Paid social · Audience strategy · Marketing operations

Building a targeted paid-social engine for private investing

Private-investing marketing has very different audiences: institutional allocators, founders, sector-specific audiences, and people discovering the firm for the first time. With an annual working budget of about $32,000, the challenge was to make disciplined choices about whom to reach, where, and with what message, not simply chase broad reach.

$32Kannual working budget

5.4Mpaid LinkedIn impressions

2.4Mallocator impressions

1.2Mfounder impressions

The challenge

There was no room to spread investment thinly across every audience, product, and market. The program needed a repeatable way to prioritize, package content for different people, keep the account healthy, and use reporting to decide what to adjust next.

My role

I owned paid social end to end: audience strategy and regional segmentation, budget allocation, content selection and packaging, headlines, calls to action, campaign setup, monitoring, optimization, reporting, and recommendations. I also managed account health and the day-to-day operating details that keep a paid program useful in a regulated environment.

How I approached it

Built distinct audience tracks for institutional allocators, founders, sector-specific audiences, and broader awareness rather than treating the market as one group.
Segmented by region and campaign objective so message, budget, and landing-page path matched the audience.
Chose which assets belonged in paid distribution, then developed the headlines, calls to action, and campaign structure around them.
Reviewed account health, delivery, and results regularly, making updates and optimization recommendations as performance developed.
Produced reporting that connected activity to reach, engagement, traffic, and the next set of decisions.

Work samples

Representative work has been recreated and anonymized to show the thinking, systems, and deliverables without exposing confidential information.

Recreated paid-social operating model for distinct investment audiences — A recreated operating model showing the audience, campaign-build, and optimization decisions behind paid social.

Recreated audience-focused investment campaign webpage — A recreated campaign destination showing distinct content paths for institutional investors, founders, and market perspectives.

The outcome

The program gave the team a deliberate paid-social operating system instead of a collection of one-off boosts. In 2025, the portfolio generated 5.4 million paid LinkedIn impressions, including 2.4 million among allocator audiences and 1.2 million among founder audiences. The point was not volume for its own sake: it was using a limited budget to put the right investment stories in front of the right people.

What I brought to the table

This is the full operating loop I can own: strategy, setup, execution, optimization, reporting, and the judgment to keep improving without losing sight of the audience or the business goal.

Selected work has been anonymized, and certain details have been generalized to respect confidentiality.

Facing something similar?

I’m open to senior marketing roles and selected consulting engagements. See how I can help or get in touch.