Foster Moore - The eegistry people

My role is responsible for developing, implementing, and monitoring marketing strategies to support Foster Moore's market position and its strategic and operational objectives.
🔸Marketing Strategy
🔸Brand Management
🔸Marketing Collateral
🔸Market Communications
🔸Market Intelligence
🔸Bid & Partner Support

Director of Marketing

The Marketing Club AU/NZ

I'm a committee member at The Marketing Club NZ. This club helps bring marketers together and provides a safe space for marketers early in their careers or those in small teams to collaborate and grow their skills.

Executive Committee Member

Creative Desk Limited

• Providing growth marketing consultation for B2B clients in the SaaS, professional services, recruitment, and architecture sectors.
• Focused on developing digital strategies and executing multi-channel demand generation and lead generation campaigns.
• Pland and manage LinkedIn ads campaigns and LinkedIn content strategy
• Account Based Marketing strategy and campaigns

Marketing Consultant

Architectural Products and Technologies (APT)

As Marketing Manager at APT, I was responsible for driving the company's marketing efforts. My role involved planning and executing dynamic marketing initiatives that ensured APT remained at the forefront of the industry. I leveraged my expertise in stakeholder management, brand development, digital marketing strategy, and more, to deliver results while working on a limited budget. 

I was able to execute a multi-channel marketing strategy across digital, print, partner collaborations, and events that resulted in great product and brand awareness and positioned the company as an industry leader.

Key Responsibilities of the role: 

🔹Stakeholder Management
🔹Brand Development and Reinvention
🔹Digital Marketing Strategy
🔹Media Buying and ROI Optimization
🔹Event Planning and Management
🔹Digital Transformation Champion

Marketing & Business Development Manager

Micado

As a Digital Marketing Manager at Micado, I work alongside the CEO and the rest of the Senior Leadership Team, building and executing a range of initiatives to grow the brand and drive demand for the company's products and services. 

An important part of the role is to develop the brand guidelines, build a brand and media kit, and set up internal and external communication best practice standards. This role is highly collaborative, requiring to partner with team members and external stakeholders to produce content and run campaigns that generate demand. 

On a daily basis, I manage the company's website and digital communication channels, marketing campaigns, content generation efforts, collateral asset production, and agency relationships. 

I often use CRM, EDM, design, content management, task management and reporting software, as well as M365 Suite and Adobe CC Suite tools.

Digital Marketing Manager

Metro Performance Glass

As a marketing executive at Metro Performance Glass, I co-ordinate, implement and produce promotional material, activities, and communication for the company by liaising with both Management and Suppliers.

It is my duty to assist with the development and implementation of integrated product
strategies which enable Metro’s Product Leadership business model in targeted segments.

Managing National Home and Trade Shows across New Zealand and giving support to the multiple branches across the country are part of my responsibilities.

 Event management/project management
 Assisting Regional Branch network with templated collateral
 Branding compliance
 Agency and media liaison
 Assist with staff training; new products & developments
 Developing media packs as well as conducting conferences and trade shows

Marketing Executive

I founded Creative Desk in 2015 as a small consulting company to offer digital marketing services to small and medium-sized companies in the Auckland region. Although I have partnered with other professionals to work on large scale projects, the majority of the work was done by me personally. My clients ranged from construction companies to insurance brokers, lawyers, business solutions specialists, and even tour operators.

Strategy – As a marketing specialist consulting for small companies, one of my main duties was to audit the current work done by the business in terms of marketing and offering a medium to long-term strategy lined up with company goals and respecting the budget. 

Content creation – An important part of the services provided by Creative Desk has been the creation and curation of content to publish in our client’s websites, social media networks, EDM platforms, and print materials. I worked with people from different industries and used my researching skills to understand the product and companies. I have published short social media posts, scripted promotional videos, and published magazines.

Customer Experience – Making clear and effective communication channels to have a deep understanding of the consumer’s needs and concerns. I have worked directly managing online communities and training staff to offer the best possible customer experience both online and offline. This involved creating response protocols, FAQs, email templates and informative and customer-engagement events.

