I work on turning AI ambition into practical, day-to-day reality.

I’m currently AI Innovation Partner at Travel Counsellors, working with the CTO and teams across the business to embed AI in a way that genuinely improves how people work and how customers are supported.

The focus isn’t experimentation for its own sake. It’s about adoption at scale. Building AI tools and workflows that save time, reduce friction, support better decisions, and fit naturally into how the business already operates. That includes evolving products like TC Copilot, as well as internal tooling that drives real operational change.

I’m particularly interested in the hard part of AI:
change management, trust, usability, and moving organisations from “AI-curious” to confidently AI-enabled. Travel is a uniquely complex, people-led industry, which makes it one of the most interesting places to apply AI properly.

My role sits at the intersection of technology, product, and people, with a strong bias toward delivery over hype and outcomes over demos.

I enjoy working with teams who want to move quickly, think clearly, and build things that actually stick.

Always open to thoughtful conversations about applied AI, transformation, and what it really takes to make this stuff work in the real world.

Jeremy Smith

Accelerating Visibility & Revenue · CPD Accredited LinkedIn™️Training for Regulated Professionals (Law & Finance) · Employee Advocacy · Profile Optimisation & Marketing · Lawyer -social media policy · 5 Citywealth Awards

🔵 Applications for Link Tank Luminaries™️Programme now open: 
https://melaniegoodmanlinkedinconsultant.substack.com/p/link-tank-luminaries-thoughtleadership-programme

𝐓𝐡𝐞 𝐬𝐭𝐨𝐫𝐲 📖:  
A long, long time ago, there was a City lawyer who relocated to Switzerland, leading business development as a director at an international law firm. 
She saw first-hand how powerful this platform can be when used strategically. 
Having founded Trevisan, she delivers bespoke LinkedIn™️ training, strategy, and content tailored for regulated industries. 

With CPD-accredited LinkedIn™️ training & sector experience, she works with business owners & senior professionals who want more visibility, better leads, and meaningful conversations, making LinkedIn™️ work smarter for you, not harder.

You’re not invisible because the algorithm hates you. You’re invisible because your message is forgettable.

⧈ Are you a leader frustrated that your LinkedIn™️profile isn’t attracting your ideal clients?

⧈ Are you seeking your next career opportunity?

⧈  Are you an HR leader keen to upskill your team while protecting your brand with an effective social media policy and employee advocacy tools?

🔲 HOW I CAN ASSIST YOU: 

🗹 Profile Optimisation: Transform your personal / company profiles to boost visibility, credibility & search rankings.​

🗹 Targeted Content Creation: Engage your audience with high-quality content 

🗹 Tailored LinkedIn® Training: Bespoke 121 / Bespoke Corporate training (employee advocacy programs)

🗹 Social Media Policy Development: Clear guidelines to ensure compliant online activity.​

🗹 Employee Advocacy Programmes: Empower your team to represent your brand effectively, expanding reach & influence.​

🔲 WHAT MAKES TREVISAN DIFFERENT: 

-Specialising in organic LinkedIn® marketing with industry-targeted content and networking campaigns to connect you with your ideal audience.

-CPD-accredited LinkedIn training programs 

-Delivered with qualified financial, legal and marketing expertise.

🔲 WHERE YOU HAVE SEEN ME

▪️The Entrepreneur
▪️Family Office Magazine
▪️Wealth Briefing
▪️ProtectionGuru

🔲 FREE RESOURCES 
▪ Access here: https://www.trevisanconsulting.com/free-social-media-and-business-development-guides/

🔲 LET'S TALK:
🖂 Melaniegoodman@trevisanconsulting.com 
🕿  + 44 7789 438 483

If you’re ready to elevate your LinkedIn presence and achieve measurable results, schedule a call with me today:
👉 https://bit.ly/LinkedInStrategyMeeting

(I do not signify any affiliation with or endorsement by LinkedIn® Corporation or its affiliates)

Melanie Goodman

Posting consistently on LinkedIn will not grow your business.

I'll say it again for the people scheduling content at midnight.

Consistency without strategy is just noise with a calendar.

I see it constantly in law and finance.

Partners posting three times a week. Solid content. Professional tone. 

Growing follower counts.

And nothing converting.

Because they've confused activity with intention.

LinkedIn isn't a broadcasting platform. It's a relationship platform that happens to have a feed.

The firms generating real pipeline from LinkedIn aren't the ones posting the most.

They're the ones who are absolutely clear on three things:

→ Who they are talking to (one person, not "senior professionals")
→ What problem that person is sitting with right now
→ What they want that person to think, feel or do after reading

Everything else, the posting schedule, the format, the hashtags, is secondary.

