Hi, Courtney! Please share a brief introduction about yourself and your business:
Hi, I'm Courtney, Fractional CMO + Creative Director of Umlaut Agency. I help brands drive top-line growth and reduce cost per customer by increasing brand visibility and building stronger customer relationships. I also run a creative agency that focuses on branding and website development.
Who are your customers?
As an fCMO, I work mainly with e-commerce businesses in the $50-150 million range who need strategic marketing leadership.
What was your background prior to starting your own business?
I ran marketing for Arteriors, a luxury home furnishings brand, and the B2B division of the Dallas Morning News. I worked my way up from a Marketing Coordinator to the C-Suite in six years, then left the corporate world in 2018 to start my own business.
What made you take the leap to start your own business?
Honestly, I got laid off. The publishing world is shrinking, and they eliminated my entire division. I took some time to consider what I wanted in life - longer walks, more travel, less stress - so I decided to see if I could make the freelance thing work. Six years later...it did!
Did you always know you wanted to be an entrepreneur?
I never thought I'd do this when I was younger. It surprised me how much I loved it when I first got started! Now I can't imagine ever going back to the corporate world.
Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?
It was fast and loose for sure. I built my own website (it's what I do!) and started networking in Facebook groups and applying to projects on UpWork. I began blogging and did a little social media work, but my referral network is what drove the majority of my business. I think my initial marketing strategy worked, but I've had to really refine it over the years as my business has grown and changed.
What is the biggest challenge you have encountered along the way so far and what have you learned from it?
My biggest challenge has been overcoming my imposter syndrome and finally knowing that I am exactly what my clients need. I've been able to lean in to my expertise and industry experience, speak up for what I believe, and make great impacts in my clients' businesses.
What accomplishment are the most proud of to date in your business?
It's so hard to name just one! Seeing all of the impacts I make for my clients makes me so proud. I had one beauty client where we brought in more than a million new visitors in 6 months by implementing a virtual try on simulator. It was so much work, but so incredibly worth it!
Do you have any recent wins from the last year that you'd like to celebrate with our community?
My client The Gameroom powered by Hasbro, a family entertainment center based around Hasbro brands (Monopoly, G.I. Joe, Transformers, My Little Pony, Mr. Potato Head, etc.) finally opened after 5 years of hard work!
What's next for your business? What can we expect to see over the next few years?
I'm returning back to my roots in the home furnishings and luxury goods industries, and you'll see me rise as an expert in those fields.
What is your top productivity tip?
Be organized. This includes a clean Google drive, different tab groups for clients in Chrome, a project management app (I use ClickUp and Todoist - Monday, Trello, Asana, Basecamp are all also great), even your desk. I also use a reMarkable tablet, which helps me with note-taking and to do lists.
On the flip side, how do you avoid burnout?
It's hard! But my husband and I both work remotely, so we have set hours for work and family time. I rarely work nights or weekends, and that helps keep me sane.
What is your approach to work-life balance / integration?
I started my own business because I spent a decade working in corporate environments that worked me to the bone and gave so little back. I needed something different, something balanced, and I feel like I have achieved it. I 100% believe in work to live, not live to work, and I know that it's not a race. I work fewer hours than I did in corporate, have lunch with my children, go to appointments without guilt...but I also have dedicated time every work day to fully focus on my business.
What is one thing you wish you had known when you started your Entreprenista journey?
That networking would make me much, much happier, and I didn't have to work in a vacuum for so long.
Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family
I've birthed three children since I started my business, and it can be a struggle balancing nursing, recovery, no sleep, and just having little ones around with serving my clients and finding new ones. The best advice is to have help, but not everyone has that privilege. I think the next best advice is to know that you can't 'do it all.' It's a myth - when you focus on one thing, it means you're not focusing on the other things in your life. Don't worry about that. Ignore the guilt. Focus on your children when you're with them. Focus on your business when you're working. Don't worry about one when you're with the other. And get some sleep!
What's the one app on your phone you absolutely cannot live without and why?
Minimalist - it has changed how I interact with my device. It trades the colorful app icons for black background/white text lists, groups and hides notifications, and has timers for any app I need to limit. It keeps me from scrolling too much (usually!), and let's me focus on the apps that are going to make me more productive.
What is your favorite business tool or solution and why?
I adore Figma. It's a game-changer as a website designer.
What advice do you have for aspiring Entreprenistas?
Build your community.
Learn more about the Entreprenista League and join today!
About the Author
Jessi Anderson
Jessi Anderson is the Marketing and Creative Director at Entreprenista, driving innovative campaigns and creative strategies that inspire and connect women entrepreneurs within the community.
