LUXENESS Studio: Personal Brand & Authority for Luxury Wellness & Hospitality Leaders

Who it is for

For leaders whose judgement carries weight,but who aren’t yet known for it online.

01Luxury hotel and hospitality leaders

Owners, CEOs, MDs and GMs of luxury hotels, hospitality groups, private members’ clubs and hybrid hotel-clubs.

Most hotel leaders are far better known inside their own rooms than outside them. Their thinking is shared in board meetings, owner dinners and private gatherings of fellow GMs, but never where the wider industry can see it. At a handful of famous hotels, everyone can name the GM, while at most others, even their peers couldn’t tell you who runs them.

Meanwhile, the leaders who do publish become the names the industry quotes, invites and recruits for, so the best candidates, partners and opportunities reach them first. Their standing grows while yours stands still, until the next big role or partnership goes to the leader everyone already knows.

The outcome

The thinking you already share in those rooms, published as your personal brand so it reaches the people who weren’t there. It opens the door to invitations to speak, the best people wanting to work for you and partners who trust your judgement, and lifts your standing and the business you lead, without turning you into a LinkedIn influencer.

02Luxury wellness founders selling into hospitality

Founders and CEOs of wellness brands and suppliers selling to luxury hotels, resorts, private members’ clubs, hybrid hotel-clubs and superyacht businesses.

Almost every brand now sells wellness, so the owners, GMs and heads of wellness, spa and rooms who decide what goes into their properties are inundated with pitches. They give their time first to the founders they already know and trust. So you’re always chasing, sending samples, following up with assistants and travelling to trade shows for ten minutes with a GM who doesn’t know your name. The more time goes on chasing, the less goes on growing the business, until the listing goes to a better-known brand with a weaker product.

The outcome

Your thinking becomes a personal brand those buyers follow, written in your voice by a founder who has sold into five-star hotels herself, and still does. It makes your case to every buyer at once, so when you ask for the meeting they already know who you are, introductions arrive warm, and you get back to growing the business.

03Investors and developers in luxury wellness and hospitality

Founders and partners of private equity firms, family offices and property developers investing in luxury hotels, private members’ clubs, hybrid hotel-clubs and wellness real estate.

The best deals in this space rarely reach the market. They go first to the investors that owners and founders already have a relationship with, and when they research you, they find a company website and a profile that says nothing about how you think.

So you hear about opportunities after the shortlist is set, compete on price rather than relationship and pay more to win. The operators, brands and partners you need can only judge your vision from a press release rather than your own thinking. And for funds, the next raise is harder when LPs can’t see the judgement behind your decisions, which is exactly what publishing your thinking shows them.

The outcome

Your investment point of view, published consistently, so every owner and founder can see the thinking you’d normally only share in private. They know your position before a deal is marketed, so conversations can start earlier and the best opportunities reach you first. The operators, brands and partners you need already trust your vision, and for funds, your next raise starts from a stronger position.

Three steps to a reputation that works for you.

BOOK YOUR REPUTATION REVIEW

A 30-minute call to see what owners, investors and partners find when they research you online today, and what would help the right people know your name.

BUILD YOUR FOUNDATION

Four weeks to set your positioning, voice and profile, with your first posts approved before anything is published.

BECOME KNOWN ACROSS YOUR INDUSTRY

Fifteen minutes a week, by call or voice note, and three posts published for you, so your reputation grows with each one.

How it works

Before you share your thinking with the world,you’re positioned as an authority, and every post builds on it until you’re known across your field.

Your personal brand is built first on LinkedIn, where the conversations shaping your industry already happen, and where you need to be heard.

Your timeline

Weeks 1 to 4

Your interview, strategy, voice guide, second brain and profile, with your first two weeks of posts written and approved together.

First posts live

From week 5, starting with the six posts you’ve already approved.

Every week

Fifteen minutes by call or voice note, three posts and visuals, published on LinkedIn for you.

60 to 90 days

Recognition builds from your first post, and the people you want to reach start to notice.

Six months onwards

72 published posts and counting, and a body of work the industry knows you for.

Then, every week,15 minutes of your time becomesa week of published thinking.

I send prepared questions each week, researched in advance, so whether you answer on a short call or by voice note, it’s focused and every minute counts. From your answers I write, design, schedule and publish that week’s three posts, and nothing goes live until you’ve approved it.

And the writing gets better the longer we work together. Your interviews, voice notes and edits all add to what I know about how you think, so there’s less for you to change each week. Approving a week of posts can take 15 minutes at first and soon comes down to five.

Every interview is designed to uncover the thinking that makes you the expert in your field: the lessons you’re learning in the business, what happens behind the scenes as you run it, your view of where the industry is heading, and the experience behind your decisions that others would value far more than you realise, because to you it’s second nature.

