Karla McNeilage

Making your brand memorable through story-led marketing. Using creative content strategies to drive growth • Social Media | Copy & Content Writer | Founder of Wave Socials 🌊 Mental health and wellness advocate

In 2014, my passion for writing and storytelling led me to study English Literature at uni.

I loved it so much that it influenced my career:

→ 2016: Started dabbling in copywriting jobs to see if I enjoyed it.

→ 2016: Created a Wordpress blog as a creative outlet. Fell in love with content writing.

→ 2018: Graduated. No grad job. Wanted to work in marketing but didn’t know what niche. Ahh. Spent 8 months working 14-hour days, juggling different unpaid internships.

→ 2018-19: Landed an internship and eventually became Head of Social Media & Influencer Marketing for an e-com start-up.
Sold out every launch with my marketing strategies, my content reached millions of impressions p/m and took our IG from 3K > 80K+ followers in <10 months.
I loved creating marketing campaigns. But I didn’t get to write much. I missed it.

→ 2020: New job. Head of Social Media for another e-com start-up.
Brought the same energy and sold out every product launch, reached millions p/m and grew a loyal community of superfans.
This time, more copy & content writing opportunities: email marketing, website & landing pages, paid ads.
I started ghostwriting as the founder. I loved stepping into someone else’s shoes.

→ 2022: Quit my job. Started my business, Wave Socials. Never looked back.
Services: social media marketing and copywriting/ content writing for 40+ CEO’s & founders, e-com businesses, agencies and big corporates.

→ 2024: Pivoted my services to LinkedIn personal branding. 
Took my own strategy seriously. Became a content creator on LinkedIn. Have a fully inbound business as a result. Also grew an amazing community and network.

Realised personal branding is the perfect blend of social media marketing and writing- all the skills I’ve been honing for nearly a decade.


Now, I help 6-8 figure C-suite execs, founders & creators amplify their voices on LinkedIn to grow their businesses.

I’ve carved out a career that feeds my love for writing, creative content, connection and storytelling.

-

SERVICES:

• LinkedIn Ghostwriting & Personal Brand Management:
For those who lack time, knowledge and/or expertise to create outcomes and impact.

• LinkedIn Workshops & Masterclasses:
Teaching you and your team how to leverage your personal brands on LinkedIn for business growth.

• LinkedIn Coaching:
Master the art of creating a personal brand that gains authority, builds trust and attracts quality leads and opportunities.


Want to work together? Fill out this form and I’ll be in touch!

https://forms.gle/Qf7vPL4ed53tSrPf9

My DM’s are open if you have any questions :)

Owner

Karla Mcneilage

Celebrating a HUGE milestone…

I'm 1,000 days alcohol free!!!

My biggest lesson?
Quitting alcohol isn’t about what you give up. It’s about what you gain.


I stopped drinking as part of 75 Hard (a fitness challenge) almost 3 years ago.

But I felt so good that I never picked it back up.

There obvious benefits:
Clearer skin, better sleep, saving money, improved productivity & mood.

But quitting alcohol has been a full system reboot.


→ I’ve got so much more time!

• Less time drinking & recovering
= more time for me, my goals, my business & my future

• I have more energy and get my mornings back too


→ Drink was a form of socially acceptable self-sabotage

• Stressed? Nervous? Happy? Prosecco!
• I was an anxious mess for days after drinking
• It worsened my emetophobia & ADHD symptoms

• It was a loop of:
Drunk > hungover > anxious > low dopamine > bad routine > drink again

• My nervous system is regulated.
• I feel so much more aligned with myself!


→ Better emotional intelligence

• I'm more self-aware & self-sufficient
• I’m in control of my decisions, behaviours, reactions
• I don't put myself in dangerous situations by getting black out drunk


→ Increased self-confidence

I’ve not relied on alcohol to get me through:

• Speeches (biggest fear!)
• Weddings alone, where I didn’t know anyone
• Heartbreak, homesickness, depression
• Festivals, concerts, pub nights, raves
• Pubcrawls, celebrations, open bars
• Travelling & moving abroad alone

No liquid confidence.

