Brand Manager

I help founders build a high-paying personal brand through magnetic writing strategies.

Hi, I'm Antonino- an entrepreneur, personal brand advisor, and sales expert.

I help founders build a high-paying personal brand through magnetic writing strategies.

Here's everything I can help you with:

1. Website Creation
2. LinkedIn & Twitter Personal Branding
3. Social Media Writing
4. Sales Funnel Creation
5. Newsletter Writing
6. SEO (Search Engine Optimization)
7. E-commerce Management
8. Product Research and Description
9. Competitors Analysis

Antonino Loggia

Executive & Business Coach | Ex-Goldman Sachs | Giving you the blueprint to transition to a new business or career | CEO TWP Media | Host TWP Podcast | Author | Speaker

You CAN reinvent your career, whatever your age, in any season.

For more than 10 years, I’ve supported thousands of professionals and leaders to:

→ navigate transition and redundancy with clarity and confidence

→ rebuild their professional identity and personal brand

→ use LinkedIn to become visible, trusted, and in demand

→ rediscover their direction, and move into work that feels like them.

I help you make that transition with confidence, purpose, and strategy.

Because success isn’t about climbing faster.

It’s about choosing the ladder that actually belongs to you.

And sometimes the bravest thing you can do is step off the wrong one.

I've lived this.

I started my career in accounting at Deloitte, earned my Chartered Accounting qualification, transitioned to numerous finance roles, and climbed to Executive Director at Goldman Sachs Asset Management in institutional funds management. 

On paper, I’d made it.

In reality, I was burnt out, disconnected, and craving work that felt human again.

So, I did what most people are afraid to do, I left a “safe” career with no plan B.

What came next changed everything.

I retrained in wellbeing, coaching, and personal development.

I rebuilt my identity, my community, and my confidence by learning to show my value with clarity instead of hustle.

Since then I founded Transition With Purpose (TWP) to help others do the same.

When your direction, credibility, and presence align, your career, income and your self-belief accelerates.

Because after years of building, the next chapter isn’t about finding another job.

It’s about repositioning who you are and what you’re known for.

That's what I help you with.

I also partner with outplacement firms, corporates, professional services organisations, and member-based associations to deliver strategic career transition coaching, LinkedIn training, and authority branding programs for individuals and teams navigating change.

If you’re brilliant at what you do but your career still doesn’t feel aligned or fulfilling, let’s change that.

Send me a message with “REINVENT” to get started.

📍 Based in Melbourne, Australia

📧 info@transitionwithpurpose.com.au

Natalie Tran

Some of the most fulfilling careers are built sideways.

Starting the year with an in-person catch up felt intentional.

Instead of my usual podcast episode for the month, I sat down for a coffee with Tony Rogers.

We met on LinkedIn and realised we were locals.

So what would have been a virtual conversation turned into a face-to-face one.

No microphones.
No agenda.
Just a great coffee and an honest conversation.

Tony’s career journey reminded me how non-linear careers can be:

Here are a few key takeaways that stayed with me.

1. Momentum doesn’t come from certainty.
It often comes from alignment.

There wasn’t a perfect plan or a neat path. He did not go from highschool to university.

Learning happened as it was needed, alongside real work and real life.

2. Sometimes the next chapter begins with “why not.”
He was asked to return to full-time work after being semi-retired. 

He paused, considered it, and decided why not. 

Not out of pressure, but choice. And he’s genuinely happy.

3. Backing yourself matters at any age.

His advice to his younger self was simple. Back yourself more. Don’t listen to the noise.

4. Misalignment isn’t always conflict.

Sometimes people don’t fall out. They just grow in different directions and that’s ok.

5. Travel stretches more than perspective.

It reshapes how you see work, leadership, and what really matters.

6. Delegation and trust can change your life.

Learning to resource properly and trust others isn’t just a leadership skill. It’s a life one.

7. Impact doesn’t need to be loud.

If you can change one life, you’ve done your job.

There was one thread in our conversation: 

There is no need to feel pressure to be linear.

Being deeply aligned is the way and it evolves.

