Impact — Ginni Gold

Case studies

CV3 LinkedIn — 11,131 followers and 147,217 impressions

CV3 on LinkedIn, September 2026 — 11,131 followers, and 147,217 impressions across the Aug 12 to Sep 10 window (paid and organic combined). Built from a near-dormant page.

CV3, eCommerce growth, DTC + B2B

Built from near-zero to a real channel

Took a near-dormant page and built it into a real channel (documented from July 2024): end-to-end website plus a full content engine — SEO blogs, PPC, email flows, video and the Strive by CV3 newsletter. The page added roughly 8 new followers a period before the work took hold; that jumped to 2,933 new in 30 days — a documented +36,562% — and content impressions jumped +894% in a single month.

near-zero → 11,131 followers

Visit commercev3.com

CV3, Organic content performance

Impressions up 894% in a month

The content engine didn't just grow followers — it moved reach. One month of the rebuilt system drove 35,869 impressions, a documented +894.4% over the prior month, organic.

35,869 impressions · +894.4% · organic

CV3 · content performance — 35,869 impressions in one month, +894.4%.

CV3 · paid social campaign performance, Aug 2026.

CV3, Paid social & digital advertising

Paid social and digital advertising

Alongside the organic engine, CV3's sponsored content is written and run in-house — ad copy, creative direction and audience targeting for paid social. Same argument as the organic work, written to a different job: earn the click from someone who never asked to see it.

Visit commercev3.com

Cadient, paid social creative

Two words on a black screen

Ad creative for Cadient's demo campaign. The product predicts who will stay, so the ad shows a manager getting a text at 9:41 telling him exactly that, and the headline doesn't explain it. Two words, then the proof underneath. Written to work at thumb-speed in a feed, with the demo as the only ask.

Headline, body and CTA · paid social

Cadient demo campaign — paid social creative, headline and CTA.

Cadient launch webinar slide reading Scaling Hiring Requires More Than Good Intentions

Live launch event, February 2026 — “Scaling hiring requires more than good intentions. It requires infrastructure.” Slide copy, product lines, run-of-show and host duties mine.

HR-tech SaaS, LinkedIn growth

Launching an AI product suite, module by module

An HR-tech SaaS page turned into a genuine channel — past 9,000 followers, near-entirely organic — on the back of a consistent editorial engine and product launches owned end-to-end. For SmartRefer and SmartCommunicate I wrote the launch messaging, registration funnel, landing pages, email campaigns, digital ads, demo narrative and BDR enablement, plus a live webinar — Rethinking Employee Referrals & HR Communications — repurposed into four weeks of segmented nurture. Across webinars and enterprise events the programme drew roughly 400 registrations, 16 substantive sales conversations and 3 partner discussions.

9,011 followers · ~400 registrations · 16 sales conversations

Watch the full launch webinar Visit cadienttalent.com

SmartSuite

Sales collateral across fifteen modules, in parallel

One-pagers, solution briefs, case studies, FAQs, sales decks, BDR playbooks and demo scripts for SmartRegistry, SmartRefer, SmartCommunicate, SmartTenure, SmartScore, SmartScreen, SmartMatch, SmartSource, SmartHire, SmartOffer, SmartInterview, SmartOnboard, SmartTexting, SmartFeedback and SmartShield. Not one at a time — the modules ship on overlapping timelines, so the collateral did too.

Customer journey

Documents mapped to where the buyer actually is

Journey documents per module, from first-touch through demo to close, each stage with the asset that answers the question asked at it. Sales stopped sending the deck to everyone.

The hard part

Fifteen products, one voice

Every module sounds like a feature until the suite has a spine. I held one argument across all of them, so sales could lead with the module a prospect came for and still land the platform.

Read the actual copy

One-pagers, journey maps and enterprise collateral, at full size.

Vorro, Content engine, Healthcare data

A repeatable engine for a regulated audience

Healthcare-data integration content — FHIR, HL7, prior-auth — sourced, fair-balanced, and shipped on a six-week calendar with per-platform variants for every post. Of 2,300 new followers in 90 days, 2,298 were organic. Regulated-category copy, written to clear review and still land.

5,397 followers · +721% in an earlier 90-day window

Visit vorro.net

Vorro LinkedIn followers — 5,397 total, 547 new in 30 days

Vorro · LinkedIn — 5,397 followers, Sep 2026; +547 new in the last 30 days. Earlier 90-day window showed +721.4%, with 2,298 of 2,300 new followers organic.