No time for a call?Share your thinking on the move.

If a call is hard to fit in that week, I’ll send your questions ahead and you can answer them by voice note or WhatsApp whenever suits you, between meetings, in the car or on a flight.

You can also send a thought the moment it comes to you, and I’ll turn it into content in your voice, so nothing worth saying is lost because you were too busy to write it down.

The busiest year of your career is the one most worth capturing.

You’re leading an opening or a renovation, taking on a wider role and being asked onto another panel or working group every few weeks. Finding time to write about any of it feels impossible, so it waits for a quieter quarter.

But the quieter quarter rarely arrives, and your thinking won’t wait for it. The decisions you’re making now, the problems you solve this week and the lessons you only see from inside the work are exactly what your industry wants to read. Leave them until next year and you’re working from recollection, with the details that made them interesting already gone.

Think back to the last major project you led. Documented as it happened, it would now be chapters of your career that others could follow. Instead it lives only in your memory, where the details fade a little more each year.

And it doesn’t need to be tidy when you share it. Getting everything out of your head can sound messy and complicated, but every voice note and conversation is organised for you from the very first week. What you’re living through now is captured with every detail intact and linked to everything else you’ve shared, so it connects dots you’d never otherwise join.

You don’t need to find the time to write any of it. I do that for you, in 20 minutes of your week, so none of it is lost.

A quiet writing studio among trees — Image credit: The Nook by Isaac French

Behind every post is a digitalsecond brain that never forgets a story.

Capturing every thought and keeping track of how they all connect is the work no leader has time for, so I build your second brain for you and grow it week by week. Everything you share goes into it: every call and voice note, the podcasts and interviews you’ve already given, and the passing thoughts that would otherwise be forgotten. Your past goes in too, from the projects and launches to the lessons of earlier years, so it can be linked to what you’re doing now. It means you can switch off between conversations, knowing nothing you’ve said will slip away.

Nothing sits there in isolation. Your ideas are grouped by subject and linked across everything you’ve shared, so over time it becomes a map of how you think, showing how a view on hiring ties to guest experience, or how a lesson from one deal shapes where you see the industry heading.

Not every idea carries the same weight. General advice and widely held opinions are what anyone in your field could say, and AI now produces them endlessly. What only you can say is where the value is: your stories, the lessons from your own decisions and the views you hold. That’s what sets you apart, and it’s what your second brain is built around.

Every post is written from it. Each one builds on what you’ve said before, nothing is repeated by accident, and the subjects where your thinking isn’t yet fully developed become the questions I bring to our next conversation. The longer we work together, the richer it gets, and it’s kept only for you, never shared.

So I’m not only writing on your behalf, I’m developing your thinking with you over time.

Your firsthand experience: what only you can sayWhat anyone in your field could say

How your own experience and ideas connect

Sharing what you knowwithout oversharing

YOUR INTERVIEW

Fifteen minutes a week, on a short call or by voice note in your own time, where you think out loud about what’s happening in your business and your industry, answering questions designed to uncover what’s worth sharing.

YOUR SECOND BRAIN

Where every interview and voice note is kept and linked by topic, lesson, outcome and goal, so each week builds on the last and your ideas can be cross-referenced into new posts.

THE FILTER

I choose what builds your reputation and what to leave out, including anything confidential, commercially sensitive or still under negotiation.

PUBLISHED THINKING

A public body of work in your voice that grows month after month.

AUTHORITY

Known for your thinking, and sought out because of it.

Your account & reputation stay protected

During your foundation, your profile, settings, copy and imagery are put in place with your permission. You then connect the scheduling software with a single link, and everything is published through tools approved for LinkedIn’s official API, within its limits. I never use browser extensions, bots or automation tools, the kind that get accounts restricted.

Many services build your network through automation run from your account every day, which puts it at risk. It turns into a numbers game, with around 20 requests sent a day to hit a target, and nobody looking at who each person is or whether they’re worth knowing. If you’d like your network built too, I give you a hand-selected list of the people you should know, with a note on why each one matters. You connect with them personally, so each one opens a real conversation that can turn into business rather than just adding to your following.

Two executives in conversation in a hotel lobby

Doing it yourself

Nine jobs, at least 10 hours a week, on top of running a business.

Spotting what’s worth saying in a week of meetings, remembering it long enough to write it down, and finding the lesson in it
Starting every post from a blank page, and ending up saying what everyone else says, so your content gets ignored
Deciding what to say in public and what stays private, when one detail too many could put a deal, a guest or your team at risk
Working out how you want to be known, then building an online presence that reflects it
Finding focused hours every week to think, connect the dots and write, then edit and rewrite until the writing matches the quality of your thinking
Finding or creating an image for every post that supports it without giving the story away, because a strong visual still stops the scroll on LinkedIn
Working out and testing the best time to publish, and committing to do it every week however busy you get
Replying to comments and engaging with the right people every day, as you would in any real conversation, or people soon stop responding
Knowing what’s working, what to say next without repeating yourself, and keeping up as LinkedIn’s algorithm changes how posts are seen

With Executive Authority

All of it, handled for you. Your part is 20 minutes a week: 15 to share your thinking and 5 to approve your posts.

