This project aims to build a content-led media engine, convert attention into qualified conversations, and systematise the work so it can scale.
01 · Project framework
01
Diagnose
Audit the CEO profile, content and audience to establish the baseline and identify what creates qualified attention.
02
Build the media engine
Make LinkedIn the first growth channel through founder-led content, company posts, launches, team voices and fast commentary.
03
Convert attention
Connect content to warm outbound, paid amplification, PR, events and follow-up with the right ICP.
04
Systemise and scale
Document the positioning, voice, workflow, calendar, tools, reporting and ownership so the function can grow beyond one person.
Objectives
01Turn LinkedIn into a repeatable media engine, aiming to run around three focused creative content experiments during the project.
02Generate qualified conversations with performance marketers, media buyers, independent agencies, CMOs and enterprise advertisers.
03Prepare Thrad to work toward its first major launch and the OpenAI partnership launch, while building toward a documented marketing operating system rather than just a set of posts.
Funnel logic
Top-downContent
Creates broad awareness and gives the market a reason to pay attention.
Bottom-upABM
Starts with priority accounts and people, then uses content and direct follow-up to move the right relationships forward.
01 · Signals
02 · Intent
03 · Conversion
01 · Signals
LinkedIn engagement, profile views, new followers, connection requests and custom website-button clicks.
02 · Intent
Website visits from tracked sources, calendar links sent and inbound messages.
03 · Conversion
Booked meetings with qualified prospects.
01 · Diagnose
Double down on the formats already creating attention.
357,613 cumulative impressions from 3 June to 31 August 2026. The current export shows concentrated, burst-led spikes rather than evenly distributed growth, giving us a baseline for testing more repeatable formats and stronger 30-day growth patterns.
Actual line reconstructed from the current CEO profile. Amber and violet lines are possible 30-day patterns, not forecasts. Daily data is recorded in UTC.
Build the ecosystem around the accounts that matter
A relationship map across priority accounts, paid-media operators, agency leaders, performance marketers and enterprise advertisers. Target accounts that resemble Thrad’s current customer profiles. Make Thrad visible in the second-degree connections of existing customers. The aim is to turn this map into a qualified, relationship-led route into the sectors and accounts that matter most.
The current map spans Travel, Retail, Healthcare and Finance, alongside agency-enrichment records across Europe, APAC, North America, LATAM and MEA. Use it to prioritise warm paths, not as a static directory: qualification and relationship mapping come first.
Thoughtworks · $1,922.62 spend
Soumyajit DeyThoughtworks · Global Head, Digital Campaign DeliveryLinkedIn profile
Karen DumvilleThoughtworks · VP, Global Go-to-Market Intelligence & ActivationLinkedIn profile
Hiral ShahThoughtworks · Global Head of Social MediaLinkedIn profile
Nadav LindenBlueberry. · Global Head of MarketingLinkedIn profile
Tom NiallBlueberry. · Senior Growth Marketing Manager, GlobalLinkedIn profile
Healf · $763.80 spend
Leo LaurenceHealf · Head of Performance MarketingLinkedIn profile
02 · Build the media engine
Build the community around the Thrad brand with Andrea as the relationship anchor.
Andrea’s LinkedIn is the editorial and distribution channel: a place to notice what matters, frame a point of view and give the right people a reason to respond. The goal is to turn Andrea’s perspective into media people want to notice, understand, discuss and gather around.
Editorial angles
ChatGPT Ads launch · regional rollout
Editorial angle · sponsored intelligence. Ads may help make AI more accessible to consumers in developing countries by supporting free or lower-cost access to useful intelligence.
Southeast AsiaLaunch · 15 Sep
CEO love letter to advertising
Launch of the LinkedIn newsletter, tied to the San Francisco Advertising Museum: a CEO’s love letter to advertising’s long arc, from the earliest identified printed ad in Song-dynasty China and the first radio commercial to the mythology of Mad Men and the next chapter of sponsored intelligence.
Event formats
01 · Advertising Movie Night · the accessible front door
A recurring content franchise that makes the community easy to enter: watch something worth discussing, add an editorial frame, and give the wider advertising and creative community a reason to meet around a shared subject.
02 · CMO Dinner · the invite-led high-trust format
A smaller, personal gathering for selected senior marketing leaders where trust, context and peer exchange matter more than reach. It is an intentional expression of the community—not the first door into it.
Ecosystem partners
List to be expanded.
Trade media
AdweekTrade media partner for advertising, marketing and media industry reach.
Ad AgeAdvertising, marketing and media industry journalism.
Technology partners
VEEDVideo creation and editing for fast-moving content teams.
ProfoundAI search visibility and intelligence for modern brands.
DustCustom AI assistants and agents for workplace teams.
AdclearAI-powered compliance platform for financial promotions and advertising.
Industry associations
American Marketing AssociationProfessional community connecting marketers, educators and marketing students.
Communities
CMO AllianceCommunity for chief marketing officers and senior marketing leaders.
03 · Convert attention
Funnel dashboard with actionable data — pending to be built.
04 · Systemise and scale
Systemisation and scale plan — pending to be built.