Campaign copy, across every channel

The writing behind the figures above: campaign assets written, edited and adapted per channel and per persona, from first headline to final proof.

Demand & lifecycle

Email & nurture

Launch sequences, segmented post-event nurture, weekly newsletter editions and lifecycle campaigns — written, tested and iterated against open and click performance.

Web & conversion

Landing pages & web copy

Three US sites shipped end-to-end plus biannual revamps — messaging architecture, information architecture, hero and vertical pages, UX writing and conversion-led CTAs.

Paid & organic

Digital ads & social

PPC and paid social copy, plus organic multi-format social across LinkedIn, YouTube, Instagram, Facebook and X — with a per-platform variant written for every post.

Sales enablement

GTM collateral

One-pagers, solution briefs, case studies, FAQs, sales decks, BDR playbooks, demo scripts and product messaging — the assets sales actually opens in front of a buyer.

SEO at scale

~60 blogs a month

AI-assisted SEO content pipelines across three portfolio companies, delivering roughly 60 keyword-driven articles monthly — structured so speed never costs voice or factual accuracy.

Standards & voice

Brand voice & governance

Brand guidelines, messaging documentation, editorial standards and knowledge repositories — so quality and voice hold when more than one person is writing.

Executive voice & ghostwriting

Writing in another person's voice, consistently, across a sustained series, and remaining accountable for what it does. Screenshots below are cropped to the metrics; the executives' identities are theirs to share.

Executive LinkedIn dashboard — 20,196 post impressions in 7 days, up 1,748%

Ghostwritten executive profile — 20,196 post impressions in 7 days, +1,748% vs the prior 7 days. Profile views +16%.

Healthcare SaaS, CEO thought leadership

A standing start, and a week that compounded

Content strategy, editorial calendar and ghostwritten voice for a healthcare-data CEO — interoperability, prior auth, AI readiness — posting on a sustained cadence rather than in bursts. In the reported week a profile with 1,457 followers drew 20,196 impressions and reached 14,554 people, up 1,748% on the previous seven days. 96% of that reach came from outside his network — not his contacts being shown his posts, but strangers in the category finding him.

20,196 impressions · +1,748% in 7 days

The copy that did it

One post, 24,231 impressions

The strongest performer opened on a flat contradiction of the category's received wisdom, then earned the claim out over the body. Hook first, argument second — the same discipline whether it's a CEO's post, an ad, or a subject line.

24,231 impressions · 38 reactions · 15 comments

Between two captures a fortnight apart, that single post climbed from 19,020 impressions to 24,231 — it kept being found after the week it was written.

Top-performing ghostwritten post — 24,231 impressions, 38 reactions, 15 comments. Author byline redacted.

Reach breakdown — 20,196 impressions, 96% out-of-network, 14,554 members reached

Reach breakdown — 14,554 reached, 96% out-of-network

Cumulative impressions climbing across the reported week

The week, cumulatively — flat, then compounding

Also

A second executive programme at Cadient

Strategy, editorial calendar, ghostwritten posts and a HeyGen AI-assisted exec video series that established an HR-tech leader as a subject-matter expert — four-plus weeks of LinkedIn distribution from a single launch event.

Partner fireside conversations

The partner fireside programme for two portfolio companies, run end to end: outreach, conversation design, production, creative direction and every piece of copy the launch shipped with.

Cadient x Ultima fireside launch post on LinkedIn

Cadient x Ultima, Episode 1 — launch post on LinkedIn. Caption, series branding and distribution written by me.

Cadient x Ultima by Logical Health

An engagement rate 11 times the B2B average

Cadient's first partner series, announcing their alliance with Ultima. Mine from the first outreach email to the post-launch analytics: conversation design, co-branded newsletter, a Featured Partner section for the site, four social clips, and captions for five channels. The host moved the recording twice on under an hour's notice. The launch held.

22% engagement · 14.5% CTR · 17s average watch

Against B2B benchmarks of 1–2% engagement and 0.4% CTR, and a LinkedIn average watch time of 3–5 seconds.

Vorro x EHO Rx

One 28-minute recording, 18 assets, 8 channels

A finished 28-minute recording, turned into a content operation: five clips cut to the narrative arc, stat and quote cards, thumbnail, hero banner, captions styled for mute viewing, and a four-week distribution plan with ready-to-paste copy for every post. I proofed the auto-captions against the transcript so FHIR, HL7, SOC 2 and the speakers' names were right before it went public.

