Introduction

Role: Senior Media Manager at Protis Global

As the Senior Media Manager at Protis Global, I leveraged my extensive experience in content production and strategic brand management to build and execute a robust social media strategy from scratch. My efforts have significantly enhanced Protis Global's online presence, particularly on LinkedIn, leading to notable growth in engagement and follower base.

Project Overview

Summary:

I took over Protis Global's social media management in 2021 when there was no existing content strategy. I established several contnt pillars focused on educational, inspirational, and aspirational themes. These pillars targeted client-facing content, candidate-focused content, and thought leadership around executive search and the CPG industry.

Challenges and Goals

Challenges:

No prior content strategy or social media processes in place.

Low initial follower counts: 1,900 on LinkedIn, 1,500 on Instagram, 0 on YouTube, and 0 on TikTok.

Goals:

Primarily, to grow Protis Global's LinkedIn presence.

Secondary goals included increasing followers and engagement on Instagram, YouTube, and TikTok.

Strategies and Actions

Content Strategy Development:

Built a comprehensive content strategy from the ground up, creating content pillars to ensure diverse and engaging posts.

Established an in-house studio with a $50,000 budget to boost content production and maintain high-quality media delivery.

Content Production and Management:

Launched various content series including webinars, podcasts, and regular social media updates to engage different audience segments.

Increased the content output by 200%, which included the production of the Plant Prophets podcast with 330,000+ downloads.

Cross-Functional Collaboration:

Worked closely with cross-functional teams to ensure brand consistency, which contributed to over 50% client retention.

Data-Driven Approach:

Utilized data analytics to refine and optimize content strategies, resulting in a surge in organic engagement rates from 5% to 12%.

Results and Metrics

Engagement and Growth:

LinkedIn: Grew the follower base from 1,900 to 9,100, averaging over 200 new followers per month organically.

Instagram: Increased followers from 1,500 to over 2,300.

YouTube: Built a subscriber base from 0 to over 130.

TikTok: Grew to over 50 subscribers from scratch.

Financial Impact:

Contributed to the best revenue year in 2022, generating $5.8 million, up from the previous best of $5.1 million.

Generated significant revenue through lead generation initiatives, including the Plant Prophets podcast.

Client Testimonials

Former Boss:

“During the time I worked with Lars, I was honored to witness his student mentality and passion for marketing and branding develop into something far beyond our expectations. Lars built our marketing strategies from scratch, turning our lack of processes into robust and effective workflows. His grit, determination, and team-oriented approach have been instrumental in our growth.”