PS. I’m thinking of turning these in-person coffee conversations into a series in 2026.

I don’t have a name yet. Help me name it in the comments 🙏 
- Coffee with purpose
- The career conversation series
-  Behind the career
-  Inside the transition?

You deserve work that feels alive, pays well, and actually fits your life. I help with that | Career & LinkedIn Strategist | Ex-Goldman Sachs | Host of TWP Podcast

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I talk to 15+ career transitioners a week and many ask me to help them get “unstuck”

When I dig a little deeper I see patterns of what this “being stuck” is all about

It seems like many are stuck in their own operating systems which are not optimised for the new outcome they want. 

What I mean by operating system is not just merely updating your resume and LinkedIn but: 
 
1. your habits 
2. your calendar 
3. the metrics you track
4. who you speak with and is part of your circle
5. the same patterns anchoring you to stay the same

If everything is optimised for staying the same, approval and being stable, the career shift and clarity will not happen.

Progress happens when you work on the 5 aspects above.

I will share an article next week on the above to kick off 2026 longer form pieces to help you move through career transition and pivots. 

Which of the above do you find hardest when going through career change or pivots?

As a career transition coach, I hear a lot of reasons why capable, experienced people stay where they are, long after their work stops feeling right.

The most common one sounds like this:

What could I possibly offer beyond what I do now?  
I don’t have a business idea.  
I don’t even know what I want. It feels too hard.

I get it. I stayed there too, long after I knew the fit was gone.

Here’s how I help people get unstuck and start moving.

1️⃣
If you’re feeling unfulfilled, that feeling usually doesn’t disappear on its own. There’s rarely a perfect time.

You don’t need to quit your 9 to 5.  

But you do need to take one small step toward something different.

2️⃣
We don’t start with what you should do. We start with how you want to live.

I ask people to describe their ideal day, from morning to night.  

Write it. Draw it. List it.

And if that feels impossible, we flip the question.  

What don’t you want anymore?  

What are you ready to move away from?

Write it. Draw it. List it.

That alone creates momentum.

3️⃣
We look for your unfair advantage.

The things that come easily to you but feel hard for others.  

The skills you’ve built across roles, not just your job title.  

The work that holds your attention without draining you.

This is usually where people realise they have more to offer than they thought.

4️⃣
We identify the real problem you solve for others.

Not in vague terms.  Specific frustrations. Real consequences.  

And the outcome that becomes possible when that problem is addressed.

If it helps, start by looking at challenges around wealth, health, or relationships. Most meaningful work lives there.

There are more steps after this. 

But if you focused only on these four, you’d already be creating the first real shift.

So I’ll ask you the same question I ask my clients.

What are you moving toward this year that could genuinely change how fulfilled you feel?

“You are the average of the five people you spend the most time with.”

We’ve all heard it, but have you actually mapped it out?

Dr. Tara Swart, neuroscientist and MIT lecturer created an exercise called the People Tree to bring this into focus.

My question for you today is:
Who’s shaping me when I’m not paying attention?

Our thinking doesn’t form on its own.
It’s influenced every day by the people we talk to, work with, lean on, and learn from.

This is an exercise I come back to often. 

Draw a tree with five branches.

Write the names of the five people who influence you most, personally or professionally.

Then describe each of them in five words.

That’s 25 words. Sit with them.
Because whether you realise it or not,
...they mirror parts of you.

We adapt to the habits, moods, beliefs and energy of those closest to us - thanks to neuroplasticity.

So this is today’s reflection.

Do these influences support the person you’re becoming, or the person you’ve already outgrown?

Your circle shapes your mindset. 
Your circle is your mirror.
Choose it with intention.

Share in comments people who uplift and inspire you.

Multiple job offers are a brilliant problem to have.

They’re also where people rush, assume, and unintentionally damage relationships.

There’s also that pressure and fear of getting it wrong and often, an urge to decide quickly just to make the feeling go away.

Here’s what I’d recommend if you want to choose well and protect relationships along the way.

1️⃣ Pause, reflect, and ask for more information  
You don’t need to decide on the spot.