~18 branded assets · 8 channels · 4-week rollout

Vorro Fireside Conversations episode one title card

Vorro Fireside Conversations, Episode 1 — The Integration Lifeline. Series branding, clip selection and launch copy.

Sales enablement

A one-pager that turned the episode into outbound

Three stat tiles, a pull quote, and the three objections sales hears most, each mapped to the minute-mark in the video that answers it.

Playbooks and standards

Work that only counts once is expensive. Anything built twice was written down, so it could run again without the person who built it.

Partner fireside

29 pages, industry-benchmarked

Series setup, partner outreach, legal and consent, production standards, pre-interview prep, YouTube SEO, accessibility, repurposing frameworks, employee advocacy and a six-month refresh cycle. Benchmarked against HubSpot, Drift, Gong and First Round Review. Now the SOP for every partner fireside across the portfolio.

Content strategy

The editorial operating manual

Pillars, cadence, approval flow and the standards a piece has to clear before it publishes — the document that keeps three brands sounding like themselves at volume.

Channel

LinkedIn, YouTube and X, each with its own rules

Separate playbooks per platform: format, length, hook conventions, posting windows, hashtag and tagging practice, and what counts as good there rather than in general.

YouTube

Upload and optimisation standards

Titles, descriptions, chapters, thumbnails, captions and tagging — written so a video goes up correctly whoever presses publish.

Events and field marketing

Copy and creative for the moments a brand shows up in person, written before, during and after the room. Two healthcare and talent conferences in 2026, each with its own line built on the same tension: speed against staying power.

ERE 2026, Atlanta — “Most hiring is fast. Not much of it lasts.”

NAHCR 2026, Milwaukee — “Fast to hire. Built to stay.”

Day one, live from the floor — posted from the booth

ERE Recruiting Innovation Summit, Atlanta

Most hiring is fast. Not much of it lasts.

Cadient sponsored the ERE Recruiting Innovation Summit in Atlanta across 5 and 6 May. I wrote the campaign line, the sponsor creative, the booth flyers and the posts that ran live from the floor. The pitch had to work in two places at once: on a banner someone walks past in three seconds, and in a feed where the reader has never heard of you. Same argument, two lengths. In the event week the page added 745 followers, up 10,542.9% on the prior seven days. The same campaign architecture ran again for NAHCR 2026 in Milwaukee, retuned for a healthcare audience: Fast to hire. Built to stay.

+745 followers in 7 days · +10,542.9%

Cadient LinkedIn analytics during ERE week, 745 new followers up 10,542.9%

Cadient · ERE week — 745 new followers (+10,542.9%), 1,695 post impressions, 495 page visitors.

B2B SaaS creative — thinkbridge

Concept and copy for thinkbridge's B2B SaaS social campaigns — turning dry engineering propositions (QA automation, delivery speed) into scroll-stopping creative.

#QAautomation — concept & copy

Delivery speed — concept & copy

Training, mentoring & enablement

Reviewing other writers' work and raising the standard of it, through day-to-day feedback and quality review rather than one-off workshops.

250+ mentored

Content & copywriting coaching at MyCaptain

Mentored 250+ learners through live training sessions on copywriting, creative development and content creation — designing the curriculum, reviewing work, and running mock interviews.

In-house

Onboarding & quality review

Onboarding, day-to-day coordination, coaching and performance reviews for an intern and two video editors — with editorial standards and brand guidelines as the shared reference point.

AI enablement

Sessions for wider teams

Facilitated AI enablement sessions on AI-assisted content creation, video production, responsible AI adoption and workflow automation — built to leave people able to do the work, not just talk about it.

The systems behind the output

Content at this volume is an operations problem before it is a writing problem. Five automation engines in n8n, 152 nodes across them, running on schedules without anyone opening a dashboard. A web application built in Claude Code to track what actually published. And custom Claude Skills for the writing work that repeats.

Automated competitive intelligence brief naming competitor moves and routing them by team

Live output from the competitive intelligence engine, delivered into Google Chat. Named competitor moves, each routed to marketing, sales and leadership.

Competitive intelligence engine

Competitive intelligence, briefed daily

Every rival move caught the day it breaks, and never as a raw news dump. The engine tracks named competitors, judges what actually matters to the business, then writes three different briefs out of the same signal: a content angle for marketing, a conversation starter and an objection handler for sales, and a market read for leadership. It arrives on brand, on schedule, and nobody on the team lifts a finger.

