Demandii

Content Producer Manager

Content Producer 

Content Bloom

Content Marketing Specialist

Content Integrator & Editor

LinkNow Media

Senior Content Writer

The Suburban Newspaper

News Reporter

Bell Média

Radio Producer

Hi, I'm Abby, and I deliver optimized cross-functional content that not only creates an impact but aligns with your specific branding needs—No matter the industry. *Drops imaginary mic.

Abby E. S.

CJAD 800 Montreal just turned 80.
And I owe them for one of the best “terrible ideas” I ever had.
It was mid-August, and I was 19. Fresh out of Vanier College. Hadn’t even started Concordia University yet.

But I knew two things for sure:
 1. I wanted to be a journalist.
 2. And I wanted to work there.

So I walked into the old Fort Street office, straight up to reception, and said:
“Hi, I’m Abby. I want to intern here. I want to be a journalist.
 I’ll work for free. Nights, weekends. I don’t care.”

She looks at me and asks if I’m here to see the program director.
 I say, “If he’s the one who hires people… then yes.”

The audacity. I cringe and laugh about it now.

Then she points at the Boutique 1861 & La Petite Garçonne bag I’m holding.
 “What’s in there?”
“My birthday dress. I just bought it.”
“When’s your birthday?”
“Today.”
She HOWLS.
 “Hold on.”

She disappears and comes back with the program director.
“This is Abby. It’s her birthday. I really like her spunk.”

He raises an eyebrow. I give him the whole pitch again:
 I’ll do anything, I’ll work for free, just give me a chance.

He hands me a form. “When can you start?”
“Tomorrow.”
That was it.

I stayed for four years. All throughout my uni degree.
And I learned more at CJAD than in my entire degree.


- Dr. Laurie Betito  took me under her wing, made me her producer, and gave me my own live segment.

 - Beryl Wajsman met me on a pundit panel and opened the door to write for The Suburban Newspaper.

- Dan Delmar trusted me to help produce Gang of Four and sit in on the panels.

- Christopher Paré  showed me the board, the secrets to booking exceptional guests, then tossed me my first on-air break when the entertainment reporter couldn’t make it during the drive home show.
 “Abby’s got it. She has a great show on CJLO 1690AM - Concordia University Radio. She can do it.”

- Richard Burnett made late-night panels fun and introduced me to Sharman Yarnell, which led to a gig at Curtains Up TV.

The list really does go on.
These awesome humans let me be weird, loud, curious, opinionated.
They encouraged me to wave my freak flag instead of shrinking to fit some bland “professional” mold.

And the irony?
Years later, I work at Demandii… and one of our core values is literally:
“Wave your freak flag.” Full circle, eh?

And if you’re reading this, here’s the part that’s really about you:
Take a hard look at your circle. 
Your vendors. Your partners. Your clients. Your teams. Colleagues. Friends.

- Are you surrounded by people who lift you up, or drag you down?

I had the privilege of starting my career in an environment that taught me I don’t have to hide, shrink, or pretend to be less than I am.
You don’t have to either.

Happy 80th, CJAD 800 Montreal.
You didn’t just shape my career, you also shaped my standards for the kind of people I work with.

So, thank you.

PS. Photo features Bugs (Richard Burnett , Dan Delmar , Paris Mansouri and me!)

Abby E. Schachter

I help busy B2B CEOs create all their snackable LinkedIn content from a 1-hour monthly interview. -> Demandii.com

Short-form content is the handshake. Long-form is the lunch date that happens later. That is, if your handshake is strong and not overtly needy and sweaty.

And I can vouch that 99% of Demandii-ers are a decent lunch date.

No alternative text description for this image

When content doesn’t convert right away, most founders think it’s failing.
But only 5% of MQLs are ready to buy now.
The other 95% just aren’t there yet. 

You might know the feeling. You hit “publish”… and all you get is crickets? 

Been there. Still there sometimes. Okay, there oftentimes, if I'm being honest. 

But guess what? Even when it feels like no one is watching, someone is always watching.

Last quarter, a lead came out of nowhere and said:
“Been loving your Demandii stuff for months. Let’s talk.”

Had they ever liked a post?
Nope.
Commented?
Also no. 
But they were watching. Silently.

So if you’re feeling invisible right now, keep going.
The lurkers lurk until the timing is right, and that can be a while...

But when they are ready, you'll be the obvious choice.