Before choosing, make sure you actually understand the offer.  

It’s reasonable (and professional) to ask:
• What success looks like in the first 6–12 months  
• How performance is measured  
• What flexibility really means in practice  
• What’s negotiable vs fixed  

2️⃣ Use a simple comparison matrix 
  
When emotions are high, structure helps.

Line the offers up side by side, eg:
• Base salary  
• Bonus / incentives / equity  
• Leave entitlements  
• Values alignment
• Flexibility (location, hours, autonomy)  
• Growth and scope  
• Manager and team dynamics  

I’d use a scorecard, do the market research, and know your salary ranges before reacting to any single number.

3️⃣ Communicate early and clearly  

Silence creates uncertainty.  
Clear communication builds trust.

Here’s a simple script you can adapt: 
> “I’m very interested in this role and currently reviewing another offer. I want to be transparent and make a considered decision. Can we have a discussion around timelines or a few clarifying questions?”

Keep every door open with how you communicate  
If you need time, say so politely and give a clear date you’ll revert.

Stay appreciative. Stay responsive.  

A short thank-you note after conversations goes a long way.

When declining, be prompt, gracious, and future-focused.

4️⃣ Negotiate, then close with care  

Negotiate based on your strategy from the above steps. 

Once you decide:
• Wait until contracts are signed  
• Then notify other companies promptly  

When declining, here’s a simple script you can adapt:

> “Thank you for the offer and the time you invested. After careful consideration, I’ve accepted another role that’s the best fit for me right now. I truly appreciated our conversations and the time you shared.”

Remember that:
Careers are long, industries are small and reputation travels.

How you exit conversations matters just as much as how you enter them.

Negotiating your salary isn’t risky

(not negotiating is)

Especially when you’re changing direction.

When you’re pivoting roles, industries, or identities, it’s tempting to tell yourself:

“I’ll prove myself first.”
“I don’t want to rock the boat.”
“I should just be grateful for the offer.”

But this moment is really crucial because the first number you accept doesn’t just shape your pay.
It sets expectations around:
	•	how your experience is valued
	•	how your scope is interpreted
	•	how much advocacy you’ll need later

Here are 5 practical salary-negotiation scripts for you including a “walk away” one for when alignment just isn’t there.

1️⃣ the market or data-led anchor
Anchor the conversation in market reality, not emotion. But make sure you have done your research and know your range.

Script:
“Based on the scope of this role and current market benchmarks, similar positions are typically in the $X–$Y range. Given my experience in [specific capability/result], can we explore something closer to $X?”

You’re not asking for more, you’re re-anchoring expectations using evidence.

2️⃣ the value / outcome reframe 
Shift the discussion from tasks to impact.

Script:
“I’m really excited about the role. Before we finalise, I wanted to revisit compensation in the context of the outcomes you’re hiring for, particularly [problem you’ll solve]. Based on that, is there flexibility to adjust the package?”

Remember that hiring managers pay for results, not hours.

3️⃣ the curiosity pause 
Ask an open question instead of making a demand.

Script:
“Can you help me understand how compensation decisions are made at this level? I want to make sure we’re aligned before moving forward.”

This works because it surfaces hidden constraints (bands, approvals, timing) and keeps rapport strong.

4️⃣ the total package trade-off
Expand the negotiation beyond base salary.

Script:
“If the base is fixed, could we explore flexibility in another area such as a sign-on bonus, review timing, equity, or additional leave?”

This works as you create options without forcing a yes/no standoff.

5️⃣ know your walk-away point (aka self respect script)
Protect long-term alignment, not short-term comfort.

Script:
“I’ve given this a lot of thought. While I’m genuinely excited about the work, the compensation doesn’t align with the level of responsibility and impact expected. For that reason, I’m going to step back but I appreciate the conversation and I'd love to reconnect if the budget changes in the future.”

Sometimes saying no creates space for a clearer yes later.

These are some common examples, not an exhaustive list. 

Do you find negotiation difficult or avoid it?

No one tells you this at the beginning of starting something on your own 

You build your network before you fully know what you’re building.

