instead, just take that initial step to getting it done and you’ll see your ideas come into fruition much quicker.

Finance: At Girls in Marketing, we carried out vital research around salary insights in the marketing industry as so many companies protect what they financially offer their employees. There is also a huge issue around the gender pay gap, as well as the gender seniority gap, something that Girls inMarketing aims to tackle through accessible marketing education and resources. Far more men maintain senior roles in marketing and are the decision-makers, despite the fact it is a largely female-dominated industry. 

Our research showed that over half of the women who participle feel as though their monthly paycheck doesn’t reflect their experience level or responsibilities. Typical marketing salaries completely vary depending on your position within the company, and the size of that company, but according to Glassdoor, the average marketing salary is around £33,0000 with a starting salary of £21,000+. As a small business owner, there are other financial factors to consider. From marketing tools and hosting platforms to equipment expenses, tax and other businesses fees, things can get extremely expensive. It’s important to be calculated with what you’re spending, and pay an account or accounting software to help you with your bookkeeping. Girls in Marketing offers a membership, which means we have hundreds of monthly transactions so it’s incredibly important things are kept in order, and we find paying a professional to do this is much more efficient.

Networking: Personally, I joined a programme for business owners and leaders located in the Liverpool region in 2021. The Shift programme by Gather was fully-funded and gave me a chance to network with other business owners in the area. I found it incredibly inspiring to hear other people’s stories and talking to others made me reflect on our services and offering, which is a crucial part of development and growth for us. 

I don’t schedule networking sessions on a weekly or monthly basis, and the Girls in Marketing community allows me to regularly communicate with marketers and freelancers but I always jump at the chance to attend an event if I can. It’s the best way to get creative ideas for other people and propel your business into success!

Work Environment: When I worked in my nine-to-five role, the office culture wasn’t inspiring or uplifting. As I started to build my small team and find an office of my own, I knew I wanted to create an environment for people that I had dreamed of. 

We have a very relaxed, creative space for people to work and we always carve out time for discussions about new projects.


I’m so thankful to have built a community of 170,000+ marketers across social media and be running the business of my dreams. If you want to join us, take a look at our website or follow us on Instagram.

Advertisement

Spotlight: luxury knitwear brand Ellis and Low

To kick off our new series spotlighting the women creating the next generation of Northern brands, we spoke with Em and Jess, creators of Ellis and Low, a Manchester-based start-up that makes conceptual pieces for bold, contemporary women looking to shop small and sustainably. Named after the pair’s two glamorous Grandma’s, and with all the designing, making and packaging overseen by Em and Jess, we were keen to find out a little bit more about Manchester’s latest fashion design duo.

Tell us a bit about Ellis and Low, what is your USP?

We’re a startup luxury knitwear brand that creates conceptual pieces for bold, contemporary women looking to shop slow, small and sustainably. We love using colour and pattern to tell stories through our handmade knitwear, including tales from our own family history. Vintage knitwear and history in general really inspire us.

How did the two of you meet and how did you come to the decision to work together?

Believe it or not, we met at nursery so we’ve grown up together from the age of two! We’ve always wanted a business together and had many different, sometimes far-fetched, ideas. But, after university we realised knitwear was our passion and thus, Ellis and Low was born.

What was the inspiration behind Ellis and Low?

Audrie Ellis and Lily Low are our glamorous Grandmas. They taught us to knit and crochet at a young age so it’s only right we named our brand after them. We saw a gap in the market for fun, eye-catching sustainable knitwear and with our design styles being very different from each other, the juxtaposition makes for even more interesting designs.

Tell us about how you created your last collection?

We used our uni work as a starting point for our first two collections, the last of which was inspired by Jess’ textile designs based on the natural textures of wood and the cold-blooded nature of reptiles. We used a mix of handknit, crochet and wooden pieces to create a range of textures and the ideas for the shapes came from vintage knit patterns that our grandmas passed onto us.

What is something you both love about the North?