Just inner resilience and pushing myself out of my comfort zone.


→ Deeper relationships

• Better social skills
• Super strong boundaries
• More present and intentional
• Cut people out, as our friendship was based on booze


→ I don’t need alcohol to have fun!

• Thought it made me fun, but I think I’m just fun?
• I outlast my drunk friends & can stay out until 5am
• I’m always the first on and last off the dance floor
• The past 1000 days have been the best of my life - great time making memories


→ Healthiest & fittest I’ve ever been

• Lost 3 stone
• Can lift 4x my body weight
• Gym bros tell me I intimidate them lol
• Quit junk food/ binge eating/ fizzy juice
• Only drink water & 90% whole, organic foods


I didn't have a drink addiction.

But when I drank, I binged.

Alcohol was escapism, and it's deeply embedded into UK culture.

Especially where I grew up on a council estate.

You’re seen as weird if you don’t drink.
Or boring. Or people think you're pregnant...


It's the only substance where you're judged for taking too much, and also not enough.

Those temptations to cave into the “just have one” comments.

Or fighting the urge to have a little sip.


A lot of people don't like it, but they're bored, have FOMO or give into peer pressure.

Sobriety is all about your discipline and mindset though.

(Support from loved ones helps too!)

I've regained control by not allowing alcohol to control me. Proud ❤️


P.s. Got myself a cake. Romanticising my life & wins more!

Personal Brand Strategist & Ghostwriter for B2B Founders | Helping You Build Influence, Thought Leadership & Revenue Through Strategic Storytelling | UK’s #3 Content Marketer | 📍 Bali

I’m turning 30 soon, have my own online business and live abroad.

Yet I've been told:

“Be realistic…”
“It’ll never work”
“You’re so delusional”
“Just quit and get a real job”
“You’re living in a fantasy world”
“You should be settled down by now”

I’ve heard them all.

From peers, people I love and even my own inner voice.


When I quit my job with no backup plan in 2021.

When I started my business with little savings and a mortgage to pay in 2022.

When I took 3 months off to recover from burnout in 2023.

When I got a late ADHD diagnosis and working on healing / reinventing myself in 2024.

When I left my family to move to the other side of the world alone in 2025.


And here’s what people don’t see:

→ The internal work I do every single day

→ Therapy, journaling, hard convos, identity shifts

→ Figuring out what my new version of 'normal' looks like

→ Pushing back on everyone telling me what my life should be by now

→ Getting "Live Without Limits" tattooed on me as a reminder to keep pushing myself out of my comfort zone


I tried the long-term, settled life in the UK:
Mortgage, stability, sensible retirement plan.

But it wasn’t for me. I felt trapped.

Now, I live out of a suitcase and am on my own timeline.


Do I feel unsettled sometimes? Yup.

Is the future scary without a 5-year plan? Definitely.

But do I feel liberated not knowing exactly what's next? 1000%.


I stopped measuring ‘success’ by societal norms :
Marriage, kids, climbing the corporate ladder.

Instead, I re-defined it on my own terms:
Time/ location freedom, fulfilment, impact, peace, self-growth, health, happiness, fun, adventure, waking up excited, presence, anddd untapped earning potential.


If people think I’m a failure because of that, fine.

But if younger me knew that I:

• Feel SO loved and supported
• Get to work with dream clients
• Have a business I’m obsessed with
• Am making a difference to others’ lives
• Call two places home: Indonesia & UK
• Carve out time for my own creative outlets
• Live in the sun, just 5 mins from the beach
• Build my biz from anywhere in the world!!!
(Including by the pool + beachside cafés)
• Have an insane global network & community
• Work to my schedule = gym whenever I want
• Am 10000% comfortable in my own company

And my personal fave:
• Spend time in the ocean, wild monkeys nearby, coconuts galore, sitting on cliffs watching sunset to recharge

… I think she’d be pretty damn proud!


The people who once called me delusional?

They’re now asking how I managed to build my dream life!


Reminder - you don't have to:

-Do what everyone else is doing
-Fit into a system that feels unaligned
-Shrink your ambition to make others feel comfortable

Buttt...

