The Brand Audit

A brand is the most valuable investment a company or individual can make.

Whether you’re a CEO, Founder or Executive - creating a strong brand presence on social media differentiates you in the market, attracts new opportunities and turns your potential into reality. 

The CEO that is seen is the CEO that is remembered.

Executive Social has massive untapped potential with less than 1% of LinkedIn members creating thought leadership content. 

- 71% of consumers are more likely to buy from a company if its CEO is active on social media.
- 65% of tech investors say lack of social media presence, including top executives, is a red flag when evaluating for investment.
- 65% of B2B buyers say that when evaluating partnerships or vendors, a brand with a visible executive team presence on social media will win over an otherwise equivalent brand without.

Be the in the elite 1% to build a brand so strong that people stop and pay attention. Hire a Former Head of Marketing for social strategy, social media audits, consulting, executive ghostwriting and masterclasses. 

Unleash Your Brand Potential: www.thebrandaudit.ca.

CEO & Founder

TikTok

Experienced, ROI-focused, Brand-Centric B2B Content Creator with 30k+ following on TikTok and LinkedIn in UK,US and Canada. 15% of following is CEOs & Founders and 70% is Director+. I speak about personal brand, career advice and social media strategy. 

I believe in collaborating with high integrity brands I actually use and love. Current & Previous work with Hootsuite, HubSpot, Marketing Week, Mark Ritson Mini MBA, W Hotel and various Tech & Marketing conferences. 

DM for brand collaborations and learn more about my professional audience, stats and examples of prior collaborations here: https://thebrandaudit.ca/pages/creator-partnerships

TikTok Creator

Stocksy United

Head of two departments (Marketing + Design) reporting to CEO. Part of 6 person executive team leading business with two CEOs transitions during tenure.

Created the first global marketing strategy for 10-year tech startup in a highly competitive and undifferentiated stock media industry. Spearheaded various new strategic revenue generation projects within highly volatile financial and operational state including financial issues, 2 series of layoffs, turnover of 5 CEOs, and 4 Heads of Marketing.

Brought strategic, client-focused, and data-driven perspective leading all marketing functions (brand marketing, demand generation, content marketing, digital marketing, PR, communications, partnerships, influencer strategy, social media, and design) developing strategy within larger business objectives.

Worked collaboratively with Tech, AR, Sales, Finance, Product, HR & Ops, I built a brand-to-demand engine from the ground up with a focus on long-term sustainable brand and revenue growth through client retention and acquisition. 

Launched first global marketing strategy, first brand identity, first brand strategy, agile brand campaign process, first digital strategy including SEM and paid social, revised content strategy, new Blog, new team structure, new MarTech stack, and first measurement strategy. Led digital transformation including implementation of Hootsuite for social management, GA4, and HubSpot for client journey mapping, Sales Churn Analysis. 

Results: 75,760% YOY increase in brand impressions, 5,349% increase in brand mentions, 3,504% publications speaking about Stocksy, 300% increase of share of search, 117% increase in social followers, SEO improvements including a 48 to 17 rank and 54 to 7 for industry keywords. Spearheaded HubSpot implementation for further measurement of sales churn, MQLs, SQLs, ROAS, revenue attribution etc.

Global Head of Marketing & Design

Reporting to Head of Marketing & CEO, developed EY Canada’s first brand team of 8 direct reports managing Brand, Content, Social, Digital, Sponsorships & Employee Advocacy Strategies. Led digital transformation implementing strategy, measurement and platforms/software like LinkedIn, Twitter, Instagram, Marketo, Adobe, Sprinklr, Demandbase & Hootsuite Amplify. Responsible for both brand and digital lead generation campaigns – including all D&I and Employer Brand strategy. Drove 2,194% YOY increase in impressions, 2,777% YOY increase in website traffic from social, 271% YOY increase in social engagement, 600% YOY increase in Canadian business decision makers’ SOV, qualified leads, 1,200% increased employee advocacy and $1M+ of viral reach value.

Head of Brand, Content & Social Strategy

LinkedIn

Marketing consulting on brand, content and LinkedIn social strategy for LinkedIn’s largest Enterprise Technology partners (ex. Microsoft, Amazon, IBM, Cisco, Dell, Hootsuite). Helped clients generate increased brand awareness and generate MQLs (Marketing Qualified Leads) – in some cases increasing LinkedIn-generated leads and revenue YOY 300%+. Created content and social media strategies, presented to executive C-suite leadership and developed key LinkedIn storytelling decks. Due to turnover, handled 2 roles of a Sr. Account Executive (Sales) and Marketing Client Solutions Manager (Marketing) for 7 months – achieving a 10M+ dollar annual ad revenue quota.