Other than the brill weather (!), our favourite thing about the North is definitely the people. There’s a real friendly vibe up here, you can spark a conversation with almost anyone. It’s full of creative minds so it’s a constantly inspiring place to live and work!

What can we expect next from Ellis and Low?

We want to grow our brand and get out there, attending maker’s markets and seeing our knitwear in stores. We hope to build our customer base so we can offer our bespoke heirloom knitwear service. This is where we’d use people’s family history and the stories they tell to design and make personalised pieces that can be passed onto future generations. We also have lots of exciting ideas for new collections so keep your eyes peeled!


Shop Ellis and Low here.

On Emerging from Lockdown

Humans have a unique capacity for adaptability. This is often seen as a trait, something you either have or you don’t, an asset to put on your CV that hopefully not everyone believes themselves capable of, giving you that extra edge. If anything though, this past year has proven just how quickly we are able to become used to something and how easily we are able to adapt to a new definition of ‘normal’.

If I think about how I was feeling a year ago, I can identify that things are very different now. The early months of 2020 filled me with anxiety; I was particularly fearful of the discovery of this new form of Coronavirus in the world. I diligently read the news, falsely believing that if I had all the information then I was being provided with some kind of assurance or security. As the news broke about the effects this disease was having across world, I became more and more anxious. I saw no way that th­­e UK could be prepared for its arrival. 

I was baffled by the lack of action from authority figures, exasperated by the fact that it seemed for several years they had been trying to find any excuse to close the borders and now, when we could finally use our island status to our advantage, this was negated. So, come March when we finally entered into national lockdown – although we were thrown into a scenario that seemed entirely alien and completely dystopian – it did not take long for me to feel a great sense of relief and ultimately joy at not being asked to do anything that may pose a risk to my own, or my loved ones’ health.

April 2021 brings to the fore a very different set of feelings. The vaccine rollout is going well, although I worry about the effectiveness of something that hasn’t yet undergone long term testing. I don’t think this is unusual, and it hasn’t stopped me from getting my first jab. If there’s even the slightest chance that this will make us safer, I’m happy to oblige. News about potential blood-clots frightened me, but the risks involved with taking the contraceptive pill are far greater, yet that’s never been a national conversation, but that’s a piece for another time. 

I had quite an extreme reaction to my first vaccine, but this doesn’t appear unusual amongst young people and in the weeks following I have thankfully been fine. It was strange though, getting my first vaccine; I didn’t feel excited and in turn, that made me feel guilty. Getting my vaccination hasn’t posed a change in any of my behaviour. Those with vaccinations are still susceptible to getting the virus and passing it on to others, but hopefully the risk of its effects is minimized. I’m scared that having had the vaccine I could still pick it up and be asymptomatic, posing more of a threat to people I love.

Similarly, I’m struggling to summon any excitement for the roadmap out of lockdown. The self-critical voice in my mind is inclined to call me cynical but the rational part of me thinks its realism. We have been here before. It feels like over the last year the country has been plunged in and out of different forms of lockdown. The rules have been unclear, the use of the word guidance is vague, and I would argue that the North is one of those areas that has suffered disproportionately. 

Some have decided to make their own rules and others have diligently stuck to what has been suggested. Within all of this it hasn’t felt like decisions at a governmental level have been sensibly made. This apparent insistence to get the economy going again has consistently harmed the defence against the virus on numerous fronts. I’m reminded of one of the definitions of insanity: doing the same thing over and over again and expecting different results. For a large part of the past year this seems to be what has been happening, the same tactics over and over again with the expectation of different outcomes.

I’m to be forgiven for not being too excited about large swathes of the economy reopening on Monday. I will not be visiting a food and drink outlet to sit outside and endure a meal. I will not be clambering to get myself onto public transport in order to meet six friends outside for a long overdue catch-up. I will not be traipsing round retail outlets just because I can. I’ve never been to and do not intend to start going to a gym. I’m not even that upset about the fact I haven’t been able to get my hair cut for nine months. Lockdown has helped me to learn what it is I really need in my life and a lot of what was considered part of my ‘normal’, I don’t necessarily miss. I’ve become extremely attuned to the world we now live in. 

