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.

I go to tech conferences like Web Summit to study the shifts: the tension points, the emerging patterns, and the contrarian conversations that will never make it to a stage but will absolutely shape what happens next.

This week in Lisbon I cheered on CEO & Founder clients on stage, went to the 🇬🇧 & 🇨🇦 Mixers, networked with 71K+ attendees, attended an investors Soiree and explored Lisbon in the rain. 

For those that couldn't attend I captured themes from the following leaders who aren’t just predicting change, they’re architecting it:

• Tiffany Rolfe — Global CCO, R/GA
• Nick Shapiro — CEO, 10th Avenue Consulting
• Allison Braley — Partner, Bain & Company
• Andrew Smith — Head of Brand, Vinted
• Irina Novoselsky — CEO, Hootsuite
• Sir Tim Berners-Lee — Inventor of the Web
• Keily Blair — CEO, OnlyFans
• Joseph Gordon-Levitt — Actor & Activist
• Khartoon Weiss — Global Head of Business Marketing, TikTok
• Jeff Berman — CEO, Masters of Scale 
• Moritz Fuerste — Co-Founder, HYROX
• Rob Weston — CMO, Loop 
• Biz Stone — Co-Founder, Twitter
• Armin van Buuren — DJ & Producer
• Ole Obermann — Global Head of Apple Music

A lot of their ideas were philosophical in nature and challenged how we think about leadership, creativity, trust, power, and identity in a world that is continually being rewritten by tech. “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn” 

Thanks to Paddy Cosgrave for a thoughtfully curated mix of voices and perspectives. I’ve recapped the most important themes [the ones that matter if you want to lead what’s next] in the comments👇

#WebSummit #WebSummit2025 #Technology

Christina Minshull

Excited to partner this year with B2B Marketing Live UK - find me today or tomorrow at the conference, reference this post I’ll give you a mini social [LinkedIn, TikTok, Substack, YouTube or IG] audit for free from The Brand Audit ✌🏼 

#LondonEvents #B2BMarketingLiveUK #TheBrandAudi

After nearly two decades training marketing teams at Amazon, Microsoft, IBM, Cisco, Dell + more on social media, one pattern keeps repeating: Executives crave certainty in a discipline built on context.

They want the clarity of a spreadsheet from a medium built on human behaviour. And that’s where social media measurement continues to collapse under its own oversimplification.

You can’t distill the psychology of attention, memory, and influence into a 200 character WhatsApp channel response, despite what you may seen in your channels and feeds. 

Marketing measurement is far more complex than people think. It’s 2025 and we're still having antiquated debates on whether social is for brand building or lead generation.

Budgets are divided.
Teams are split.
Dashboards rule the CMO’s boardroom.

And the cycle of short-term perpetuates. 

Somewhere along the way, CEOs and Founders have learned:
👉 If it doesn’t show up neatly in analytics or attribution models, it must not be working. So when inputs don’t lead to instant outputs, CEOs blame algorithms instead of their own impatience.

As a former Head of Brand & Social, I can tell you that mindset is exactly why social keeps getting misunderstood and undervalued. 

→ It’s why Fortune 500 brands have 1-person social teams.
→ It’s why leadership treats social as a tactic instead of a trust channel.
→ It’s why the concept of fastvertising gets mocked.
→ It’s why smaller brands keep outperforming category leaders.
→ And it’s why social teams are still fighting for scraps of budget — even as their content outperforms TV, OOH, and print combined.

Social was never designed to fit inside a 30-day report.

It’s designed to shape memory, signal credibility, and build preference, the kind of compounding results that happen quietly, then all at once.

As a former Head of Social I’m setting the record straight in my latest article on how modern CEOs should actually be thinking about social media. 

