Social media management
Where trust actually gets built
Social isn’t a content calendar. It’s where trust gets built, audiences form, and companies prove they’re real — whether that’s a crypto community on Discord or a B2B audience on LinkedIn. I help you use it properly rather than just loudly.
Why most social media doesn’t work
Social is full of noise. Companies posting for the sake of posting, communities that exist in name only, and paid campaigns that buy impressions instead of attention. The result is the same: money spent, nothing built.
- Content without purpose
- Memes, giveaways and recycled announcements aren’t a strategy. They’re activity that masquerades as progress.
- Dead communities
- Ten thousand Discord members and no conversation. Follower counts that look good on a slide and don’t convert to anything.
- Platform mismatch
- Equal effort across every platform instead of doubling down on the two or three where your audience actually lives.
- Vanity metrics
- Reporting impressions and likes instead of engagement quality, community health and conversion actions.
Who this is for
Companies that want a genuine presence rather than noise.
B2B tech and SaaS
LinkedIn-led presence aimed at decision-makers, where credibility matters more than reach.
Fintech and financial services
Consistent, compliant communication that builds trust with a cautious audience.
Crypto and Web3 projects
Community-led channels on X, Discord and Telegram where trust is the whole game.
Gaming and consumer
Player and creator communities that need activation, not just announcements.
Pre-launch companies
Building an audience before the product goes live. Channels set up, tone established, audience growing.
Established teams
Already have a presence but need the operation professionalised and growing measurably.
What you get
Each workstream is designed to move a specific metric, not to pad a report.
Channel strategy
Not every platform matters for your project. I work out where your audience actually is, set the tone, and build a plan that supports your wider goals. X, Discord, Telegram, LinkedIn — only the ones that earn their place.
Community management
A Discord with 10,000 members and no conversation is worth less than one with 500 who care. I facilitate discussion, build trust, and keep communities active between product milestones.
Content and publishing
Every post has a purpose. I plan, create and schedule with consistency and clarity — threads, announcements, engagement posts, ecosystem commentary. No filler, no recycled templates.
Paid social
Organic reach has limits. I run paid campaigns across Meta and X that are targeted, measured and tied to business objectives. Not vanity impressions — conversions, sign-ups, qualified attention.
Reporting and measurement
I track reach, engagement quality, sentiment and the actions that matter to your business. You’ll know what’s working and what isn’t, without a forty-page report that says nothing.
How it runs
Four phases with real durations. Nothing here is a proprietary framework — it is the order the work has to happen in.
Diagnose
Full audit of your current presence, audience composition, content performance and competitor activity. I map what’s working, what’s noise, and where the gaps sit across every channel.
Foundation
A channel-by-channel plan with content pillars, tone of voice, posting cadence and community guidelines. Each piece maps to an objective, and the plan adapts to your launch cycles.
Amplify
Content goes live. Communities get managed. Conversations happen. Paid campaigns launch where they make sense. I handle the day-to-day so your team can focus on building.
Compound
Monthly reporting with honest commentary on what moved and what didn’t, and strategy adjusted on data rather than hunches. The goal is compounding community value, not maintenance.
What this has produced
The clearest example is a channel that had effectively stopped.
- Peak daily impressions on X, from under 100
- 9,200+
- Engagement rate on high-performing LinkedIn posts
- 15%
- Organic impressions across a single campaign
- 150k+
Questions people actually ask
Including the ones about money.
The other four
Most engagements use two or three together. A strategy sets the direction; the rest do the work.
Digital marketing strategy
Audience research, channel planning, go-to-market, and measurement frameworks. The decision-making layer that tells you what to do, in what order, and how you’ll know it’s working.
Search engine optimisation
Technical SEO, keyword strategy, content optimisation, and authority building. I fix the structural problems that stop search engines finding you, then build the visibility that compounds over time.
Content marketing
Content strategy, thought leadership, newsletters, and distribution. Not volume for volume’s sake. Content that answers the questions your buyers actually have, in places they’ll actually find it.
Paid advertising
Google Ads, Meta advertising, tracking, and bid optimisation. Paid media in crypto is tricky — platform policies shift, audiences are sceptical, and most budgets leak. I stop the leaks.
Digital transformation
Replatforming, measurement infrastructure, and the way a marketing team actually runs. Most problems that look like strategy problems are plumbing problems — the tracking is wrong, the site can’t ship a page, and nobody agrees what a lead is.
AI consultancy
Where AI genuinely improves a marketing team’s work and where it is theatre. Workflow design, tooling, quality standards, and the judgement to say when the honest answer is “don’t”.
AI search visibility
Answer engine optimisation. Being the source an AI cites when someone asks it a question in your category — which is a different job from ranking, and increasingly the one that decides whether you get considered at all.