Founder of Pretty Little Marketer ⚡️ social media coach and consultant for people and brands 🧠 I make social media simple with fluff-free organic marketing and community building insights 🪩

🫶💘💕✨🌸💫

sophie@prettylittlemarketer.com

Sophie Miller

PLM live in LONDON 🤍✨🎙️💫🪽

we’re celebrating all things new, trending and big in 2025 (including Pretty Little Marketer 2.0) in person next Thursday with:

🤤 PerfectTed on tap
💘 a whole room full of our brilliant community 
🎬and a panel of three *unreal* experts (Joanna, Ray and Romilly)
💭 exploring all the good stuff and what it means for you including: tiktok as a search engine, the ai slop takeover, why platforms are losing their personality, how gen z grew up while brands weren't looking, and the always-on burnout nobody wants to admit is killing us

it’s going to rock.

and i can’t wait to see you there !!!!

🔗 secure your seat: https://lnkd.in/da4MK3y9

wishing you could join us virtually? we’ll be doing 2025 Rewind *online* in December. stay tuned for more!

creator + founder @ Pretty Little Marketer⚡️ *the* community for people in marketing 🌎 where socials get simple and marketers get connected → membership, events and resources 💌

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flew to LA, barely beat jet lagged, cut all of my hair off and *still* managed to lock in the most unreal panel lineup for Pretty Little Marketer's end of year event ✨🙂‍↕️

crazy, committed, call it what you will.

I call it 2025 Rewind, and it's happening Thursday 20th November in at Techspace Goswell Road, in London.

this year in marketing has been a lot, it's time to unpack it properly - and joining me to do so we have:

🎙️ Romilly, Brand Manager @ PerfectTed: built one of the uk's fastest-growing brands by doing the opposite of everyone else
🔍 Ray, Global Head of Marketing @ Rise at Seven | Search-First Content Marketing Agency: pioneered treating TikTok as a search engine before it was cool
✨ Joanna, Head of Marketing @ The Goat Agency: makes agency marketing actually interesting and has the awards to prove it

we're talking TikTok as search, the AI slop takeover, why platforms are losing their personality, gen-z growing up while brands weren't looking, what audiences actually want from creators now, the reality of working in an always-on industry and so much more.

🔗 you literally do not want to miss it (for real the FOMO is going to be huge): https://lnkd.in/da4MK3y9

my rebrand launches this week 👀 creator + founder @ Pretty Little Marketer⚡️ where socials get simple and marketers get connected → membership, events and resources 💌

Karla McNeilage

Wave Socials

Owner

ClickBoost - Paid Media Agency 

Writing creative selling-centred copy for ClickBoost’s clients in both long and short form. Staying consistent with each brands TOV and encouraging the audience to perform an action (typically ‘buy now’) on ads. 

I have written persuasive copy for different clients in a variety of industries including:

Fashion, travel, tech, digital, home decor and furnishings & telecommunications.

Freelance Copywriter

Irish at Heart

In charge of social media strategy, campaigns and analysis for various social platforms, along with community management strategies. Primary aim is to increase engagement and community, as well as drive sales, increase lifetime value and increase buying frequency.

Achievements: 
-Reaching on average 2 Million accounts p/m
-Follower count grew by 443% in 12 months
-Clicks to website increased by 490% in first 3 months
-Interactions increased by 274% in first 3 months
-Total post reach increased by 630% in first 3 months

Viral content:
-Viral tweet garnered 480K impressions despite only having 120 followers at time
-IG post garnered 129K impressions despite only having 11K followers at time

Duties:
-Co-ordinating freelancers and agencies including copywriter, branding specialist, PPC, photographer
-Onboarding/ training new team members
-Monitor and report on goals
-Ensuring there is a consistent branding, (including overall brand assets and aesthetic, brand message & TOV) across socials, PPC, emails, blog posts, PR, podcast and events
-Develop creative and engaging social media growth strategies
-Oversee, create, plan and deliver content across socials using Later and Sprout Social
-Create a photography concept and brief up to twice p/m
-Storyboarding and coming up with concepts for photoshoots, including directing photographer
-Taking social content on shoots (images and videos) and editing content for website, emails, PPC and socials
-Helping Head of E-Commerce create landing pages and regularly update website 
-Source & create all content for socials, email and website (including graphics)
-Building brand awareness via marketing techniques
-Copywriting for landing pages, email marketing etc
-Managing Facebook Group
-Community management; building/ nurturing a highly engaged community of followers
-Participate in the research and development of SEO content marketing on website with new blog and content ideas; assist in executing them in detailed marketing plan

Head of Social Media

Geek Gear Wizardry

Solely in charge of marketing strategy and creating engaging campaigns that increased UGC (heightened brand exposure), engagement, community, follower count, and clicks to website.

