Finding My Lane: Phoebe Lovatt of The WW Club

Name: Phoebe Lovatt
Hustle: Writer | Moderator | Brand Consultant
Follow: @PhoebeLovatt | @TheWWClub

From London to Los Angeles, Phoebe Lovatt makes sure that anything she puts her energy into is worth talking about. What’s your passion and is it worth talking about?

Born and raised in London but now living in Los Angeles, Phoebe has worked as a freelance contributor to ELLE, Dazed & Confused, GQ, and Harper’s BAZAAR; founding editor of Soho House’s online member site, House Seven; and a copywriter and content creator for brands including Nasty Gal and Nike Women. Most recently, she founded The WW (or Working Women’s) Club, a meeting ground/support network for working women in LA and beyond. Behind The Hustle spoke with Phoebe to learn how she elevated her creative passions into a career that she loves. Read what she’s learned along the way and apply her winning lessons to help you elevate your game.

Marketing helps you understand how brands capture culture.

Growing up in London, Phoebe interned at magazines including ELLE, GQ, and Time Out London while she was still in high school, and was writing for national magazines by the age of 20. Phoebe’s knowledge of London’s burgeoning street and sportswear scene, plus her connections to the city’s cultural community, resulted in an Energy marketing position at Nike straight out of college (college being London’s University College London, where she graduated with an honors degree in History).

Phoebe soon returned to editorial journalism, but continued to work for Nike as a freelance copywriter and content creator; consulting on projects including the Nike Flyknit Yearbook – featuring 100 of London’s brightest creative talents in the year of the city’s Olympic Games – and Nike Women’s recent Pro Bra campaign. Early on, she understood the power of content marketing, and has developed this marketing expertise into an integral part of her career.

Opportunities expand according to your work ethic.

After two years working as a journalist in London, Phoebe became the founding editor of Soho House’s online member’s site, House Seven. When she moved to Los Angeles in 2012, she maintained a relationship with the private members’ club for those in film, media and creative industries, and soon began moderating events at its West Hollywood outpost.

As a regular contributor to Nasty Gal’s blog, Phoebe ended up hosting a talk with Sophia Amoruso, the brand’s acclaimed CEO. Having built a positive relationship with Nasty Gal and its founder, Phoebe then went onto to become the freelance editor of #GirlBoss – a site dedicated to Amoruso’s bestselling book of the same name. What opportunities can you see in your current environment? Pay attention to what people are talking about and use your current blessings to evolve.

In matters of work and life, self-awareness is everything.

As Phoebe explains: “You need to approach life in a zen way, with mindfulness and self-awareness. Work is important, but you don’t need to obsess about it.” Her book recommendations include Steven Pressfield’s ‘Do The Work’ as well as Zen Habits, a site dedicated to finding simplicity in the daily chaos of our lives.

Overcome your own resistance. Put an idea in the world and let it grow.

After Phoebe’s move to LA, she struggled with feelings of professional isolation. On a recent plane ride back from London, she made a decision: “I realized I needed to stop complaining about the lack of community among working women in LA and be the one to do something about it.” Within three months, she launched The WW Club: a space and community for working women in LA, and beyond.

The first ‘real life’ gathering took the form of a pop-up work/event space in Downtown Los Angeles in January 2015​, and the club now congregates online and at events across North America; from a weekly freelancers’ Work Party on the rooftop of Ace Hotel DTLA, to a recent talk focused on commerce, community, and creativity in New York. he is now working on developing The WW Club into a global community that will provide women with the information, connections, and community they need to do their very best work.

When you help others, you’ll most likely be helping yourself. Create a platform and you’ll attract like-minded individuals. Often, exploring the possibilities within your own creativity will be the true compass to finding your own lane. As Phoebe can attest, there’s no limit to your hustle, so long as you always work hard and do your best to serve others.


by Mary Elainne Dizon  | |  Read more articles by Mary here  | |  Follow her at @DizonDreams

Photos by Don Kang  | |  Follow him at @donjkang