Your thinking captured each week on a short call or by voice note, plus any interviews or podcasts you’ve already given, with the insight in every story found for you, because that’s what readers value most
Every post built from your digital second brain, so it starts from your own experience, never a blank page, and says what only you can say
Anything confidential or commercially sensitive filtered out before a word is written, so you can speak openly on our calls and publish with complete confidence
Your positioning, themes and strategy agreed first, and your profile built to match, so the right people understand your expertise and how you can help them before you’ve even met
Three posts a week in your voice, as sharp as your thinking, each written to earn attention from its first line, so people read to the end
A visual for every post, chosen or created for you, so your thinking is what people notice in a busy feed
Scheduled and published at the right times, so you stay consistently visible, whatever your diary looks like
Comments and engagement can be handled in your voice every day too, so the conversation keeps going and relationships keep growing
Every post tracked, and each month refined from what’s working and from how LinkedIn is changing, so your thinking reaches more of the people who matter to you, without you having to keep up

The alternative

You could use AI, your social mediateam or a generalist ghostwriter.But each still leaves the real work to you.

These are the three options leaders usually consider first, because they seem quicker or cheaper. But they aren’t a shortcut: they always leave the thinking up to you.

Why not just use AI?

One 2026 analysis of 5,000 LinkedIn posts found around eight in ten were likely written by AI, and readers have learned to spot them. LinkedIn has even added a ‘Seems like AI slop’ option, so people can report those posts and hide them from their feed. When a leader publishes the same generic content as everyone else, it doesn’t build trust, it quietly costs it.

AI can write from anything you feed it, but it can’t judge what should be published and what shouldn’t: which stories build your reputation, and which are better left unsaid. Technology can support the writing, but only if what you’re saying is worth sharing. That judgement and thinking are what I bring, and every post is written in your voice with experience only you have, and published with your approval.

I do use AI, but only where it makes the work more efficient: organising your interviews and voice notes, pulling out themes and lessons, arranging the material and producing a rough first draft, and keeping your second brain linked and up to date, cross‑referencing everything you’ve ever shared far faster and more thoroughly than could be done by hand. It never does the thinking, and nothing it produces is published as it stands. The thinking is yours, and I rewrite and edit every post until it’s ready to publish.

I’m the editor‑in‑chief, not AI.

Sources: Originality.ai (2026), analysis of 5,000 public LinkedIn posts; ACS Information Age (2026), LinkedIn adds ‘Seems like AI slop’ button

Why not your company page, social media team or PR?

People buy from people, not companies. Your company page shares what the business is doing: openings, launches, appointments and awards. It’s where people go for news. Your profile is where they go to understand the person making the decisions behind the brand: how you think, what you’ve learned and where you’re taking the business next.

A company page can’t build relationships either. It can’t comment on an owner’s post, reply in your voice or start a conversation with a partner. Only a person can, and that’s where opportunities begin.

Your social media team speaks for the brand, and PR earns coverage for the business. Writing for the leaders shaping it is a newer and different craft, personal to you rather than the company. The AI and tech organisations that take it most seriously now give their C‑suite a dedicated executive content writer, whether in‑house or external. It also benefits from an outside view, because from the inside it can be hard to see what sets you apart, or which parts of your experience others would value most.

This doesn’t replace your company page, your team or your agency. I work within your brand guidelines and any social media policy your company already has, and alongside your communications team, so they can see every post before it goes live and your voice supports theirs. It gives them sharper material to work with, and everything you publish lifts the business with it.

Why not a generalist ghostwriter?

Luxury runs on trust and attention to detail. One generic phrase, or a detail that doesn’t ring true, and the people you most want to reach stop reading. Get it right, and they notice that too.

A generalist has to learn the industry before they can understand your thinking, so your 15 minutes each week go on explaining the basics instead of your insights. I already know it: hospitality economics, investment priorities, how luxury wellness is bought and sold, and the buyers and partners you want to reach. Nothing gets lost in translation, and every conversation goes straight to what only you know.

Writing is thinking.And thinking needs a trusted peer.

AI can format, structure and polish a post, but it can’t do the thinking for you.
That can only happen in conversation, with an equal who challenges you, knows your industry and has the judgement to tell which of your ideas are worth sharing.