This chat is one of my favourites as the mic turns to the creator.

Sam Silva, founder of DuSol Australia has helped me with many Transition With Purpose podcast episodes and projects 

But this time, we turned the mic and lens to him.

We spoke about his move from a sudden redundancy into starting his own agency DuSol Australia over a year ago.

And one lesson stood out.

Networking.

Sam shared that when you’re new in business, you have to find the rooms and show up.

Even when you don’t know anyone.

Even when it feels awkward and uncomfortable at first.

Go with a simple intention to meet a few people.

Have real conversations, learn about the humans behind the businesses.

Add value and see how you can help first 

He also set himself small goals such as how many people he’d speak to before leaving an event.

He admitted it felt uncomfortable at first.

But he kept going and after a few events, people started to recognise him, remember him and get to know what he does.

Opportunities then followed.

It was a good reminder that connections compound when you keep showing up.

PS. If you’re building something new and networking feels hard, this episode is worth your time.

Here are the links to tune in to Episode 70:

https://lnkd.in/g_9tit_j

https://lnkd.in/gJmXrJST

Transition With Purpose Podcast Ep 70 Sam Silva & Natalie 

Your LinkedIn headline should be opening doors to your next role while you sleep. 

Most of them aren’t.

Most LinkedIn headlines sound the same but it is prime real estate on your profile.

If you run a LinkedIn search for your job title you’ll see it. Page after page of:

[Job Title] at [Company].

It tells others where you sit on an org chart at your company.

And it puts you in competition with your employer’s brand instead of your own value.

A headline that works does two jobs at once.

It speaks to humans and it speaks to LinkedIn’s search.

That’s where semantic words matter.

Not buzzwords and not stuffing keywords.

Just the language your next role already uses.

Look at job ads you’d actually want and notice  what keeps repeating.

Those words help LinkedIn understand who to show you to, and help people quickly get what you’re about.

The key is weaving them into a sentence that sounds like something you’d actually say.

Here are two simple before and after examples.

1️⃣ Head of Finance at ABC

Try:
Head of Finance | Scaling teams, fixing messy numbers, and helping founders sleep at night | Led finance through IPO and acquisition

2️⃣ IT Project Manager at XYZ

Try:
IT Project Manager | Leading complex system rollouts and getting projects live without chaos | ERP, cloud, change delivery

Here’s a checklist for yours as you transition roles:

Does it illustrate value?
Is it only a generic job title?
Does it list skills without context?
Does it show outcomes?

A strong headline isn’t a title.

It answers one simple question.

Why you, for this kind of work, right now?

When I help clients rewrite their headlines, we look at mainly 4 things:

-What problem you help solve
-Who your work is relevant to
-The hard and soft skills that matter most
-The outcomes you’ve delivered

Have you done an audit of your LinkedIn headline? 

Getting it right will help it work in the background for you as you transition.

I’m a little late to sharing this for the year, but a recent coffee catch-up with a client brought it back into focus for me

I asked him about his goals
His word for the year
What he’s intentionally working towards

And as he spoke, I realised how clearly it echoed why I chose mine

Integration

As a coach, this word matters deeply to me

Because real transformation isn’t about constant growth

It’s not about endlessly becoming more, doing more, or pushing harder

Most of the people I work with don’t actually need another push.

They’re already driven. Capable. Experienced.

What they need is integration

They’ve lived full careers

Built skills, wisdom, resilience, perspective and often across multiple chapters of life

But those parts can feel strangely disconnected:

One version of themselves at work
Another at home
Another quietly emerging in the background, waiting for space.

My work is about helping them bring it all together

To integrate what they’ve learned, not just collect more learning

To embed growth into how they work, decide, position themselves, and say yes or no

Because integration also means recognising when something looks like an opportunity…
but doesn’t actually fit anymore

For me, 2026 isn’t about pushing harder

It’s about coherence

Clear decisions. Honest positioning

Work that fits without self-betrayal

My word helps me pause before saying yes

It reminds me to ask whether something connects to what I’m building, or pulls me away from it

Goals that respect the whole of who I am, not just the part that knows how to perform

And it shapes how I support others too

Helping them build careers that feel aligned, sustainable, and whole

Not split across versions of themselves

Because fulfilling lives and sustainable careers aren’t built through growth alone

They’re built through integration.