Achievements: 
-A minimum of 1.7 Million Instagram page impressions per week
-Increased Instagram followers from 3K to 80K in 10 months
-Increased Instagram follower count by 42% in my first 8 weeks
-Giveaway reached 154K accounts
-Top performing Instagram post of 2020 reached 234K accounts; 209K of those were not following us
-Harry Potter bingo game created by me reached 450K+ people on Twitter
-Created a hashtag campaign on IG that now has 3.3K+ posts (UGC and community) - #geekgearchallenge

Job Role: 
-Creating and implementing successful social campaigns across Instagram (56.6K followers), Facebook (54K likes) and Twitter (4.9K followers)
-Responsible for all social campaigns and growth strategies
-Regular competitor analysis
-Scheduling all content via Sprout Social
-Creating e-mail newsletters using MailChimp
-Responsible for all organic social media activity including selecting photos to post, writing SEO focused and engaging captions, posting IG stories etc
-Sending out products to influencers in return for content in the form of photos and videos and to increase brand exposure
-Creating and adhering to social media content calendar and plans
-Responding to all customer comments and DM's 
-Taking photographs for website and photo content and editing them
-Creating giveaways and tracking their results
-Coming up with new product designs and ideas based on customer feedback
-Analysing insights
-Wordpress backend; inputting stock and writing descriptions to increase SEO
-Creating graphics daily
-Liaising with other members of the team

Social Media and Influencer Outreach Manager

KRYSTELLIE FASHION LTD

In charge of all social media and influencer outreach and marketing strategy and activity: Grew Instagram followers to 13.3K and was in charge of Facebook page that had 344K followers.
 
Achievements:
-Increased our Instagram page views by 1182% in my first 2 weeks
-Created a large database of influencers
-Increased average engagement rate from 0.6% to 9%
-Created Pinterest account and grew unique monthly views to 150K
 
Duties included:
-Create and implementing marketing strategy and creative campaigns (FB lives, content creation, takeovers and Q&A’s, giveaways)
-Develop a creative content plan and social media calendar
-Continually monitor the online channels and grow community
-Create and publish high-quality content on social media including those sent to us by bloggers and vloggers
-Regularly create interesting and engaging Instagram stories
-Write all social media captions and research hashtags to increase engagement rates
-Respond to all customer enquiries
-Use a variety of applications to create and edit high quality social content including videos and graphics
-Create and adhere to social content calendars and plans
-Regular completion of competitor analysis
-Schedule social media content in advance
-Analyse social metrics on a monthly basis and report to CEO
-Use Mailigen to create email marketing content
-Evaluate blogger’s social media channels and reach out to them if they are current, relevant and have high engagement levels
-Develop key partnerships with bloggers and vloggers
-Report outreach performance to the company’s CEO and identify key areas for improvement

Trendify Scotland

Regularly write fashion and lifestyle based articles about member retailers to promote on social media and drive traffic to Trendify's website.

Fashion and Lifestyle Copywriter

Proof Master

Services include professional editing, enhanced editing and rewriting and paraphrasing. In all cases, it involves proofreading as well as rewriting and restructuring the document to strengthen the quality of the overall work. When working, my aim is to improve flow, clarity and academic quality. With the rewriting and paraphrasing service, I take the clients work and completely transform it whilst retaining the original meaning. 

I have also written blog posts for ProofMaster aimed at University students.

Editor

fatBuzz

-Generate blog ideas and produce appealing written content for clients in various industries including performing arts, construction and interior design
-Write press releases
-Write email content for different clients
-Assist with the account manager’s workload
-Meet with clients to create content plans

Digital Marketing Intern

Northern Revive

Writing editorial content for Northern Revive magazine, primarily focusing on writing fashion based blog posts. Focus on SEO.

Fashion Copywriter

John Nolan Hypnotherapist

Writing content for John Nolan’s new Clinical Hypnotherapy website. I have given him fresh ideas and innovative viewpoints such as suggesting a testimonial page and a frequently asked questions section. Having conveyed the importance of both social media and writing blog posts, I will be helping to produce content to drive attention to his website.

Copywriter Freelance

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 :)

Karla Mcneilage

I’m 29 and in 129 days, I’ll enter a new decade.

I didn’t think I’d be here right now- and I don’t just mean that metaphorically.

I mean it in every sense:


•⁠ Professionally

Building 2 businesses and a brand I adore

(I thought I was never capable of entrepreneurship)


•⁠ Mentally

In full control of my mental health for the first time in decades

(My depression was so bad I didn’t think I’d make it past 25)


•⁠ Emotionally

Healed, happy, confident, grounded & truly at peace

(Healing my nervous system after years of emotional chaos)


•⁠ Spiritually

On a journey of self-discovery with a growth mindset

(Fell in love with self-development)


•⁠ Health-wise

Fittest & strongest I’ve ever been

(Controlled my acne, PCOS, ADHD symptoms. Now exercise daily, lifting 220kg+!)


•⁠ Financially

Learning to have a positive relationship with money 

(No longer making crazy sacrifices because I can’t afford life)


•⁠ Physically

Location freedom; trading the UK for my dream life in Bali

(2023: ‘I’ll never solo travel.’
2025: Living here alone for 7 months)


For most of my twenties, I tied my worth to achievements-

Results, performance, validation, wins, weight.


But I kinda realised...

Surviving (and now thriving) IS my biggest achievement.

•⁠ I believed in myself when others didn’t
•⁠ I didn't quit when it was the easiest option
•⁠ I got out of bed on the days I thought I couldn't
•⁠ I built a business while burnt out and heartbroken

I went from not wanting to be here...

To appreciating every single moment I GET to be.


I’m in my ‘becoming’ era.