Writing for LinkedIn takes its own craft. A report or a speech has a reader who has already chosen to read it. Online, every line has to earn the next one, or the reader scrolls on.

Papillon Luck

Trusted in luxury, in the room and online.

BUSINESS CONSULTANT, PERSONAL BRAND STRATEGIST & GHOSTWRITER

Who writes for you

I spent 14 years in institutional finance,and over 18 working inside luxury and selling into it.So I write as a peer who knows your world.

LUXENESS Studio is where global leaders shaping luxury wellness and hospitality bring their thinking, one conversation at a time.

Writing as you takes more than matching your tone. It means knowing what an owner weighs before a deal, what a buyer looks for, and which of your stories matter to the people you want to reach. I’m a business consultant and strategist first, who can write, so I understand the decisions behind your words, not just the words themselves.

My finance years spanned trading floors across GNI, Schroders, CSFB and Goldman Sachs, then investor relations at Peloton Partners, a London hedge fund that grew to $2.6 billion, alongside helping to launch three further start‑up hedge funds.

I moved into luxury wellness as one of London’s early in‑hotel resident personal trainers at The Cadogan, with clients including members of UAE royal families. I built and sold a wellness business, then created JetFuel, a luxury travel supplement range stocked by Selfridges, NET‑A‑PORTER and MR PORTER and bought by five‑star hotels. Since 2021 I’ve built the personal brands of CEOs and founders, and I still sell into five‑star hotels today.

That’s the experience I write from. Every interview, every strategy and every piece is done by me, with no junior team and no outsourced writer.

Featured in

Papillon Luck, founder of LUXENESS Studio

Read my journey ↓Close ↑

At Peloton Partners, where founder Ron Beller recruited me from Goldman Sachs, I ran global investor roadshows. That’s where I learned that investors back the leaders they trust, and that the trust is built long before the meeting.

I left finance after helping launch four hedge fund start-ups and took a sabbatical in Australia. Bondi at 5am, full of people training before work, showed me how differently health could sit inside a working life. I came back to London in 2008, trained as a personal trainer and launched Liberté Fitness, teaching outdoor fitness in parks with a team of trainers and running beach wellness retreats, featured by Newby Hands in Harper’s Bazaar. I sold the business, and moved into luxury wellness travel, performance and supplements.

One career earning the trust of investors, another earning the trust of the most demanding clients in luxury.

Everything I’ve built since has depended on both.

2011–2015

Earning trust inside a five-star hotel

I became one of London's early in-hotel personal trainers at The Cadogan on Sloane Street, now The Cadogan, A Belmond Hotel, with guests booked through the hotel concierge. By 2012 my clients included members of UAE royal families and time-poor executives.

By 2015 I realised training alone wasn’t enough. Travel was affecting sleep, nutrition, energy and performance before clients reached the hotel gym, if they used it at all. I began working across the wider journey for a Global Partner at a top-five executive search firm, considering the traveller’s schedule, sleep, nutrition, training and recovery as one experience. It was an early wellness concierge service.

Papillon Luck, in-hotel personal training

2016–2017

Winning over the travel industry

In 2016 I developed and released a jet lag app on the Apple App Store, tested with athletes at Loughborough University.

In 2017 I extended that thinking beyond the hotel and into the wider travel journey. At the Travel Tech Lab, part of London & Partners, I won its pitch competition, run with Collinson Group, for a personalised airport health concierge built around the traveller’s journey. The judging panel included a director from Heathrow Airport.

Papillon Luck pitching Fit to Fly at the Travel Tech Lab, 2017

WINNER · TRAVEL TECH LAB PITCH COMPETITION, 2017WINNER · 2017
TRAVEL TECH LAB PITCH COMPETITIONLondon & Partners with Collinson Group.

2019–2021

Selling directly into luxury

I developed JetFuel, a luxury travel supplement range, with the late Dr Ian Perry, an Aviation Medicine Scientist and medical consultant of more than forty years who held the rare title of Academician of the International Academy of Aviation and Space Medicine, of which there are only two hundred in the world.

To take JetFuel to market, I raised £500,000, including one of the first R&D loans issued by Virgin StartUp.

I created the formulations with UK manufacturers and launched the range in luxury retail including Selfridges, MR PORTER and NET-A-PORTER. I secured every listing myself and refused to use a distributor, so every buyer dealt with me directly. At NET-A-PORTER I met with Global Beauty Director Newby Hands to discuss developing the range, eight years after she had featured my earlier wellness retreats in Harper’s Bazaar.

JetFuel was also bought by five-star hotels and luxury travel and concierge companies for their guests, in hotel suites, VIP guest experiences, airport lounges and private jets. It was included in the GQ Men of the Year gift bag, and featured in Maybourne Group Magazine, the publication of Claridge’s, The Connaught and The Berkeley.

