Beyond leading planning, project management, and reporting for multi-channel macro-trend campaigns, ownership of LinkedIn paid advertising was taken end-to-end - from strategy and build through to optimisation and evaluation of B2B campaign performance.

Campaign ideas were pushed further through the development of considered content angles, iterative copy testing, and bespoke creative designed to cut through in competitive feeds. Highly refined ICP targeting underpinned all activity, with audience segmentation used to tailor messaging more precisely and improve relevance at each stage of the funnel.

Performance was strengthened through structured experimentation, including regional audience trialling and testing a range of sponsored ad formats to identify the most effective combinations of creative, audience, and placement. Continual optimisation and close management of campaign spend ensured activity remained cost-effective - a critical consideration within tight budgets, while supporting stronger lead generation outcomes for the business.