Marketing Client Solutions Manager

•Due to team transition, I handled both my role (Client Solutions Manager) as well as a Senior Enterprise Tech Account Executive role. This included selling LinkedIn advertising, advising on content & social strategy and managing the relationship with 21 Enterprise Tech partnerships until a new Sr. Account Executive was hired.

Interim Sr. Enterprise Account Executive

Shaw Communications

Brand, Content & Social strategy for one of Canada's largest Telecommunications companies. Spearheaded Shaw Business’ digital transformation - developing brand, content marketing and social media strategy. Generated 87% increase in social followers, 2,700% increased brand impressions and 154% increase in lead generation through creation of strategy, measurement and attribution frameworks, traditional & digital channels and a website content hub with video and written thought leadership. Managed social media platforms of LinkedIn, Facebook, Instagram and reported key brand  content and social insights to CMO and Executive Team.

Content & Social Media Marketing Manager

WestJet

Brand & new destination marketing for Canada’s 2nd largest airline. Elevated WestJet brand and drove 135% YOY increase in flight & vacation revenue by creating international co-branded marketing campaigns utilizing traditional & digital mediums including digital, social, print, radio, content, OOH and TV. Collaborated with both internal teams and external agencies. Managed marketing relationships and multi-million-dollar media budgets with 20+ marketing partners – including travel destinations, luxury hotels and Disney & Universal Orlando.

Marketing Coordinator

FGL Sports Ltd

Brand and performance marketing for Canada’s largest Sporting Retailer. Led rebrand of SportChek winning a Bronze Cannes Lion for “Your Better Starts Here” and Marketer of the Year by Strategy Magazine. Cultivated marketing relationships and campaigns with 25+ partners: adidas, Reebok, TaylorMade, Nike, Under Armour etc. Campaigns included traditional & digital mediums including online, social, print, radio, content, PR, OOH and TV. Collaborated with internal departments and external agencies and created a new vendor partnerships program funding multi-million-dollar brand initiatives. Led SportChek’s first flagship store grand opening which generated 200% of projected sales objectives.

Brand Campaign Marketing Specialist

Oilers Entertainment Group

Hired for NHL season contract as part of 3 employee brand marketing team. Developed integrated brand to demand omnichannel Oilers campaigns - traditional and digital channels (TV, OOH, digital display, radio, print magazines, website, email and social). Led marketing, promotions & game night execution. Responsible for ticket sales revenue, marketing research, email strategy, VIP initiatives and written and video content for social media.

Marketing Assistant

Rawlco Radio

Led marketing and promotions for Western Canada’s largest radio conglomerate. Cultivated and promoted the brands for C95 (Top 40) and Rock102 (Rock) radio stations.

Marketing And Promotions Assistant

CEOs & Founders, your personal brand is your best business asset. Yet less than 1% of you are actively posting your thoughts on LinkedIn - underestimating the value of your personal brand. But the numbers don’t lie:

-71% of consumers trust brands more when their CEO is active on social media.
- 65% of tech investors see a lack of executive presence as a red flag.
- Executives reach 10X the audience of their company page.

At The Brand Audit I guide CEOs and Founders to turn their personal brands into a strategic advantage — driving relationships, revenue, and reputation. Everything I do is bespoke creating custom brands, not canned plans. 

Your brand isn’t standard — neither is my strategy.

For 4 years clients with 1000 to 1M+ followers have trusted The Brand Audit's 5-step process: 1) Brand Audit & Discovery 2) Personal Brand Strategy 3) Masterclass 4) LinkedIn Content Creation 5) 1x1 Consulting.

Unlike internet stars hopping on the personal brand craze, my recommendations are backed by a marketing degree, two decades of experience leading brand and social teams of 20+, managing budgets of $30M+ and experience working at enterprise companies like LinkedIn, EY, WestJet & Shaw creating Cannes award-winning brand campaigns.

In today’s market, visibility isn’t optional — it’s a business imperative. View our brand strategy packages to help you with ideas, influence and impact: https://thebrandaudit.ca/pages/personal-brand-packages 

And send me an email to unleash your brand potential: christinaminshull@thebrandaudit.uk.

On LinkedIn it's becoming common, almost expected, for women to preface their success stories with flaws. The struggle-to-success arc filled with doubt gets the most engagement.

“I have imposter syndrome.”
“I struggle with confidence gaps.”
“I don’t feel like I belong at the table.”
“I’m not a natural leader.”
“I don’t know how I ended up here.”
“I never imagined someone like me would…”

And while those stories are valid for many, I'm tired of this cultural script being forced. They’ve never been my experience.

I’ve never felt like an imposter. I’ve never had confidence gaps. I've never doubted that I belonged in the room. Not because I was handed confidence on a silver platter, but because I earned it.