Selling into luxury hospitality meant being in it. I spent those years inside London’s five-star hotels, in conversation with general managers at Corinthia, Maybourne and Shangri-La, and appeared briefly in the BBC’s A Hotel for the Super Rich & Famous, filmed at Corinthia.

2021–2026

From building my own brand to building other leaders’

When Covid halted international travel, it took JetFuel’s market with it. So I turned to the skill behind every business I’d built: telling the story that makes people trust it.

Since 2021, I’ve built the personal brands and thought leadership of CEOs and founders. I write their LinkedIn, articles, newsletters and books. I’ve also produced their podcasts and short-form video, and booked them as guests on the podcasts their buyers and investors listen to. That included producing Deloitte’s vodcast, Luxury on Air, filmed at Steve Varsano’s private jet showroom on Park Lane, then turning it into short-form video to promote the content across social. In that time I trained with Premium Ghostwriting Academy, where I learned to write for digital platforms, a completely different skill to writing offline.

Leaders now come to me to build their personal brands as their strategist and writer. I choose carefully who I work with, because the leaders I represent are a reflection of my own judgement, even though everything I do for them stays in the utmost confidence.

Every one of those projects taught me the same thing: the leaders people trust most are the ones whose thinking they can see. LUXENESS Studio brings that work together for the industry I know best, luxury wellness and hospitality.

Luxury on Air, Deloitte’s vodcast, filmed at The Jet Business on Park Lane

Luxury on Air, Deloitte’s vodcast, filmed at The Jet Business
Watch the episode →

“Papillon has a rare ability to see, with remarkable clarity, what others cannot, and the work ethic to turn that vision into reality. Above all, she possesses one of the qualities I value most: integrity.”

ANDREW HARWOOD · FRACTIONAL CFO, VENTURE CAPITAL & CORPORATE FINANCE

“Papillon’s superpower is delivery. It gets done, no ifs, buts or excuses, just done. Her drive coupled with extraordinary focus allows her to perform optimally and consistently.”

SIMON MAY · DIRECTOR, IMPELLER VENTURES

From my own LinkedIn

I’ve already made the mistakesin public, so you don’t have to.

For years I tried to make LinkedIn work. I followed the gurus while the algorithm, AI and the platform itself kept changing underneath me, and the posts I believed in were ignored. Getting it wrong in public is uncomfortable, which is why most leaders who try it themselves give up.

So I kept posting and learning what doesn’t work, until I cracked it. People on sales calls began calling me a thought leader before I’d said a word about myself. Clients came from comments, along with connections I’d never have made any other way, and one evening I sent 20 messages and woke up to 11 calls booked.

Viral isn’t the same as valuable

I learned the goal was never to become a LinkedIn influencer. The posts with the biggest reach are rarely the ones that grow a business. What matters is the attention of the owners, investors and partners you actually want to work with.

That starts with getting your positioning right before a single post is published, because once it’s clear who you are and what you’re known for, the right people find you, and the opportunities start in the comments and messages your thinking attracts.

What the right story can do

The stories that do this best are the ones only you can tell. One of mine is the private jet that nearly landed in Selfridges: in 2019 I pitched putting a private jet in its Oxford Street window for the launch of JetFuel. That post has been seen nearly 5,000 times and led to wellness airport lounge concepts and activations.

Every leader has stories like this: the opening that nearly didn’t happen, the guest request that changed how the team works, the idea that was too early. I find them in our weekly conversations and write them in your voice, because they are the stories the world wants to hear.

And you don’t need a large following. LinkedIn now shows posts beyond your followers, based on what each one says and how readers respond. One post I wrote for a client with just 600 followers reached more than 13,000 people, far beyond their own network, and it works the same way on my own account of over 6,000.

Every client’s work is confidential, so the proof is on my own profile. I always test everything on myself first, because the platform never stops changing, and keeping up with it is my job, never yours.

Papillon Luck on LinkedIn: In 2019, I tried to put a private jet in the Selfridges Oxford Street window

Read my LinkedIn →

Why your story matters

“The problem that I think founders have is it doesn’t feel like work. ‘What are you doing today?’ ‘I’m working on my story.’ That doesn’t sound like work. Because it doesn’t feel like work, people don’t do it, but it’s probably one of the most important parts of the job.”
BEN HOROWITZ · CO-FOUNDER, ANDREESSEN HOROWITZ

Even the companies building AIstill invest in human writers.

OpenAI

$185k–260k

Advertised annual salary, plus equity, for an executive communications manager who drafts its leaders’ LinkedIn and social posts.

PayPal

$170k–292k

Advertised annual salary for a Head of CEO Content, to build its CEO’s thought leadership.