Graphic Design – I am very experienced in the use of graphic design tools such as Photoshop, Illustrator or InDesign and I have years of experience in the design of promotional and branding materials both for digital and print. I have printed flyers, magazines, 10m long banners and also designed websites, social media kits or banners.

Marketing Specialist

Bonita Tapas Bar & Cocktails

I had the opportunity to invest my own money into this business and I took it. As the general manager, I created a marketing strategy to grow sales as well as venue usage and customer engagement. I created trusted and long-lasting relationships with stakeholders that resulted in a positive impact on the public image of the business and an increase in the number of repeat customers.

At Bonita Tapas Bar I managed a team of 7 people supervising the operations, being in charge of the finances and recruiting and obtaining a 500% growth in total revenue after 18 months.

General Manager - Co-Owner

St Vincent's Cave - Spanish Wine Importers

St Vincent’s Cave is a boutique food and wine importer based in Auckland. I reported directly to the director and consulted her in business matters and managerial decisions. I was responsible for implementing a new marketing strategy, focussing on growing the e-commerce business and the product appeal on large retail stores.

I developed a plan to grow the brand’s online presence and a schedule for social media and blog publications. Created content to publish regularly and acted as a copywriter for all the product descriptions in the online shop and catalogues. Used my skills in graphic design to design labels, posters, promotional banners, and other print materials.

Marketing Communications Manager

Quay Street Cafe

As part of the management team at Quay Street Cafe I perform the following duties:
- Manage a team of 13 people.
- Develop relationships with customers and suppliers.
- Roster making and staff performance control.
- Stock-take and inventory.
- Social media planning and management.
- Create promotions and events to improve targeted sales.
- Develop new catering and function menus with Head Chef.

General Manager

I create and execute innovative strategies that drive growth. I'm passionate about creating content that is impactful and thought-provoking, I'm experienced working on a limited budget and leveraging my expertise in stakeholder management.

I am the first certified LinkedIn Marketing Expert in New Zealand and completed the Emerging Leader's Programme by Tech Marketers New Zealand. I like to use the latest online marketing tools and techniques to generate demand and engagement. 

My mission is to dream big, work hard, stay focused, and surround myself with good people who share my vision and values.

Javier Yebenes⚡

Mindshare Lab

Mindshare Lab turns B2B SaaS founders into market magnets.

We help you escape the sea of sameness, build trust within your ICP and become the first choice in your buyer’s mind.

Through founder-led thought leadership, sharp positioning, and strategic LinkedIn content, we transform your brand from “just another vendor” into a category leader with an audience that actually moves the needle.

Founder & CEO

Fergus

Digital Growth Manager

Digital Marketing Specialist

ContactOut

Hi there, we’re ContactOut.

We have a database with everyone’s personal email in it.

That’s why recruiters use ContactOut to contact (and hire) the world’s best candidates.

We were founded in Silicon Valley in 2015 with the backing of 500 Startups and Startmate/Blackbird Ventures. Since then, more than 500,000 people have made use of our Chrome extension to connect with the candidates who mean most to them.

Currently 3 out of 4 of the companies listed on the Fortune 500 depend on us in part for their daily operations.

But we’re just getting started.

For the past six years we’ve focused strictly on giving our clients a way to find the contact details of the people they need to talk to.

Now we want to become the world’s #1 source of information on how to reach out.

Effectively. Respectfully. Authentically.

That's my team's job.

Because that will power our growth from $5M ARR to $100M ARR in the next 5 years.

That's how we become a billion dollar company.

Want to join? Maybe pick up some equity and put some skin in the game?

Hit me up.

Growth Product Manager

Keytrack.me

Keytrack is a property collaboration platform (PCP) that brings together everyone involved in a property deal, to participate in a secure, centralised platform. Our platform democratises access to critical deal updates and offers a transparent solution for legal teams, clients, real estate professionals and other relevant stakeholders to track, update and progress the deal from signed to settled.

Marketing and Partnership Executive

Remily

Founder

Double - Digital Marketing for Scale

- Running campaigns (across FB, Insta, Google, Youtube and Linkedin) and building insights on customer behaviour/buying motivations.
- Work in a cross-functional team, collaborating to define the digital experience and champion the voice of the customer.
- Building advertising and re-marketing funnels, automating and improving where needed (Salesforce, Marketo, Hubspot, Facebook).
- Uncover patterns and hunches of high ROI tactics, from disconnected data sources, active investigation and structured A/B testing. Then, form these insights into strategies and recommendations of action.

