Marketing that makes Spence

Common Spence.

Social media and content strategy for B2B and growing businesses. From organic social and paid campaigns to executive thought leadership and content that gets found, handled by someone who has done it at scale.

Organic Social Paid Media Executive Ghostwriting Content & Copywriting Campaign Management
75%
Cut in avg. cost per click on paid
251,611
Paid clicks driven
21.4M
Paid impressions delivered
45K+
Organic social following grown to

About

Simoné Spence, co-founder of Common Spence

Hi, I'm Simoné.

I'm co-founder of Common Spence, a social media and content studio built on a simple idea: good marketing should make sense. No jargon, no vanity metrics, no strategy that looks impressive on paper but does nothing for your business.

I spent the last three years leading organic social and paid media for a global B2B SaaS company, managing paid ad budgets of $20,000 to $35,000 and driving a 128% year-over-year increase in paid conversions. Before marketing, I trained as a linguist (MA, General Linguistics), and that shows up in everything I write: precise, clear, and unmistakably human.

Now I bring that same thinking to businesses that don't have a full in-house team, from local businesses finding their feet online to established B2B companies that need a reliable, strategic pair of hands.

MA, General Linguistics $20–35k paid budgets managed 128% YoY conversion growth 250k+ clicks driven

What I Do

Services

Tailored to what your business actually needs. If you're not sure where to start, that's what the first conversation is for.

01

Social Media Management

Content strategy, calendars, copywriting, and community management across the platforms that matter for your business. You approve, I handle the rest.

02

Paid Media

Paid campaign management: audience building, ad copy, testing, and optimisation designed to drive leads, not just impressions.

03

Content & SEO

Blog posts, website copy, and carousels, optimised for search and answer engines, and written to sound like you and convert.

04

Executive Ghostwriting

Thought leadership and social posts written in your voice, building authority and opening doors, without you having to write a word.

Selected Work

Case Studies

Three examples of strategy, execution, and results. Client details are anonymised for confidentiality; the work and the numbers are real.

LinkedIn Paid Media

Cutting cost-per-click by 75%

Global B2B SaaS company

The Challenge

I inherited LinkedIn campaigns averaging around $4.70 cost-per-click: expensive, inconsistent, and running without a clear structure across regions and buyer types.

The Approach

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.

The Result

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%.

Avg. cost per click, driven down over time
$2.90
Start
$2.02
Mid
$1.12
Avg
$0.36
Best
Organic Social Growth

Owning and growing an organic social presence

Global B2B SaaS company

The Challenge

Sole responsibility for an established brand's organic social presence across LinkedIn, Facebook, Instagram, X, and YouTube: growing the following and lifting engagement while sustaining a high publishing volume across a demanding content calendar.

The Approach

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.

The Result

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.

Organic following growth over time
~32K 45K+ 45K+
Multi-Platform Campaign

A full brand relaunch across social

Global B2B SaaS company · 12-week campaign

The Challenge

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.

The Approach

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.

The Result

A seamless, consistent relaunch across every channel, with content that held to brand voice while driving engagement through the launch window and beyond.

cs.
Brand Relaunch
Sponsored
"Growth is the
new efficiency."
Winning new business matters. Protecting the business you already have is what separates firms that grow...

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.

Average cost per click over time
Avg. CPC brought down to $1.12, as low as $0.36 in peak months.
Average click-through rate over time
Avg. CTR climbed to 1.17%, trending up over the period.
Total clicks over time
251,611 total clicks driven across the campaign.
Total impressions over time
21.4M total impressions delivered.

Writing

Long-form and thought leadership

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.

Executive Ghostwriting

Agentic AI and the future of knowledge work

Long-form thought leadership · ~1,500 words · written for the CEO of a global B2B SaaS company

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.

Read an excerpt
"The profession has already mastered the first wave of AI: tools that draft, summarise, and search on command. But the next wave is different. It won't just respond; it will reason, act, and adapt. As we enter the era of agentic AI, teams must rethink their approach to technology, language, and governance."
Executive Ghostwriting

Why accuracy is the real test of AI in high-stakes work

Ghostwritten article · VP of Product voice · technical thought leadership

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.

Read an excerpt
"One of the biggest challenges with accuracy is the possibility of hallucination, where a system confidently provides an answer even when it is wrong. When the stakes are high, vendors must build in transparency and clear guardrails, so that every output can be verified and trusted."
Thought Leadership

Building trust through AI governance

Thought leadership article · ~1,200 words · data trust and governance

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.

SEO Content

Search-optimised blog and how-to content

SEO blog posts · 800 to 1,500 words · with meta data and structure

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.

Social Copy

LinkedIn carousel: AI risk in vendor decisions

6-slide carousel · narrative arc from hook to CTA

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.

Read an excerpt
Slide 1: "Your outside partners are using AI on your projects right now. Do you know what to ask?" · Slide 6: "Stop asking yesterday's vendor questions about today's AI risks."

Let's make Spence of your marketing.

Social media and content strategy for B2B and growing businesses. Tell me what you're working on, and let's talk.

Get in touch