And in my late 20s, that looks like:

→ Following the plan, not the mood

→ Working hard every day to live up to my potential

→ Creating from a place of joy, so work energises me

→ Becoming unapologetically myself (finally!!!)

→ Chasing crazy scary goals, way out of my comfort zone

→ Cutting dead weight- extra kgs, toxic friends, unaligned clients

→ Having fun every day, not taking life too seriously

→ Putting myself first, not pouring from an empty cup

→ Prioritising knowledge: books, deep convos, skill stacking

→ Surrounding myself with people who are 10 steps ahead

→ Quitting self-berating, self-sabotaging or shrinking myself to fit in

→ Taking aligned action instead of procrastinating on my goals

→ Seeking healthy dopamine > quick hits that lead to bad habits

→ Not operating from ego, but still understanding my worth

→ Being authentic to attract/ repel people on my wavelength

→ Not being so sensitive to criticism & feedback

→ Failing forward instead of being paralysed by perfectionism

→ Scheduling in ‘me time’ for creativity, hobbies & passions

→ Learning to love my own company & making my mind a happy place to be


My 20s have taught me that success isn’t just what you build.

It's who you become in the process.

Aim to be someone your younger self would be proud of ❤️

-

Need help levelling up in time for 2026?

Work w me: www.cnnctd.co.uk

cnnctd. kicks off in 8 days!

Building impactful, authoritative LinkedIn personal brands for high-growth founders | Ghostwriter, strategist & coach | Co-Founder: cnnctd. → “Life By Design” programme out now | 📍Bali

In 4 years, I've rewired my brain chemistry & rewrote my whole story.

Here are 10 ways I did it...


Context:

Nov 2021: depressed, anxious, didn't want to be here

Nov 2025: happy, healthy, healed + working on my body, brand & businesses



1. Quit my toxic job

(After telling myself I wasn’t brave enough)

Did the terrifying thing of resigning - had no backup plan or savings.

But my mental health mattered more than my monthly salary.

I taught my nervous system that it's okay to bet on myself - even in uncertainty.


2. Started two businesses

(After telling myself I was incapable)

Becoming my own boss was a HUGE risk.

But I now have time freedom + location freedom, and uncapped earning potential. 


3. Beat the sunk cost fallacy

(After telling myself I wasn’t strong enough)

Ended a 10-year relationship, sold the dream house I spent years renovating, and moved back home at 27.

I'm beyond grateful for this extra time with my parents.


4. Got a late ADHD diagnosis 

(After telling myself something was ‘wrong’ with me for 27 years)

This felt like a rebirth.

It started a deep healing journey that changed how I see myself, others, and the world.


5. Completed 75 Hard - twice

(After telling myself it was too difficult)

The challenge only 1% of people finish…

My habits, routines and health have changed forever.

I built crazy discipline and realised I can do anything I put my mind to. 


6. Stopped drinking alcohol - 930 days teetotal

(After telling myself I'd never go fully sober).

Booze culture is rife in the UK and you’re seen as ‘weird’ if you don’t drink alcohol.

The time I've gained back - that I now invest in myself, loved ones & biz - is priceless!


7. Took my first solo trip

(After telling myself I’d never have the confidence)

First solo flight.
First meal out alone.
First time navigating a country on my own.

I was sh*t scared, but it was so empowering and I fell in love with my own company.


8. Moved to the other side of the world… alone

(After telling myself it was just a dream)

I packed 2 overweight suitcases and flew from Glasgow to Bali in April to start a new chapter.

I'm homesick, but I'm having the best adventure of my life.


9. Built a purpose-led brand

(After telling myself ‘nobody cares’)

Thousands of people told me that sharing my story has helped them.

I'm helping others feel 'seen' through my words on LinkedIn, podcasts & speeches.

It's more than a content game for me.


10. Stopped putting limits on myself

(After years of telling myself I had to follow a script)

I tattooed “live without limits” on my arm:
A reminder to push myself out of my comfort zone.

I’m 30 soon, and no longer chasing the checklist:
marriage, mortgage, motherhood (for now).

My life is confusing and unconventional.

But I feel free and alive.


Reminder: you're the author of your own story - you can rebuild, restart and rewrite at ANY moment ❤️

Building impactful, authoritative LinkedIn personal brands for high-growth founders | Ghostwriter, strategist & coach | Co-Founder: cnnctd | 📍Bali

Fear limits our life experience…

And yesterday, I found out just how much.

All because of a boat, an island, and 2 people I met here on LinkedIn. 


Quick storytime:

My best friend and co-founder Shoaib is out in Bali visiting me.

He and Sabeeka were booking a day trip over dinner.

They wanted to travel from Bali > Nusa Penida to explore.

But… you have to get there by boat.


I’m absolutely terrified of boats and open water.

I’ve lived on this island for 7 months-

And I’ve point blank refused to visit another island because of that fear.


I didn’t even have to think about my answer:

“Have fun, but no thanks.”

(I swore I’d never go on another boat in my life).


They saw my limiting beliefs before I even voiced them.

Yet, they didn’t let my little lizard brain win.

They pushed me to say ‘yes’ and booked it before I changed my mind.


We went on a 50-minute boat ride.

And guess what???

