International Women’s Week: Conversations with Gloria Chia

International Women's Week


International Women’s Week – Celebrating Vamp Collective Women

Profile: Gloria Chia 

Marketing | Influential Content Creator | Founder of CHICACHIA | Vamp Collective Member

At Vamp, it is our firm belief that the Content Creators and Influencers of our Vamp Collective are marketers in their own right. They have a very intimate, first-hand understanding of their followers. They know how to market both themselves and the brands they partner with in a way that their community will engage with in a meaningful way.

As part of Vamp’s initiative to celebrate the incredible women of the Vamp Collective during International Women’s Week, we caught up with Gloria over some Edamame beans, delicious Udon noodles and Chicken Teriyaki to hear her thoughts on the subject. Gloria works in marketing whilst juggling her work as a freelance Content Creator and social media consultant, so she has a very unique perspective to offer.

Having had first-hand experience both in traditional marketing and in Influential Content Creation – what strikes you most about Influencer Marketing and Content Creation? 

The thing about Content Creation that still amazes me is that you can now look at someone’s Instagram and want to buy something that you had no idea existed five minutes ago. It really speaks volumes. I think the way that traditional marketing works, pushing stuff at you, is great but there’s nothing quite like seeing someone that you respect and follow feature a product and all of a sudden you’re like wow, I need that!


How have the skills you’ve gained in marketing helped you to grow your social presence and hone your skills as a Content Creator?

It really works both ways, a lot of stuff I learnt in marketing has given me a broader understanding and has naturally transferred over to Content Creation and vice versa.

Working in marketing I realised that there is a whole lot more to think about. You have to understand a lot about how people think, you have to try to predict their decisions when they go to buy something and you have to think about the best way to present your product to them.

Now that I’ve gained traditional marketing experience, the way that I think about Content Creation has been influenced as I don’t just try to create visually beautiful content but I also try to think about what my followers might be thinking about when they look at my content from a consumer’s perspective and how I can best relate to them. Having a broader marketing experience has helped me to understand how to do this.

Equally, having Content Creation experience makes me approach my traditional marketing role in a different way too. I look at a product and think about how can we make it more engaging. Without my experience as a Content Creator I think I’d be more by the book, sticking to what the traditional rules are. What I’ve realised is that there are so many different options (flatlays, videos, etc.) so you don’t need to stick to just the traditional marketing methods like website, TV, etc.

What kind of opportunities might be opened up for women in business as a result in shifts in the creative industry to freelance Content Creation and Influencer Marketing?

I think a lot of doors can be opened. It’s a really freeing and liberating move. The main thing is the liberty that comes with freelance Content Creation. For me, as a woman who would eventually in maybe 5 or 10 years time like to have a family, I would still want to have something of my own. In traditional office jobs, if you want to go and have a kid it can disrupt your own journey and your own career progression.

If you’ve got something of your own that you can do freelance in your spare time, you’ve got that continuity that you wouldn’t have otherwise and whenever you’re ready you can start again. Whether that’s 2 or 3 days a week initially, or a few moments when your kid is sleeping, the option is there.


Advice to women starting out in the freelance Content Creation industry?

I would say honestly just do it! I think for me personally it wasn’t always something I wanted to do. I started @chicachia during my first year of Uni and it started it as an outfit diary so I wouldn’t have to think about what to wear every day going to Uni, fast forward 3-4 years and it’s a big part of my life, a whole other outlet for me outside of my job.

Vamp Collective

What I like to tell people is that there is never really a perfect time to start something. Whenever you feel convicted to do something or have enough passion to do something you should just do it. I’m not the kind of person that sits around for a long time. When you’re doing something freelance you’re never going to feel like you’ve got enough experience, give it a go, give it your best shot and most importantly, be easy on yourself.

Why is being part of a supportive community important?

Having a community like the Vamp Collective really reminds you that you’re part of something bigger. As I’ve got a day job outside of my freelancing work, I don’t feel it as much, but I know that for other Influencers who do it full time it can be a bit isolating sometimes. It’s mostly just you in your room by yourself with a laptop or camera. So even if you don’t need help, knowing that you’ve got other people there who are doing the same thing and are willing to support you if you need it can help immensely.

Also don’t be afraid too ask for help. The best thing you can do is get to know other people in the industry who are on the same journey as you. Rather than sitting at home and thinking about everything that could go wrong, get out there and talk to people. You’ll find they either experience similar challenges and you’re not alone or they’ll have found a way to overcome it and share it with you.

We need to get over the idea that we need to compete with each other, trying to be the best, and instead be part of a community, asking for help and offering help to people that ask for help.

It’s really better for everyone if we help each other and succeed together.

What does International Women’s Day mean to you? 

For me it’s a reminder of how quickly we are progressing. At some stage we might not even need IWD but that’s not to say of course that it isn’t important, just that hopefully eventually diversity and equality will be the norm. But for now it’s a good reminder that there are still issues that exist and we shouldn’t be afraid to voice them. We have to remember that we are still working to get to where we want to be.

It’s also a fantastic opportunity to celebrate the women in your life and women as a whole. I know that a lot of women, including myself, put a lot of pressure on ourselves. We can do 101 things in a day and I know I’m not alone in saying that when I go home I think about what I could have done better. So it’s good to take a moment to realise that we’ve come a long way and celebrate our achievements.


Some of the work from Gloria’s @chicachia portfolio for previous VAMP campaigns


Vamp x The Horse


Vamp x Mentos


Vamp x Sally Hansen


Vamp x Kesem Boy