Lessons from a Digital Marketing Virtual Assistant who actually does the work:
What exactly is a Unicorn VA? And why do business owners want to hire one?
This question pops up all the time—from curious business owners to new freelancers and even other VAs. Everyone wants to know: what makes someone a unicorn in the world of digital marketing and virtual assistance?
Let’s get clear. Because “unicorn” gets tossed around a lot, and I want you to understand what I actually mean when I say it (and why I built an entire school around it).
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Hi, I’m Emily … a unicorn
I’ve been freelancing since 2009 and have worked behind the scenes with powerhouse online brands like Jennifer Allwood, Sage Polaris, Miss Mustard Seed, and Copy Chief. I’ve supported seven- and eight-figure business owners with launches, digital products, content strategy, and visibility—and I’ve trained over 450+ students through my Unicorn Digital Marketing Assistant School and shared over 3,000 job openings in my Digital Marketer’s Workgroup. My graduates have gone on to work with top coaches, course creators, and service providers across multiple industries. I’ve seen what works. I know what clients need. And I created this entire Unicorn framework because I was tired of seeing both sides struggle: business owners who didn’t know who to hire, and talented freelancers who didn’t know how to position themselves.
🦄 Unicorn Defined:
It’s not just a gimmick. A Unicorn VA (aka Full-Stack Digital Marketing Assistant) is a tech-savvy, marketing-literate freelancer who understands online business and can execute across multiple areas—without needing to be micromanaged.
They don’t do everything—but they do bring a rare and valuable mix of skills that most generalists don’t.
Think of them as a smart, self-starting, “figure-it-out” person who can:
- Write a marketing email AND schedule it inside ConvertKit or ActiveCampaign
- Resize a graphic AND upload it to a website
- Post a reel AND track how it performs
- Support a launch AND know the difference between warm and cold audiences
- Take a task and run with it (without needing 14 check-ins)
They have just enough strategy to know why a task matters, and enough hands-on tech knowledge to actually do the thing.
What a Unicorn VA Is Not:
Unicorns aren’t mythical beings who do 10 jobs for the price of one.
They’re not your:
- Facebook ads strategist
- Full-time copywriter
- Website designer and developer
- Operations manager and marketing director
At least, not unless you’re paying premium rates. (And if you are—good for you. But that’s not what most early-stage business owners need or can afford.)
Here’s where most business owners go wrong:
They hire a general admin VA and expect marketing results.
But admin VAs are trained to help with:
- Inbox and calendar management
- Booking appointments
- File organization
- Data entry
They’re amazing at operations—but they’re not marketers. So if you ask them to help write your emails, grow your social, or build your Kajabi funnel, they’re going to be guessing (or Googling it for the first time). And you’ll still be the bottleneck—fixing, reviewing, and managing it all.
Unicorn VAs are full-stack marketing assistants. That means:
- They know the backend of online business
- They understand how content, visibility, and list-building fit together
- They’ve used the platforms (ConvertKit, Kajabi, FG Funnels, WordPress, etc.)
- They can connect strategy to execution
And that’s why you don’t pay admin rates for a unicorn. You’re hiring someone with a hybrid brain—part techie, part creative, all action.
The difference?
A generalist waits to be told what to do.
A unicorn sees what needs to be done—and starts doing it.
If you’re expecting growth, you need someone who thinks like a marketer, not just a task-ticker.
What you do need is someone with a solid understanding of digital marketing, who can plug in where you need help, and who has the initiative to grow with you.
Why a Unicorn VA Is the Best First Hire
If you’re growing an online business, you don’t need a full marketing department. You need a doer. Someone who can help implement the vision swirling around in your brain.
Hiring a unicorn VA means:
- You can start executing on your ideas
- You don’t have to learn every single platform yourself
- You gain back time to focus on the money-making moves in your business
They’re the ones who make things actually happen.
You don’t need someone to “run your business for you.” You need someone who can:
- Figure out the tech
- Get your content published
- Clean up the back end
- Help you look good online
- Keep things moving without you having to manage every. single. detail.
Because let’s be honest—you don’t want two brand-new people figuring it out at the same time (unless you’ve got gobs of time and money to burn… and I’m guessing you don’t).
Real Talk: You Can’t Afford a Full Team Yet
Most small business owners can’t hire a full-time ads manager, copywriter, designer, developer, AND project manager.
You need a unicorn VA who can wear a few hats well—so you’re not bleeding money paying 5 different people to get one funnel live.
Here’s what those specialists often cost:
- FB Ads Manager – $2,000/month
- Social Media Manager – $1,000/month
- Video Editor – $80+/hour
- Graphic Designer – $150/hour
- Copywriter – $75+/hour
- Developer – $100–200/hour
That’s not realistic when you’re just getting traction.
But a unicorn VA can bridge the gap between DIY and pro-level execution. They’re nimble, resourceful, and results-focused.