I kinda enjoyed it 😅


We traded one paradise for another:

White sandy beaches, palm trees for miles, monkeys ready and willing to steal your stuff.


Then Shoaib said:

“Wanna try paramotoring?”

Originally, it was a ‘hell no' bc wtf even is that?!

But again, my friends convinced me to push my limits...

So I said: ‘f*ck it.’

We ended up in a random field on the edge of a cliff.


20 mins later, I was strapped into a dodgy contraption- sitting on what felt like a go-kart, with a motor on my back and a parachute above me.

And suddenly, I was in the air…

500ft above the ocean I’ve always been scared of.


But here’s the weird thing:
My brain just went quiet.

(ADHD dopamine hit = activated!)


For the fist time in forever, I wasn’t spiralling in anxiety.

I didn’t overthink about what could go wrong.

I just felt utter peace and tranqulity. 

Floating above turquoise water, completely present.


And I don’t do things by halves…

So I ended the day by forcing myself to swim in the ocean.

Just me and a couple of Brisith friends I met on LinkedIn making life long memories in SE Asia.



I have ‘live without limits’ tattooed on me.

I try to push myself out of my comfort zone often.

Because discomfort, ironically, is what calms my anxiety the most.

But even I forget sometimes.

And that’s why the people you surround yourself with matter so much.

People who truly see you.
Who want the best for you.
Who challenge you to grow.


My day trip reminded me of 3 things:

1. Your circle shapes your future.
The people around you can either limit you or liberate you.

2. Your words become your reality.
If you keep saying you can’t, your brain will believe it.

3. The only thing scarier than fear is regret.
Say ‘yes’ to facing your fears.


Yesterday, I got on a boat, flew through the sky in a chair and swam in the ocean.

And it was one of my favourite days on Earth. EVER.

Today, I’m reminded that thinking won’t help you overcome fear - but action will!


P.s. do something this week that scares you and lmk in the comments - I'd love to cheer you on ❤️

Myth: AI will make me less creative

Reality: being chained to my laptop for 18+ hours a day killed my creativity


When I lived in Scotland, I was glued to my screen.

I had endless tabs open (on my laptop and in my brain).

And was filled with constant content guilt.

I bloody love writing... I have a degree in it!

But somewhere along the way, my creativity stopped feeling like a gift, and started feeling like pressure.


So, 211 days ago, I moved to Bali alone.

To build 2 businesses, my brand and my body.

I wanted to grow online, whilst finally living more offline.


Digital nomading is freeing af.

And although I wasn't chained to my laptop anymore...

I was drowning in paradise paralysis.

(First world problems ikr)


In my first 2 months here, I only posted on LinkedIn 2x.

I had SO many stories, lessons, and ideas…

that I didn’t share any of them.

My ADHD mind went into panic mode and was *too* overstimulated.


That’s when I realised:

If I wanted to build structure inside my freedom…

I needed support.

Like ASAP.


Enter Stanley (Your Content Coach).

My fav way to build structure to my creativity!

It’s my little AI partner, built by Stan:

-

My new content system:

🏋‍♀️ 8am at the gym:
I ask Stanley to analyse my best posts between sets.
It gives me content strategy prompts for later

🌴 12pm scooter ride to meet a friend:
I get hit with inspo and VN Stanley before I forget it
It captures my ramble and transcribes it for me

💻 3pm café session:
Refine ideas from earlier > write content > Stanley optimises it

Pretty cool how it captures, structures and saves my ideas, right!?

-

In the past 10 days alone, I’ve:

→ Chased waterfalls
→ Got lost in rice terraces
→ Visited a holy water temple
→ Watched sunset by the beach
→ Swam in the crystal blue ocean
→ Went to a monkey sanctuary forest
→ Went to a cocoa & coffee plantation 
→ Flew across the ocean in a paramotor
→ Had day trips: a tropical island & the jungle

Yet I’ve still:

•⁠ Co-worked with LinkedIn friends
•⁠ Had aligned leads & opportunities
•⁠ Enjoyed daily deep work sessions
•⁠ Shared consistent, strategic posts
•⁠ Worked hard in and on my business


I'm no longer forcing myself to sit in my room and stare at 4 walls to write.

I'm ideating and documenting in real time.

The results:
→ 87% increase in engagement
→ 56% boost in impressions
→ 70% less screen time
→ Wayyy more presence in my actual life


Stanley doesn't write FOR me.

It thinks WITH me.

And that's what I love as a human-first content marketer
(with a heck of a lot of stories, value + lessons to share).


Reminder:

The best content doesn’t come from being glued to a screen.

It comes from living a life worth writing about.

Just make sure you actually hit 'post'!


Obsessed with my creative workflow now ❤️ 

Give Stanley a try and lmk what you think:
https://lnkd.in/ef34cEzK

(aff link)

- A very proud #StanleyPartner!!!

Something I’ve learned through being a woman in business:

People will determine your worth for you- if you let them.


Quick storytime:

I live in Canggu, Bali. It's entrepreneur central.

Everyone’s building something and there’s a chance to network in every room.


Last week, I went for lunch at my gym cafe with a friend (property developer).

He brought his friend (tech founder).


I asked the friend-of-a-friend what he did.

“I’m scaling an AI company, it’s going to be HUGE.”