You do have to be brave enough to take action and go after what you really want.

And a bit of delulu never hurt anyone!


P.s. flying to Scotland soon to have a 30th party before going to Egypt then back to Bali. If that isn't a lovely self-made fantasy world idk what is ☺️

I just hit 60,000 followers on LinkedIn!!!

This platform has changed my entire life, so here’s what I’d tell myself if I was just starting to build my brand.


1/ Focus on quality > quantity

I’m celebrating growth but followers shouldn't be a success metric.

A big following ≠ high-leverage network.

What you should look at is how aligned your audience is.

My analytics for example:
-UK/ USA based
-Founders, CEOs, directors
-Working in advertising, marketing, tech

My followers are my future clients or collaborators.

That’s what really matters!

And its all down to content and positioning.


2/ Stand for something

You don’t need to dilute your messaging to build your brand.

In fact, that's the fastest way to become invisible.

To become a thought leader and someone worth following, be:

-Opinionated 
-Specific & clear on beliefs
-Unafraid to challenge the norm

Neutrality and appealing to everyone
= memorable to no one.

You'll attract the right people by evoking emotion / teach new things.


3/ Your story is your unfair advantage

The posts that changed everything for me are honest, vulnerable insights:

ADHD, self-growth, building a business from rock bottom.

Credibility isn’t just about achievements.

It's your failures, lessons, journey.

Tell your story strategically, and it becomes your USP.

Resonance → connection
Connection → trust
Trust → builds business.


4/ Keep showing up

Be intentional and consistent on LinkedIn.

Don't get down about bad impressions, algo changes and non-viral posts.

Aim to inspire, educate, connect and entertain with your content.

Silent lurkers are everywhere!


5/ Stop trying to sound so professional

Corporate jargon creates distance.

Write how you speak:
cadence, colloquialisms, personality, wit.

Show your humanity (in the world of AI!)

You don’t build authority by sounding like everyone else - you have to be recognisable.

Plus, there's nothing wrong with having a bit of fun on here!


5/ Networking is non-negotiable

LinkedIn is a social networking platform.

Comment and add your perspective.
Spend a heck of a lot of time in DMs.
Meet up with people IRL.

Some of my biggest opportunities didn't come from posts.

They came from convos & building genuine relationships.


6/ Just hit post!!!

Limiting beliefs and mindset are what hold us all back.

But done is better than perfect.

Post flops? Nobody will remember.
No sales? Refine and try again.
Feel cringe? It's the cost of entry.

You’ll never feel ‘ready’ to start building your brand.

Confidence comes from action!

-

I wouldn't be living abroad as a digital nomad, building an online business I love and working with dream clients if I hadn't started posting on LinkedIn.

Revenue, podcasts, keynotes in 3 countries, PR, best friends, global network, trips abroad, paid partnerships as a B2B creator, impacting others, location freedom...

The opportunities that come from growing your brand are endless!

Thanks for following my journey ❤️ ily!!!

What I say my job is: LinkedIn ghostwriter & personal brand strategist.

What I actually did this week:

→ Dived deep into market research across 5 industries
→ Ghostwrote a heck of a lot of posts
→ Built a go-to-market plan for a clothing brand
→ Edited a press release for a fast-scaling agency
→ Spoke with clients’ internal teams about partnerships with legacy brands
→ Tapped into my network for a client who's hiring
→ Proofread a client's job description before it went live
→ Had a LinkedIn coaching call for a B2B SaaS founder
→ Worked on a 2026 marketing roadmap for my clients' 8-figure agency
→ Rewrote a friend's LinkedIn post with a 5-min VN explanation
→ Client strategy call: positioning & lead-generating content focused
→ Integrated SEO forecasting into a client’s content plan
→ Started building a LinkedIn-led growth engine for a founder: focused on deal flow, market visibility & strategic positioning


None of that fits neatly into "ghostwriter."

And that's kinda the point.


When I started my business, I focused on becoming known for one thing.

Content marketing.

I didn't niche all the way down.

