Lauren McWilliams - Brand Photographer & Strategist
Did you always envisage a career in the Marketing and Media Industry?
No. I always knew I wanted to work with people, my ambition was to become a probation officer. After four years at university and nearly six years working within the Criminal Justice System and hostels, marketing and media weren’t even on my radar. Looking back, it makes sense, my work has always been about people, stories, and creating impact, and now I get to do that in a completely different way.
What has been your career path so far?
After leaving my last job in a local hostel, I launched my first business, focusing on photography. Over the past six years, it’s evolved into a full blend of visibility strategy, and content creation. In the past year, I’ve co-authored a best-selling book, been a Great British Entrepreneur Awards finalist again, and launched my second business, Elara Community & Events Ltd, with my incredible friend Christina Lord a space for professional and entrepreneurial women to connect, learn, grow and collaborate something we felt was missing from the North East.
What have been the biggest challenges you’ve faced so far?
Learning to back myself. In the early days, fear and doubt crept in a lot! Worrying what people would think or whether I was “enough.” The moment I owned my bold, rebellious approach, everything changed. Now, balancing two businesses is it’s own challenge, but it’s proof I’m building the life I once dreamed about. Everything I have learned and do I share with my clients to help them find their own version of their bold, rebellious self.
Who do you respect most in your industry?
Anyone who dares to do it their way, the people who don’t wait for permission, who take risks, and who show up consistently even when it’s uncomfortable. Awards are wonderful, but everyday courage and creativity inspire me the most. It’s more about the results and impact they are making.
Which fictional media character can you most relate to?
Definitely Midge Maisel from The Marvelous Mrs. Maisel. She dreams big, breaks barriers, and despite everything stacked against her, she knows she’ll make it happen and she does. I love her confidence, humour, and unapologetic boldness. If you haven’t seen it go watch it, you won’t regret it!
What is your greatest strength?
Seeing the bigger picture. I can take someone’s story, personality, and vision and translate it into a strategy that actually feels good and delivers results. One of my clients came to me for photography, saying she hated having her photo taken within six months of working together she not only started showing up with her photos online but owned her own voice and started doing some modelling, something she would never have dreamed of doing before but felt so much more confident and excited to say yes to new opportunities.
I love seeing some really step into their best version of themeselves and cheering them as they do.
What is your biggest weakness?
Trying to do everything myself. I’m learning to outsource and trust others so I can focus on the work that creates the most impact.
What has been your proudest achievement?
Being a GBEA finalist, co-authoring a best-selling book, and launching Elara are huge highlights. But honestly, I’m proudest of creating businesses that empower people to dream bigger and take bold action.
What are your future career aspirations?
To keep growing my impact. I want to expand my photography and strategy work, grow Elara into something transformative, and create retreats and events that bring people together in powerful ways.
What is the best piece of business advice you’ve been given?
“Don’t wait until it’s perfect, just start.” Every big step I’ve taken started with a slightly scary, imperfect decision, and that’s where the magic happens in my opinion.
How do you see your industry evolving in the next 10 years?
We’ll keep moving toward story-led, authentic content over polished, curated perfection. The future will belong to those who are bold enough to show up as themselves. Especially as Ai grows I think the need for real will grow too.
How do you like to unwind?
Sea dipping, going on an adventure in the campervan just being outside it helps me fully switch off and recharge.
laurenmcwilliams.co.uk