Digital Campaign Manager

Tech Futures Lab

- Developed Marketing Sales Funnels - Acquisition and Re-marketing campaigns through ads 
- Write direct response marketing sales copy and email nurture sequences
- Campaign Management through data analytics using Google Analytics and Data Studio 
- Conversion Rate Optimisation - improve web visitor experience through improvements in UI/UX and best practices to meet campaign objectives

Marketing Communications Associate

Best Coder

- Developed curriculum for teaching platform
- Involved with MakeX, Unity platform, Scratch and Arduino
- Created reports and feedback on student learning and ways for improvement

MakeX/ Unity Instructor

Green Cross Health

- Recommend medications, supplements or remedies to customers/ patients
- Customer-orientated service to improve customer experience
- Awarded Top Seller Award 2017

Pharmacy Assistant - Life Pharmacy

SmartBLKTrade Limited

- Time Series modelling for commodity price predictions (eg using ARIMA/ SARIMA models)
- Implementation of deep learning model for commodity price predictions 
- Research on papers and market solutions regarding Trading Bot Advisor

Machine Learning Engineer Intern

Marketing | Data | Driving Growth For Early-To-Mid Stage SaaS Companies | 👉 osmanlee.substack.com 👈

90% of B2B SaaS startups don’t lose because of product—they lose because they stay silent while their competitors dominate the narrative.

You're a B2B SaaS founder building a great product but: 

1. Your louder competitor is winning attention, even with a worse product
2. You're being out-positioned in your own category
3. Investors, buyers, and top talent don’t know you or don’t trust you yet
4. Your brand feels like it’s playing catch-up
5. You know you should be showing up online, but it keeps slipping

Too many founders give up on amazing products, thinking they’ve failed.

The reality is: nobody knows WHO you are or WHY they should care. 

And in B2B SaaS, narrative is GTM.
Perception drives pipeline. Founder voice drives velocity.

Why Founder-led Influence works: 

✅ People buy from people they trust
Your voice is your moat. It builds trust faster than any ad ever could.

✅ Shorten the sales cycle
Buyers come in already primed by your content, your story, and your authority.

✅ It creates inbound gravity
You attract top-tier customers, investors, and hires without begging for attention.

✅ Protects your market share
Your content becomes a shield. A story. A signal that you’re the one to bet on.


WHY NOW?

The loudest founder in your space is already winning the perception game.
Not because they’re better. But because they show up, speak clearly, and own their story.

If you don’t claim the narrative, they will.
And by the time you decide to catch up, it might be too late.


💡 SOLUTION: 💡

I partner with B2B SaaS founders to build founder-led influence systems that drive capital, close enterprise deals, and create competitive moats on LinkedIn.

This isn’t content for content’s sake.

It’s positioning insurance in a high-noise, high-stakes environment.

→ Click the links in my Featured section (or DM me to learn more)!

Osman Lee

Today marks one year since I started Mindshare Lab.

Spent 2hrs on Sunday documenting what I’ve learned - here are a few that stood out:

1. “If you want to go fast, go alone. If you want to go far, go together”

As an agency owner, I used to have the belief that it’s all about MY skills and how well I could execute. But this past year proved the opposite.

Every major win came from people around me — clients who referred me, partners who I collaborated with, peers who shared me advice, and supporters who kept showing up in the comments and DMs.

Those moments of collaboration, not the solo sprints, are what made the journey meaningful. And it made me realize that business is built on relationships long before it’s built on revenue.

Your solo skills get you started but your network gets you scale.

2. Reduce your knowledge and skill gap ASAP

Operating a service business is pretty straightforward. 1) Get clients and 2) provide a service people want.

But between those two steps is a mountain of micro-skills from positioning and outreach to onboarding, retention, and renewal. Each one takes time to learn, and the cost of not knowing them compounds fast.

