I led content strategy and production for Soar across LinkedIn and Instagram, covering strategy, writing, and creative direction.

The goal was simple: make Jacqueline’s online presence feel like an extension of the work she was already doing with clients.

• Sourcing content from real work, not invented angles: Instead of creating content around generic coaching topics, I pulled from Jacqueline’s actual work such as coaching conversations, keynote frameworks, recurring client questions, and ideas she returned to often. That gave us content rooted in things she was already teaching and thinking about, rather than content created just to fill a calendar.

• Writing in her voice: I developed the writing around how Jacqueline actually communicates: direct, grounded, thoughtful, and comfortable with nuance. The aim wasn’t to make her sound like a “coach” online. It was to make the content sound like her.

• Creative direction that matched the substance: I also led the creative direction across both platforms, making sure the visuals supported the substance of the writing and gave the content a consistent look and feel.

Launching the Workbook & Journal

When Jacqueline was ready to launch her workbook and journal, I led the campaign end-to-end i.e. from the launch sequence and supporting content across both platforms to the storytelling around the product.

The goal was to make the workbook and journal feel like a natural part of Jacqueline’s existing body of work, rather than a separate product being promoted to her audience.