⤷ I was the nerd in high school with a 98% average.
⤷ I was a nerd in university with a 4.0GPA.
⤷ I worked 4 jobs in university
⤷ I worked 60-80 hour weeks consistently in my career. 
⤷ I moved cities and switched jobs all to gain more experience + better salary. 
⤷ I've spent nearly 20 years building social and brand teams. 
⤷ I'm the only personal brand agency in the market that has been a Head of Social & Head of Brand at enterprise companies.

I built my confidence through competence. Through reps. 
Through sitting in the fire of high-stakes decisions until it no longer burned.

Sometimes what we call “imposter syndrome” is really just inexperience. 

And sometimes it's just simply performative vulnerability to get the clicks. 

A mentor can’t hand you certainty. A coach can’t train you to have confidence. 

You have to earn it in the arena. Do the work until your track record speaks louder than your inner critic.

Doing social listening for clients, lately I'm worried that by over-indexing on the language of flaws, we’ve created a cultural script that women feel obligated to play into. Almost as if relatability requires self-doubt.

But that’s not the only story available.
There’s strength in saying:
“I know I belong here.”
“I trust my judgment.”
“I’ve put in the work.”

Confidence doesn’t make you arrogant. It makes you credible. And credibility is what accelerates trust, leadership, and influence.

We don’t need to market ourselves through our insecurities. We don't need to shrink to be relatable. Sometimes the most radical brand move you can make as a woman is to own your competence, unapologetically.

Christina Minshull

I like doing business with good humans. Case in point: my accountant Brian Li, CPA, CA.

Like myself he's traded a corporate career for entrepreneurship and manages my cross-border international taxes (no small feat when you move countries), and stopped in to see me while on vacation in London from Canada. 

I met his son Chase who showed me an epic game-boy-on-steriods handheld console and we talked life and business over Watchouse Matcha Lattes.

He also very thoughtfully brought me my favourite Canadian treats (Twizzlers & Dill Pickle Chips) which I have been missing as I haven't travelled back home since moving. 

At end of the day, it’s not just about the work you do together. It’s about the integrity and character of the people you choose to do it with.

If you're a business owner who need some cross-border taxes - Brian is your man.

#SponsoredByTwizzlers

The people closest to you quietly set the baseline for what feels normal.

⤷ Normal levels of ambition. 
⤷ Normal ways of thinking. 
⤷ Normal definitions of success.

When people plan dinners, events or communities comfort is usually the default guest list. 

It’s easy to fill a room with friends. 

Harder and more valuable to fill it with friction, perspective, and possibility.

The 5 types of people I believe everyone needs in their orbit & their Dinner table: 

Possibility Engineers → the ones who stretch your thinking, not with advice but by showing you new mental models. They make the impossible feel inevitable.

Truth-Tellers → the rare few who hold up the mirror without flinching. They protect you from your own blind spots.

Energy Multipliers → people whose energy accelerates yours. Just being in proximity raises your standard of execution.

Challengers → they disagree with you, not to argue, but to sharpen your ideas. Iron sharpens iron.

Social Architects → the ones opening doors and making introductions that change your trajectory.

Read more on my thoughts on intentional connection from sometime who has built 1000 new relationships in London last year.

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The scariest place to be is the same place last year.

You don’t need to move fast.

You just need to move forward.

#Founder #WomanFounder #FounderJourney

B2B marketers quick calendar check. 📆 

If you don’t have November 19–20 blocked off, go fix that because B2B Marketing Live UK is back at Excel London.

Last year, I was one of their keynote speakers presenting how Search Starts on Social and this year, I’m back with something for my followers. 

I’ve partnered with their team to give away 10 Advantage Passes [VIP] to get more of the right people in that room — the ones building, thinking, and shaping the future of B2B.

👉 If you want one, drop a comment below and tell me:
What should B2B marketers have on their radar for their 2026 strategy?

I’ll draw on Oct 10.

And if you don’t win a pass, don’t worry. Everyone who comments will still get an exclusive discount code from me.

#B2BMarketing #B2BMarketingLive #MarketingEvents #LondonEvents #Partner

Walking into Fleurs de Villes Downton Abbey exhibit today felt like stepping into a storybook. 

Each display carried the signature of London’s best florists - no two alike, every one unforgettable.

We got to hear from Canadian founders, Karen and Tina, on how they have taken this vision global and with world-class local talent in each city.

From now until October 1, it’s London’s turn at the infamous Royal Botanic Gardens, Kew. 

Thank you Amanda Bates, Karen Marshall & Tina Barkley for the invite to an unforgettable afternoon!

#LondonEvents #TodoLondon #KewGardens

Any 56 year olds in my LinkedIn network want to buy my home in Calgary, Canada? 

#RealEstate #CalgaryRealEstate #Canada

Tea kettle acquired. Where do I sign up for my 🇬🇧 citizenship?

First kettle in my life and honestly how did I live without one?? Please drop your favourite gourmet teas I need to stock up on for Q4.

