What do I call myself? Building a brand when you’re multi-hyphenate with Nicole Sherwin

You don’t have to choose between consulting, content creation and campaign strategy. 

But if you're going to do it all, you'll need more than a polished elevator pitch. You'll need a strong sense of who you are, how you work, and the value you bring because the messier your job titles, the clearer your positioning needs to be.

This week, Mia is joined by Nicole Sherwin, a fractional CMO, content creator, strategist and former Head of Marketing at Typo and Dulux. Four months into full-time entrepreneurship, Nicole is building a portfolio career that blends consulting, brand campaigns, TikToks (36K followers, by the way) and UGC, without boxing herself into one niche or vertical.

Together, Mia and Nicole get honest about the complexity of being multi-passionate marketers in a world that wants you to "just pick a lane." From navigating redundancy and the emotional whiplash of self-employment to content creation ethics and storytelling that actually cuts through, this episode is full of spicy takes and practical insights.

If you’ve ever struggled to explain what you do, felt pressure to niche, or wondered how to turn a viral moment into brand equity, this one’s for you.

🎧 Enjoy the episode, and please leave a review if you found it valuable. We'd love to hear from you, DM us anytime

What you’ll takeaway from in this episode: 

✨ Why niching by industry isn’t always the best move, and how to build a strong positioning instead

✨ The truth about UGC: ethics, grey areas, and what you need to know before you start

✨ Why brand storytelling trumps clever editing on social media

✨ The surprisingly hard part of self-employment no one talks about

✨ A smart framework for mapping your marketing skillset (when your CV is anything but linear)

✨ What FMCG brands are getting very wrong, and who’s doing it better

✨ How to build multiple income streams without burning out

✨ Why “I’m a consultant” doesn’t cut it as a brand identity, and what to say instead

✨ The difference between entertainment and deception in digital storytelling

Connect with Mia:

Connect with Mia on LinkedIn

Follow got marketing? on Instagram

Connect with Nicole:

Website: https://www.elbamarketing.com.au/

Instagram: https://www.instagram.com/nikkaloola/

LinkedIn: https://www.linkedin.com/in/sherwinnicole/?originalSubdomain=au

TikTok: https://www.tiktok.com/@nikkaloola

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The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes.

Ask me anything

We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. 

🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there?

Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms.

Tickets are on sale now. Visit RippleFestival.au for details

👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link.

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