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Creator Spotlight: From memes to mom-fluencing

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Heather Freeman of Coffee Mom Repeat turned her Facebook meme account into a lucrative career creating real, relatable content for parents like herself. Since joining Mavely, the busy mom of three has earned more than $5,000 in one month and expanded her lineup of brand promotions. There’s no typical workday for this creator, which has allowed her to take on additional roles as a homeschooler, cross-country RVer, and world traveler.

By the Numbers

1 — The number of trips Heather takes each month, thanks to her flexible career

9 —  How many years the creator spent traveling full-time in an RV with her family

$150 — Heather’s average monthly earnings when she started out in affiliate marketing

$5,000+ — Her best biweekly payout with Mavely, so far

6 figures — Heather was able to shift from a career in finance and support her family as a full-time influencer making six-figures per year

Creator Origin Story

In 2013, Heather Freeman of Coffee Mom Repeat never would have guessed starting a Facebook meme page would completely transform her life. Shortly after her first child was born, she says she launched the account out of boredom. “It was a little bit random back then,” laughs Heather. “I used to share Someecards and things like that.”

Then, after a few years of slowly growing her audience, something unexpected happened:

“I shared this ridiculous video of a lady from the 80’s doing a facial workout, and it blew up,” she recalls. “I went from about 4,000 followers to more than 100,000 overnight. I remember walking out into the living room with my phone and saying, ‘I think I’m going viral!’”

From there, she began to dip her toes into the world of affiliate marketing. With help from a family friend, she learned the basics of monetizing her content.

“When I first started, I was making probably $100 to $150 a month. It was still new and I was still learning,” she says.


Finding her niche

“I’m just a real mom, and I think that’s what draws people into following me.”

It wasn’t until 2017 that Heather turned her side hustle into a full-time job — a pivot that now brings in six-figures a year.

“I worked as a financial advisor before my daughter was born and when I got pregnant, I was sick the whole time, so I couldn’t work,” remembers Heather. “I transitioned to becoming a stay-at-home mom and pursued my education in law.”

After a sudden need to relocate put her education on pause, she turned her attention to building Coffee Mom Repeat into her main source of income.

“I thought, all right, I’m making a ton of money doing this and I won’t have student loans. I won’t have a 9-to-9,” she says of her decision to make the leap.

Today, she still admittedly shares a lot of memes, but her content now focuses primarily on the joys and challenges of parenthood. She’s cultivated an engaged community of fellow moms and dads, some of whom have been with her for more than a decade. And as her page has grown, so too has her family. Some of her and her audience’s favorite posts feature her 11-year-old daughter, nearly two-year-old son, and 10-year-old stepdaughter.

“I like to do things with my children,” says Heather. “I like to involve them because it gives me a chance to connect with them and it also reinforces that ‘mom life’ to my followers.”

And as her follower count and income have increased, she’s never lost sight of her authenticity.

“I’m not curated, I’m not filtered up, or heavily staged. I’m just a real mom, and I think that’s what draws people into following me,” she says.


No typical days

“I love the freedom. If I want to go on a trip tomorrow, I don’t have anyone to answer to.”

One of the best perks of the job? According to Heather, it’s the flexibility — both in terms of how much she earns and when and where she works.

“It was shocking to realize how much money there is on the table,” she says. “At a regular job, you’re limited to your salary. But, if I need to make X amount of dollars, I just work a little bit harder, and that’s that.”

Sometimes the busy mom works an hour a day. Sometimes seven or eight. Oftentimes, she tackles tasks between naptimes and pickups and drop-offs. But some weeks you’ll find her logging in from the road, the skies, and even the high seas. As an avid traveler who spent the first nine years of her online career exploring the U.S. in an RV, Heather appreciates how she can work anywhere, at any time.

“I love the freedom. If I want to go on a trip tomorrow, I don’t have anyone to answer to,” she says. “I just make sure my laptop is with me. It’s pretty cool.”

Heather takes full advantage of her career flexibility by aiming for at least one trip per month. In the year ahead, she’s planning vacations in Alaska, Germany, and the Maldives. And for 2026, the influencer is looking forward to ticking another continent off her bucket list: Antarctica.

“My biggest thing is letting my kids know that the world is at their fingertips, and then also giving them something to work toward,” she says of her family’s frequent travels.

Growing with Mavely

Always one to push herself and her content, when Heather was introduced to Mavely, she saw an opportunity to grow. She was particularly drawn to the influencer bonus structure — a benefit she hadn’t encountered with other platforms.

“I like that because it gives me something to work toward,” says the creator. “Like, hey, I want to hit this bonus tier this month. That really enticed me, and I’ve done really well with Mavely.”

During her best month with Mavely, she made over $5,000. She’s also expanded her brand partnerships while staying true to her audience.

“When it comes to products or brands, if it’s not something that I would use on a regular basis, I don’t promote it to my audience. Because they’re there to see the real me,” says Heather. “Joining Mavely pushed me to promote more than just Amazon. I started posting more brands like Target, Walmart, and the other big-box retailers.”

Advice to other creators

After spending more than 10 years cultivating Coffee Mom Repeat, Heather says she’s learned that there’s never a perfect time or perfect way to begin a career in social media. Her best advice to aspiring creators? Just start.

“Social media is always changing,” she says. “If something doesn’t work for you, don’t give up. Try something else. Or try it a different way. Because you never know what’s going to stick.”

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