What’s your word for the year?

STAR is not enough in interviews.

Most candidates know the framework.
Situation. Task. Action. Result.

But imo, this is the problem:

They use it to describe their work, not to answer the actual question.

And the real question behind almost every interview prompt is this:

“Why should we hire you to solve our SPECIFIC problems?” and not:

- list of skills
- recap of your resume
- play-by-play of everything you did

Here are my tips on how strong candidates can answer differently.

Use my framework PSI instead.

Most interview questions aren’t asking what you did.

They’re asking whether you can solve their problems.

P: Problem
Start with the business problem, not your role.
What was broken, at risk, or underperforming?

S: Solution 
Explain how you thought, not just what you did.
What did you assess?
What options did you rule out?
Why this approach?
What did you do to solve the problem?

I: Impact
Close with measurable results.
Numbers, timelines, risk reduced, value created.

Here are the specific steps: 
1️⃣ Understand the intention or problem behind the question

Interviewers aren’t asking what you did.
They’re asking why it mattered 

(ie answer the question behind the question! )

They want to know:
- How you think
- How you prioritise
- How you create impact

2️⃣ Anchor your answer to a real business problem

Start with the problem or tension, not just context.

- What was broken?
- What was at risk?
- What needed to change?

3️⃣ Show strategy and solution and not just activity

Don’t just say what you did.

Explain the thinking behind it.

- What did you assess?
- What options did you rule out?
- Why this approach?

4️⃣ Quantify the outcome

Numbers create credibility.
They show judgment, not just effort.

See the 2 examples in the carousel.

• Frames the specific problem they care about
• Demonstrates decision-making under pressure
• Shows impact beyond just delivery

STAR tells a story but PSI proves relevance to the problem the company has.

If you want to stand out in interviews, stop narrating your experience and start positioning yourself as the solution.

Save this before your next interview.

What interview question do you find hardest to answer?

PSI method for interviews

I re-read the book The Alchemist this holiday

This message stuck out to me on this read

The idea that when you commit to what matters to you, life doesn’t get easier.

It just gets clearer.

I first read that book 9 years ago.

At the time, I thought it was about chasing a dream.

Big leap energy.

Follow your calling and everything works out.

That hasn’t been my experience.

What I’ve seen instead is this.

When you choose what’s true for you, you don’t escape discomfort.

You trade one kind of discomfort for another.

The discomfort of staying becomes heavier than the discomfort of moving.

In careers especially, people wait for certainty.

For confidence.
For permission.

But complete clarity rarely comes first.
Movement does.

Every meaningful shift I’ve made started without guarantees.

- Leaving finance.
- Stepping away from a title that looked good on paper.
- Choosing work that felt more connected but less defined.

Each time, the path only revealed itself after I took the step.

Not before.

The book talks about omens.

I think in real life, they are smaller:

- A nagging feeling you can’t shake.
- A sense that you’ve outgrown the room.
- Energy draining faster than it should.
- Curiosity pulling you somewhere new.

Nothing dramatic.
Just persistent.

Ignoring that costs more than listening to it.

Your next chapter doesn’t need you to be fearless.

It needs you to be willing.

Willing to listen.
Willing to move before it all makes sense.
Willing to trust that you’ll figure it out as you go.

And it’s how real transitions happen.

PS Have you read this book before? 

See comments for other messages I noted down from this re-read.

———
♻️ Repost to help someone in your network.
👉 Follow Natalie Tran for more content like this.

Pivoting your career often means being misunderstood by everyone

(when the version of success you’re choosing no longer matches the one people know you for)

When I left my Exec Director role in finance, people were confused.

Some were worried.

Some were quiet in that way that tells you they don’t agree but don’t know what to say.

On paper, my decision made no sense

There was no clear next title, no neat explanation

No guarantee it would work.

