Carina Farrell 🌻

Top 24 Marketer 2024 | Creating Thought Leaders through Personal Branding

Hey, I’m Carina! I help people stand out on LinkedIn by turning their thoughts, experiences, and expertise into content that gets seen and starts conversations.

As an Account Manager at the world’s leading personal branding agency, I work with founders, execs, and professionals to grow their audience, build credibility, and open doors to new opportunities.

I’ve spent years figuring out what actually works on LinkedIn, what flops, and how to create content that people want to read. 

Personal branding isn’t about chasing likes or trying to sound perfect. The best personal brands are built on real stories, honest opinions, and a clear message. I help people figure out what they want to say and how to say it in a way that actually resonates.

🌻 I’ve helped clients reach millions of views and turn LinkedIn into their biggest growth channel
🌻 I know what makes content stand out, whether it’s storytelling, strategy, or saying what everyone else is too afraid to say
🌻 I love working with people who have something to say but don’t know how to put it into words

As an employee, I also like to create content showing the other side of work, the moments outside of client calls and meetings that make work more than just a job. I share many employees' thoughts and experiences in today’s workplace, but are often too nervous to voice them.

When I’m not working on LinkedIn content, you’ll probably find me traveling, volunteering with Girlguiding, or learning a new language.

Always open to speaking opportunities and brand partnerships.

My DM's are always open :-)

Personal Brand Manager

Carina Farrell

"Even you, Shakespeare? Unbelievable.

Use AI. Use the em dash. Use "fosters" if you really must.
But please just use them correctly."

Fair play 🤣

Great share from my friend Katharine Gordon! 

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If you want to learn how to use AI (the right way), I highly recommend checking out our free newsletter, Building Leverage.

Subscribe here: https://lnkd.in/eTVc2mvn

Favikon Top 20 Personal Branding Influencer | Senior Brand Manager at Lever Brands

"You make me sound like someone else."
Every ghostwriter has heard this.

And it usually means the same thing.

You wrote something good.
It just didn’t sound like them.

The problem is that many writers don’t really listen.

They don’t start with the person.
They start with what they think will perform.
And write from there.

And without meaning to, they replace the person.

Here’s what actually helps:

🎤 Record everything
 Calls. Voice notes. Off-the-cuff stories.
 That’s where their real tone shows up.

🗂️ Keep a file of how they speak
 Phrases they repeat.
 How they start sentences.
 The words they overuse.

✍️ Don’t rewrite their voice
Your job is to shape it, not swap it out.

Edits happen.

But if they’re rewriting large chunks, it’s a sign you missed their tone or point of view.

Ghostwriters, what would you add?

🌻 Repost and follow Carina Farrell for more content on personal branding!

P.S. If you’re building your personal brand, we share what we're learning each week in our free newsletter. 2,000+ legends are already reading it: https://lnkd.in/eTVc2mvn

I used to feel uncomfortable being the least knowledgeable person in the room.

It made me question myself.

And if I’m honest, scrolling on LinkedIn sometimes still does. It’s easy to feel like everyone else is ahead.

But I’ve learned something important:

Being around people who are smarter than you isn’t a threat. It’s an advantage.

Here’s why:
🌻 They stretch your thinking.
 They ask better questions. They see angles you don’t. That changes how you think.

🌻 You get better results together.
 When you combine their expertise with your strengths, the outcome is stronger than either of you working alone.

🌻 You can focus on what you do best.
 You don’t need to know everything. You just need to know where you add value.

The real shift for me was putting ego aside and staying curious.

Now, instead of feeling behind, I ask: What can I learn here?

What’s your experience with this? 
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Hi, I'm Carina Farrell, and I post weekly about ways to build your brand, whilst also spotlighting the voice of employees. Feel free to follow me if you're building your personal brand.

Last year, I messed up my annual leave.

Like most people, I waited for summer.
Or tried to squeeze time in at the end of the year.

Then everyone wants the same days off. Flights are expensive. Work becomes chaotic. And somehow, the break you were looking forward to starts feeling stressful before it’s even begun.

After Christmas, a lot of us don’t take our next block of annual leave for a while.

The year still feels fresh.
You feel motivated.
You think, “I’ll save it for later.”

But “later” usually means peak prices, limited options, and a calendar that’s already full.

So this year, I did something different.

I booked time off in February.

When the UK was cold, dark, and grey, I left.

No peak prices.
No fighting for leave.
No packed beaches.

Just sun, a bit of space, and the chance to properly switch off.

And here’s what I didn’t expect:

Because it was early in the year, it felt more like a reset than a reward.
I came back clearer, calmer, and more focused.
Instead of crawling to the end of Q1, I felt ahead of it.

We often treat annual leave like something to earn after we’re exhausted.

But spreading it out makes a huge difference:

You always have a break to look forward to.
Work doesn’t build up into one overwhelming period.
You avoid the rush and the premium prices.

And you actually return with energy, not guilt.

It’s easy to follow the usual pattern because that’s what everyone else does.

But this year, I’m using my leave with more intention and spreading it across the year.

Small change. Big difference.

Any guesses where I’ve been from the photo? 👀👇

Ghostwriter behind the fastest growing startup founders on LinkedIn | Driving 23M+ views by writing short form thought leadership content and designing custom visuals.

Most startups waste thousands of hours on networking and cold emails or $500K on ads, just to fight for scraps of attention.

But the ones who stand out?
They turn their journey into demand.

Because here’s the truth:
The startups that win aren’t just the best. They’re the best-known.

If no one sees you, no one buys from you.

Visibility isn’t just nice to have. It’s the difference between being an industry leader and an afterthought.

That’s where build-in-public content comes in.

By sharing your journey—your product, bold moves, lessons, and insights—you pull in opportunities instead of chasing them.

