As Global PR Lead, Ellie Hughes is responsible for planning and implementing the global PR strategy of the globally successful Freeletics Munich fitness appIn this role, she also leads the PR team. Ellie Hughes is also responsible for partnership management at Freeletics. Which tools and apps have been life-changing for her? And what helpful tips does she have for communication, creativity, and inspiration?
Munich Startup: What is your morning routine?
Ellie Hughes, Freeletics: Since March, the entire Freeletics team has been working from home. This has given me an hour more in the morning and I'm actually much more productive than before. I like to start the day with a little tidying: my bedroom, my desk, my to-do list, and then my inbox. If I can get through almost all my emails before 9:30 a.m., I know it's going to be a good day. Over the past few months, I've noticed that this feeling of being productive first thing in the morning keeps me motivated and, above all, in a good mood for the rest of the day, no matter how much else I have to do.
Apart from that, I check the news and LinkedIn every morning to keep up with what's happening in the world, especially in the industry. This way, I know what the world is talking about, who's doing what, and often find inspiration for new projects or content for us.
The real game changers for Ellie Hughes
Munich Startup: What is your favorite work tool?
Ellie Hughes: I honestly don't know how I survived my years working in agencies without Google Drive. I (and my desktop) are infinitely grateful for this tool – never again will an IT issue cost me all my documents! And we can collaborate on projects much more easily and, most importantly, simultaneously. But the real game changer for me is Slack. Thanks to Slack, communicating with colleagues is faster, easier, and much more fun – who knows how many unnecessary emails, calls, and steps we've saved. I can't imagine working without Slack anymore.
Munich Startup: Which three apps are indispensable?
Ellie Hughes: Whatsapp, Headspace, Freeletics. This way I stay in touch with friends and family and can regularly switch off, meditate and keep fit, no matter what.
Munich Startup: Which Munich event is a must?
Ellie Hughes: Of the big events, Bits & Pretzels is my favorite. But it's also worth taking a closer look. The startup and tech scene in Munich offers several small, local networking events that always feature exciting speakers and topics.
A book to inspire and inspire creativity in meetings
Munich Startup: Which book do you recommend?
Ellie Hughes: "Tribe of Mentors" by Tim Ferris. In this book, 130 very different personalities ("mentors") are asked the same eleven questions, but thanks to the diverse selection, it never gets boring. There are numerous suggestions, food for thought, and tips from these professionals, both for business and personal life. And of course, there's something to smile about every now and then. A book with plenty of inspiration for everyone.
Munich Startup: What is your favorite meeting format?
Ellie Hughes: I'm a big fan of face-to-face meetings that are well structured but still offer plenty of scope for creativity, like our creative brainstorming sessions at Freeletics. They're superbly structured with time boxes, so we can define and collect very different topics and ideas very quickly. There are no cell phones or laptops – everyone has to get up and participate. If everyone is motivated, focused, and above all, committed, great things come out of it, and you leave the room with the wonderful feeling of having accomplished an incredible amount in the last 60 or 90 minutes. For example, the first concept for a global marketing campaign might be ready after just one meeting.
“This way we won’t lose momentum”
Munich Startup: What is your biggest stumbling block in your daily business?
Ellie Hughes: Compared to other jobs, there are surprisingly few stumbling blocks for me at Freeletics. As a company, we're very agile, and communication channels are short – so we rarely have to wait for information or approvals and never lose momentum. So in my day-to-day life, it's actually the smaller things, the little things, that end up being time-wasters. But unfortunately, that's almost unavoidable.
Munich Startup: What is your motivation booster in your everyday work life?
Ellie Hughes: The great results of our hard work. In my case, these are great placements and reviews in major media outlets or exciting conversations with potential brand partners. For very large or demanding projects, it's even more rewarding to have the results in black and white, especially when we see sales spikes through our placements. Then the entire team celebrates with us.
Munich Startup: How do you end your working day?
Ellie Hughes: I have a system for my inbox where I mark every email with an open to-do as unread. This way, nothing gets lost, and I always stay on top of things. Every evening, I try to reduce my unread emails to a maximum of five. Unfortunately, I rarely manage zero. This ensures that I can check my deadlines and to-dos one last time in the evening and have an overview of what I've accomplished that day. Afterward, it's time to say goodbye to the team via Slack—especially if we're working remotely—and burn off some energy with a good workout.
