When I joined Via, no LinkedIn strategy existed despite it being the primary channel for Customers, Talent, and Investors. Built the full organic strategy: optimised the company page, established three content pillars (Decarbonisation content, Employee Highlights, Via Facts), ensured brand voice consistency, and grew engagement through audience profiling. All posts since December 2022 written by me. LinkedIn became the #1 referral source within 6 months, investors and partners reached out directly after seeing employee highlights.