However, as with everyone, there are some things I ache to do. I want to see my grandparents, having not seen them for over a year, even if our regular FaceTimes do provide me with a level of entertainment I didn’t think possible. I would love to go to a gig. I miss live music and the rituals surrounding it. My boyfriend and I miss being able to go out for food – that was one of our regular treats. And I know there’s the opportunity to do that now, however the anxiety I feel is high. 

I don’t think I’m alone, but particularly for my age group (mid-twenties) I feel there’s pressure to be raring to go again, like there’s this insistence that we can’t wait to get back in pubs, see our friends and travel to the workplace. I feel the media have created a narrative where it is young people who are most likely to break lockdown rules and that we’re the age group who are the most fed up with restrictions. But if I look honestly at my own feelings, and if I listen to my peers, then this doesn’t seem to be the case. Yes, there are things we all rightly miss but actually the anxiety around getting the virus is real. And most of the time I don’t think my age group are worrying about what would happen to them should they contract it (although it seems that nobody knows just how different peoples’ bodies will react), but are more concerned with contracting it and passing it onto a loved one. 

Many people have had massive changes in circumstances due to the pandemic. A lot of young adults have found themselves back in the family home for a variety of reasons; losing work, not wanting to isolate alone, needing support, or finding that they need to offer support themselves to other family members. Many young adults are finding themselves living with people who may be more vulnerable even if they are not. 

This narrative of having a carefree attitude and just wanting to be able to get on and do what we want is simply that – a narrative. I currently live with my mother, who has an underlying health condition. The nature of her condition means her immune system can be easily compromised, however there has been little advice from the medical community on how Coronavirus may affect it. As a family we have been meticulously careful about Coronavirus for over a year now. Journeys that would usually require public transport, I have walked. I did not visit a bar or restaurant when they reopened last summer. I have done any non-essential shopping online and found innovative ways to celebrate birthdays and Christmas. We as a family have been so careful, it is nonsensical to change that now. 

I sometimes wonder if my response is still disproportionate but if there’s anything my twenties and the last year are teaching me, it’s that it doesn’t matter if anyone believes I’m overreacting, it is only important how I feel. Five years ago, I lost my uncle to seasonal flu and so my response to the pandemic has been different to what it may have been before that happened. I have a real fear of losing someone to an illness like this, as I’ve seen it happen. And I’ve seen it happen extremely quickly. I was abruptly introduced to the world of intensive care units and ventilators and last year’s reporting on the pandemic quickly started to bring up all those feelings again. 

My story isn’t unique. There will be many people who have had loved ones suffer from difficult illnesses, those who have lifelong underlying health conditions and those who have lost loved ones in traumatic and unexpected circumstances. It is okay that I feel the way that I do. I wanted to write this because I was feeling isolated. I had a conversation with the job centre on Tuesday in which I came away feeling panicked and pressured. I am genuinely fearful of the consequences of being ‘in’ the world. 

I am of the mindset that we should all just try and be that little bit more patient. The reopening of areas like hospitality on Monday is of little consequence to me when I am still unable to travel the length of time I would need to in order to visit my grandparents. It seems like extremely poor compensation. I still have friends who work in that industry (I am lucky in that I left just over a year ago) and I really feel for the levels of anxiety they’re experiencing and the confusion they feel over being asked to do certain things that aren’t expected of everyone.

I’m really fortunate in that my year of practical unemployment has happened to land at this point in everyone’s lives and I’ve been consistently grateful that I haven’t had to put myself in any compromising positions. But I know plenty of people who have. The argument that the economy must be restarted favors some members of society over others. All those employees on minimum wage, often doing the jobs that are the most high-risk, aren’t necessarily going to reap the benefits of that.