Before you schedule your next post, answer those three questions.

If you can't, the post isn't ready.

∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞
To see more LinkedIn business development and training strategies, press the 🔔 on my profile

🔁 Repost to share the knowledge

📅 To book a 1-2-1 LinkedIn strategy call, use the button beneath my headline

#LinkedInMarketing #LinkedInTraining #EmployeeAdvocacy #Trevisan

Last night I had the pleasure of attending The Brit Awards.

Thank you,Jason Morais, for such a unique experience.

It was an unforgettable day, from the exquisite Pullman train to incredible evening decor but the most interesting part of it wasn’t on stage.

I was lucky enough to chat to a plethora of interesting, fun and engaging people last night but it was the way Jamie Laing treated people when no one was filming that stood out.

He was warm. He was present. He asked questions and actually listened to my answers.

No ego. No performance.

(I mean we must be besties now, no? 😉) 

People assume influence comes from visibility.

It doesn’t.

It comes from how you make people feel in small moments.

In comments.
In messages.
In brief conversations between.

Titles help.

Reach helps.

But presence builds trust and trust compounds.

Last night was glamorous.

The lesson was simple.

Professional credibility and personal warmth are not opposites.

They reinforce each other.

No alternative text description for this image

This is the post that my daughters think means I hate women.
It’s not.

In fact, it’s the opposite.

But every year when International Women’s Day comes around, I feel slightly uneasy about how it’s discussed.

Because the message often sounds simple.
Almost too simple.

Women can “have it all”.
A thriving career. A happy family. Perfect balance.

It sounds inspiring.
It also ignores reality.

Life involves trade-offs.
If you build a demanding career, something else gives. 
If you choose more time with family, something else gives.

That applies to 𝗺𝗲𝗻 𝗮𝗻𝗱 𝘄𝗼𝗺𝗲𝗻.
Pretending otherwise helps nobody.

And then there is the tone of some conversations.
Young women are sometimes encouraged to believe that most men are the problem.

In my experience that simply is not true.
Most men are not chauvinists.
Most people are just trying to do their best for their families.

Real progress comes from cooperation.
Not suspicion.

So perhaps the day should focus less on slogans and more on honesty.
Honesty about trade-offs.
Honesty about the structural issues that still exist.
And honesty about the fact that progress requires men and women working together.

That feels like a more useful conversation.

But maybe I’m wrong.
What do you think?

#IWD2026 #InternationalWomensDay #FemaleFounder

Accelerating Visibility & Revenue · CPD Accredited LinkedIn™️Training for Regulated Professionals (Law & Finance) · Employee Advocacy · Profile Optimisation & Marketing · Lawyer -social media policy · 6 Citywealth Awards

I know I’m boring here.
Be honest, you probably prefer the emotional posts.

There’s nothing inspirational about explaining hook structure or dwell time. It’s not designed to pull at your emotions.

When I write these posts, even I sometimes think maybe they’re a bit dull.
 
They’re not emotional. They’re not dramatic. They don’t tell a personal story about adversity or a big life lesson.
 
They’re usually just practical breakdowns of how LinkedIn works.
~How to structure a post
~How to improve reach. 
~What actually drives saves and comments.
 
I am well aware that that kind of content doesn’t always travel as far as something more emotional.
 
But I’m not trying to compete with stories.
 
I’m trying to give you something you can use.
 
An emotional post might stay with you for a day. A practical one can change how you write for the next year.
 
That’s the trade-off.
 
So if my posts ever feel less exciting than others in your feed, it’s probably because they’re designed to be applied, not just reacted to.
 
I’m fine with that.

Most LinkedIn advice you'll read this week is wrong.
Not maliciously. Just outdated.

LinkedIn replaced its signal-processing system in 2025 with two interconnected large language models that read your content the way an intelligent reader would.

That changes everything for you and me.

It changes how your profile works.
It changes how your posts get found.
It changes what you should be doing with the twenty minutes you have to spend on LinkedIn each day.

I've written a full breakdown in this week's The Link Tank™️newsletter.

It covers the two gates every post has to clear, why your profile is now a strategic document, and why one well-constructed post a week beats daily posting into the void.

What's your biggest frustration with LinkedIn visibility right now?

#LinkedIn #LinkedInAlgorithm #ContentStrategy #Trevisan

Welcome to all of this week's new subscribers to Link Tank newsletter; my newsletter always focuses on the practical: Real, implementable strategies t

Open article: The LinkedIn Algorithm Has Changed. Most Advice Hasn't by Melanie Goodman • 6 min read

The LinkedIn Algorithm Has Changed. Most Advice Hasn't

LinkedIn News Europe asked for top piece of advice for women founders. Instead of giving you a tip, I am going to answer the questions I actually needed someone to ask me.
 
