Kristina Farkas is the Founder and Director of She Wolf Agency, a Sydney-based, global influencer marketing and management agency – with a focus on the Australian and US markets.
Since 2020, She Wolf Agency has been at the forefront of influencer marketing, through not only its work with top-tier talent and clients but through its membership in Aimco (Australian Influencer Marketing Council).
For more details, visit their website here.
Here we sit down with Kristina, to know a bit more about her journey as a marketing expert.
Q. Tell us a little more about your journey as an entrepreneur – how did you get started? What inspired you?
Kristina: I have worked in the fashion industry for over 10 years, across PR, marketing, events, and talent management. I’ve always been driven and dedicated to my career, so made the decision to reinvest my time into building my own empire. I am also blessed that my parents have always been super supportive and encouraged me to follow my dreams, so I did just that. With their encouragement and the fire I had within, I launched my own agency, and it’s been the best decision I ever made.
I also live by the following quote – “Growth and comfort never coexist. So take that risk and run into the fire”.
Q. What’s one thing in your routine that you do consistently that has made a huge difference in your personal or business life?
Kristina: Having a routine is difficult in my line of work, as I do work across multiple time zones internationally. But I try and have consistency where possible, including practicing yoga when I wake up, to get both my mind and body ready for the day. I continue to ease into my day by making myself a healthy breakfast, checking my emails, and planning out and prioritise the day at this time as well.
Balancing work and lifestyle is also important, so I make sure I am still saying yes to social events and making time for coastal walks – which help with clarity, and often the best ideas and solutions emerge from the moments we slow down and have distance from our workspace.
Q. Who are your mentors and inspiration? and what knowledge or insight did they give to you that was valuable?
Kristina: There are a few people that inspired me to launch She Wolf Agency. My parents, for simply believing in me and supporting my journey to get here. They always encouraged me to do what I love and taught me that anything is possible. My ex-boyfriend, his own success and career journey was inspiring and he always used to say “run into the fire”, and I followed that advice and it’s now a part of my own mantra. All the successful, young women before me, as they paved the way and showed me I could have success too, that gender and age aren’t obstacles.
Q. What has been your most satisfying moment in business?
Kristina: Every “first” after launching the business has been filled with excitement, and I’ve appreciated every single one. The first talent I signed, the first collaboration we secured, the first payment we received. But ongoing, it’s the happiness and gratitude of each of the girls we manage and work with. Seeing their excitement, and helping them each achieve their goals and work with their dream brands is so fulfilling. It’s the reason I do what I do, as I’ve always been that person that wants to bring happiness and success to those around me.
Q. How do you market your business, and which tactics have been most successful?
Kristina: We don’t really financially invest in marketing, it’s more so a lot of outreach and word-of-mouth. I think that’s one of the most powerful forms of marketing, and it’s something money can’t buy, it can only be earned.
Q. What has been your biggest failures or challenges?
Kristina: The biggest challenge for me was actually getting started, as the thought of being a business owner felt out of reach, or not possible. But once you build up the courage to take that risk, it’s an incredible and magical journey, but not by any means an easy one. Know that you will make mistakes, but you’ll learn those lessons and be better personally and professionally for it. Know you’re definitely not going to have all the answers, but the best advice is to follow your intuition and your gut, and to surround yourself with supportive people. Whether that be friends, family, colleagues, or professional advice-givers (accountants, lawyers, etc), invest in quality over quantity and spend time with those who truly want the best for you.
Q. How did this failure, or apparent failure, set you up for later success?
Kristina: If we are talking about getting started, it was the best decision I ever made, as I am running a successful, profitable agency less than 2 years into launching. Whilst working for yourself is much more stressful and exhausting than your typical 9-5, it’s worth the long hours and sleepless nights. But it’s not for everyone, so make sure it’s an idea and concept you’re passionate about, and you’re prepared to live and breathe it.
Additionally, it’s important to note that I still wasn’t ready when I started the agency, but I started and that was the first step. At times it feels like I’ve been thrown onto a treadmill at a fast speed, but there is also no other choice than to keep going and to make moves. It’s all about building that drive and momentum, less doubting and more doing.
Q. If someone was to create a TV show about you, what would it be about and what would it be called?
Kristina: “She Wolf” of course. My surname means “wolf” in Hungarian, which is where the agency name originates from. It would be a drama-style, “inspired by a true story”, the journey of my career. Discovering my passions and strengths, as well as showcasing the struggles along the way, all led me here. Think “The Bold Type” vibes.
To keep up to date with Kristina and her journey, connect with her on @kristinafarkas and @shewolfagency.