Isobel Cowell

Head of Social @Kurogo | Creating Thought Leaders Through Personal Branding | Founder of Dear Future Marketer | LinkedIn Top Voice: Next Gen

Building engaged communities in-house at fashion and beauty brands.

Hi, I'm Isobel, Social Media Manager at Tropic Skincare.

At 21, I joined a personal branding start-up as 1 of 3 full-time employees. 6 months in, we'd grown to 8 and I was quickly promoted to Head of Social, growing our clients brands whilst managing my incredible team of content writers and account managers.

But as much as I loved start-up life, fashion and beauty was my calling.

I joined a growing luxury fashion reseller as Social Media Lead, leading the strategy and content for an audience of over 2 million on TikTok, and 600K on Instagram, averaging 1 million views on TikTok weekly. I also assisted in the launch of the #1 TikTok Live Shop in the UK, hosting and moderating shows weekly.

I now work at a growing luxury beauty brand, leading the strategy on all social platforms, working amongst an incredible brand team of 25 to bring the brand vision to life.

So follow along for all things career growth, and fashion and beauty marketing insights.

Founder

An Instagram page teaching you how to grow your personal brands and LinkedIn accounts

I grow brands on Insta, TikTok + Pinterest 📈 reaching over 67 MILLION impressions every MONTH for my clients 🔥 Track Record of Scaling Brands on Social | Not just your average marketer 💅

I don’t do trends. I do traction.

You won’t find me pushing hacks, follower goals, or 30-day content calendars.

I work with brands who care more about consistency than chaos - and want their marketing to mean something.

🔹 Fractional CMO (by application only)
For brands ready to grow sustainably, with systems that don’t fall apart in 3 months.
I guide the strategy. Your team executes. Together we scale - cleanly and profitably.

🔹 In-House Marketing Consulting/Management
I coach + run internal teams to run like agencies - without burning out or drowning in busywork.
Structure. Clarity. Direction. All data-driven to your store's backend to optimise for revenue growth.

📌 I’ve helped brands hit 7 figures without paid ads
📌 Generated 1B+ organic impressions across client accounts.
📌 I build systems that do the heavy lifting - so your team doesn’t have to.

Right now, I’m quietly building something new. Stay tuned 👀

Danielle Theobald 🍪

surprise I made a person??

41 weeks of LinkedIn content and not ONE of you noticed

my best marketing campaign yet tbh  10 months in development
zero investor funding
100% organic growth

(his ROI is mass chaos and no sleep but I'm still obsessed with him??)

Danielle Theobald

I guarantee 1M+ impressions in 90 days 💰 Scaling health + wellness brands to 7 figs with strategy that sells on Instagram + Pinterest 🧬 BSc in Biochemistry with Hons

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things I do as a gen z ceo that would send other business owners into a coma 🕺🏼🦖

1️⃣ I only take meetings tues-thurs 

No bc do u rly think that a) I want to have a meeting so close to my weekend or b) that I’m gonna be in the brain space for talking big plans? 

No babes, Mondays and Fridays are for blasting music n admin!! 

2️⃣ ‘unprofessional’ only with my clients

they hired me, so they get FULL me! think ‘omg yes this is tea’ and ‘yes boss 🫡’ over ‘kind regards’

I have never been and never want to be a corporate bore

3️⃣ i honestly don’t care if my team works their full hours

work 3 hours a day or 7 hours, if the work is done to a great quality geeeenuinely why would i care?? 

You do you boo and if you wanna hyperfocus all morning then take the afternoon off, pop off queen love dat for u!


business owners are taking life too seriously, losing their personal touch, overworking team members and wondering why their brand isn’t making good progress? 🤡 

Live a little, give your team FREEDOM and TIME to be creative, and honestly just take a chill pill x

yours sincerely,

a girl that’s officially been a CEO for 6 years and learnt a lot of this the hard way xxxx

(post inspired by Steph Barney 🩷)

Photo 1: I did everything LinkedIn told me to

Photo 2: I did the opposite

In 2023 I was living my 'best life' according to social media:

- 7 fig business (yes, really)
- going gym 5 times a week
- working about 10-12 hours a day

all whilst travelling the world

I thought I was happy. I was in this 'dream life' so many people wanted, right?

WRONGGGG!