He didn't acknowledge me or ask what I did.

Instead, he spoke to my (very indifferent friend) about his venture.

How he's:

→ Raising $1M pre-seed

→ Stressed about his pitch deck

→ Trying to tap into a bigger pool of investors & VCs

→ Having to grow his network and attract more opportunities


I looked at him. Then looked my friend.

My friend looked at his food… and kept eating.

He didn’t have much to contribute- it's not really his world.

-

The guy probably looked at me in my gym clothes and thought I was a PT.

(Could be... I can lift almost 4x my bodyweight!)


What he didn't care to know:

I know his industry - I'm a 2x founder and a personal brand strategist.

And I've:

→ Helped founders build personal brands that attract funding, partnerships & press

→ Have clients who've partnered with Netflix, YouTube, Google, Adobe, Sony

→ Been a global brand ambassador and B2B creator for VivaTech - Europe's largest start-up & tech event

→ Built a high-trust network of serial entrepreneurs, investors, VCs, unicorn founders and people scaling £100m hedge funds. (They've become mentors & friends).

→ Worked with 7–8 figure founders:
•⁠ B2B agencies in marketing and AI
•⁠ SaaS start-ups raising funding rounds
•⁠ B2B companies preparing for investment
and also a:
•⁠ Fractional CFO consultancy firm for venture backed tech start-ups

(Shoutout to Aarish Shah - one of the most intelligent and kind people I’ve ever met!)

-

I sat at the table... invisible.

Like I have done, more times than I can count.

The old me would’ve stayed that way.

Blending into the background, scared to say the wrong thing.

Afraid of being talked down to like I was naive or inexperienced.


But that's not who I am anymore.

So I didn't sit in silence...

Because of course I had contributions to make.


There was a time I would’ve accepted being overlooked.

→ “They won’t take me seriously”
→ “I come from a council estate”
→ “I don’t belong in rooms like this”

But that's just conditioning, intimidation and self-limiting beliefs.

People will *always* judge you-
Your accent, background, gender, appearance, age.
(And for many, skin colour too).


You don’t build respect and credibility by demanding it though.

You build it by becoming an authority and backing yourself 100%.

→ Master your craft until you stand out
→ Build a network that speaks for you
→ Refuse to shrink or explain yourself
→ Let your results do the talking


The power of being underestimated?

I now believe in myself ❤️

I squished a founder's fear of being seen in 30 secs.

30 minutes after my pep talk, he'd posted online.


Storytime: 

I bumped into my friend at the gym today.

He’s a successful entrepreneur in private equity, Web 3 and regenerative wellness.

His latest venture?
A peptide and amino acids brand.

He wants to build a business to help people feel better, faster.


He lives a performance-led lifestyle.

And wants to help others do the same.

He's his own ICP!


When I asked why he doesn’t share his journey more, he said:

•⁠ “I’ll start posting once it’s launched”
•⁠ “I’m afraid of what people will think”
•⁠ “I don’t want to share too much of my life”

And there it was - the fear that holds so many founders back.


We tell ourselves stories like:
→ “I'm not ready yet”
→ “No one cares until it’s perfect”
→ “I’ll show up when I have results”

But these are the moments your audience needs to see most.

Not the polished outcome - the becoming.


I told him about strategic storytelling.

How you don't have to show your wholeee life online.

Let people into your world on your terms-
And that builds authority and emotional connection.


I'm vulnerable online, and post more than most. 

But it's still only 2% of my life.

You don’t see every minute of every day.

You don’t see all of my struggles, pain, challenges, wins, achievements.

You see what I choose to show.


That’s what a personal brand is:

The intersection of how you present yourself and how you’re perceived by others.

The bridge between authenticity and intention.


My friend has a crazy good offline network.

But he's a ghost online.

He has the perfect opportunity to become his best case study though...

•⁠ He lives in Bali
•⁠ Spends his days biohacking
•⁠ Luxury gym, sauna & cold plunge daily
•⁠ Is testing his own peptides before anyone else

He’s living the story his future customers want to buy into.

But no one knows it yet!


My words to him:

“The cost of invisibility is far too high.

It’s not about you - it’s about your audience.

Think about how many people you can inspire by just showing up.

And doing it BEFORE the brand is ready.

That's what builds trust and credibility."


He needed to be reminded to walk in the shoes of his target audience.

To inspire, share the messy middle and become the aspirational identity.

That's how you build your founder brand in public.

(Wayyy before your product / service is launch-ready).


30 mins after our quick chat by the pool?

He'd posted a whole series of wellness stories on IG!!!

Including BTS of building his new business.

(And I'll be pestering him to make sure he keeps up the momentum and starts posting on LinkedIn too)


If you’re a founder building something, remember this:

Done is better than perfect.

Start showing up now.

Before you're even ready to.

Document the process.
Share your ‘why’ before your ‘what.’
Let people see the person behind the product/ service.

Your personal brand is your greatest asset ❤️

After years of dreaming and months of building… 

My new business went live last week. It was SURREAL!!!


2022: Shoaib and I sat on the beach during a co-working hol.

We spoke about the impact we wanted to make.

And how cool it would be to create something together.

Real connection.
Our own community.
Filled with aligned founders.
Helping people learn + grow.


It felt like a pipe dream.

