The Proof
Real campaign performance
Actual LinkedIn Campaign Manager performance from a global B2B SaaS company engagement. Client and campaign details are anonymised; the numbers are real and unedited.
Portfolio
Social media and content strategy for B2B and growing businesses. A selection of work across organic social, paid media, executive thought leadership, and content.
Selected Work
Three examples of strategy, execution, and results. Client details are anonymised for confidentiality; the work and the numbers are real.
I inherited LinkedIn campaigns averaging around $4.70 cost-per-click: expensive, inconsistent, and running without a clear structure across regions and buyer types.
Rebuilt the account into segmented campaigns by role, industry, firm size, and geography. Introduced systematic A/B testing on copy and creative, weekly optimisation, and negative-audience refinement to cut wasted spend.
Average cost-per-click fell from roughly $4.70 to $1.12, reaching $0.36 in the strongest month: about a 75% reduction. The account delivered 251,611 clicks from 21.4M impressions, with average click-through rate climbing to 1.17%.
Sole responsibility for an established brand's organic social presence across LinkedIn, Facebook, and Instagram: growing the following and lifting engagement while sustaining a high publishing volume across a demanding content calendar.
Owned the full organic strategy across all channels: a structured content calendar built around consistent themes, a tightened brand voice, and data-led decisions on what to double down on, all while managing 70 to 110 posts per month.
Grew the following to over 45K across channels, with engagement rates regularly in the 6 to 12% range and standout months exceeding 100% engagement growth. Monthly impressions peaked above 150K.
A company-wide brand refresh needed a coordinated social rollout across LinkedIn and Instagram: teaser, launch, and a sustained post-launch cadence, all under new brand guidelines.
Built and wrote the full 12-week social calendar, spanning video captions, static posts, carousels, and Reels, structured around four rotating messaging themes. Coordinated timing across platforms for a cohesive launch moment.
A seamless, consistent relaunch across every channel, with content that held to brand voice while driving engagement through the launch window and beyond.
The Proof
Actual LinkedIn Campaign Manager performance from a global B2B SaaS company engagement. Client and campaign details are anonymised; the numbers are real and unedited.
What I Do
The full range of services, from strategy through to execution.
Content strategy, calendars, copywriting, and community management across LinkedIn, Instagram, and more.
LinkedIn campaign management: audience building, ad copy, optimisation, and reporting that drives leads.
Executive thought leadership and LinkedIn posts written in the voice of C-suite and senior leaders.
Blog posts, website copy, and carousels, optimised for search and written to convert.
Writing
Beyond social, a core strength is the writing itself: executive ghostwriting, thought leadership, and search-optimised content. A background in linguistics shows up in the precision and voice. Samples below are anonymised; excerpts show the writing.
Ghostwritten for a senior executive, exploring the shift from generative to agentic AI and what it means for professional services: the move from prompting to orchestration, and the governance it demands.
Written in the voice of a product leader with deep domain experience, translating technical concepts (precision, recall, hallucination risk) into an accessible executive argument about evaluating AI vendors.
An article on the frameworks organisations need to build trust around AI and client data, covering the costs of governance, governance as a competitive advantage, and the steps to get there.
Search-first articles structured for featured snippets and answer engines, with headers mirroring real queries, clear step-by-step formatting, and natural product integration. Topics ranged from compliance requirements to practical how-to guides.
A carousel written for an in-house audience, using a data-led hook and urgency framing to drive downloads, with each slide built for standalone impact and sequential flow.
Tell me about your business and what you're trying to achieve. I'll come back with a tailored recommendation, no pressure, no jargon.
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