Shout out to my fellow Demandii managers in this photo, (Justin Slimm & Brian Hastie) who may or may not have been blackmailed into posing like this.

My “best” headshot got the worst results.
Last week, I tested two photos on Photofeeler – a site where strangers rate your photo on traits like likable, competent, and influential, so you can see how your image actually lands.

Photo A: softer, big smile, crinkly eyes, very approachable.
Likable: 9.3
Influential: 7.1
Comments: “Great photo!”

Photo B: bolder background, stronger posture, manager title, less smiley.
Influential: Top 10%-20%
Likable: This score dropped. Around Top 20–25%
Fewer comments, mostly: “Looks professional.”

So:
Photo A made me look nice.
Photo B made me look like a decision-maker.

We’re told people buy from those they know, like, and trust.
Somewhere along the way, many of us quietly turn that into:

“Everybody has to like me.”

But you don’t need everyone to know, like, and trust you.
You need the right buyers to recognise you as the safe, obvious choice.

If your positioning is “friendly to everyone,” your signal is fuzzy.
And a confused buyer never buys.

That’s why I’m keeping the “less popular” headshot.

It may look less approachable, but it shows up the way my ideal clients need to see me: clear, confident, and in charge.

👉 When you look at your LinkedIn profile - banner, photo, and content, tell me, are you optimising for being liked by everyone, or for being chosen by the people who actually hire you?


PS. At Demandii during onboarding with clients, we run a full LinkedIn profile audit and fix what needs fixing fast.

PPS. Let me know if you want to see the more popular photo for reference.

Telling your audience “I understand your pain” isn’t the flex you think it is.
Everyone says that.

What matters is what you show next.
Show them the bridge, but how you helped someone just like them solve that exact issue.

Show the tool. The result. The moment it clicked.

That’s where connection turns into conversion.

“I’m scared of annoying people.” "I don't want to come off salesy" "I'll earn a bad rep in my industry." This mindset used to stop me from posting on LinkedIn too.

But then I looked at the data:
– The average person spends 7 minutes a day on LinkedIn
 – My post reach is maybe 5–10% of my audience
 – If someone sees me “a lot,” it’s because they’re engaging

So when someone says, “You’re everywhere,”  WHICH I've stopped taking as a personal attack, here’s what’s actually happening:

1. They’re probably not my buyer.
2. They’re stopping to read when they see my name
3. They’ve interacted with my content, so LinkedIn shows them more
4. They want to post more themselves, but they’re not.
     Instead of owning that gap, it’s easier to label someone else as “too much.”
     Projection is a thing ...


If the people who pay me aren’t complaining, I’m not changing a thing.
Because my actual  IDEAL buyers?

-They’re watching silently.
 -They’re building trust slowly.
 -They need 7–15 touchpoints before they reach out.
- They need proof that I am consistent and know what I'm talking about.


So when that little voice starts telling me I am being too much, I pause and remind myself that I’m not being annoying.
I’m being remembered.

And if that helps one more person find my work when they’re ready, it’s worth it.

PS. Your're never annoying when you're adding value.

A client told me, “Abby, I think we’re posting too much. I’m everywhere. People are getting annoyed.”

Nope. You’re just finally visible  and that makes people (including you) uncomfortable at first.

Here’s what I told him  and what every founder needs to hear when they start shrinking the moment posting consistantly on LinkedIn starts working...

You know who doesn’t comment on LinkedIn posts?
C-suite execs with real problems.
They’re not going to publicly admit, “Yeah, our pipeline is dying.”
or “Our sales process is broken.”

They’re watching quietly. Screenshooting your post.
Slacking it to their team, saying, “Hey, check this company out.” "Look at this."

That’s the behavior that ACTUALLY matters. And here's why ...


------
Video credit goes to my amazing  Demandii video editor Tops Roque

Demandiiis hiring a Content Producer.
 Yes, it's real.
 Yes, we're a little weird.
 Yes, “wave your freak flag” is an actual company value.
 And yes, we genuinely like working here.

 But also ...
 Is the job challenging? Absolutely.
 Is it fully remote? Also yes.
 Bonus fact: I've learned more here than any MBA could’ve given me.

These are the questions that hit my inbox every time we post a role, so I figured I’d answer them upfront and save us all some typing.