I was overweight. Unhappy. Jumping between toxic relationships. A shell of myself - I literally didn't even realise it 

It took me many (many) breakdowns to realise what actually mattered to me

Freedom. Community. Love. Wellness.

and without even intending to or focusing on it I:

lost 18kg
found God (hey bestie!)
got literally 10x more take home income
met my husband

I got everything I wanted, could ever dream of, and more 🥹

I was waking up at 10am, working 4 hours a day, reduced gym to 1-2 times per week - everything that apparently makes you 'lazy'

This is legit not some LinkedIn hook, those of you who know me in real life know this was my reality 😭

for a bunch of 'smart' and 'top 1% performers' on this app, we sure are dumb af

please please PLEASE start writing your own playbook

as a collective we need to stop following blueprints, whether it be from a 'guru', a celebrity, or God forbid a ChatGPT output 🥲

I WANT 2026 TO BE THE YEAR YOU START REWRITING YOUR OWN STORY!!!

LET IT EXCITE YOU!

YES I'M SHOUTING!!!!!!!!

the amount of competition, burnout and comparison I see on this app every. single. day. genuinely saddens me

I'll leave you with Mark 8:36 from the Bible - and religious or not I want you to sit with it for a few days:

For what does it profit a man to gain the whole world, yet forfeit his soul?

200k followers. 2 leads a month.

but sure bestie, keep chasing that viral post 🤡

i feel like it's all I see atm and it's getting under my skin??

founders bragging about reach while literally struggling to pay themselves

posting 'we hit 100k!!' while their DMs + Shopify said ✨ tumbleweeds ✨

and for what?? a screenshot for LinkedIn??

meanwhile the 'small' creators with 2k followers have their shi together

bc they actually reply to people
bc they built trust instead of an ego
(bc they actually run their business rather than being married to LinkedIn)

no one cares about your follower count except you 🧍

your audience doesn't care
brands don't care anymore (why do u think they're all doing influencer seeding now?)
ur bank account defo doesn't care

reach ≠ rev

never has, never will 🥲

fix urself bestie!!

stop trying to fix yourself

making yourself more palatable for others

in this stream of AI, ‘hustle’ and personal brands

I feel like people are all morphine into one mind?? 

one way of living
one way of working

it’s kinda giving me the ick 

we’re all here because we wanted to escape the ‘system’

the rat race, the 9-5, the invisible cage - whatever the f you wanna call it

but 99% of the platform has kinda just made their own?

So idk who needs to hear this but I just wanna call people to step into their own light

all the messiness of it, the fun, the HUMAN! 

because once you’ve stepped into your own light, shame can’t stay 

don’t be like other people and step straight from one system into another

go find ur own x

(idk where philosophical Dani came from but apparently ur all blessed with her today)

things I do as a gen z CMO that would send corporate marketing into a coma 🕺🏼🦖

1️⃣ I don't work with new brands running ads

No bc do u rly think that a) your business will make money or b) that I'm gonna waste my time building out a funnel if ur running paid ads IMMEDIATELY after launch?

No babes, you're already set up for failure if we don't have time to build an organic base x

2️⃣ I call out bs

u hired me to do a job, so I'm gonna do it??

If you've got something blocking your funnel, it's literally my job to let you know. We're not focusing on increasing traffic from socials if ur funnel is leaking

(never been fired for being a sassy b when needed - not fired yet anyway haha)

3️⃣ i honestly don’t care if u don't want to film content

why is it now commonly accepted that the ONLY way to build a successful business is if the founder is making weekly videos??

some founders don't want to be in the spotlight. that's perfectly fine. I'm not gonna force u in front of camera bc LinkedIn told me to

(+ unlike most 'gurus' on LinkedIn, I actually know how to build a brand without hacks and trends 🤡)

____

Corporate is out here coming up with 6 month strategies and weeks of 'customer research' just to post on Insta and 100 views (if you're lucky)

Spice up your marketing, stay in with the times and always make sure you're running a consistent testing data pool

yours sincerely,

a girl that’s officially been a fCMO for 3 years, including 2 billion dollar and 10+ million dollar businesses xxxx