But all good things start that way, right?

So we scribbled the name of our future business on a whiteboard over pizza.

And I promised him:
“We're going to do it. No matter what it takes.”


On Thursday, our first cnnctd. programme went live:

Life By Design: Your 5-Week Transformation 💚

The business we visualised by the ocean!


Our first cnnctd. cohort has 13 amazing members:
• Freelancers
• Entrepreneurs
• Agency owners
• Content creators

Across 8 industries, aged 22 to 50+, from digital nomads to working parents.

All united by one thing:
The desire to build lives and businesses that are aligned, fulfilling and true to their potential.


We spent 120+ hours creating it. 

Shoaib even travelled 24 hours to co-host from Bali with me!!!

We rented a studio.
Sat down.
Dealt with tech issues.
Hit the giggles.
Pulled ourselves together.
Then delivered a high-impact masterclass.


Week 1 blew us away 🥹❤️‍🔥

The energy was electric!!!

It immediately became a safe space to learn and share-
Challenges, struggles, hopes, dreams, goals.


We shared the cnnctd. Design Studio too:

A Notion hub packed with resources + exercises.

Inside, was 4 initial activities:

•⁠  ⁠Life audit exercise
•⁠  ⁠Deep journal prompts
•⁠  ⁠Setting north-star goals 
•⁠  ⁠Building a 2026 vision board


The shifts started right away!

In just 5 days, members have:

→ Had brand breakthroughs & mindset shifts

→ Rebuilt routines: gym, breathwork, journaling

→ Networked and discussed potential biz collabs

→ Committed to stepping out of their comfort zones

→ Allowed themselves to want more, and dream bigger

→ Noticed self-sabotaging patterns holding them back

→ Taken time off from business for the first time in years

→ Realised they’ve been craving more balance, joy & peace

→ Created space for ‘me time’ outside of work and parenting

→ Uncovered emotional blocks around money, success & love


Some of the messages:

“Might be the coffee and pre-workout kicking in but I’m so PUMPED!!”
-Marcus

“The exercises made me dig deep to see what’s holding me back from growth. Why do I feel like wanting more is wrong?”
-Nazia

“That was incredible, I’m so so excited for the journey! You all seem like such amazing and interesting people 🥹💗” 
-Deanna



We built cnnctd. to help others redefine success on their own terms.

Now, 13 incredible humans are trusting us with their transformation.

And I couldn’t be prouder!!!


Life By Design is just chapter 1.

Can’t wait to grow the cnnctd. community in 2026 💚


P.s. everyone showed up wearing the matching hoodies we sent out to them - OBSESSED!

I was just named the 3rd top Content Marketing in the UK in 2025 by Favikon.

Yet… I don’t have a marketing degree!

I’ve never been taught marketing.

And when I started, I had zero industry connections.


Quick timeline:

2014: started my English Lit degree
(knew I wanted to create, but wasn't sure what)

2015: first internships
(copywriting & marketing for an online media publication)

2016: started a Wordpress blog
(fell in love with digital storytelling)

2017: became an Online Media Consultant & Copyeditor
(taught myself everything on the job)

2018: Digital Marketing internships
(organic social, PPC, SEO, influencer)

2019: Social Media & Influencer Manager
(10M impressions p/m and sold out launches)

2020: Head of Social Media
(created marketing campaigns driving 7-figures in revenue)

2022: Launched my own marketing business
(Wore many hats: social media manager, influencer specialist, creative director, fractional CMO)

2023: NamedLinkedIn Top Voice
(Built my brand, grew my network, became a thought leader)

2024: Niched down to LinkedIn personal branding
(Ghostwriter, strategist and coach for 7 & 8-figure founders)

2025: Launched my 2nd business
(Programmes helping founders & creators build aligned businesses & lives)



But this is what you don't see on the highlight reel:

 
→ Worked 8 months unpaid
Nobody would hire me without experience, so I created my own

→ Juggled 6 different internships
12+ hour days, little sleep, no money… all because I was hungry to succees

→ Invested thousands of hours into learning
Podcasts, books, articles, networking events, webinars

→ Got rejected more times than I can count
Sent thousands of CVs & even had a ‘dream job’ folder on my laptop

→ Sacrificed more than I'd like to admit
Holidays, nights out, memories- I was so invested in my growth

→ Was told to ‘give up’ time & time again
People didn’t see my potential and told me to quit my business

→ Made others millions whilst on minimum wage
Spent a LOT of my career working crazy overtime to get results that would help my future self

→ Failed, tried and learned fast
Was desperate for hands-on training- had to train myself instead

→ My creativity was suppressed
Got shut down and told my ideas were ‘too ambitious’

→ It’s about who you know… I didn’t know anyone
Built a network from scratch because I didn’t know anyone in my industry


I could've quit so many times.

But I didn’t let myself.

Because I LOVE content marketing.

Especially when it’s impactful, emotionally intelligent and human.


I spent the past decade skill-stacking:
- Social media marketing
- Creative strategy
- Persuasive copywriting
- Content creation

And I've opened every door for myself.

Now, I help others do the same.


I wrote my own story, even when the odds weren't in my favour.

And now it's my USP.

Reminder that you can do the same, too!!


Every failure, struggle and 'no' led me to where I am today.

