01 / context
In B2B, buyers often trust people more than brands. Company leaders were already posting on LinkedIn, but ad hoc — topics weren’t connected to what marketing was launching, and good posts got no extra reach.
02 / my role
I designed the program and ran it through 2024 and 2025, as the single point of contact between the campaign team, the leaders, product marketing and the performance team.
03 / approach
A content angle for each leader
Each leader got a tailored angle that played to who they are: a strategy voice on testing modernization and AI, a technical voice on the shift from manual to automated testing, a practitioner voice sharing hard-won best practices, a commercial voice telling customer stories, and a community voice amplifying events, reports and features. Each angle mixed non-branded knowledge-sharing with branded moments.
One workflow from strategy to post
Quarterly product and campaign strategy → agreement with leaders → a shared editorial calendar → an outline and deadline per post → content and design drafted in parallel, with two review rounds each → publish.
A monthly rhythm everyone could plan around
Fixed dates each month for the next month’s calendar, leaders’ drafts, review and feedback, and final design — so leaders spent minutes, not hours, on each post.
Amplify what earns it
The performance team reviewed organic engagement twice a week and promoted the strongest posts as sponsored content, so paid budget followed proven resonance.
04 / outcome
The program ran continuously through 2024 and 2025 — a repeatable operating model that connected leaders’ personal voices to the company’s campaign calendar, with clear ownership, a predictable cadence and a built-in way to amplify the best content.