If I had it my way, I would wait until every member of the adult population had been offered their first vaccination. As a country, we’ve come such a long way from where we were last year. There has been intense loss, major sacrifices and it does now look like maybe we can see the light at the end of the tunnel. I just know I’d be far more comfortable if we were given the opportunity to wait until we were firmly in that light, instead of still tentatively taking our final few steps through that unfamiliar dark. 

For everyone, it will take time to adjust to whatever it is the world wants us to do next. Some people may feel naturally inclined to return to previous behaviour and for others, like myself, that transition will be much harder. The simple act of socialising with people I love requires far more energy now than it used to. For some people, the act of being forced to return to work on Monday may be a terrifying prospect. 

I don’t know when I will feel safe meeting people in a public place like I used to, maybe it will be a case of when I’m forced to re-enter the world as I get a job then that will be when I have to face it. Maybe the choices that I currently have the privilege of making are keeping me locked in an element of fear. I don’t know. What I do know is that for me the route out of lockdown will be taken with care. I will not be throwing myself into situations I don’t feel are safe. I will be trying to push through this last part having thankfully not experienced this virus in anyone close to me. 

I also know there are things I have learned and experienced over the last year that I want to keep. I have found so much joy in the act of simply being without the pressures of what society used to consider ‘normality’. I have spent more time outdoors and more time with myself. Even in amongst all the madness and turmoil that parts of the past year have brought I have actually been the happiest I have ever been. However long it takes me to feel comfortable returning to those elements of ‘normal’ we are destined to keep, the happiness and the sense of calm I have experienced through large parts of the last year are the things I intend to prioritise. If we are being offered the chance to find different ways of living then I want to embrace that, and surely, I’m not the only one. 


Saffron Rain lives and writes in Stockport. She was born and raised around Manchester, only moving away to get her degree and subsequent MA in English Lit in Sheffield. During this time she wrote ardently on the North, particularly female writers and filmmakers. 

Her preferred form is the personal essay and she enjoys writing about topics that she connects to on a personal level. Some of these have appeared in independent publications and she shares longer pieces on her own blog. She loves to read, particularly women, and will take any opportunity to crowbar Joan Didion into a conversation. 

Words of wisdom with Novelist Emma Jane Unsworth

EMMA JANE UNSWORTH by ALEX LAKE

Born and bred in Greater Manchester, Emma Jane Unsworth is an award-winning novelist and screenwriter applauded for her sharp, witty and bitingly funny commentary. Formerly a journalist for The Big Issue in the North, Unsworth has published a number of short stories and two novels including Animals, which won a Jerwood Fiction Uncovered prize and was adapted as a film starring Holliday Grainger and Alia Shawkat. Her latest novel, Adults, published by Borough Press, is a lesson to us all on the pitfalls of social media and romance in the modern age. She also writes for television and magazines and is currently busy adapting her second novel for screen, as well as writing a memoir about post-natal depression that she promises won’t be depressing. The bestselling author and screenwriter talks to us about her memories of life up north, creating space for women and her advice for aspiring writers.

  • Could you start by telling me a little bit about yourself, where you are from and what you do?

I’m a writer from Manchester. I write all sorts of things: screenplays, novels, journalism, and I’m currently writing a memoir about post-natal depression that I promise won’t be depressing. I write comedies. Or I try to. Is saying you write comedy a bit like laughing at your own jokes?

  • What are your memories of growing up in the north?

Going to Heaton Park in Prestwich and climbing trees. We had adventures in the woods behind pubs. We caught newts in the lake behind a nearby housing estate. I had a total naturalist’s childhood for someone living in the suburbs. Then as I got older I went out in Blackley, chasing boys. I should have stuck to newts.  

  • How has your upbringing shaped you as a person?

Hard to say, but I do know I write about Manchester more than anywhere. All my stories seem to gravitate towards that north star. 

  • At what point did you realise that you wanted to pursue a career in writing?

It was always there within me. Even as a child I desperately wanted to be a writer. Which was weird because I came from a working-class family where everyone had previously been a printer or a mill-worker. But I had this wild notion I could be a writer. I used to wear a bonnet on Sunday walks with my sister because I loved the Brontës and clearly thought that wearing a bonnet was the way to be like them. My sister refused to walk next to me. 