𝗪𝗵𝗲𝗻 𝗱𝗶𝗱 𝘆𝗼𝘂 𝘀𝘁𝗮𝗿𝘁 𝗧𝗿𝗲𝘃𝗶𝘀𝗮𝗻 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗶𝗻𝗴? The week after I was made redundant from my law firm.
 
𝗗𝗶𝗱 𝘆𝗼𝘂 𝗵𝗮𝘃𝗲 𝗮 𝗽𝗹𝗮𝗻? No.
 
𝗪𝗲𝗿𝗲 𝘆𝗼𝘂 𝗿𝗲𝗮𝗱𝘆? Absolutely not.
 
𝗦𝗼 𝘄𝗵𝗮𝘁 𝗱𝗶𝗱 𝘆𝗼𝘂 𝗱𝗼? I opened LinkedIn, wrote something honest, and waited to see if anyone was listening.
 
𝗪𝗲𝗿𝗲 𝘁𝗵𝗲𝘆? Eventually. But only because I kept going.
 
𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝗸𝗻𝗼𝘄 𝗻𝗼𝘄 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂 𝗱𝗶𝗱𝗻'𝘁 𝗸𝗻𝗼𝘄 𝘁𝗵𝗲𝗻? Visibility is not a reward for readiness; it is a prerequisite for it. 
You cannot find your market while you are invisible and no one is coming to find you while you are waiting to feel ready.
 
𝗦𝗼 𝘄𝗵𝗮𝘁 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗮𝗰𝘁𝘂𝗮𝗹 𝗮𝗱𝘃𝗶𝗰𝗲? Start before you are ready. Share your point of view before it is polished. Show up before you feel qualified. The clarity comes from being in the market, not from preparing to enter it.
 
This applies whether you are launching something new or pushing for something different inside an existing role.

"𝘐𝘧 𝘺𝘰𝘶 𝘵𝘩𝘪𝘯𝘬 𝘺𝘰𝘶'𝘳𝘦 𝘵𝘰𝘰 𝘴𝘮𝘢𝘭𝘭 𝘵𝘰 𝘩𝘢𝘷𝘦 𝘢𝘯 𝘪𝘮𝘱𝘢𝘤𝘵, 𝘵𝘳𝘺 𝘨𝘰𝘪𝘯𝘨 𝘵𝘰 𝘣𝘦𝘥 𝘸𝘪𝘵𝘩 𝘢 𝘮𝘰𝘴𝘲𝘶𝘪𝘵𝘰 𝘪𝘯 𝘵𝘩𝘦 𝘳𝘰𝘰𝘮." 
- 𝘈𝘯𝘪𝘵𝘢 𝘙𝘰𝘥𝘥𝘪𝘤𝘬, 𝘧𝘰𝘶𝘯𝘥𝘦𝘳 𝘰𝘧 The Body Shop 
 
 
#GiveToGain #LinkedInNewsEurope #IWD26

Senior Partner: "Our policy says staff shouldn't post anything that could be perceived as advice."

Me: "Right. What does that look like day to day?"

Senior Partner: "Basically, nothing too specific."

Me: "So your senior professionals are on LinkedIn, they just can't sound like they know anything?"

Senior Partner: "...I hadn't thought of it that way."

I have some version of this conversation most weeks.

The compliance concerns aren't wrong. Regulatory obligations, conduct rules, client confidentiality. These are real and they matter. I'm not dismissing any of it.

But a policy written entirely around fear produces one outcome. Silence.
And while your people say nothing, competitors who've figured out how to post compliantly are having the conversations you should be having.

The businesses getting this right aren't throwing caution out. They've just built something more useful than a blanket ban.

They're clear on what topics are in and what's out. They have real examples, not vague warnings. And they've trained their people properly so that confidence replaces anxiety.

That last part matters more than most firms realise.

Your people aren't staying quiet because they don't have anything to say. 

They're staying quiet because nobody has shown them what good actually looks like.

That's fixable.

∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞ ∞
To see more LinkedIn business development and training strategies, press the 🔔 on my profile 🔁 Repost to share the knowledge 📅 To book a 1-2-1 LinkedIn strategy call, use the button beneath my headline #LinkedInMarketing #LinkedInTraining #EmployeeAdvocacy #Trevisan

A LinkedIn headline shouldn't generate the MOST profile views.
 
A LinkedIn headline should filter the RIGHT profile views.
 
