Interview - Rebecca Monforte
Leaving the corporate world with 10+ years of fast-paced marketing and communications experience within the financial services industry on her resume. Mum-preneur Rebecca now leads Silver Lioness, pioneering digital and social media initiatives and introducing large-scale integrated marketing campaigns to achieve brand, retention and acquisition objectives.
What was your last “real” job?
Partnership Marketing Manager for one of Australia’s biggest Superannuation companies.
As an Industry Super Fund, it was a core value to put the customers best interests at the heart of all initiatives (rather than chasing profit!) which made it a very grounding and motivating purpose-driven business to be aligned to.
Training, growth, and development was also very important to this large corporate, so I was lucky enough to stretch my skill set under the leadership of passionate, driven role models. Good times!
What inspired you to start freelancing? Was there a ‘moment’ that made you realise it was time?
Flexibility, without a doubt. Returning to the corporate world of 9-5 life following maternity leave, and juggling the conflicting priorities that came with that adjustment, led to a bit of a light bulb moment after briefing out some work to a brilliant sub-contractor.
A mum-preneur if you like. It was in a passing comment that I told her she had the right idea, working in her own space in her own hours to get the best out of herself work-wise and family-wise - and she laughed it off and said; YOLO! Get yourself an ABN and do it too. You’ll never regret it.
And a few short weeks later, that’s exactly what I did.
What was your biggest fear before you started freelancing? Any tips to overcome these fears?
Actually feared that I’d feel un-motivated or bored a little, working on my own without the opportunity to vibe with like-minded co-workers and bounce ideas of team mates - and FOMO of after work drinks with a big work crew…. BUT!!
I’m working with people all the time, best clients and best network of online business peers to support my freelancing journey. Also found that occasionally working in collaborative co-working office space is great for project based pieces of work, and did that for 2 days per week for awhile.
Joining groups like Cool Wow Collective, of course, absolutely fills that gap of missing people to troubleshoot issues, brainstorm concepts, and get feedback on decisions or work along the way - turns out the internet is *full* of legendary business-minded freelancers, who honestly value community over competition. Who knew?!
In three emojis, describe your life as a freelancer…
🖥☕️🌞
Walk us through a typical work day?
Morning: Wake up when the sun does (when my SON does) and play, dance, sing, do breakfast and set ourselves up for a day with calm, happy vibes.
9am is a peak time for activity amongst my online community so I’ll generally spend some time just purely doing emails and online engagement - I also like to lock in a coffee meeting or a zoom in the morning with a client, prospect, or biz busy before I really turn my head to a meaty copy task.
Afternoon: Few solid hours pumping out work, usually from a cafe or outside space. One task focus only, disconnected from the online world (but on my laptop -lol).
Evening: Creative brain dumps for content planning, online research (slash shopping! haha), open-ended brainstorming, and ending with a structured to-do list for the following day.
Name three qualities you need to succeed as a freelancer?
Confident - All of a sudden, your personal brand is your business brand and you have to put those adulting skills to use. Setting a price for your time. Putting yourself out there. Getting feedback that stings, and pitch rejections that graze, when you’ve poured your heart and soul into a piece of work from start to finish. You need resilience, self-belief, and confidence to will yourself out of the downtimes because freelance life will have some storm clouds - BUT - you don’t see rainbows without seeing a bit of rain. Confidence is key!!
Creative - Not like graphic design creative, but thinking outside the square creative. Flexible thinking, decision making, and the creative kind of spirit you need to re-imagine your work life in a world where you’re the boss. Of yourself. Doesn’t get more blue sky than that!
Collaborative - You might be working for yourself, but the power of the village has never played a more important role. The more open you are to supporting others, the more likely your own support network of like-minded freelancers will grow in return. There is synergy in the magic of connections between freelancers, and investing time into that community over competition energy will fill your cup both professionally and personally.
I know we’re not supposed to have favourites, but can you share a favourite client project of yours?
Does Pro-Bono work count? I’ve never delivered work leaving me feeling more fulfilled and proud of the results that strong, strategic marketing can produce. With next to zero budget, and a special target of $20k in donations to raise in one month.
No idea was too big, small or crazy during the authentic and energetic ideation workshops I was privileged to host.
An organic, integrated, communications program to educate, entertain and engage a special community impacted by a rare disease (CDH Australia) launched, including a huge pivot to run an annual fundraising event virtually rather than in-person (thanks COVDI!) and we saw growth in engagement across all metrics - not to mention raising an *incredible* amount of money all via online channels, with funnels activated across anything and everything we could manage.
For a freelancer pressed for time, taking on a pro-bono project was no small decision. But that old saying- if you want something done, give it to a busy person - is *BANG ON* and productivity breeds productivity. I’d say off the back of this project, my productivity and creativity levelled up and my paying clients have seen the benefits of this refreshed burst of life shine through in their projects now too.
Best thing about freelancing?
Working anytime, from anywhere. And calling yourself CEO.
Suckiest thing about freelancing?
Putting a price on yourself. And. Following up unpaid invoices. Mood killer.
What advice would you give to someone just starting out on their freelancer journey?
Invest in your tribe! Suss out people like you, follow and support them on their journey and learn from them…. Invest in your community over competition mindset, participate and engage in the work of others like you - this foundation will set you up to feel supported along the journey and all the good and bad times that come with it!
What’s next for you in business?
I’d love to expand into the world of ‘alternate revenue streams’ and develop some materials to support small biz with their DIY marketing and content strategies that I could sell.
Currently offer consulting services only, but it would help my business to scale if I could offer templates and guides that could bring in additional income on the side….
This or that
Tea or coffee? Coffee in the AM Tea in the PM
Introvert or extrovert? Extrovert! People-person to the core!
Earlybird or night owl? Early Bird - thanks to my mini human!!
Home office or coworking space? OooOoo a blend of both please
Emails or calls? Emails
Paper or digital to-do list? Paper. Cannot beat hand-written lists.
Books or podcasts? Books