I help CEOs create all their snackable LinkedIn content in 1 hr/month -> Demandii.com

We are hiring (again)!  Highlights:
-> $90,000 (CAD dollars)
-> Up to $39,000 in performance-based bonuses available!
-> 5-weeks vacation (from day 1)
-> Tons of autonomy
-> Work from Home (100% virtual)
-> Full-time (Mon-Fri)

This is great for agency AEs or B2B marketing strategy directors/leaders tired of the corporate hamster wheel. 

We are looking for people who are great at:

- Building rapport quickly and getting people to open up
- Confidently be able to run a call in a structured way
- Are comfortable sitting at the executive table
- Can coach a CEO (without being intimidated)
- Understand B2B enterprise sales cycles
- Love fast-paced environments
- Understand executive KPIs

Day-to-day responsibilities:

- You will interview (digitally) busy CEOs
- You'll manage a client book of 10-12 clients
- You'll turn that interview into snackable social media content (videos, text, images)

Your team will include two post-production people who will help with administrative tasks, graphic design, video editing, etc.

Bonus points if you have the following experience:

- worked at an agency before
- social copywriting experience
- have participated in Meme battles
- have demand gen experience with B2B
- understand the INs and OUTs of social networking & social selling
- can go head-to-head with other executives & understand C-Suite objectives
- know how to sell into complicated high-ticket B2B enterprise sales environments

If you have all the above experience, I'll (probably) hire you on the spot.

As long as you are not boring or beige. You must have some personality to fit in with our oddball culture.

Do not apply if:

- if you do not live in Canada
- if you don't love social media
- if you can't manage a calendar
- if you can't work independently
- if you don't even know the different C-Suite titles
- if you don't have any B2B marketing or sales experience
- if you are not competitive with board games (you’re out!)


If this sounds like your dream career, then here is how you apply:

1—Leave an interesting comment on this post (or DM if you are worried about your workplace finding out you are applying for this killer career opportunity).

2—Email Matthew at Matthew@demandii.com with a subject line that stands out.

3—In the email, explain why you are perfect for the job with a 60-second selfie video. The video does not need any fancy editing. If you can't make a 60-second video of yourself, you will not be right for this role.

4—In the email, include a link to your LI profile in that email.

5—Do not attach your resume. We don't read them. If you send it to us, we will ding you a point for not being able to follow instructions.

PS—Applying is a small test of your attention to detail. If you can't do this, trust me, you won't be able to do this job.

Ever notice how the best movie soundtracks don’t stand out?
They just fit. That’s how good marketing works, too... You don’t feel it.

---> Shout out to my amazing Demandii video editor Tops Roque

A lot of founder-led content looks great on the surface.
But when I look closer, it often sounds like it’s written for:
→ Industry peers
→ Our friends
→ The algorithm

Not an ideal buyer.

And I say this with total empathy, because I see the same thing in my own drafts too ...

The content that hits hardest usually starts with:
“What would someone 3 steps behind me need to hear?”

Less about "me."
More about what my ideal buyer is trying to solve.

As a former journalist, I learned this trick early on. 
Listen more + Talk less.= Earning trust faster.

It's the same with social selling.
I’ve been watching what content actually converts, and here’s what keeps showing up

The viral “vulnerable” posts? They spark conversation but rarely convert.

The structured, insight-driven ones? They’re quieter but lead to DMs, replies, and trust.

The takeaway I keep coming back to is we don’t need to bare our souls on LI.
We need to share our smarts + expertise.

It's just way more valuable to our ideal buyers.


PS. One way I help clients move past this mistake, is we structure their content to feel like a real conversation:
 → First-person voice
 → Specific insight or story
 → A clear takeaway for the reader

Because thoughtful visibility isn’t loud. It’s useful, and useful content earns trust.

A founder hired me to help with her content. She was getting crazy engagement, but no leads. When I reviewed her posts, I saw why: She was being SUPER relatable. But not valuable.

I’m not a math person. Never have been.
Still count on my fingers. No shame. Okay maybe a little… Or a lot :(

But when it comes to marketing? Math matters especially when you’re dealing with MQLs.

Comment 'Money Math' for my free course. JK. Don't do that.
You're better off setting up a call with Demandii

Something I’ve learned working with CEOs over the years is this: 
Just because your metrics look "good" doesn’t mean your strategy is working.

Here’s how you know your team might already be falling into the trap AND how to fix it fast.