Sources:
OpenAI job listing, Executive Communications Manager, San Francisco
PayPal job listing (2025), Head of CEO Content, San Jose

The investment

Every engagement startswith the same foundation.

The foundation · Weeks 1 to 4

Building your digital reputation right from the start

This is where your personal brand and position as a thought leader are built by a specialist in luxury wellness and hospitality: a business strategist, not just a digital writer. It covers the point of view and reputation you want to be known for, and the groundwork every post is written from.

Each week builds on the one before: your story first, then your positioning, then your voice and second brain. In the final week your LinkedIn profile is rebuilt to reflect all of it, your flagship post goes live, and your first two weeks of posts are approved and ready to schedule for publishing.
So from your very first post, you’re seen as an authority.

Without this foundation, even well-written posts go unnoticed, because there’s no clear strategic positioning behind them.

Week 1

Interview and audits

Your story, and what you’ve already said in public

A strategy interview to uncover your story, beliefs and point of view
A review of your whole online presence, from posts and articles to interviews, podcasts and decks
A voice and positioning audit: tone, themes and angles
A gap audit: where your thinking isn’t yet visible, or isn’t attributed to you

Week 2

Brand and positioning

What you’ll be known for, and by whom

A thought leadership narrative that sets your perspective apart
The areas you have authority in, and three themes to become known for
Your own ways of working named as frameworks, so your approach is recognised as yours
Editorial direction set by what matters most to the business right now
A publishing calendar planned around your key business dates

Week 3

Voice and second brain

How you sound, and the ideas every post starts from

A voice guide: your phrases, your tone and the stories you return to
Your second brain set up, with every idea from your interview and public work grouped by subject and cross-referenced, so each one builds on the others
Your first two weeks of posts written from it

Week 4

Your personal brand goes live

Where it all comes together, and your industry sees you in a new light

Headline and About section re-crafted to stop the scroll and say in seconds what you do and who you help
Experience and Services sections rewritten, so every part of your profile tells the same story
Banner designed for you, with guidance on your profile photo
Featured section built around your strongest asset
A flagship pillar post, pinned to your profile, that sets out your thinking and anchors everything you publish after it
Keywords, topics and settings set up to attract the right people, so they find you, follow you and see every post
Your first two weeks of posts signed off with you, ready to publish
A before-and-after of your profile, side by side, so you can see how far your presence has come

By the end of week 4

Your point of view is clear, every word sounds like you, and your profile immediately tells the right people who you are, why your thinking matters and why they should follow you. The flagship post is live, two weeks of posts are approved and ready, and from here every post builds your reputation.

£5,000 one-time + VAT

US $6,750 for international clients

Once your foundation is in place, month by month you become the voice your industry listens to.

Then you choose howmuch authority to build.

Recognised for your thinking, known to the right people, and followed by a readership of your own.

Executive Authority

Known for your thinking

For executives who want their thinking published consistently, and who manage their own engagement.

Every month

Fifteen minutes a week on a short call or by voice note, with questions sent in advance, so every minute of your time counts
The angle of each post agreed with you before I write it, so drafts arrive close to right first time
The recording and transcript of every call sent to you afterwards, so your words are always on record
Quick voice notes whenever a thought strikes, so no idea is lost between calls
Interviews and podcast appearances turned into posts, so everything you’ve already said keeps working for you
Twelve posts a month, three a week, in your voice, so you stay visible without writing a word
A balanced mix of formats, from storytelling to perspective and insight, so your content never feels repetitive
Opening lines that earn attention, and a clear next step at the end of every post, so interest turns into action
A visual with every post, from your own photography to designed graphics, timelines, checklists and diagrams, so it stands out in the feed
Scheduling and publishing handled for you, so you never miss a week
Each week’s three posts ready for your approval a week before they’re published, so you’re never waiting on content
Every post approved by you before it’s published, so nothing appears that you wouldn’t say yourself
Notes in every draft explaining my editorial choices, so you see the thinking behind each change and there’s less to edit over time
Comment insights: what people respond to and what they ask, to shape what you publish next
A monthly report with three to five takeaways, so you can see your reputation growing
Your second brain, kept up to date with every interview and voice note, so every post builds on everything you’ve said
Every fact and detail checked before it’s published, so your credibility is never at risk
Software approved for LinkedIn’s official API, connected with a single link, so your account stays protected

You manage comments, engagement, connections and relationships.

£3,000 / month + VAT

US $4,000 / month for international clients

Six-month minimum

Managed Executive Authority

Turning attention into connections & opportunities

For time-poor executives who want their engagement handled too, with the right connections hand-selected for them.