Because my clients, who are high-growth agency founders, want a thought partner. 

An expert who:
-Solves problems
-Saves them time
-Makes life easier

Someone who sees the bigger picture and buys into their vision.

Who’s on the journey with them, and in it for the long-run.

Who actually cares whether or not they win.


With 10+ years of experience in e-com & social-first content marketing…

I’m that person for my clients.


Skill stacking was bloody hard at the start of my career.

I was juggling 101 plates and working myself into the ground daily.

But it did change everything for me.


Over the last decade, I’ve worked across:

Content strategy, persuasive & creative copywriting, copyediting, social media, PR, SEO, influencer outreach, content creation, creative direction, sales funnels, cultural analysis, email marketing.

I’ve been a Fractional CMO, Head of Social, Ghostwriter

You name it, I’ve done it.


Each skill on its own is valuable.

But combined, you become harder to replace.


My clients don't hire me JUST to write LinkedIn posts.

They hire me because I understand their story, their business, goals and audience.

They trust my insights and loop me in on marketing / business brainstorming.

That’s the shift -
From personal brand manager > thought partner and legacy builder.


Reminder:

It’s great to solve one problem for one person.

But business isn’t black and white.

Especially in the creative space.

Have boundaries, yes.
Charge accordingly, absolutely.
Don't say 'yes' to everything.

But never stop skill stacking!


Don’t worry too much about boxing yourself into a title.

Positioning matters.

Your true value lies in the problems you can solve though.


The goal?

Become indispensable.

That’s how you go from a hired pair of hands → strategic partner.

POV you think LinkedIn's a professional platform where you post job updates, but it’s actually a global social networking channel where you can meet best friends & business partners!


2021: Connected with a stranger on LinkedIn.


2022: Met said stranger Shoaib Ahmed at Chlöe Gibbions business event in Manchester.

Talked about future biz goals.


2023: Went on a co-working trip to Spain.

- Had only met once at that event a year prior
- Spontaneously booked a holiday
- Left our 4-hour flight as besties
- Spent a week working on our business, health & fitness
- Celebrated NYE together in London
- He phoned me for help when he got mugged


2024: Couldn’t get rid of him.

- Recorded a podcast together
- Had fun at concerts, nights out, events
- Flew to Paris as B2B creators & ambassadors for VivaTech
- Collaborated on brand deals with LAF | Les Années Folles - B2B Influence
- Went to Laurel Denney’s wedding in Valencia
(met on LinkedIn too!)
- He came to Glasgow for my Dad’s 60th
- I visited him in Manchester
- And then gatecrashed the 1st night in his new home
- Another co-working holiday in Spain!


2025: He followed me around the world.

- I went to Manchester so we could co-work
- Then he came up to Glasgow to visit
- He sat front row cheering me on during my IWD speech
- We co-founded & launched a business together
- Helped cohort members change their lives
- I moved to Bali, we kept friendship strong across timezones
- He travelled 24 hours to visit me for 3 weeks
- We hiked up an active volcano, visited a monkey forest, did paramotoring, went to a coffee & cocoa plantation, did boxing classes, swam in the ocean, painted pottery, laughed until we cried, grew our brands/ businesses, worked hard on our goals.


2026: Building together!

- He just flew to Bali to spend another month with me
- Lots adventures & co-working days ahead
- I've got a belated birthday surprise for him
- He's celebrating my 30th with me
- He'll come to Bali 2-3x per year
(Told you I can’t get rid of him)


LinkedIn isn’t just a social platform.

Had Shoaib and I not connected online and IRL…

None of the above would've happened.

The butterfly effect really is beautiful.


We phone each other in an emergency.

He’s promised I’ll be the maid of honour at his wedding.

He swore he’d take a bullet for me.
(Holding him to that).


I don’t have a team and work alone.
It gets lonely.
But great connection helps.

I moved to Bali alone.
I struggle with long distance.
But I’m SO grateful my friends follow me around the world!

I struggle with ADHD.
It impacts my mental health.
But having a support system that understands me is everything.