“Why can’t I just copy–paste my blog as a LinkedIn post?”
Short answer: Tumblr era is dead.
Long answer: LinkedIn and your blog do completely different jobs.

Blog (longform) = deep dive, context, SEO, long attention span
LinkedIn (shortform) = hook fast, make 1 point, spark a reaction

When we paste a blog as a post, we get the worst of both (yay):
 1. Too long for LinkedIn
 2. Too skimmed for anyone to click through

Most teams treat every lead like it’s ready to buy.

It’s not.

We don’t toss out unripe leads; we sort them into the ‘not ready yet’ pile. 

Because only 5% of MQLs are ready now.

The rest? They’ll ripen later… if you know how to nurture them right.

That’s why our system pairs “Now” campaigns (to convert the 5%) with “Later” campaigns (to warm the 95%).

Now + Later = Closed Deals.

Recently, a client told me:
“Abby, I think we’re posting too much. I’m everywhere. People are probably getting annoyed.”

My response. "No. You’re just finally visible. And yeah, it feels weird at first."

But because it's a common issue that pops up anytime a founder begins their personal branding journey, I thought I'd share the insights that helped him stop obsessing over how he's being peceived online ...

First of all, the average person spends 7 minutes a day on LinkedIn.
Your post reach? Maybe 5–10% of your audience.

So if someone says, “I see you everywhere,”? 
Let’s look at what’s really happening:

1.  They’re engaging with your stuff. That’s how the algorithm works.

2. They’re probably a peer or colleague who follows you and stops scrolling when they see your name.

3. Or… they wish they were posting more, but they’re not, so they frame your consistency as “too much.” (It happens. Projection is real.)

So, if you’re getting noticed in someone’s 7-minute scroll window? 
Then I say: "Yay! People are FINALLY seeing you."

But I'm also going to tell you this: " Unless your ideal buyer is giving you this 'you're too much' feedback, then I highly recommend brushing it off."  

Because these people are not the ones paying your bills ...  Which means, their opinion of you is NONE of your business.

If you want leads, treat LinkedIn like a party, not a panel discussion
If you want people to commiserate with then, then keep doing the other thing.

Harris Computer

Human Resources Advisor

Pathcore

- Develop, improve, and maintain people policies and processes
- Manage the talent acquisition team, including developing employer branding, sourcing strategy, recruitment lifecycle, and onboarding processes, and mentoring our recruitment team.
- Develop sustainable practices around compensation and benefits
- Champion company culture and develop innovative ways to engage employees
- Track data and analytics to make informed strategic decisions
- Coach members of the leadership team in effective management practices, employee development techniques, and conflict resolution

HR Manager

TalentMinded Inc.

Full service subscription recruitment agency.

- Position Needs Analysis
- Profile Benchmarking
- Tailored Interview Guides
- Screen and Interview Candidates

Talent Advisor

Global full life-cycle recruiting
Culture development
BambooHR implementation and management
Performance management
Compensation and benefits
Training
Office Management (Covid protocols especially!)

Administrator of Shared Service

Office operations management
Recruitment screening & interviews
Onboarding & offboarding
Company social events
Provincial funding program (WIPSI, Co-op, GTO)
Organized international global summit
Designed and built a new company office

Administrative Assistant

Fibres of Life

Annual Trade Show sales
Quickbooks Commerce management
Inventory management
Strategic technical advancement
Training

Operations Consultant

Sales & Marketing
Annual Trade Shows
HR Administration (including payroll)
Customer Service
Order Fulfillment
Operations management
Quickbooks Commerce implementation

Operations Manager

Customer Service Representative

Telephone Service Representative

"Queen" "People's Champion" "Goddess" "The one who can do it all".

These are just a few of the ways others have described me, and while I think there may be some slight exaggerations in there, there's a lot of truth as well. I've yet to encounter a challenge I couldn't beat through research, teamwork, and determination to succeed. It's not always smooth sailing, but we always get through the storms. 

I say that I fell into HR, but the reality is that after doing lots of work on the HR periphery I realized there's an entire career dedicated to the aspects of work I enjoyed the most - coaching people on working with people.

taplio

The Battle

Abby E. S.

Hanah Thibeault

Followers

Posts

Engagements

Likes

Performance ScoreAbby E. S.'s LinkedIn Performance

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taplio

The Battle

Abby E. S.

Hanah Thibeault

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Abby E. S.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAbby E. S.'s LinkedIn Performance