Built and now run the entire brand and thought leadership function for Willo, a video interview and candidate screening platform based in Glasgow. The engagement spans executive visibility across three founders, a company podcast (Looks Good on Paper), brand content, product positioning, and events strategy. This is a multi-year, ongoing engagement and my largest active client.
Client: Willo Industry: Hiring Tech / HR Tech Service: Brand Strategy, Thought Leadership, Podcast Production, Content Strategy Year: 2024 to present
Willo had a strong product but no executive visibility program and no structured content engine. The founding team (CEO Euan Cameron, CMO Rachel Thomson, CPO Hamish Livingston) had deep expertise in hiring but weren't translating it into the kind of public-facing authority that drives inbound pipeline. The company needed its leaders to be recognized as experts in the hiring space, so that when buyers were ready, Willo was already on the shortlist.
Build a founder-led thought leadership system that generates consistent LinkedIn visibility, positions the leadership team as go-to voices in hiring, and creates a content ecosystem (blog, podcast, events) that drives inbound awareness and pipeline without relying on paid spend.
I designed a structured thought leadership program with distinct voice profiles for each executive. Euan writes as a market observer with a builder's lens: confident, data-backed, with 6 of 8 monthly posts containing zero Willo mention. Rachel writes with a conversational, grounded tone about the realities of marketing and brand in hiring tech. Hamish writes as a strategic CPO focused on product decisions, security, and systems thinking.
The operating rhythm: weekly 20-minute brain dump interviews with each executive, 24-hour draft turnaround, daily LinkedIn engagement protocols (5 ICP comments, 12 connection requests, 3 DM conversations per week), and a performance dashboard tracking activity, engagement, ICP connections, and pipeline attribution.
I also created, produce, and host Looks Good on Paper, Willo's podcast (3 seasons, 60+ episodes, guests from Microsoft, Ashby, Toyota, Xero, TouchBistro, Clio). Each episode ships with a codified launch asset package: episode description, guest LinkedIn post, host LinkedIn post, audiogram clips, and a guest email with pre-written copy and links.