And in exchange I'll give some tea on how to create a personal brand voice that actually connects. 🔗 in comments.

Skip the social media fakes trying to sell you shortcuts. 

There’s no compression algorithm for actual marketing experience. If you want a voice worth hearing you need to do the work and learn from someone who’s actually been a former Head of Brand & Social.

Inside you'll find strategic frameworks and my 10 step process I use with clients. 

0. Know Your Why 
⤷ If You Don’t Know Why You’re Talking, No One Will Listen.

1. Clarity Activates Trust
⤷ How to ensure you're clear over clever. 

2. Consistency builds Familiarity
⤷Trust Isn’t a Feeling. It’s a Pattern.

3. Set Your Signature Sound.
⤷Sound Like Yourself on Purpose.

4. Build Your Brand Blacklist.
⤷Great Brands Know What They’re Not.

5. Stop Copying. Start Tuning In.
⤷You’re Not a Template. You Can’t Copy Your Way to Credibility.

6. Use Your Audience as Inspiration. 
⤷Read the Room Before You Grab the Mic. Talk To Them, Not At Them

7. Create Content People Want
⤷ Research from our State of Personal Brand Report 

8. Do a Social Media Audit.
⤷ Scroll Your Own Feed Like a Stranger. The Clues Are in Your Best Posts.

9. Codify & Scale it.
⤷ Make It a System, Not a Guess.

10. Embrace Evolution.
⤷ Your Voice Is a Living Asset.

#PersonalBrand #PersonalBrandStrategy #BrandVoice

I asked a conference how they calculated their ‘Top UK Influencers’ list.

The answer: a peer vote of nominated voices. 

It made me stop and think: how are we actually judging influence?

Too often it’s about familiarity: the people we know, the names we’ve seen on repeat, the ones already “inside the circle”. Not the people who’ve built credibility through experience, results, and doing the reps.

But true influence is different.
→ It’s reach: who you can actually get in front of.
→ It’s resonance: who remembers and engages with you.
→ It’s results: who takes action because of you.

By those measures, influence looks very different from a ballot box stuffed by friends.

Whether it’s AI, SaS, cybersecurity, CPG, luxury goods, or social media — every client I work in shares the same frustration of the fakes. 

If you’re building a speaker’s list for an event, promoting a creator, or publishing a list I challenge you to start with the data, not who is saved in your phone.

Better yet, see what Jeremy Boissinot and his team are building at Favikon with their authenticity score.

I cross compared the conference list with their data driven scoring of influence and there are shockingly few matches. 

I’m judging an international awards this month and my approach is simple: no favourites, no politics, just integrity and data.

If we want marketing to have a true seat at the table, we need to rethink the way we measure influence and who we choose to spotlight on stages.

#Marketing #CreatorEconomy #CreatorIntegrity #TopUKInfluencers #TopUKCreators

Your audience deserves more than the same marketing clichés they've heard since 2019.

They deserve someone who will challenge them and prepare them for the future. 

And that’s exactly what I do on stages across the US, Canada, EMEA and here in the UK - bringing contrarian takes on social media, personal brand strategy, and the attention economy.

Here’s what audience members from Microsoft, NBC, Comcast, Double Verify + more are saying about my 2025 speaking engagements.

→  “A standout talk… warm, commanding, and deeply uplifting.”
→ “Direct, clear, and actionable — she’s been there, done it, and she’s funny.”
→ “A masterclass in brand-building… practical, tangible strategy, not theory.”
→ “Max energy and passion… audiences leave skilled up and buzzing.”
→ “The perfect balance of storytelling and practical advice.”
→ “Outstanding… inspiring, highly practical takeaways to own your space.”
→ “Golden science nuggets… tips you can action the very next day.”
→ “Relatable, confident, and instantly connected with the room.”
→ “Smart, honest insights delivered in a way that was relevant to everyone.”
→ “Memorable, actionable, and easy to implement — advice that sticks.”
→ “An atmosphere where everyone felt encouraged to listen, reflect, and participate.”
→ “She keeps the audience engaged — and more importantly, engages with them.”
→ “Confident yet relatable, with a great instinct for what the audience needs in the moment.”
→ “Not overwhelming theory — real strategies people could put into action immediately.”
→ “Inspired and ready to take action the moment the session ended.”

Help a Solopreneur out! 
⤷  View my keynotes, audience quotes + more on my speaker page 
⤷  Add a quote to my page if you have seen me speak. 
⤷ Send me a connect if you're curating an event in 2025/2026.
⤷ Nominate me to sit with you if you're on a panel.

I take on both paid and free speaking engagements (if travel is covered).

Keynotes, panels, masterclasses: Let’s make it memorable, inspiring and just a little contrarian.

#ProfessionalSpeaker #Speaker #WomanFounder #LondonSpeaker #Events

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