The Freelancer Life: Meet Serena Gasparini
Meet Serena, a freelance event manager and marketing strategist with a passion for food and drink and a qualification in wine - we like the sound of this!
We first met Serena at one of our 'We Don't Do Lonely' events and instantly connected over our freelance experiences and love of wine. We were inspired by how brilliantly she created her own business to give herself a better work life balance and to bring her passions into the mix.
We talk to Serena about the steps she made to ease back into work after losing her job, learning to give herself the time and breathing space that she needed. We also talk about the importance of getting out of the house and meeting other people when you work for yourself, making yourself accountable to other people and always, always looking after yourself.
“I can be flexible with my routine and schedule. I can work on what I love and find work that I am passionate about. Most importantly I can look after myself and be in control of my working day. ”
Tell us a little bit about yourself, what you do and how long you have been doing it for.
Hello, I am Serena Gasparini, born and raised in Adelaide, South Australia with a very Italian name. Not a fluent Italian speaker however, I speak it very well with my hands, after a few vinos and through my cooking. I make a mean Lasagne and tiramisu. I have lived in London for over 5 years, as an Italian.
I am an Event Manager and have a thirst for working in the food and beverage industry. I have an event management and marketing degree and have been an event manager for over 10 years, I also have a qualification in wine. I have worked as an event manager in the hotel and tourism industry, for a government agency and most recently a wine distributor. My experience includes managing events and the marketing strategy for small to large gala dinners, conferences, cocktail parties, concerts, product launches and 2-day wine trade shows that have seen over 1000 people walk through the doors.
I have recently started my own business as an event management and marketing consultant and also host wine tastings regularly. I have also dabbled in stand-up comedy and I am working on combining my talents to create immersive and creative wine tastings.
Why did you first become a freelancer?
In July 2019, I was off work sick and managing my mental health and upon returning to work I was told my position had been made redundant. I wasn’t ready to go back into full-time work and had always wanted to start my own business but never felt like I had enough experience or was ready to do so. I needed a way to manage my health and build up my ability to get back into working full time without any added pressure. I had a number of positive realisations over this time and one was that this was the universes’ way of saying start my business.
Where’s your favourite place to work from aside from your home and why?
Setting up the laptop and working outside in Edmond J. Safra Fountain Court at Somerset House was a real treat last summer. Having the flexibility to open your laptop and work where ever you want is a dream!
Share your struggles - what do you find hardest about working for yourself and why?
Working alone has been the hardest and finding the motivation to leave the house. I have worked really hard in managing my mental health so it is really important for me to get out of the house and connect with people.
How have you found ways to combat your freelancer loneliness and to make sure you get out of the house?
Joining communities like Start up’s in the British Library, AndCo and wecoffee, have been extremely motivating. I make sure I arrange and book in meetings, activities and exercise to make sure I get out of the house.
Share your perks - what do you enjoy most about working for yourself and why?
I can be flexible with my routine and schedule. I can work on what I love and find work that I am passionate about. Most importantly I can look after myself and be in control of my working day.
“Make yourself accountable to people – tell them what you are doing and don’t be afraid to talk about it. The more you talk about it the more it will make sense and will feel right. You never know what inspiration you might find from others. ”
What are your top tips for anyone thinking about working for themselves?
Make a start – Just do it!
Nothing will feel perfect, launch it. You can always make changes.
Make yourself accountable to people – tell them what you are doing and don’t be afraid to talk about it. The more you talk about it the more it will make sense and will feel right. You never know what inspiration you might find from others.
What are your top 3 recommendations - podcasts, books, people to follow, sources of inspiration etc. and why?
Lucy Werner: Publicity Expert – lots of great PR advice for small businesses, I also love her style! @wernchat
The British Libraries - @businessandipcentre, so many amazing free workshops and resources including the Start up’s in London Libraries programme
Sarah Knight – All of her books, the No Fucks Given Guides. They are great reads that bluntly tell you to not give a F**k about things you cannot control and #youdoyou
What do you love to do? What makes you tick and what do you simply love doing?
Yoga and meditation – I love my yoga; it keeps me grounded and helps me to find a little slice of zen in a busy schedule and big city.
Public Speaking/ Comedy – I am a little bit of a weirdo and love public speaking and find myself to be a little bit funny. 3 years ago, I dabbled in stand-up comedy, this is something I will bring back into my life in 2020.
Learning – Starting up my own business I have the scope to learn what I want and can invest in myself to stay ahead of the game. I am really excited about learning new skills and having the time to learn more about the marketing world and the food and beverage industry.
Drink wine – the beauty of working setting up a business that also does wine tastings is that you get to learn about and taste great wine.
What are you really good at? What’s your marketing superpower? Take this as your opportunity to plug yourself and everything you’re great at!
Event management and marketing strategy.
I have been an event manager for over 10 years. I have worked on some amazing events and with some iconic brands including Australia’s Penfolds Wine. My passion is working in the food and beverage sector and my experience spans across the UK and in international markets including the EU, Asia and Australia.
My event management experience is quite extensive, I am a great multitasker and planner who owns the responsibility and delivery on all aspects of an event, from the pre and post-event marketing activities including, pitching for sponsorship, promotional materials, press releases and social media activity. I can single-handedly manage all the event logistics from venue management, event design and production. Strong ability to work with key stakeholders including VIPS, keynote speakers, event exhibitors, managing their needs. International delegate management, speech writing and presenting, you name it and I have probably done it.
What is the best project you’ve worked on since going freelance?
I recently started working with my local North London wine bar developing and promoting their events calendar, this included creating and hosting my own wine tastings. Before the new year, I hosted three wine tastings on various topics including Australian Wine and Orange wine. I recently held an event to raise awareness and money for two causes close to my heart, the Adelaide Hill Wine Region and Kangaroo Island Wildlife both devastated by the recent fires in Australia. We raised over £300 and it was so successful I have been asked to do a second wine tasting fundraiser in a South London Bar.
What were you doing this time last year?
This time last year I was an Event Manager for a Wine Distributor and I was single-handedly organising and managing their annual wine trade tasting and 40+ other activities for that year including the company conference. The trade tasting is one of the largest in the UK it ran over two days in London and in Leeds. The event showcased 450 wines from 60 producers from 17 different countries which attracted over 1000 people over the two days.
What have you learnt or how have you changed since then?
Since then I have learnt that looking after yourself and listening to what your mind and body needs is important. If you don’t look after number one you can’t be your best self.
I have also learnt to do what you love and follow your passion. Being happy is very important and when you are happy you achieve great things and feel more for filled.
I feel stronger and more in control of my work/life. I am 100% happier and have learnt so much more in the last few months than the last 2 years.
“I have also learnt to do what you love and follow your passion. Being happy is very important and when you are happy you achieve great things and feel more for filled. ”
To connect with Serena for her event and marketing consultancy or to find out more about her wine tasting events visit her website serenagconsulting.com or follow her on Instagram @serenagconsulting