How most people write theirs:
 
· List their job title
· Add their company name 
· Throw in a few buzzwords
 
How regulated professionals should write Intent-Led Headlines:
 
· Name the person you want to attract 
· Name the problem you solve for them 
· Name the outcome they can expect
 
I've been teaching this framework for over 8 years. (It works)
 
A financial adviser went from zero inbound enquiries to three qualified conversations a month within 90 days. 
A solicitor landed two new clients from LinkedIn in six weeks. 
A wealth manager grew their connection acceptance rate from 15% to over 60%.
 
All because they stopped describing their role and started describing their value.
 
Write an Intent-Led Headline and you'll:
 
1. Attract connection requests from people you actually want to speak to
2. Give every profile visitor a reason to stay and read further
3. Turn your headline into a filter that qualifies prospects before they message you
 
It's time to re-educate yourself on what your LinkedIn headline is actually for.
 
No more job-title-and-company-name headlines that blend into the crowd.
 
More intent-led headlines that attract the right clients and conversations.
 
Be honest - does your current headline describe your job title or your value? 

Repost ♻️ to educate more people on the right way to write their headline.

Appreciated!
 
#LinkedInTips #LinkedInProfile #LinkedInTaining #Trevisan

𝗧𝗵𝗶𝘀 𝗶𝘀 𝗻𝗼𝘁 𝗮 𝘄𝗲𝗯𝗶𝗻𝗮𝗿.
 
If LinkedIn feels like it isn’t doing much for you, you’re not alone.
 
You’re posting.  You’re connecting.  You’re trying to stay visible.
 
And still… very little happens.
 
That doesn’t mean you’re doing it wrong.  It usually means a few important pieces are missing.
 
On 𝗠𝗼𝗻𝗱𝗮𝘆 𝟮 𝗠𝗮𝗿𝗰𝗵 𝗮𝘁 𝟭𝗽𝗺 𝗨𝗞, I’m hosting our live monthly 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗟𝘂𝗻𝗰𝗵 '𝗻' 𝗟𝗲𝗮𝗿𝗻.

 An open, practical Q&A where you can:
 
• Ask the questions about LI that you’ve been sitting on  
• Get clear, current advice based on what actually works now  
• Understand how to attract the right clients, not just more noise  
• Talk through your own profile or posting approach

It’s completely free for The Link Tank™️members.
 
Bring your lunch.  Bring your questions.  Let’s conquer LinkedIn together 🫱🏼‍🫲🏻

https://lnkd.in/g5rv_muS

Open article: LinkedIn Lunch 'n' Learn (2nd March) by open.substack.com

melaniegoodmanlinkedinconsultant.substack.com

Learning is not optional in most professional roles.

But motivation varies.

Some people learn to comply.
Some learn to compete.
Some learn to improve.

What primarily drives your professional learning?

A. Formal requirements
B. Career progression
C. Personal interest
D. Client expectations

Vote below. I’ll share what I see most often.

What primarily drives your professional learning?

The author can see how you vote. Learn more

As I am always saying - don't put all your eggs in one basket. Youtube is not 𝘮𝘺 𝘤𝘩𝘢𝘯𝘯𝘦𝘭 but Vicki knows her stuff. Others who are leveraging You tube along side their LinkedIn are Mark Firth, Will McTighe and David Bell )PCD Group) and Lauren Chiren to name but a few

If you’re waiting to monetize YouTube until you qualify for the YouTube Partner Program...

you’re delaying revenue for no reason.

High-achievers don’t need more subscribers or a bigger audiemce.

They need a monetization strategy.

Most businesses feel stagnant because visibility isn’t converting.

YouTube is a conversion platform — when it’s structured correctly.

And here’s the part no one talks about:

You can generate revenue long before you ever hit 1,000 subscribers.

➡️ Authority.
➡️ Positioning.
➡️ Conversion pathways.

That’s the difference.

If your business is solid but your growth has plateaued, it may be your visibility system.

And that’s fixable.

Comment YOUTUBE or send me a DM if you’re ready to stop posting and start monetizing strategically.

PS: This video was created using my AI Clone.

If getting on camera feels intimidating, inconsistent, or time-consuming — this is also part of what’s possible when you build the right visibility system.

Confidence + strategy + leverage.

That’s how we scale.

taplio

The Battle

Jeremy Smith

Melanie Goodman

Followers

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Performance ScoreMelanie Goodman's LinkedIn Performance

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taplio

The Battle

Jeremy Smith

Melanie Goodman

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);}Melanie Goodman's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMelanie Goodman's LinkedIn Performance