I’m crazy ambitious.
Sometimes I don’t dream big enough.
But having people like Shoaib who push / challenge me helps me succeed.


Grateful I've met countless friends for life on LinkedIn ❤️


P.s. I got my wee platonic soulmate a bunch of flowers to say thank youuuu for visiting. Really homesick, so cried a LOT of happy tears!

For 9 months, I’ve been the only Scottish person in every room.

I moved to Bali last year and any table I sit at now is international.

I’ve made friends & networked with people from every corner of the globe:

Iraq, Germany, Indonesia, Syria, Iran, USA, South Korea, France, Jordan, Australia, Japan, Egypt, Morocco, Russia, Brazil, Turkey,… you name it.


Some lovely exchanges:

“Scotland? Where's that??”
(Me: the UK... I’m from the UK)

“Oh so you play the bagpipes?”
(Me: yup, since I was 2 yrs old)

“Do you love haggis?”
(Me: even if I wasn’t veggie, no)

“Ghetto, what do you mean ghetto?”
(Me: just trying to say ‘girl’ in my accent)

“What’s wrong with your eye??”
(Me: accidentally said ‘aye’ instead of ‘yes’)


And my personal favourite? 😂

A woman came up to me in the gym and asked where I was from.

“Scotland? But you look so normal???” 

Her confusion spiralled out of control when she looked at my manicured nails, jewellery and cute pink outfit.

Me: [dying after hip thrusting 280kg… feeling like a strong Scottish alien]

Her: “You’re so glam, I thought you were all sheep farmers? Do you even have salons and gyms?”

I wish someone took a photo of my face 😅🤣


I loooove having a global community.

But it's also deeply disorienting.

Every time I open my mouth... I’m not just talking.

I’m translating.

Words, tone, humour, intent.


Because English isn’t everyone's first language.

And sadly, nobody would understand me if I spoke in my true tongue.

(Jokes on them because I’m absolutely hilarious xx)


When I’m at home, I speak Glaswegian / Scots English.

We’ve got:
- Different vocab
- Cultural shorthand
- Unique colloquialisms
- Distinct pronunciations

It’s fast, dry and expressive.


I started diluting that part of me when I launched my business 4 years ago.

All of a sudden, I was working with affluent clients from different countries and social classes.

So I softened it.
Practised articulation.
Slowed my cadence wayyyy down.
Replaced slang with ‘proper English.’
Stopped using cultural references.

I made myself easier to understand - more 'professional' and respectable.


When I moved to Bali, that dilution continued.

As my dialect changed, I started to feel  a lot less like myself.

I hadn't realised how much of my identity lived in the way I speak.

… and it made me crave the people who ‘get me.’


I’ve had to ditch my dry, sarcastic sense of humour.

(Still trying to make it land!)

BUT...
I’m so bloody grateful that moving abroad has improved how I connect.

Now, I:
-Slow down & think before I speak (hard as an ADHDer)
-Speak bits of Bahasa, Arabic, Spanish, French & Darija
-Can connect without needing perfect language
-Am more confident as the 'odd one out'


When I went home for Christmas, I even brought back books on Scottish history and politics.

Leaving home has made me wanna learn about the beautiful country I’m representing which I love!


P.s. If you’re Scottish and in Bali lmk, I’m craving a raw, unfiltered convo

"It feels like I wrote this post. Every word deeply resonates."

As a copywriter & marketer of 10+ years, I get messages like this weekly.

Two words:
Strategic storytelling.

It's a technique that blends narrative with business strategy.

It's designed to build emotional connection AND drive action!


And no - you don’t need to be the most brilliant writer.

But you do need to know how to turn your story into your USP.

Here are 6 ways I write stories that stick - using examples from my own content:


1. Lead with tension, not context

❌ "Last year I made some changes…"
✔️ "365 days ago I went completely teetotal”

Start with the moment that matters, not the backstory.

Nail your hook, and explain the ‘why’ later.

That sparks curiosity and encourages people to click ‘see more.’


2. Be painfully specific

❌ "I was really struggling a few years ago"
✔️ "In 2021, my social anxiety was so bad I didn't leave the house for 3 months"

Vague = forgettable.
Specific = powerful.