What I knew, and what they couldn’t see, was that staying would cost me more than leaving.

When you pivot, you’re asking people to update their mental file on you.

That takes time and sometimes it never happens.

And that’s one of the hardest parts.
You’re not just changing work.
You’re changing identity.

I’ve learnt that waiting to be understood can keep you stuck for years.

Alignment often comes before approval.

Most meaningful career changes look messy from the outside.

They only make sense once you’re living them.

If you’re in a season where people don’t get it, it’s ok. 

You don’t need everyone to understand your pivot.

You just need to understand why you’re making it.

PS Stay tuned for a series in Feb where I will share a live masterclass on making big pivots.

Most people use LinkedIn and interviews to prove they’re qualified or report the past.

But that’s not what actually moves decisions.

What moves decisions is helping someone see how you’d solve problems in their world.

Instead of listing only what they have done,
they build a “fit portfolio” of what they can do.

They let people into their thinking.

Not in a fancy, polished, “look at me” way but in a problem-solving way.

They make it easy for someone else to imagine:
• “This person understands my world.”
• “They’re already thinking about the problems I’m facing.”
• “I can see how they’d help here.”

This is what I mean by building a fit portfolio, even if you don’t call it that.

It’s not about shiny case studies or perfect outcomes.

It’s about:
• How you break down problems
• How you think through trade-offs
• How you’d approach challenges before being hired

Recruiters don’t just want your résumé.
They want to know:
“How would you operate here?”

Past colleagues aren’t scanning your CV.
They’re asking themselves:
“Could I work with this person again, in this context?”

So show the work you want to do.
Explain how you’d do it.
Name the problems you’re drawn to solving.

That’s how you build the bridge:
From experience → relevance
From “qualified” → “obvious choice”

And when your thinking is visible, your next role stops feeling like a leap and starts looking like a natural continuation.

Have you created a fit portfolio for your next career transition?

I used to cringe at the idea of “building a brand.”

As an exec director in finance, it felt… uncomfortable.
Self-promotional.
Exposed. 

That tension, the cringe, is where most people get stuck.

Today, I help executives and brands navigate that exact shift.

Not by turning them into “creators” 

But by helping them articulate what they already know, and who they are in a way that builds trust, authority, not noise.

And brand growth feels even harder right now.

More content
More AI
More noise

And yet… clarity feels harder to come by.

That’s exactly what Sarah Robson 📈 and I are  unpacking in this upcoming live session with Legend Digitech:

Brand Growth in a Noisy World:
What Still Works & What’s Changed in 2025

This isn’t about doing more.

It’s about understanding what actually cuts through now and what stopped working.

We’ll cover:
• How audience behaviour has shifted
• What LinkedIn is rewarding and some predictions in 2026
• How to build trust without chasing trends

If you’re building a brand, navigating a career transition, or growing authority in a crowded space, this will be a grounded, practical conversation.

📅 𝐋𝐢𝐯𝐞 𝐨𝐧 𝐌𝐨𝐧𝐝𝐚𝐲, 𝟓 𝐉𝐚𝐧𝐮𝐚𝐫𝐲
🕘 𝟗 𝐀𝐌 𝐔𝐊 | 𝟖 𝐏𝐌 𝐀𝐮𝐬𝐭𝐫𝐚𝐥𝐢𝐚 (𝐀𝐄𝐃𝐓) 
🎟️ 𝐅𝐫𝐞𝐞 𝐭𝐨 𝐚𝐭𝐭𝐞𝐧𝐝 | 𝐁𝐮𝐭 𝐥𝐢𝐦𝐢𝐭𝐞𝐝 𝐬𝐞𝐚𝐭𝐬 𝐚𝐯𝐚𝐢𝐥𝐚𝐛𝐥𝐞
👉 𝐒𝐚𝐯𝐞 𝐲𝐨𝐮𝐫 𝐬𝐩𝐨𝐭 𝐧𝐨𝐰: https://lnkd.in/dvsnRiXi

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The Battle

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Natalie Tran

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The Battle

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Natalie Tran

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);}Natalie Tran's LinkedIn Performance

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