It's included for my subscribers or unlock one article for free here 👇🏼

All packed and ready for Web Summit in Lisbon this week! Looking forward to meeting people who are:

→ Hosting those off-the-record, invite-only, idea-heavy dinners where the real conversations happen.
→ The locals who know where the best seafood and skyline views hide.
→ Experienced Founders, Techies, and Strategists who think deeply and talk boldly.
→ The connectors who can get me +1 into the Speakers lounge to offer help with personal brand strategy. 
→ A Fractional CTO (or two) who’s curious about helping build The Brand Audit 2.0.
→ People who build, question, read, and are allergic to small talk.
→ Event organizers who don’t book average speakers, they curate disruptive and futurist perspectives.
→ The ones who can point me to a dimly lit speakeasy that respects a dirty martini.

If that sounds like you, let’s make it happen in Lisbon.

#WebSummit #Tech #TheBrandAudit

Web Summit Day 2 🤘🏼 if you see me today and you’re a CEO, Founder or Executive reference this post and I’ll give you a on the spot free mini audit of your LinkedIn presence with some tips to improve. 

Looking forward to making some new connections! 

#WebSummit #PersonalBrand #TheBrandAudit

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Something’s shifted lately and you can feel it everywhere. Across feeds, group chats, and conference stages, the performers of expertise are outnumbering the people who have actually earned it.

They deliver confidence without competence. Narratives without experience.
Polish without any proof they’ve actually done the things they’re teaching.

And the cost is real:
→ Our feeds get diluted with manufactured outrage provocateurs.
→ Communities that used to spark real thinking now drown in noise.
→ Stages meant for operators are handed to performers.

We're living in what I can the Age of Artificial Authority. 

I’ve spent a few weeks on this article unpacking the psychology and cultural mechanics behind this shift. I talk about:

→ Why our brains trust confidence over competence 
→ How the algorithm rewards performance
→ The collapse of cognitive patience 
→ The optics economy 
→ The sisterhood scam 
→ The cost to the credible 
→ Who actually profits from artificial authority
→ Why discernment is becoming a competitive advantage

If this hits a nerve, re-post it. The only way to challenge artificial authority is by elevating those who’ve actually done the work.

#Leadership #ThoughtLeadership #PersonalBrand #PersonalBrandStrategy

If you can’t find the community you want — create it yourself.

Over the past 4 years of building my business, I’ve been a part of countless communities. Each promised connection. Very few delivered it. 

I've quietly exited A LOT of WhatsApp chats this year. And loudly called out bad community behaviour. 

Here’s what I couldn’t find:
→ Curated Quality. Most chase size over standards.
→ Diverse Expertise. Too many echo chambers — marketing-only, founder-only, women-only, HR-only, UK-only — instead of reflecting how real businesses operate.
→ Reciprocity. A genuine, not performative, give-more-than-you-take mindset.
→ Depth over Dopamine. Most chats are noise disguised as networking. I want spaces that make members sharper, not busier.
→ Executive-level focus. It’s a different conversation when every member faces the same challenges. The few that serve the C-suite charge £1,000+ a year to join.
→ Experienced Moderator. Not passive admins, but leaders who spark discussion, poll members, and create connection.
→ Strict Standards. Too often, poor behaviour goes unchecked. Communities should be psychologically safe, not performative.

So six months ago, I built one. 

The Brand Audit Club - A private community only for CEOs and Director+ Executives. Built with a different intention, to create genuine connection, not gatekeep it. 

In the past six months, I’ve quietly recruited 71 of the most thoughtful leaders I know — from the UK, US, Ireland, Canada, France, China, and beyond. Some I’ve known for decades. Others, only this year. And for the next month I'm opening it up to only 29 more CEOs, Founders or Executives that are experts in their fields and want to contribute to meaningful executive conversation. 

Yesterday we had our Monthly executive roundtable with 19 members discussing the era of Cognitive Overload — how we decode trust signals, train our teams, and build systems that drive better business effectiveness.

The goal isn’t to be part of more communities. It’s to be part of better ones. 

#Community #CEO #Founder #Executive

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