I used to spend months trying to figure things out myself. Now, I’d rather pay someone who’s already walked the path and get there in a week.

You either spend money to save time or spend time to save money but either way, you’re paying for the lesson.

3. Play the long-game
When I first started out, I was desperate for clients. I’d blast connection requests, pitch slap people in the DMs and over-promise just to land one deal. DUMB move.

It worked sometimes but it burned bridges that could’ve turned into something real.

Business is a long game and the people who see you today will keep seeing you for years.

One bad impression can close a future door. One good impression can open ten.

The more I focused on helping, collaborating, and creating value with no immediate ask, the more opportunities found their way back to me later.

4. Energy management > time management

I personally think most businesses fail because the founders quit. And the reason for quitting is because they no longer enjoy doing the thing that got them started.

Over the past year, I’ve noticed when my energy’s high, I’m creative, decisive, and present. When it’s low, I start overthinking, delaying, and doubting myself.

So I’ve learned to protect my energy like a core business asset. Sleep well. Eat right. Work on what excites me. And delegate the things that drain me.

Because the real goal isn’t just to build a business that lasts.

It’s to build one that you still want to run a year, five years, ten years from now.

Grateful for everyone who’s been part of this journey — clients, partners, peers, and friends who’ve supported along the way.

Couldn’t have done it without you all 🙏🏽

Osman Lee 

CEO @ Mindshare Lab | LinkedIn Content, Ads & DMs for B2B SaaS companies

If you’ve been active on LinkedIn for >5 years with <20k connections, this post is for you (myself included):

Quick reminder: LinkedIn gives you 150–200 connection requests every single week.

Most people use…maybe 5.
Maybe none.

200 connections requests * 40% (acceptance rate) * 52 weeks = 4160 new connections EVERY YEAR.

4160 * 5 years = 20,800 connections.

Every connection you don’t make is:
- A peer you could’ve learned from
- A customer you could’ve built trust with early
- A partner who might have intro’d you to the right room
- A potential investor who’s now two posts away from forgetting your name

People treat content as the main engine on LinkedIn.
But it’s only one side of the flywheel.

If you’re not actively using your connection bandwidth to expand who sees your content, you’re just publishing into a void.

At the end of the day, LinkedIn is a networking platform.

You COULD build relationships through posting/commenting but most of it happens in the DMs.

Either through people reaching out to you or you to them.

It takes less than 15 minutes a week but over time, that habit compounds.

This isn’t about “growth hacking”.

It’s networking 101.

P.S. Who’s one LinkedIn connection you’re glad you reached out to?

I got a few Juliana Hahn Nicolai Svane Kristensen Timothy Solinger Kirti Baheti Yakshit Sharma Tanmay Singh Chauhan Saurabh Srivastava Madhav Mistry Ryan Mitchell 🧀 Stefan Burger Sarah Nohe Armin Parvin

CEO: Why can’t we create LinkedIn content using AI?
Me: ya…they’re probably gonna suck.

I get this question often from founders, heads of marketing, even operators trying to build a personal brand alongside their day job.

And technically, you can.

You could prompt ChatGPT/Claude, hit generate and end up with a 300-word post that’s grammatically clean, nicely structured, and even kind of insightful.

But 9 times out of 10, those posts will underperform.

Why? Because they’re missing the one thing that separates real signal from filler: YOU

The biggest mistake people make when using AI for content is assuming that writing mechanics = content strategy.

They outsource the hard part—the thinking.

They skip the part where they figure out what they actually believe, what they’ve lived, what they’ve learned that’s worth saying.

They try to automate the insight, not just the output.

So what they end up publishing is polished but hollow.

It reads like someone who’s studied the format, but never lived the story.

It "sounds" like a post…but doesn’t land like one because there’s no conviction behind the words. No earned perspective. No trust being built.

This matters even more if you’re a founder or marketer looking to make LinkedIn a growth channel for the company.

Most people don’t know who you are and have never heard about your product which means you have to EARN the credibility, post by post, thought by thought.

And the only way to do that is by showing your thinking in public.

What you’ve seen.
What you’ve learned.
What you’re still figuring out.

That’s the kind of content that creates resonance.

To be clear: I’m not anti-AI.