7 competitors tracked · daily and weekly cadence · routed by team

The build

Seven competitors, one scheduled trigger

The engine itself: a scheduled trigger fanning out to a feed per competitor, each parsed, merged, passed through a reasoning model, and posted into Google Chat on its own. No dashboard, no one remembering to run it.

n8n workflow canvas showing competitor feeds merging into an AI reasoning step

The competitive intelligence engine in n8n — iCIMS, Workday, Greenhouse, Paradox, Fountain, Phenom and SmartRecruiters, merged and routed.

Greenlyte dashboard showing published, discarded and overdue posts across three companies

Greenlyte — one dashboard across CV3, Cadient and Vorro. Published, discarded, overdue and missing assets, with every post and platform in one place.

Greenlyte · Built with Claude Code

A single view of what published

Three brands means three content calendars, three sets of social sheets and no reliable answer to whether a given post went out. Greenlyte resolves that, pulling every content and social calendar into one dashboard: what published, what slipped, what is missing an asset, and which platforms each post reached. A post going to four platforms counts once, not four times, because the point is truth rather than a flattering number.

Three companies · every calendar · one view

Content intelligence engine

Category themes, before the calendar opens

A second engine reads the category every week and comes back with the themes that are moving, the posts that actually resonated, and hook-ready ideas mapped to specific products, each one with a format and a reason it lands this week rather than last. It is the difference between staring at an empty calendar on Monday and starting from three angles that already have evidence behind them.

Weekly themes · resonance analysis · hook-ready angles

Automated content intelligence brief with weekly themes and content ideas

Live output from the content intelligence engine. Weekly themes, top resonant posts, and content ideas with hooks and formats.

See how the engines are built

Architecture, the reasoning layer, and what each engine delivers.

Range beyond B2B SaaS

41M

impressions

#IAMPOWER — a public-interest campaign that reached 41 million

I conceptualized, scripted and performed in #IAMPOWER, a multilingual COVID-19 awareness campaign for Ayana Power, run across Facebook, LinkedIn, YouTube and TikTok. Four films, 3.2M+ views between them — the Hindi cut the highest at 1.2M. 130K+ likes across platforms, and Ayana's published Sustainability Report documents 41 million total impressions.

Verify in Ayana's Sustainability Report

IAmPower campaign films with view counts

#IAmPower films — 457.9K, 546.7K, 1M and 1.2M views

CenturyPly, National Youth Day — headline & creative

Consumer

Celebrity-led & influencer campaigns

Contract copywriter at Creative Nagri, delivering end-to-end campaign copy under aggressive turnarounds for celebrity-led and influencer marketing campaigns — consumer categories, someone else's brand voice, and a deadline that didn't move.

Featured

#PinkPledge — featured in Social Samosa

Concept and copy for CenturyLaminates' national breast-cancer-awareness campaign: post in pink, tag five friends, pledge to self-detect, and the brand donates for every post. The launch creative drew 49,219 likes. The Indian Air Force pledged. So did hundreds of others. Picked up by Social Samosa.

Read the Social Samosa feature

PinkPledge campaign creative — Cancer knows no gender

Cancer knows no gender — campaign creative & line

Launch post — 49,219 likes, mechanics copy

The IAF pledged — earned, not placed

See other work

FMCG packaging, consumer campaigns and earlier agency creative.

Other work

Copy written to survive a shelf, a regulator and a three-second glance.

Urban Harvest pack with Freshness in a Box line

Urban Harvest — pack front. Brand line and identity copy.

Urban Harvest · FMCG packaging

Freshness in a box

Packaging copy for a cut-fruit brand: the front line, the benefit strip, and the legally required small print, all inside a wrap a shopper reads in the two seconds before the lid goes in the basket. "Cut, clean and controlled." "Scientifically placed in a pack of pure joy." Every claim cleared FSSAI labelling and still sounded like a person wrote it.

Brand line · benefit copy · regulatory small print

Urban Harvest · Pack content

Where the claims have to be true

The benefit strip does the selling; the reverse does the compliance. Storage guidelines, manufacturing detail, FSSAI licence, customer care. Regulated copy is still copy — it just has a shorter leash, and the discipline carries straight into healthcare SaaS.

Urban Harvest packaging content, front and reverse

Urban Harvest — benefit strip and reverse-of-pack copy.