How I Went from Corporate Burnout to Starting a Social Media Business I Love

Photography by Chloe @storiesbychloe

In May 2025, Social By Nao turned three. Three years officially in business, 2+ running things full-time. Wild.

Technically, it’s I don’t celebrate on the exact anniversary. I started my Instagram 6 months before incorporating, and I had my first client even before that. But May is the official date I run with — and I love using these milestones as a reason to reflect. Not just on what’s happened in the business, but how I actually got here.

Because let me tell you: it was not a straight line.

From GCSE stress to Corporate burnout

We’re going way back for this one — because I think it’s important to see just how many pivots, plot twists and mindset shifts happened before Social By Nao was even a thing.

Baby Nao? Creative and a numbers gal. But when it came to school, I leaned into the academic path — stats over textiles, Latin over art. I found comfort in maths because there was always a right answer. But then came A-Levels and... yeah. I peaked at GCSE.

I’ll never forget one of my teachers telling me I had "clever child syndrome" because I wasn’t used to struggling. She gave me a metaphor I’ve never forgotten: some challenges are Lion Bars (chewy, effort-heavy, but satisfying) and others are Milky Ways (easy to get through but less rewarding). That one stuck with me so hard, I ended up referencing it in a future job interview — complete with actual chocolate bars for the interviewers.

Anyway, I went straight from school into Audit, working towards my accounting qualifications. Living that Big 4, Pencil skirt girly, Excel spreadsheet life. I even flew to Texas in week two and fully leaned into that high-flying corporate energy.

But underneath the surface, things weren’t vibing. I was crying in the car before and after work. Eating dinner at my desk. Mascara permanently stained on to my pillowcase. It took me a while to admit it — because I was good at my job — but I was miserable.

When asked in an end-of-year review what I wanted to get out of my role, I literally said, “To get out of being here.” Bold.

The Turning Point (And the Return of Creativity)

I stayed in the job for four years because my final year gave me the chance to go to uni and live like a “normal student”. That year changed everything.

Not only did I graduate with a first (hi, proud moment), I also started reconnecting with who I was before all the career pressure kicked in. I did career quizzes, Googled everything, and stumbled into the world of digital marketing. It felt like the perfect mix of logic and creativity.

That summer, I flew out to Bali for a month-long unpaid internship with a startup founder, running her social media and emails. It wasn’t always smooth, but it was so valuable. Laptop lifestyle activated.

Back in Manchester a month later, I landed a role at a national bank, working in digital. I learnt loads — especially by sitting near the SEO and social teams — but it didn’t last. Between the pandemic and endless restructures, my nervous tummy knew it was time to look elsewhere before my role got cut too.

So I moved to an agency. Fast-paced. Lovely people. Analytics role. But before long, again I realised something was missing.

The Moment I Backed Myself

While all this was happening, I saw an Instagram ad for a course on how to become a social media manager. And I thought: maybe this is it.

I asked my manager for permission to start a side hustle (he was super supportive), signed up for training, and eventually launched my own Instagram account. It took me months to post because I got so in my head about not fitting in to the industry — but eventually, I did it.

Social By Nao was born.

I dropped to four days a week and only a few months later, quit the agency to go all-in on my business.

What I’ve Learned (So Far)

Reflecting on all of this, here’s what I want to share:

1. You don’t need a master plan.

Most of the best moves I’ve made were the ones I didn’t see coming. You’re allowed to change your mind. Trust your gut and let things be a little messy.

2. Mindset changes everything.

The biggest shift wasn’t the career change — it was deciding to believe in myself again. To see my past as valuable, not wasted. To trust that it might actually work out.

3. You get to create your own culture.

One of the hardest parts of past roles was the disconnect between what I valued and how things were run. Being self-employed lets me set the tone. That’s not something I take lightly — especially now I have a freelance team too.

So here we are. Three years into Social By Nao. Still learning. Still growing. And still proud — of the work, the mindset shifts, and the amazing people who’ve come along for the ride.

And for the record? These days when I get into bed at night, I’m not crying into my pillow anymore.

If you’re sitting on the edge of a big decision, wondering whether to back yourself — I hope this gave you a little nudge.

PS. Come say hey over on Instagram @socialbynao or listen to the Podcast to hear this story in a bit more detail. Head to ‘Straight from the Drafts’ over on Spotify, Youtube or Apple.