I use it all the time for structure, for editing, for tightening phrasing or stress-testing ideas.

It’s a great tool to support your content but terrible tool for generating outputs.

TAKEAWAY

If you want to build a reputation that lasts, use AI to refine your ideas, not replace them.

P.S. What’s one way you’ve used AI that actually made your content better?

Controversial take: Social media is MUCH harder than paid ads.

(and I’m saying this as an ex-performance marketer.)

With ads, you get reach no matter what because you’re paying for reach.

With organic, you have to EARN the reach. And in doing so, you learn what actually makes great creative.

Which is why in B2B it’s often better to start with organic especially on LinkedIn: you sharpen your creative skills first. Then, when you run ads, you already know what makes them work.

ie post on founder and exec accounts → boost performing posts via thought leader ads.

If you can win attention organically, paid will feel like cheating.

That’s the real growth hack nobody talks about.

I’m starting a weekly LinkedIn content idea series 🚀


Over the past year running Mindshare Lab, I’ve talked to 50+ founders and marketers who treat LinkedIn like a press room, not a distribution channel.

They show up when there’s something “big” to announce eg product/feature launch, funding round or hiring updates.

They post for two or three weeks, get some traction, and then vanish until the next announcement rolls around.

That’s not audience building, that’s PR dressed up as content marketing.

The truth is: audiences don’t grow in bursts. They compound through rhythm.

Through small, consistent signals that teach your market who you are, what you stand for and how you think.

That’s what this series is about — helping founders and marketing teams break out of the “campaign-only” mindset and build an ongoing, systematic content engine.

Every Wednesday, I’ll share:
↳ One specific play
↳ Stage of company (who this is best for)
↳ Why it works (the psychology + distribution angle)
↳ Examples of people doing it well (so you can model, not copy)
↳ Step-by-step execution (a checklist you can follow today)

Consistent storytelling is how you train your audience to remember you even when you’re not posting.

It’s how you move from being a company people occasionally notice → to a brand that lives in their head when a problem arises aka mindshare.

Most founders and marketers don’t have a content problem, they have a system problem.

This series is my attempt to give you those systems — the same ones I’ve used with founders to turn sporadic posting into a predictable engine for brand, trust, and inbound.

First content play drops this week.

I spent 14hrs collecting top 100 LinkedIn viral lead magnet posts and I’m giving it away for FREE.

Use this to:
→ Get inspiration for your next lead magnet
→ Find repeatable patterns behind best performers
→ Reverse-engineer viral formats

Every lead magnet has data on:
- Hook
- Likes
- Creative
- Comments
- Link to the post
- Lead magnet type

I’m incredibly excited to give this to you.

All you need to do is:
1. Comment “Magnet” below
2. Send me a connection request

I'll get it over to you ASAP

P.S. I also added a short checklist inside on what makes a lead magnet go viral. Steal it before you write your next one 🚀

Where not to use AI on LinkedIn:


- “Great post!” or any form of AI-generated comments
- Writing regurgitated, fluffy posts
- Generic connection request messages eg “[name], great to connect!”

LinkedIn is not like cold email where you spray-and-pray.

It’s a trust-building platform.

The easiest way to lose credibility and burn through your TAM is using AI in the wrong places.

Makes you look lazy and disrespectful.

Here are some smart ways to use AI:
- Lead list scraping based on engagers with your brand and personal profile  and score relevance to ICP (PhantomBuster + OpenAI)
- Analyzing your own and competitor posts to find what performs well to reverse engineer (Kleo)
- Hyper-relevant research on your prospects before reaching out via DMs (Octave)

Notice the difference?

Bad AI use → replaces human connection.
Smart AI use → augments your effort so you can show up more human.

The real unfair advantage on LinkedIn isn’t automation.

It’s authenticity at scale.

Use AI to free up time, spot patterns, and sharpen your insights.

Then spend that saved energy where it actually matters: conversations, content, and building trust.

That’s how you win 💪

taplio

The Battle

Javier Yebenes⚡

Osman Lee

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taplio

The Battle

Javier Yebenes⚡

Osman Lee

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);}Osman Lee's LinkedIn Performance

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