Diary Of A Career Girl : A Day In The Life Of A Digital Influencer Agent


There are so many careers out there, an appointment with your careers advisor might not have even scratched the surface, which is why we’ve started the Career Girl diary feature, a chance for everyone to get a taste at a day or week in the life of some amazing career girls – kicking it off is fabulous digital influencer agent Lucy Pilz!

“How did I get so lucky to do something I seriously love?!”


If there are two words to describe what it is like being a Digital Influencer Booker/Agent at MiLK Management, it would be frantically wonderful. I know, I know – very contrasting – but honestly, not a day goes by where the whirlwind of bookings, events, calls, appointments, hundreds of emails and super long emails (what even is a social life?) doesn’t make me smile and think, “How did I get so lucky to do something I seriously love?!”

Sure, my life is an eternal tornado of franticness, especially as my division is brand new, but then there is a massive sense of achievement and the fact that I get to assist others achieving their goals online, which is pretty rewarding. I know I’m not saving lives, but I get to go home every day and know that I am helping people out in some way.

There is no typical day for me but there is one consistency – that it is always busy. Here is a snippet of one of my days to get an idea of what my week involves.


My day:

Wake up, get ready and run out the door.

Text my talent to let them know I am on my way to the hotel.

Talent is in hair and makeup. I sit with her and chat whilst scrolling through the emails from last night (I work with clients all across the world so I don’t really have one time zone). This morning I have to ensure one of my talent has her boarding details for a press trip and another talent is ready for her video shoot in Barcelona. I check in with them and they are both super pumped. Fingers crossed everything runs smoothly.

Frantic last minute call from the agency doing the shoot in Barcelona – clothes haven’t arrived at the office. I spend the next 60 minutes calling PR agencies in Barcelona to try and source some clothing for the shoot, at the same time trying to get a booking form filled in for a last-minute social media booking for another talent.

By now I have responded to 46 emails whilst downed 2 coffees and managed to secure an outfit for the shoot the next day in Barcelona via a lovely PR agency who spoke minimal English.

The photographers arrive at the photo call at the hotel. Everything runs smoothly (and on time) and I have approval on the shots taken that day. After approval, I ensure the talent uploads a photo to Instagram as per her contract with the brand, and make my back to the office.

I spend the next hour getting on top of emails again and then request further details on 3 bookings for next month so I can fill in my booking form correctly. My booking forms are bible – they allow me to manage the expectation of the influencer and brand and ensure that any images the influencer produces are used appropriately. Some brands can be naughty and use images in arenas not approved, so I have to ensure I clearly state where images and content can be used in these forms so everyone is on the same page.

I manage to shovel down a sandwich and Diet Coke and then jump on a phone call to one of the agency’s major models in LA to chat about up-and-coming work and potential brands she would love to work with.

The phone call took longer than I thought but I got most of what I needed. I spend the next hour emailing US clients to introduce my talent and send over her media kit (she has over 1.1 million Instagram followers). I really like tailoring all my emails to individuals – I don’t like the usual copy and paste. I like to get to know each PR, brand, agency and client on a deeper level. What sets MiLK apart from other agencies is the proactive approach. I don’t wait for brands to approach or reach out to me – I actively seek work for my talent and introduce MiLK as an agency. Whilst it is super time-consuming and quite tiring, I do think it is the best way to make an impact.

It’s that time of the year – everyone has press showings so after I tackle the mountain of admin and emails filling up my inbox, I venture out to 2 press days that I was invited to, introduce myself and the new division then see what is new this coming summer season.

I get back into the office and send out my last booking forms for the day.

I endeavour to tie up all my admin whilst everyone else has gone for the day. I like being alone in the office some days as I like the peace and quiet (don’t get me wrong, I LOVE my team, but I thrive in a quiet environment). I spend the next 2 hours building 2 media kits for 2 new influencers, and then adding their profile to the system/website.

I lock up and venture back home and manage to fall asleep around 12.30 am.

I LOVE what I do. Who else can say they get to work with amazing brands, talent, attend exclusive events and wake up every morning appreciating the fact that they live in a teeming mecca that is London?! Not many!

Instagram @Lucy.pilz
Twitter @SkeeterAndScout

Receive our latest tips  into your inbox


P.S If you have an exciting career and would like to be our next Career Girl Diary feature, send an email to [email protected] with the subject ‘Career Girl Diary’.

  • Bee

    This was so interesting. Sounds like a really exciting and unique position!


