Leticia’s journey to starting her business, InContext Marketing & Communications is a testament to her resourcefulness and ability to continually reinvent herself.
Studying graphic design at university, Leticia started her career in Sydney as a graphic designer and corporate ID artist.
Upon returning to Sydney after two years in London, Leticia struggled to compete in the graphic design industry. As an experienced graphic designer, she had to contend with freshly graduated graphic designers that would work for nothing.
Leticia landed a job in Microsoft and moved into a marketing role. She upskilled herself by study marketing. Through this marketing role, she gained experience in event management and sponsorship and partnership management. Leticia’s interests progressed into communications and public relations.
Four years ago Leticia decided to go back to university and study communications with a major in journalism and public relations.
Leticia wanted to create a business that encompassed both branding and communication. Brought together by her skills in branding, graphic design, marketing and communications, she created InContext Marketing and Communications.
Through her business, she wants to “Help educate people on the importance of branding and that it is not just about the logo.”
The skills and knowledge Leticia recommends you learn quickly when you are starting out in business
“I think that the main thing is having a real crystal idea of the things you will need to spend the most time doing and learn about, for example, knowing a bit about taxes, ASIC and registering your name.
Just have a list of the big things that you need to know about immediately because people get carried away with the big picture and there is all this work that they have forgotten about that they have not done from the ground up.”
Leticia’s advice on getting through the “hard times” in your business journey
“When you are facing a difficult decision you have to give yourself time to process it and never make a decision until you are completely clear. Making sure that you think it through and that you don’t make an irrational decision as you may regret it later on.”
Leticia on being a HerBusiness Network Member:
“It helps being involved with other people, who are starting their own business, have started their own business or are even really advanced, long-time business owners. It is great because you get feedback and ideas that you didn’t even know existed. It’s pretty much about being involved in this community where women just help each other.”