This is our third installment of “Freelance Path” with Lani Sodunke. The freelance path is a series where we follow the journeys of our community members from when they started their marketing journey to where they are now.
Lani Sodunke is a digital marketing specialist and the founder of BaxAnalytics.
This interview has been edited and condensed for clarity.
1. First things first, how did you get into marketing?
I would say I got into marketing through curiosity about the internet and, honestly, the need to make money online.
During my undergraduate days, the stipend I received from my parents wasn’t enough to cover all my expenses.
Since I could write, I decided to monetize my writing skills on Fiverr, and that’s how it all began.
I used to earn $5 for 1,000 or 2,000 words, and by the end of the month, I’d make around $100 (… that was big money for me then.)
After graduating in 2017, I knew I had to do more with my content writing and started learning SEO around 2018.
I didn’t get to apply it practically until 2020, when I landed a role as an SEO and Content Lead at a tech startup in Nigeria during COVID.
That’s how I transitioned from just writing to actual marketing work.
2. What strategies or habits helped you move from charging $5 gigs to generating seven-figure revenue as a young marketer?
Fiverr was where I got my start, but I eventually had to find clients off Fiverr due to platform restrictions on my account.
This restriction turned out to be a blessing that pushed me to explore other spaces like Facebook and WhatsApp communities.
I also became active on LinkedIn and cold-pitched my services directly to people on LinkedIn and via email.
Fortunately, I landed my first seven-figure gig with a client from Portugal at age 21.
So, I went from relying on Fiverr to proactively pitching and landing global clients.
3. What was your toughest period professionally, and how did you bounce back?
I was making good money early on, but I worked myself into burnout because I wasn’t charging enough.
To cope, I started outsourcing, and the quality dropped.
Within four months, I lost all my clients.
That was tough. I said I would never outsource again and would only take on what I could handle and charge appropriately.
I started cold pitching again, rebuilt my client base, and eventually secured a full-time role in a tech startup.
4. What motivated you to take the academic route after having real-world success?
I was the first marketing hire at the tech startup, and I moved up to become the digital marketing manager.
Even though I studied entrepreneurship, I realized I needed theoretical knowledge to back my practical skills.
Studying digital marketing abroad was a way to add structure, global exposure, and depth to what I already knew.
5. In your view, what matters more when starting in marketing, practical experience or formal education?
Honestly, people care more about what you can do than what you studied.
Experience and results matter more.
But having a mix of both is ideal. Freelancing, internships, and side projects give you real-world proof.
Certifications help, too, but they need to be backed by actual work.
6. How did you hear about The Freelance Coalition, and how has it been beneficial to you?
I found out about The FCDC in a WhatsApp group through a friend, and it’s been amazing since.
Before moving to the UK, I had always dreamed of attending the BrightonSEO conference, and The FCDC helped me achieve this through a free ticket and accommodation in 2022.
Also, through one of The FCDC’s posts, I discovered the Women in Tech SEO community and became a member.
A few years later, I won a free ticket from The FCDC to attend the Women in Tech SEO conference in London.
These experiences not only expanded my network but also opened doors I never imagined.
In fact, it was at Brighton SEO 2022 that I met a client I still work with today – an opportunity I would have never had without a free conference ticket from The FCDC.
But beyond discovering communities and gaining access, I consistently put in the work.
That dedication led to one of my proudest moments – being invited as one of the keynote speakers at this year’s (2025) Women in Tech SEO conference in Germany.
The FCDC is truly a land of opportunity, especially if you’re willing to show up and make the most of it.
For anyone from an underrepresented background looking to grow, connect, and thrive in this space, I can’t recommend The FCDC community enough.
7. Have you ever felt imposter syndrome as you moved up the marketing ladder? How do you manage it?
Absolutely. I’ve asked myself if I’m enough, especially after relocating to the UK and seeing what others charge.
What helps is reminding myself of the results I’ve delivered and the testimonials I’ve received.
Also, being in a community where even top professionals admit they feel it too makes it easier.
We all go through it.
One possible way to look at this is if it’s a new role you’ve never done before, you have to put in the work.
But first, believe that you can do it.
You wouldn’t have been hired if they didn’t think you could.
Out of hundreds of applicants, something about you stood out.
That means you’ve already won.
8. You’ve had quite a journey. What’s one thing that prepared you the most?
Saying yes even when I didn’t feel 100% ready.
I’d see job ads, feel only 70% qualified, but apply anyway, and I got the role.
Surrounding myself with top industry folks and constantly learning has helped me grow, too.
9. Looking back, how do you feel about what you’ve accomplished, and do you have any advice for marketers who are just starting?
I’m very proud of how far I’ve come.
I still get hard on myself sometimes, but the truth is I’m doing great.
My advice? Don’t rush, everyone’s journey is different.
Freelance, intern, take your time and most importantly, document everything publicly.
Let people see your growth.
10. Where do you see the next wave of marketing growth? What skills should young marketers be learning right now to stay ahead?
AI and automation are where things are going.
But storytelling will be the differentiator.
If you can master story-led content/marketing and use AI to make your work more efficient, you’ll stand out in the years ahead.
Connect with Lani Sodunke on LinkedIn
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Deborah Oyewole
Deborah is a content strategist for SaaS brands. She’s an addictive learner who brings her spark of curiosity to the content and SEO space, helping brands create content that drives engagement and conversion.
When Deborah isn’t writing or optimizing websites for search visibility, you’ll likely find her experimenting with new cooking recipes or curled up with a good book.