  • How would you best describe your writing process?

Haphazard. I work in fits and starts. I’m a crammer. I always push it to the wire. 

  • Your novels are strongly influenced by your own personal relationships and as a consequence they touch on themes of love and human connection – what have you learnt about yourself and other people from writing about these topics?

Everything! As much as the living. Although, I don’t really know how to separate writing and living. But when you say love, I think it’s about the legacy and aftermath of love. By that I mean I tend to analyse the fallout, and how these things define us, and how we might need to reshape our understanding of them to be free.

Every time I start to write a novel I start with an emotional crux, a conundrum for my central character, and that is usually my own conundrum at that point in time, or something close to it. Then as I spin a world around it, I get to explore it in an abstract way, and the characters that grow and take it in new directions. That’s the adventure.

By the end of a book, I always feel purged and a little wiser and lighter. It means the world when that book then resonates with other people with similar hopes and fears.

  • Your novel Animals was received with critical acclaim and was subsequently adapted into a screenplay – what about the story do you think resonates the most with reader?

The honesty, I hope. I wrote that story from my guts. It scared me to death and I kept wanting to delete it, or at least sections of it, but I’m glad I didn’t. People see through bullshit and padding and cynical writing. I never want to make anything that isn’t fiercely and dangerously true. I like to risk my neck. Otherwise I might as well just type out the phone directory over and over.

  • Personally, what is your favourite book that you have written?

I can’t do that! They’re my children. Don’t make me choose!

  • Now residing in Brighton, what do you miss about the north?

So much. My friends and family. The peculiar quality of the sky. The colours of the stone. The accents. I hear a Northern accent down here and I’m like COME TO ME, MY BRETHREN.

  • We talk a lot about the scope for giving women the tools and resources so that they can thrive in spite of where they were born and raised, how do you feel about the north-south divide in this context?

I think seeing women succeeding from all backgrounds is key. I hope more literary agents and publishers set up in the north as the country rebuilds itself. I hope we see more TV and film companies based up there, or at least having offices and production studios up there. Writers shouldn’t have to travel for two hours to take meetings. Or maybe now we’ll all be better at Zoom and Skype meetings. That could free things up!

  • At any point in your career so far, have you ever felt held back or hindered by your gender?

Always. Fighting that is part of my job, and it always has been. That said, I am a white woman, and because of that have had more opportunities than many writers of colour. But the facts remain: women are paid less, fear of violence is real. Those things affect most jobs all of the time in some way or other.

It’s harder in the TV and film worlds. Commissioners need to give women more money to make things. That’s the only way we are going to see change. All these reports telling us what we already know just wind me up. They’re useless puff PR so organisations look like they’re doing something. They need to put their money where their reports are.

We need more female directors, producers, writers – and they all need the chance to make mistakes and get it wrong and be mediocre – as well as have strokes of genius get it right and be brilliant – the same way men have forever.

  • Who or what inspires you?

My friends and my son. My need to feel as though I deserve them. Fear of being poor. Self-loathing. Self-preservation. Fear of failure. Willingness to fail. Funny things. Beautiful things. Ugly things. Sad things. True things. Women who live on the edge in some way.

  • Complete the sentence, a writer is…

 a thinker first and last; a typist in between.

  • What would your advice be for any aspiring writers or authors?

Finish the draft. That’s it. Whatever it is, get to the end of it for the first time. Then: polish like fuck. 

  • I’ve been told many times that in order to be a good writer you must keep reading, with that in mind what three books would you thoroughly recommend?

The Panopticon by Jenni Fagan, Fast Lanes by Jayne Anne Phillips and Standard Deviation by Katherine Heiny

  • Finally, if there was one thing in the world that you would change, what would it be?

Right now, I’d get rid of coronavirus. Either that or those electric scooters. I really hate those.

Emma’s latest book Adults is available here.


WORDS: JENNA CAMPBELL