Numbers also grab attention by acting as visual anchors in copy.

Even better if you use odd numbers.

(It takes our brain 20% longer to process them = easier to remember).


3. Show, don’t tell

❌ "I did a speaking gig and was terrified"
✔️ “I looked at the sea of faces in front of me. My legs shook so badly with nerves I had to lean on the table behind me.”

Use sensory details to immerse your reader in the memory. 

It makes your story more vivid, so your reader can experience the moment vs just reading about it. 


4. Use real dialogue

❌ ”I helped improve my client's mindset” 
✔️ ”’You created a tectonic shift in my mind’ - my LinkedIn coaching client, Jordan”

Real words, real social proof & real impact.

Dialogue makes you more credible, adds personality and breaks up heavy text!


5. Open with a pattern interrupt

❌ ”My top tips for goal setting…”
✔️ ”Want to quit on your goals? Quit today.”

Don't just write for the algorithm.

Say something bold, unexpected or disruptive.

Give your unique perspectives and dare to challenge people.


6. Let the reader inside your head

❌ ”I was nervous about moving abroad"
✔️ "As soon as I sat down on the plane, I freaked out… 'Wtf am I doing?'”

I wanna hear your internal monologue!!!

Show your real-time thoughts during the messy moments.

That's how you create real intimacy, connection and resonance.


My number 1 tip, though?

Just put yourself in your reader's shoes.

Strategic storytelling isn't about performance, or posting for the sake of it.

It's about purpose.

Write with a goal in mind - for someone specific.

Share your humanity.
Teach from lived experience.
And actually be useful.

That's how you make people feel seen, evoke emotion and build trust.

And you they're finally ready to act?

They’ll already know you’re the one to turn to.


📸 Me in my Eat, Pray, Love era, writing content from the jungle in Bali, swimming pool filled with thousands of flower petals & looking onto an active volcano. Story for another day!

Personal branding isn't as complicated as you think it is.

I've built a high-converting audience, fully inbound business, been flown abroad for events and speeches, created a global network of thought leaders, grew a lovely community and opened doors I never could have imagined...

Allll from LinkedIn.

Going live today with some amazing creators & founders who've also leveraged this platform:
Shoaib Ahmed, Hannah del Herrera & Louis Butterfield ❤️ 

Shoaib's out visiting me in Bali right now.
Hannah and I got drowned in a thunderstorm together 2 weeks ago.
Louis lives on a different continent, but he's with us in Asia in spirit 😂 

Come hang out, have a bit of fun and learn what actually works.

We don't gatekeep!!

$2M generated from 1 video/week → 122/250 founders (and counting)

3 people who've built ~60,000 followers each.

Literally 100's of clients between them.

Going live with Shoaib Ahmed, Karla McNeilage and Hannah del Herrera to break down what actually makes strangers trust you online.

Not the stuff you've heard a thousand times on the feed.

Like what is the EXACT way they did it from 0-60,000?

So you walk away knowing exactly how to do it yourself.

Les do it.

Kush Shah, Leigh Campbell-Wan and 153 other attendees

The stupidly simple way to build a brand + win strangers’ trust

The Craft Brewer of Digital Recruitment // Software Engineering Recruiter // Fraser of LinkedIn

The “Craft Brewer of Digital Recruitment” and founder of FORM Careers, Fraser works with leading Scottish tech companies to help them build high-performing engineering and digital teams. 

Fraser focuses on quality over quantity 
in the hiring process, to help his clients build highly effective, motivated and scalable teams. 

The focus is always on putting the right people together. 


His approach to recruitment is entirely analogue, focussing on community building; developing long term relationships; and matchmaking people based on career goals, motivators and cultural preferences.



taplio

The Battle

Karla Mcneilage

Fraser Merrifield

Followers

Posts

Engagements

Likes

Performance ScoreKarla Mcneilage's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Karla Mcneilage

Fraser Merrifield

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);}Karla Mcneilage's LinkedIn Performance

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Performance ScoreKarla Mcneilage's LinkedIn Performance