  • Taren Stewart

    Sounds like the perfect dose of busy! It’s amazing feeling to love what you do

  • Olivia Bossert

    Wow this is so interesting! Sounds quite hectic, I don’t think I could handle anything quite that stressful but I really admire her :)

    • Lucy Pilz

      If you asked me last year if i could have done what i do now, I would have laughed. But when you love your job, the hours and hectic schedules dont really matter :) Thanks for stopping by x

  • Camille Beygui

    Awesome post

  • semperfox

    I’m sorry, I still don’t understand what she *does*.

    First, a “digital influencer” could be someone smart, informative and active across various digital media like Ash Ambirge, someone internet famous like Lily Singh or, on the complete other side, someone like Kylie Jenner. So what is a digital influencer in this context?

    Second, we see how hard she works but her job isn’t clear. Is she a talent agent? Is she a stylist? A publicist?

    Third, how did she get to here? Experience? Education? Internship?

    Her work ethic is admirable and the article is well written. Still, if we are meant to be informed of and inspired by “outside-the-box” careers, we need to understand what they actually are and how one arrives at them.

    • Lucy @ Skeeter and Scout

      Great point! And sorry I didnt convey that in so few words (always tough – i am a rambler :P). My role is so hard to define – it is a mix of talent agent, (sometimes stylist), publisicist, sales person, admin girl, people manager… I wear so many hats I can barely keep up! My digital influencers division is a teeming with talented, smart, creative, charitable, body confident, fitness, travel, tv celebrities, fashion influencers… There is no generic umbrella they all sit under. I wanted to bring on talent that had that ‘pizazz’/ a little extra.
      How did i get here – that is a long story. Essentially i did a B.A in International Communications in Australia, a Masters in Professional Writing in Austria and Diploma in Business Management. I interned whilst studying then went into an FMCG as a Digital Coordinator, moved to a global FMCG as part of a Digital acceleration team (all the while working as a blogger/ freelance writer on the side). Then i moved to London and headed up a social media division in a beauty PR company then moved into this role that is the perfect mix of all my experience (plus, something I had always wanted to do). It took time (years in fact) but I am finally somewhere I really want to be.
      Sorry i didnt convey it in my post. Hope this helps :) x

  • Skylar Allen

    This was so great to read and really inspiring for my next career move!

    xo, Skylar

    • Lucy @ Skeeter and Scout

      Yay, this is what i love to hear! Good luck in your next career move xx

  • Anastasia

    I worked with digital influencers (Instagram & YouTube) last year, and honestly – NEVER AGAIN.

    It was frankly just horrible. Most of those “influencers” are very poorly educated and there’s no real value in what they do. But you work day in and day out to make sure they advertise some new thing on their crappy feed which looks exactly like the feed of all the other “influencers” with the same number of followers.

    I decided I would really prefer to do something that is more valuable for the society we live in.


    • Ash

      Haha so you have a bad experience, and suddenly ALL influencers are now poorly educated & offer no real value? It sounds like the problem may be closer to home..

    • Lucy @ Skeeter and Scout

      Fair point – not everyone has a great experience with influencers (which is never nice). The influencers I have taken on offer a little something more to the world – that is my hope for people to see. We have amazing talent that promote body positivity and confidence and other points of difference to the usual run of mill talent. I want my team to stick out for doing something more than just having lots of instagram followers – giving something more. I hope you found something amazing in your next chapter. Thanks for reading the piece,
      Lucy x

  • Yvonne Ashon

    Sounds like a fun work day.

  • Claire Simone

    Wow you work super long days! Sounds a little hectic for me, glad you enjoy your job though :)

    Claire | My Little Memoir

    • Lucy @ Skeeter and Scout

      Haha, not every day is this crazy, but most days are. That being said, it is always a heap of fun and I honestly love what i do – no complaints here :) x

  • Ash

    Great work Lucy. And looking stunning I might add! Miss your face X #aussieaussieaussie

    • Lucy @ Skeeter and Scout

      haha thanks Ash! Love that I have found my groove x

  • Jil Diamante

    Waaah. Talk about DREAM JOB! You go, girl! <3


    • Lucy @ Skeeter and Scout

      I am pretty darn lucky – never a dull moment. Thanks hun x

  • Ella Dvornik

    My day sounds exactly the same except im managing myself :(


  • dreamofadventures

    What a crazy busy day! But so great that you love what you do. It’s so nice to find a job that is rewarding =o)


Get On The LIST



Join the CGD team for all things fashion, beauty, career and everything us CGD girls are up to!