And younger me would be v proud if she could see me now ❤️

I fell into the car at 1.30am, to hike up an active volcano for sunrise.

My only goal: reach the top of Mount Batur 🌋 ☀️


Me and my bestie / co-founder Shoaib arrived at camp at 3.30am.

We strapped on head torches (felt like a minion)
Collected our hiking gear (a bamboo stick)
Sprayed mosquito repellent (enough to fumigate a forest)


The hike up was pretty brutal.

I’d had 2 hours sleep.

My muscles were destroyed from leg day.
(Silly going to the gym 6 hours before).

It was pitch black and I couldn’t see 2ft infront of me.

The volcanic torrain was steep, rocky and slippery.

We were literally climbing up hardened lava and black volcanic ash!


This wasn’t a fitness challenge.

It was a test of my mental resilience.


With each step, my quads were on fire.

& the voice in my head got loader:
“Just stop”
“Turn around”
“It's okay to quit”

Every time I wanted to give up...

A guy on a bike would magically appear from the dark:

“Come on, quick ride to the top?”

Tempting.
SO bloody tempting.


But I’d made a promise to myself.

And I wasn't about to break years of self-discipline for a shortcut.

I was going to climb to the top.

NO MATTER WHAT.

So I activated Goggins mode.

And pushed through the pain.


That's when I noticed the woman behind me.

She was really struggling.

The rest of the group had stormed ahead.

She needed someone.


So I slowed down, waited, and shouted words of encouragement.

Shoaib saw what I was doing and hung back too.

He shone his torch to guide the way so we didn’t get lost.

… No one got left behind.


Together, we made it to the summit.

Just in time for a foggy sunrise 🌥️

We stood there, taking in the breathtaking natural landscape.

We demolished our breakfast surrounded by wild banana-eating monkeys.

And warmed up from the volcano's steam blowing on us.

The dopamine hit was insane!


As I stumbled over my feet on the way back down…

(Only fell over once!)

I had a little epiphany:

Yes, I can hold myself accountable.
I can have all the self-discipline in the world.
And I can respect myself enough to hit my goals.

But it means a heck of a lot more when people are climbing alongside you.

Not racing each other to the top.
Not leaving others' behind because they're slower.
But working hard, together.

That's what real community is:
• Cheering each other through the brutal parts
• Shining lights when someone needs help
• Celebrating at the summit together


That's what I’m so incredibly proud to have built.

→ A real, supportive LinkedIn community

→ A personal branding that helps founders show up as themselves

→ And now, a group of cnnctd. members:

All climbing their own mountains (volcanoes?)
With different challenges and goals
But nobody does it alone!


Our journeys and versions of success are unique.

But we're climbing together.

And that's the beauty of human connection. ❤️ 


P.s. Collapsed at Bali's healing hot springs after. Was so exhausted I fell asleep in the water. 1/10 would climb again.

Don’t think your dreams can become a reality? 

I woke up today in 30 degree heat, in my new home away from home, Bali. (Yup, I do still bloody love it here 7 months in). 

I’m currently sharing a gorgeous villa with my best friend and co-founder. I met Shoaib Ahmed here on LinkedIn. He travelled 24 hours and almost 8000 miles to spend 3 weeks with me. Feel like we're living in a reality TV show where your bestie is your roomie except you're entrepreneurs.

Started my morning by getting some Vit D and journaling by my pool. (Am I really writing those words?)

Then I worked from my kitchen that's straight off my Pinterest moodboard before co-working with Shoaib & Ethan Golding.

I’m a LinkedIn personal brand strategist, coach and ghostwriter for founders making waves in their industries. Maybe that's why I called my biz Wave Socials 4 years ago… along with knowing living by the ocean would become a non-negotiable (made it happen!)


How did I get here??

1.⁠ ⁠Wasn’t happy with my life - burnt out, no money and decided I couldn’t go on like this 

2.⁠ ⁠Did a life audit to dig deep into all areas of my life - business, finances, relationships, health etc - then identified what was working, what wasn’t, and what absolutely had to change

3.⁠ ⁠Set actionable, realistic goals based on my life audit

4.⁠ ⁠Created a vision board to help me visualise each goal

5.⁠ ⁠Started working on those goals and ticked off 80% in 8 months

6.⁠ ⁠Changed my entire business, life, mindset, habits and routine


I intentionally created an online business model so I could have location freedom.

Then I started a second business - cnnctd. with Shoaib - helping founders and creators also build the lives and businesses of their dreams. 

The first programme kicks off tomorrow and I can’t bloody wait!!!

We’ve sent out merch to our amazing members and the GC is popping off, full of good vibes and people ready to create their own Life By Design.

I’m writing this rn from the hairdressers- getting pampered while putting the finishing touches on the resources.


3 years ago, I was completely miserable. I couldn’t see things getting better.

But now?

I feel like I’m living in a dream every day…

As I wasn’t willing to settle for comfort. And became brave enough to take action.


I grew up in poverty. I had to build my biz, network and knowledge from nothing.

But now I live in a developing country, I can very clearly see that my version of poverty was still a privilege.

It’s luck that I have the opportunity to build this life for myself, but the fact I’m here right now is nothing to do with luck.