Unicorns Bring Their Whole Background to the Table
The skills are one thing. But true unicorns also bring unique past experiences that make them even more valuable. I’ve trained students who previously worked in:
- Journalism
- PR
- Event planning
- Psychology
- Interior design
- Art history
- Retail and hospitality
This diverse background gives them strong communication, people skills, and business instincts that can’t be taught in a template.
One client of mine needed a VA with a background in art history to help create an online course. Sounds specific, right? I had three trained unicorns who fit that bill.
Can a Unicorn VA Do Everything?
No. (And if they could, they’d charge $150+/hour. Which… they should.) But that person would be realllllly hard to find.
But a true unicorn knows how to:
- Learn fast
- Stay curious
- Handle multiple platforms
- Think like a marketer
- Collaborate like a teammate
- Build the plane while flying it (without crashing)
They don’t need you to hold their hand. They need you to give them a mission.
Your Unicorn Is Your First Implementer
Eventually, you’ll build a bigger team. You’ll niche down roles and hire experts in specific areas.
But your first hire? That needs to be someone who can do the things.
Start with a unicorn. Then scale. Get more specialized support.
But Emily… What if I Hire the Wrong Person?
Hiring well isn’t about finding someone who knows every tool and tactic—it’s about hiring for resourcefulness, reliability, and a willingness to grow with your business.
Inside Unicorn Digital Marketing Assistant School, I train these exact types of freelancers—people who get it, who care, and who are looking for long-term client relationships.
And inside my Digital Marketer’s Workgroup, you can find them listed and ready to work.
More Resources
- Systems Saved Me Podcast with Jordan Gill — How to Know What You Can Outsource in Your Marketing with Emily Reagan. We talk about the importance of outsourcing certain marketing tasks so you can focus on high-impact activities in your business. Listen here.
- Cubicle to CEO with Ellen Yin Outsourcing: How To Find + Hire Your Dream Team with Emily Reagan. We discuss what small business owners need to know to hire the right people to join their team. Listen here.
- Marketing #Unfiltered with Sophia Parra Who to hire, when to hire, and how to effectively lead a team without burning yourself out. Listen here
⚡️ Related Podcast Alert: Onboarding New VAs with SOPs
Listen on Apple Podcasts or Spotify
Final Takeaway: Hire Smart, Start Sooner
The right hire can move your business forward faster—but only if you’re bringing in someone who understands marketing, takes initiative, and can actually implement.
A Unicorn VA isn’t a miracle worker. But they are the missing link between you having big ideas… and finally getting them done.
If you’re tired of being the bottleneck in your business and ready to get real support that pays off, stop searching blindly.
🎯 Submit your job or browse my vetted directory of full-stack marketing assistants who are trained, trusted, and ready to jump in.
These aren’t admin VAs guessing their way through ConvertKit or Canva. These are Unicorns who know their stuff and are looking for serious, long-term clients like you.
👉 Post a Job here on HireaUnicorn.com
👉 Browse the Unicorn Directory Now
Need to bring in a unicorn digital marketing assistant of your own?
If you’re ready to take that step in your business and pull out of marketing or admin task, just fill out my form at hireaunicorn.com and I’ll share your job description with my exclusive network of top-notch unicorn digital marketing assistants.
>>> Then download my free VA Hiring Guide here.
This will help you hire a teammate with the growth mindset and wright work ethic.
You don’t have to figure this all out alone. And it’s hard to find marketing help and VAs who understand online business. Use my network!
Let’s get you the marketing help you actually need.
-Emily, Digital Marketing Consultant and Implementer
Emily Reagan is a mom of four, board game pro, freelance digital marketer and Marketing Assistant Mentor who has helped over 450 go-getters, including military spouses, stay-at-home moms, and professional women learn in-demand skills and find flexible remote work as digital marketing assistants and specialists. She’s shared 3,000+ job leads with her freelancer community The Digital Marketer’s Workgroup.
Ask her any questions over on IG @emilyreaganpr
“I help smart women learn the in-demand digital marketing strategies and profitable tech skills to get hired as a unicorn digital marketing assistant.“
3 ways we can work together:
1. Join the Unicorn Digital Marketing Assistant School. My signature course on digital marketing implementation will give you the confidence and teach you HOW to do the work that’s in demand and highly marketable. This is the secret weapon to getting booked out. Start learning digital marketing services and building your digital service business right now.
2. Already doing marketing work and have a few clients? Want a stronger referral network? Apply for our Digital Marketer’s Workgroup—a tight-knit community of freelancers just like you. Inside, you’ll get behind-the-scenes support, advanced trainings, and troubleshooting that every solo marketer needs. Plus, I’ve shared over 3,000 job opportunities with this group—exclusive leads you won’t find anywhere else. If you’re ready to grow your business and connect with a supportive network, join us here!
3. Looking to hire a Digital Marketing Assistant? If you want to expand your team & grow your business, submit your job opportunity here. I’ll share it with the skilled unicorn marketing assistants inside my workgroup totally free.