Everything in Executive Authority, plus

Replies to comments on your posts, written by me in your voice, so conversations keep going without taking your time
Careful handling of any negative or sensitive comments, to protect your reputation. Anything touching on a deal, your team or a guest’s experience is flagged to you before I reply, so nothing is posted in your name without your approval
A list of the key people in your industry worth knowing, including those you haven’t yet thought of, researched for you, so your time goes on building relationships with the people who matter most
Thoughtful comments and reactions on their posts, so they start to notice you
The right people to connect with each week, sent to your phone, so it takes you just a few minutes. LinkedIn doesn’t allow any approved tool to send requests for you, so this keeps your account safe
The people engaging with your posts who could matter to your business, flagged as they appear and added to your weekly connections, so no opportunity slips past
Monthly reporting on who’s engaging with your posts and which relationships are developing, so you know where to focus your time

You send your weekly connection requests, and handle private conversations, meetings and closing business.

£5,000 / month + VAT

US $6,750 / month for international clients

Six-month minimum

Executive Authority Signature

A body of work that becomes your legacy

For leaders who want their reputation to extend beyond their title, company and existing network.

Everything in Managed, plus

A weekly long-form essay, sent as your newsletter straight to the inbox of people who chose to hear from you, so your deeper thinking earns a trust no short post can
A free nine-day welcome email series: five days solving a problem your ideal readers care about, then four invitations to go deeper into your work, so new subscribers arrive already trusting your expertise
LinkedIn posts promoting every edition, with your newsletter sign-up page added to your profile’s Featured section and headline link, so your followers become subscribers
Your newsletter on its own website and domain, with an email template designed to match your personal brand, so every edition builds your name, not a platform’s
Editions crafted to be opened and read, with subject lines tested to see which earn the most opens, so each edition reaches more of your readers
Replies read and answered in your voice, with a monthly review of opens and subscribers, so you learn which ideas matter most to your readers and each edition is sharper than the one before
An email list that’s yours, so you reach your readers directly whenever you choose, however LinkedIn’s reach changes, and your readers stay with you through every move in your career
One essay a quarter adapted into a bylined article and pitched to a respected trade or business publication, so your thinking reaches decision-makers beyond LinkedIn
Every edition written from the start with a book in mind, so a year of essays can become ‘Your Year in Print’, a privately published book, by arrangement

You send your weekly connection requests, and handle private conversations, meetings and closing business.

£10,000 / month + VAT

US $13,500 / month for international clients

Six-month minimum

For Signature clients

A published book says more about you than any post or article can.

Twelve months of your essays, edited into a privately published book. Being the author in the room changes how people see you, and it’s yours to give to the LPs, owners, partners and guests you most want to keep close.

Each year adds another volume, so your ideas and thinking grow into a library over time.

Bespoke and priced on request.

Questions

What leaders askbefore trusting me with their name.

Will it actually sound like me, not AI?

It starts with you. During the foundation, I build a voice guide from your interview and from what you’ve already written and said in public: your phrases, your tone and the stories you return to. If you’ve never published anything, it makes no difference: the way you speak in your interview and voice notes captures exactly how you sound in person.

AI helps with the workflow, including a rough first draft, but never the thinking. Every post starts from your own words and stories, and I rewrite and edit each one myself as editor‑in‑chief, checking it against your voice guide, so nothing reads like generic AI content. Everything you tell me stays private and is never used to train a shared or public AI model.

We don’t reach the publishing stage until your posts sound like you and you’ve agreed them.

How much of my time does this take?

About 20 minutes a week: 15 minutes to share your thinking, on a short call or by voice note, whichever suits you that week, and about 5 minutes to approve your three posts once your voice is set. It takes a little longer in the first few weeks, and gets quicker the longer we work together. On Signature, allow a little longer to approve your newsletter.

Quick thoughts sent whenever they strike are welcome too, and interviews and podcast appearances you’ve already given become posts. Everything else, from writing to scheduling and publishing, is handled for you, and you never need to draft a word.

Why a six-month commitment?

A credible body of thought leadership is built through consistency, not a few isolated posts. Recognition starts with your first post and grows from there, but a reputation is earned over seasons, not weeks.

It takes around six months to build real momentum, which is why every engagement starts there. That’s the time your thinking needs to become what the industry knows you for.

Who writes my posts?

I will. I run your interview, build your strategy, and shape and edit every piece myself, and if your plan includes replies, I write those too, always in your voice.

Is this personal branding?

Yes. It builds your personal brand and your position as a thought leader, published on LinkedIn and, with Signature, in your own newsletter too. It comes from your judgement and experience, so it reads as the thinking of a leader, never as self-promotion.

What if I don’t like a post?

Nothing is published without sign-off from you or your communications team. You can ask for changes or hold a post back, and if it still isn’t right, perhaps because the angle is wrong, I write a fresh one to replace it, so you never lose a post from your month.

Your feedback also shapes what I write next.