It’s hard work, resilience, determination, passion, refusing to quit and being relentless in pursuit of your potential and the life I truly want.


Just your daily reminder that we’re only here for a short time.

You absolutely CAN hit those goals you set for yourself (in fact, going into 2026, I’ll be setting even bigger ones). ❤️

The plan: “I’ll just DIY my website - how hard can it be?”

The reality: Wasted 150+ hours I could’ve invested working on my business.


Prime example - thinking I could become a web designer 🥲

I fell in love with digital marketing a decade ago while building my first site.

(It's how I became a content marketer in the first place!)

But giving myself a crash course in web design took WEEKS:

-       Googling ‘Intro to HTML & JavaScript’
-       Fighting with CSS margin issues (???)
-       Trying to stop text overlapping on mobile
-       Changing one colour… somehow deleting the footer
     

Writing persuasive copy was easy for me.

The design and execution part though?!

Wow, that killled me.

And it didn’t help that I’ve got an ADHD brain wired for perfection.

“Everything has to be perfect”
= I never actually finished it.

Instead of building a high-converting website, I created tech headaches, procrastination loops and a wholeee lot of guilt and frustration.


When it came to building my business' website, I admitted defeat and outsourced to the pros.

I spent thousands on a web design agency.

But it didn’t go to plan and added EVEN more stress.

*cries into keyboard*


That’s why I was so buzzing when I discovered Onepage.

An AI page builder that creates a fully custom website - in just 60 seconds!

It handles everything that broke my brain:
Responsive design, structured layouts, focused CTAs & eye-catching headlines.

(Goodbyeee decision paralysis and tech drama)

I love that you also don’t have to worry about:
-Hosting platforms
-Clunky drag-and-drop builders
-Racking up web development bill


Here’s how it works:
1. Write a prompt telling it what your site is for
2. Choose your page sections
3. Watch the AI build in real time
4. Make tweaks: photos, colours, copy, buttons
5. Add SEO
6. Hit publish

Et voilà, you’re live!

Pretty cool, right?!


Because let's be honest...

DIY-ing your site might *feel* productive.

But is it really worth 150+ hours you’ll never get back?

(For me, most definitely not - I could've invested that time doing literally anything else).


I thought websites and landing pages had to be a massive project.

→ Months of planning
→ Fancy wireframes
→ Endless revisions

But what if they could just… exist?

That’s what Onepage was built for!


Give it a try and lmk how you get on ❤️

www.onepage.ai

(V proud ad).

I never thought in a million years I’d feel at home while living abroad.

But here I am - building my business from a quiet cafe in Bali.

Somewhat fittingly, it’s called ‘Home.’

The staff know me by name, and they greet me like family.


In fact, the staff know me by name everywhere I go here.

“Hi Miss Karla, how are you?”
“Have a good day”

I’ve heard that at least 10x per day since April.

(Even the somewhat bad days are made better with everyone’s positive attitude).


As I write this from Home, I’m sitting cross-legged on a cosy blue couch.

It’s 8.30pm, the lights are dim and my teapot of peppermint tea has just brewed.

My nervous system feels calm and regulated.

And I'm in flow.


This is the rhythm I dreamed of but never thought I’d reach.

A day full of purpose, great people, and actually just being present.


→ Early morning:

Walk in the sun, followed by a tough gym workout.

Spoke to a serial entrepreneur in the gym cafe.

He gave me great business advice.

Our convo inspired a crazy deep work block.


→ Afternoon:

Hopped on a scooter to my fav healthy food spot.

I signed a ghostwriting client-turned-friend out here in August.

She’s a recruitment agency owner who’s killing it.

We yapped about life in Bali before mapping out her LinkedIn strategy.


She told me she’d just signed a new client from a post I wrote.

And then her eyes filled up when she spoke about how much I’d helped her by taking content off her plane…

“I don’t know what I would do without you.”

It reinforced how special it is for me to strengthen my client relationships.


→ Late afternoon

Worked from my villa which I'm sharing with my friend.

We met on LinkedIn 4 years ago…

2 girls from the UK who moved to the other side of the world and found each other.


→ Evening

Got attacked by a tropical thunderstorm on the way to Home.

I had a call with my client and her internal team - she owns a creative agency.

They're creating content for the biggest companies in the world.

I LOVE being her personal brand strategist.

We planned a bold new direction for her LinkedIn:

Anchored in culture & thought leadership.


I’ll unwind tonight by going for another walk with another LinkedIn friend.

(Steps + intentional networking).


I’m a social butterfly.

But I’m also v intentional about who gets my energy and attention.

Every convo I have now always seems to be with people that are aligned.


Even when it comes to my LinkedIn personal branding clients...

They’re ambitious entrepreneurs.

Each inspire me to be a better founder.

They have huge goals, are expanding rapidly (and globally!) and are building something bigger than themselves.


I’m no longer losing myself in the process of 18-hour work days.

I get to tap into my energy and creativity from places like Home.

Even though I'm 7,800 miles away from my actual home.

And that's pretty special ❤️


Reminder:

You don’t have to build the way everyone else does.

Locked in doesn't have to mean locked away.

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The Battle

Sophie Miller

Karla Mcneilage

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The Battle

Sophie Miller

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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);}Sophie Miller's LinkedIn Performance

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