Career Transition Story - Katharine Crane

Introducing Katharine is such a joy - the energy she brings is vibrant, engaging and enthusiastic - isn’t that just the perfect combo. Which, may I add, will resonate with so many as I too could see myself in Katharine’s story.

Katharine loves wine and holidays by the beach. She also has over nine on the ground experience of Social Media for Business. She has worked for international brands (Accor) and many SME's from all over Australia.  She started Crane Creative just over three years ago when her daughter was 18 months old. (Cos why not start a business with an ankle biter!). 

In those three years, she has won state and national awards for her business. Her passion is to help businesses put the heart back into their social media. 

You can feel her passion in her words - such a great read.

Tell me, what did you want to do at the very early stages of your career? What was your big career goals then?

After school I started studying PR. Then life happened, being a kid that grew up in the country living in the city, I needed to work to pay pesky things like rent and bills and I needed more hours, which cut into study and class time.

I had been working in Hospitality since I was 15 and found my self being tapped on the shoulder for more shifts, and more responsibility. So, I accidentally found myself as a hospitality professional.

Can you tell me how you started your career and what you could see was your career trajectory?

Once I was intrenched in the world of hospitality (it grips you hard) I just kept looking and working towards better opportunities. Every establishment I moved to be a step up. I went on to manage many successful restaurants with award nominations, my specialty was wine list creation.

I had a set back in 2010 where I blew my L4 and L3 in my lower back. I was unable to work effectively for a while. In 2011, I took a casual non title role at the Novotel in the Barossa. Being casual didn’t last long before I knew it (despite having my thyroid removed and an appendix rupture) I was fast-tracked to the marketing/Sales/Events Department and front office. Then full-time Assistant Hotel Manager, where I managed their social media, in house collateral and Accor Loyalty Program.

I had our hotel sitting in the top 3 in the Oceana for our loyalty program and for our social media presence.

What are you doing now?

Running my own Social Media Marketing Business.

Was there a pivotal moment when you decided to change your career direction? Or what made you decide to change your career?

Getting Pregnant.

Before I knew I was growing a Human, I had been actively looking for new jobs more so in the marketing side of things at different hotels. The rotating rosters were killing me. (Keep in mind that I had been doing this for 20 years I had paid my dues and wanted a more 9-5 kind of gig).

However, once I found out I was carrying the Jnr Director I decided to stay put and leave after my maternity leave was over.

I knew that after that I wanted to start my own Social Media business and work for myself.

Even though I was told not to, because someone’s friend was doing the same thing and there would be too much competition… Side Note, I am still going, the persons friend.. not so much. Plus, I am all about collaboration over competition.

Did you know it was what you wanted to do or did you have to do some exploring to find your passion?

I knew. I had been whispering in Head of Marketing that I would love to run all the socials for all the SA Accor Hotels. So, knowing that that would not happen, having my own business was the logical progression. I was passionate about it. I lived and breathed it. I still do.

Was there any key steps you took to help navigate you towards your new direction?

Starting.

I did work with another agency after The Jnr Director was 5 months old. I worked with them for 12 months before Jumping in with 2 feet into Crane Creative.

It learnt so much more from that as well, as it opened me up to new skills and eventually clients.

But backing yourself and jumping in is the only way to start. There is no perfect time (Seriously, my other half has stated his own consultancy in the middle of global pandemic). There best time to start is NOW.

What has changed for you since transitioning your career (feelings, well-being, life in general) - and what do you see yourself doing for the next 5 years / career goals now?

After this year planning 5 years ahead seems a little premature! Haha. Before the pandemic I knew that in 2020 I was going to be focusing on training and workshops. While still working with my management clients. Enter pandemic, and in one foul swoop, I lost all my management clients. I couldn’t do in person workshops. My plans were all dashed. I also entered a state of Burn Out. Do not recommend. Zero Stars. In saying this, it was able to hold space for myself and look at what I wanted to and what I could do. Burn Out has a funny way of making you reassess and help you align yourself with your offerings.

I have now shifted my offerings from management to training and coaching. I am offering 1:1 coaching or intensive training, and my Back To Social Media Basics Bootcamp, which is group training. I have now opened back up to in person workshops and I am focusing on taking them to regional South Australia.

I am loving it. What I would love, is to be Adelaide’s The Digital Picnic! Haha! But I would love a team of people who can do the management side of things and I focus on what I love, which is training and empowering people.

What advice would you give someone who is deciding to move through a career transition?

You need to do what is right for you. If you are unhappy or know that what you are doing no longer works or you, don’t stay there for convenience or out of comfort. Find something that fills your soul and makes you happy. Think about the legacy you want to leave behind.

Anything else you would like to share or mentioned that I may have not asked you?

You are not going to be everyone brand of Gin. So don’t try to be.

You can find Katharine via her Website: cranecreative.com.au or Instagram HERE: or Facebook HERE

What a great example of a career transition story and REALLY owning your work. Thank you Katharine, love your energy and passion.

If you would like to have a conversation around how you can transition your career, build confidence in your direction with clear actionable steps, I would love to chat - you can find out more here