Behind the desk with Blair Mlotek
For almost two years, I've had the pleasure of supporting Blair, co-founder of Cleo Social. Watching Blair's journey has been truly inspiring; she took her background as a freelance journalist and, together with her longtime friend Irina, built a boutique digital, content, and communications agency that helps brands thrive in a social-driven world. Read on for more of Blair’s story, how Cleo Social came to be, and the role I play in supporting the agency’s day-to-day operations.
Natalie: What inspired you to start your business, and how has it evolved?
Blair: I was working as a freelance journalist, and when I joined a communications agency, influencers were just starting to be a big part of marketing strategies. We began getting requests to manage social media, and at the same time, my best friend Irina was running her business and making sales almost purely on social. It was serendipitous—we’d accidentally landed in the same space and could see that social was changing the marketing game. That’s when we decided to launch Cleo Social, focusing on digital-first solutions for companies. Since then, we’ve expanded to cover everything from media relations to content, on top of the social and influencer management we’ve always done.
Natalie: What challenges were you facing before working with NT Virtual Co., and how has our partnership helped address those?
Blair: Our agency grew quickly, and we had to adapt fast. Managing multiple social media calendars with last-minute posts and changes was tough. NT Virtual Co. helped us get organized, centralizing our calendar with daily morning and afternoon reviews—a simple shift that made a huge impact. From there, the support evolved: you’ve helped me streamline time tracking, manage my calendar, and tackle client tasks so I could focus on business growth and strategy. I can’t imagine doing it any other way now.
Natalie: How do you stay organized and focused as a business owner? Do you have any go-to tools or habits?
Blair: One of the best shifts in my workflow has been blocking off dedicated times for calls and work. Like many agency owners, I got into this for the creativity—but running a business also brings admin and back-to-back calls. By setting boundaries around tasks, I make time for what I love, which usually benefits both the team and clients. I also believe in giving my team opportunities to grow. Whether that’s through training, mentorship, or adding responsibilities, it keeps them engaged and lets me delegate confidently.
Natalie: What’s been one of the most rewarding moments in your business so far?
Blair: When you start a business, it’s easy to get caught up in plans, goals, and revenue targets. But for me, the most rewarding part has been building the Cleo team and seeing real connections form. Irina and I wanted a team that cared about their work and each other, and they’ve exceeded every expectation. Going fully remote during the pandemic was a leap, but it was amazing to see people connecting on Slack, meeting virtually outside work, and building friendships. Getting to spend my days with the Cleo team makes it all worth it.
Natalie: Lastly, what advice would you give to someone who’s thinking about hiring an admin expert?
Blair: Hiring an assistant is something I’d do even sooner if I could go back. If you’re balancing a million things or feeling buried by emails, it’s worth exploring how a virtual assistant could help. Even small tasks, like reminders to post on LinkedIn or scheduling Instagram content, can make a big difference. The more you can lean on a great virtual assistant, the more time you’ll have to grow your business and focus on the work that reminds you why you started in the first place.
Stick to your zone of genius.
Whether you need a partner who gets into the nitty-gritty, day-to-day of your business or you just need someone to check things off that neverending to-do list, we’ve got you covered.