Will people know I use a ghostwriter?

Not from me. I never name the leaders I write for, unless you ask me to.

And no one will tell from the writing itself. It comes from your thinking and the way you speak, so the leader people read online is the same one they meet in person.

I’ve tried LinkedIn before and got nowhere. How is this different?

Most LinkedIn advice is written for creators chasing engagement. This is for leaders growing trust and reputation. It starts by capturing your thinking before anything is published, so every post sounds specific, credible and commercially useful, never like an influencer.

From there, results come from being visible week after week. Expect around six months to build momentum, and twelve months before the business results become steady. Because every post is written and published for you, that never depends on how busy your diary is.

I don’t have many followers. Does that matter?

No. LinkedIn no longer shows your posts only to your followers. It shows them to people outside your network too, based on what each post says and how readers respond. So a leader with 100,000 followers can see a post barely travel, while a leader with 1,000 can reach far beyond their own network with the right one. Reach comes from what you publish, not from how many people follow you today.

The stronger your thinking, the further it travels. When people save, share and comment on a post, LinkedIn shows it more widely, which is why becoming a thought leader in your niche is the fastest way to a new audience.

And if you want to grow it faster, that’s what Managed Executive Authority is for. While your posts are published, it builds your audience among the right people in your industry.

Can I skip the foundation?

No. Every post is written from the strategic positioning, voice and second brain built in those first four weeks. Without them, your posts would read as generic, and it would take months before they sounded like you or said what you want to be known for.

With it in place, your thinking reads with authority from your very first post.

What happens after six months?

Your engagement renews for a further six months at the same rate, and your thought leadership keeps growing. The second six months is when the momentum you’ve built starts turning into consistent business results.

If you’d rather take it on yourself, you can choose not to renew, and everything we’ve built is yours to keep: your strategy, your voice guide and every post published in your name.

Do you guarantee results?

I guarantee everything in the tier you choose, completed in full every month and in your voice, with nothing published without your approval.

What I can’t guarantee is what’s outside anyone’s control, like the LinkedIn algorithm, or exact numbers of followers, leads or sales. Those depend on far more than what you publish, which is why the work is built to grow your reputation with the people you most want to reach, not to chase numbers.

Who owns the content?

You do. Your thinking, your second brain and everything published in your name belong to you: every post, your profile and, on Signature, your newsletter and subscriber list. If we ever stop working together, it’s all handed over to you.

Will you send connection requests for me?

No, and that’s what protects your account. LinkedIn’s approved tools can’t send connection requests on anyone’s behalf, and the shortcuts that do are exactly what gets accounts restricted.

On Managed and Signature, I hand-select the people most worth knowing, the owners, investors and partners you could do business with, and send the list to your phone. Sending them takes a few minutes a week, and because every request comes from you, each connection starts as a relationship rather than an automated invite.

Can other partners or C-suite leaders join?

Yes, at any stage. Every leader goes through their own foundation, interview and voice guide, because a CMO’s positioning and voice are never the same as a CEO’s. Each becomes known for their own expertise, and together they show the depth of leadership behind the business.

Can my team be involved in approvals?

Yes. Your PR, legal, compliance or communications team can review content before it’s published. We agree one person with the final say, so approvals stay quick and instructions never conflict.

I also work alongside your PR or communications team, and within any brand guidelines or social media policy your company already has, so your posts support their announcements and everything you publish tells one consistent story.

And everything else they ask ↓Close ↑

Turning what you know
into what you are known for.

What changes

Your thinking becomes your reputation.And your reputation starts working for you.

Who it is for

For leaders whose judgement carries weight,but who aren’t yet known for it online.

Three steps to a reputation that works for you.

The real hurdle

The hardest part isn’t just the writing.It’s putting yourself out there.

How it works

Before you share your thinking with the world,you’re positioned as an authority, and every post builds on it until you’re known across your field.

Then, every week,15 minutes of your time becomesa week of published thinking.

No time for a call?Share your thinking on the move.

The busiest year of your career is the one most worth capturing.

Behind every post is a digitalsecond brain that never forgets a story.

The alternative

You could use AI, your social mediateam or a generalist ghostwriter.But each still leaves the real work to you.

Writing is thinking.And thinking needs a trusted peer.

Who writes for you

I spent 14 years in institutional finance,and over 18 working inside luxury and selling into it.So I write as a peer who knows your world.

I’ve already made the mistakesin public, so you don’t have to.

Viral isn’t the same as valuable

What the right story can do

Discretion

What people read is yours.Who writes it stays between us.

Why your story matters

The investment

Every engagement startswith the same foundation.

Then you choose howmuch authority to build.

Questions

What leaders askbefore trusting me with their name.

The next step

Make your thinking the reasonthey choose you before you’ve even met.