You get the right eyeballs
You build unrivaled authority
Your customers rally behind your brand

It gets people invested in your success before you ever sell to them.

And this is what we do best.

We’ve built 60+ personal brands, generated 120M+ impressions, and made startup CEOs impossible to ignore with:

A) Content that turns your story into demand, so you’re the first choice
B) A LinkedIn presence that puts you on the radar of investors, customers, and industry leaders
C) Posts soaked in human psychology & persuasion strategies so they drive action, not just impressions

We’ve worked with founders across SaaS, AI, Finance, Climate Tech, Marketing, and Venture Capital.

CLIENT RESULTS ↓

✅ “Got 370,000 impressions and landed speaking gigs in just 60 days.” – CEO of a YC-backed SaaS company

✅ “Went from 7 likes per post to 100K+ views and built direct connections with key decision-makers in climate tech.” – Founder of a climate tech startup

✅ “Mona blew us up in 9 months. Now every investor and client talks about my LinkedIn presence.” – VP at a HealthTech company

If you’re ready to turn your journey into your biggest growth advantage, message me “Build in public” and I’ll point you in the right direction.

Mona Ganatra

Things I’m doing in my 20s to build “f*ck you” money over the next two decades:

1) I’ve automated my savings so on the 7th of every month, a fixed % goes straight into low-cost index funds.

2) Taking asymmetric bets. After six years of freelancing (a cash-flow business), I’m now building an agency with equity upside and long-term potential.

3) No status spending. I genuinely don’t care about a fancy car or an LV bag. I’d rather travel, invest in mentorship, and support animal rescues.

4) I’m building high-income skills. For me, that’s AI x content and sales.

5) I spend to buy back time. I pay monthly for a house-help service that cooks all my meals and cleans because it costs less than my billable hourly rate.

6) I don’t take on debt or buy depreciating assets on EMI. If I can’t pay in full, I don’t buy it.

7) I’m big on spending that compounds. This applies to travel, reading, physical + mental fitness, and to paying a premium to get into rooms where high-agency operators hang out.

Money management is still new to me, and I’m figuring out:

- How money actually works, including capital allocation, ROIC, free cash flow, and downside protection.
- How to optimize taxes.
- How to shift my agency from retainers to profit-sharing models.

And those are some of the principles I’m using to build leverage in my 20s.

Got any tips, frameworks, or lessons you wish you learned earlier?
Drop them in the comments 💓

Content partner to the fastest-growing CEOs, fractional leaders, and agency owners on LinkedIn | Clients include: Forbes 30 Under 30 leaders, Fortune 500 executives, and serial entrepreneurs

It’s been 7 months since I last posted on here…
So, let’s play catch-up 👋

1) What I’ve been up to:

I took a step back to go all-in on our 1:1 clients and build the team at Frame. And that one-month break quietly turned into seven.

It’s been pinch me year for me because we’ve worked with founders featured on Shark Tank, Forbes 30 Under 30 leaders, and some exceptionally sharp execs.

But I’ve still felt frustrated with myself because I was building in private and sitting on some super cool case studies, lessons, and fun moments.
So now we’re fixing that.

2) Got TMD and moved to the mountains 🤭

In May 2025, my doctor called and told me I had developed TMD after years of grinding.

So I decided to work from the mountains to give myself a reset. And that little escape was exactly what I needed.

The sunshine, deep work sessions, petting every street dog, waterfall hikes, mountain-cabin cooking, and walks under the stars were surreal.
Can’t wait to go back in April.

3) I did *THE THING* I’ve always been scared to do

I started showing up on camera.

Which sounds silly because I literally run a content agency. And yet, I’ve always stayed behind the camera because my stomach does about 17 somersaults every time I hit record.

But I can’t scale Frame from the sidelines. So I’m leaning into the discomfort.
Expect more banger shots and video content too 👀

4) I adopted a new catto

I adopted a 7-year-old stray cat named Tara (aka Star in Sanskrit), and she’s a total diva.
She had severe gingivitis and went through surgery, and now she has a forever home.

I think we bonded extra hard because of my TMD.

She loves biting my feet and screaming on client calls for extra treats. But she’s my angel, and I’m obsessed.

Safe to say it’s been the wildest year of my career to date.

I needed the hiatus to focus on life + business, but I’ve missed building my brand on here.

So we’re back.

In 2026, I’m scaling Frame, and I’ll share the f*ck-ups, lessons, and wins as it all unfolds.

Let’s do this 🫶

“Sooooo… how’s your agency thing going?”

Phew, here’s the update:

update 💬

3 months ago, I boarded a flight and flew 1,211 km away from my home.
The next morning, I landed in a tiny village in the foothills of the Himalayas.

Population?
815 people.

Come spend the day with me in the mountains as I scale my content agency. 👋🫶

(Please note: this is a highlight reel. Not pictured is me having a mini meltdown after my team member quit and loads of self-doubt while hiking.)

Day in my life 👋

Founder-led content is *THE* cheat code to blow up your brand in 2026. 🤭👇

Trust in influencer content is fading, and social media ad CPMs are climbing (averaging around $8–$10 across major platforms).

So the brands winning right now have their founders pulling back the curtain and documenting their journey publicly.

The wins.
The f*ck ups.
The lessons.
The big mistakes.
The pivots.

And this doesn’t just work for the D2C brands.

I’ve written founder-led content for climate tech startups, SaaS companies, executive coaches, B2B agencies, and even fintech founders.

All of them are pulling in millions of eyeballs and building trust at scale which then converts to paying customers. 💸

Here are some of my favorite founder-led content formats lately:

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The Battle

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Mona Ganatra

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taplio

The Battle

Carina Farrell

Mona Ganatra

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Carina Farrell's LinkedIn Performance

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