It’s hard because you’re inexperienced, not incapable 

Keep going bestie 🕺🏼

(and whilst you’re at it, stop letting social media scare you into comparison - it’ll steal all good fruits from you)

being seen ≠ being found

(+ that's why ur struggling to build wealth from socials)

being seen = luck. timing. algorithms. noise. bs.
being found = INTENT (!!)

when someone finds you while they're searching, saving ideas, planning something - they're not bored scrolling

they're READY to buy

(fancy marketing term: high purchasing intent)

this is why I bang on about Pinterest so much lol

I have pins from 2+ years ago still driving traffic to client sites

content there isn't fighting for attention

it's just... waiting 🧍

where people go when they're planning purchases, projects, life changes

they're saving ideas. organising decisions. looking to buy!

your content becomes part of their decision process

not just another post in the void like on literally every other platform

stored effort → leverage
leverage → freeeeeedom

people that build wealth from socials aren't posting about their formulas to get you in their sh*tty course funnel

they stop thinking like creators
start thinking like builders

creators: 'what should I post today?'
builders: 'what will still work for me next year?'

bc if you're recreating attention every single day you don't actually have leverage bestie

you just made yourself a slightly bigger cage 🤡

social media CAN build you wealth

but only if you stop treating it like performance

and start treating it like infrastructure

* hey siri, play Bob the Builder theme tune *

idk just been thinking about this a lot lately

am I the only one that’s never seen this before?? 🥹🥹🩷

Waitrose gives its employees a roll of ‘it’s on us’ stickers 

main concept = to gift items to customers they feel may need a pick me up

people who are unwell, going through tough times or someone whose day doesn’t look so fabby

I googled to see if it’s real (it is!!) and saw other cases like:

-  fish counter staff gifting fish bc the customer was hesitant to try something new

- one of Maidenhead staff gave a customer a pot of yellow roses upon learning they were supporting family arriving from Ukraine

- a gift for a young daughter who helped their mother with her wheelchair

My heart is SCREAMING rn!! 

I’m sorry to interrupt ur feed of formulas and growth hacks

but this is honestly what business is about for me 🥲

making someone’s day, giving back, using your time and resources for GOOD

sure ROI is nice

a viral post makes u feel good

money in the bank makes us feel accomplished

but THIS for me is true fulfilment and so so inspiring from Waitrose & Partners  

so in honour of Waitrose, I want to spend today + this weekend giving on LinkedIn

comment with what would make your day, and I’ll help as many people as possible 🩷

(maybe u need money to buy that book you’ve been debating, or could really do with some free marketing advice - whatever it is, business or not, I want to help as many people)

was chatting to a client about their Jan numbers and it got me thinking

they had 652 clicks from Insta last month

decent right?

but here's the thing - clicks don't equal sales and success

the gap between 'clicked on your site' and 'actually bought something' is where your funnel is leaking

^ in this situation, you need ot focus on your lander NOT increasing social outbound clicks

and no one really thinks about it

like the average cart abandonment rate is 70%

that's 7 out of 10 people who WANTED to buy... just gone 💀

and it's not just carts

→ 79% drop off before they even get to a product page
→ 50% leave before adding to cart
→ 40% of customers churn within the first year

the maths isn't... mathing?

we're all out here trying to get MORE traffic when the real issue is the traffic we already have is leaking everywhere

and here's what gets me:

a 5% improvement in retention can boost profits by 25-95% (Bain + Company)

acquiring a new customer costs 5x more than keeping one

returning customers spend 3x more per visit

so why are we obsessed with new eyeballs when the people who already showed interest are just... slipping away?

anyway I told my client - before we scale anything, we're plugging the holes first

for them it means:
- custom landers for different traffic sources
- lead magnets to capture emails before they bounce
- actually retargeting the cart abandoners
- post-purchase flows that nurture instead of just selling (hello LTV)

bc what's the point of pouring more water into a bucket full of holes

idk just something I've been thinking about lately x

in the process of curating my LI feed

(bc I'm as tired as u are of only seeing 3 brain cells on here)

pls drop your fav recs for creators 🫶

people with cool energy, people who don't use AI to fully automate their socials, people with a lil something HUMAN!!

can't wait to follow you all!

taplio

The Battle

Isobel Cowell

Danielle Theobald 🍪

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The Battle

Isobel Cowell

Danielle Theobald 🍪

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);}Danielle Theobald 🍪's LinkedIn Performance

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