Arc.dev

Leading Arc and Codementor's marketing strategy and growth. 100% remote team.

Head Of Marketing

Codementor

On Deck

Founding member of On Deck Marketing (ODM): a continuous community for senior marketing and growth leaders and executives to exchange practical frameworks for scale and develop deep connections alongside a highly-curated and trusted network of peers.

On Deck Marketing (Coho)

Perfect Corp.

• Led content creation and community growth in the global editors' team
• Created strategic presentations and thought leadership content
• Hosted live streaming show as video content creator
• Planned go-to-market strategies and messaging for product launches

Editor, Assistant Manager (Marcom)

Editor, Assistant Project Manager (Marcom)

CyberLink

Product marketing and communications for mobile apps

Product Communications Senior Specialist

The Wharton School

•Market research and planning for US market entry by Taiwanese e-commerce company

Strategy Consultant

👋 I’m Christine, an editor-turned-marketer who’s spent the last decade turning content into demand. I live and breathe social content and copywriting, and I like sharing what works.

✨ HIGHLIGHTS (last 6 months on LinkedIn)
• 2.3M+ impressions from content
• 5x follower growth for YC founder
• 15 viral posts that drove real business
• 50% increase in MQLs from pure organic reach

🏆 #73 LinkedIn Creator in Growth & Lead Gen, US (Favikon)

🙋‍♀️ ASK ME ABOUT
• Creating content decision-makers actually care about
• Growing a personal brand (without paid ads)
• Using stories to win over big-logo clients

🎙️ MY PODCAST + NEWSLETTER
Hear from B2B marketers & founders doing cool sh*t. Get fresh ideas to sound smarter at work.
👉 marketersdocoffee.com

Follow me for content strategies that drive real results. If you’re building a brand or leading a B2B startup, let's chat. DMs are open.

Earlier this year, my company got acquired. Suddenly, I didn't have a full-time job. No safety net.

But the timing was perfect.

I'd spent years building an audience on LinkedIn. With 14K followers and years of experience as head of marketing, I knew how to grow a presence online, make content go viral, and had proof to show it.

And I'd been wanting to go all in on myself at some point... so this year became THE year.

And the universe aligned.

Started getting DMs from founders and execs who'd been following my work. Soon, I was in conversations with the kind of clients I actually wanted to work with in Boston. New York. Baltimore.

They'd been watching. They knew the work. They trusted my track record.

First time I worked exclusively with US-based clients outside Taiwan while staying here. Lots of late-night calls (time zones 👎) but still worth it.

Strategic partnerships formed. I started getting offers from brands that wanted to work together.

I flew to SF for a brand partnership hackathon with Gamma (only 21 were selected out of over 400 applicants). They sponsored the whole trip.

Sked Social became my first podcast sponsor.

And just locked in another exciting, longer-term brand partnership for Q1 next year.

Six months in, I know I am building something deliberate. A consultancy with select clients, not a freelance hustle. Quality over volume.

I'm making more than I earned before, and it's growing.

Grateful that skill + luck came together when they did.

My supportive husband made all of this possible. We are both entrepreneurs. Both 100% hands-on parents.

Without that setup, I couldn't have taken the risk or built at this pace.

My son turned 2 this year. He's growing up bilingual and so curious. Watching him forces me to slow down. He notices everything. A bug on the sidewalk. The sounds of all the cars PLUS the make and model for all the vehicles on the street.

Since I'm always thinking big picture and planning for the future, he brings me back to right now.

Also, the fact that my parents have never complained about us living so far away. They've watched me build something unconventional, and they've never once asked me to come home or play it safe. That matters more than I realized.

I'd been posting online consistently for years before any of this happened. So when I needed something to stand on, it was already there. But truly, none of this happens alone.

Grateful for all of it this year.

Cheers to a great 2025, the year of the snake, and shedding some of the old skin, so to speak. And onto 2026, the year of the horse, going full speed ahead!

Christine Orchard

LinkedIn is the stage, I help you own the mic | Helping B2B founders & execs turn content into clients, ideas into influence | 4.8M+ views | Ex-Marketing Head, Techstars-backed startup

I met this tech exec in August.

Global chairman. Active investor. Splits time between Asia and the US.

Great conversation. Clear need. Perfect fit for what I do.

But the timing wasn't right.

So I didn't push. Didn't follow up every week. Didn't try to "close."

I just stayed visible. Saw them at an event in September. Answered questions when they came up.

This week, they reached out: "Ready to move forward now."

Here's what I'm learning about founder sales...

The best clients don't need to be convinced. They come back when they're ready.

Early on, I thought every good conversation had to convert immediately. If someone said "not now," I'd take it personally or assume I'd lost them.

But founder sales isn't transactional. It's relational.

The people who become great clients are usually the ones who:
• Take time to think it through
• Come back on their own terms
• Already trust you before signing

You can't force readiness. You can only stay present, keep delivering value, and trust that the right people will circle back.

And here's why that matters for the kind of work I do:

Building a personal brand and strategic content as a thought leader is intimate work. It requires real partnership, not a vendor relationship.

I need clients who are sure. Who've thought it through. Who understand this is a mutual investment.

We're going to dig into your thinking, your voice, your positioning. That doesn't work if someone's half-in or feeling pressured.

The clients who circle back when they're ready? They show up committed. They engage. They trust the process.

That's when the work actually transforms something.

This deal took three months. But it took zero convincing.

That's the kind of client relationship worth waiting for.

I should probably explain what I actually do when founders hire me.

Because most people think I'm a ghostwriter or a content coach.

I'm neither.

I help founders turn their LinkedIn presence into a client acquisition channel.

Not just more followers. Not just better engagement.

A system that attracts the right people and converts them into conversations.

Here's how we do it:

Step 1: We get clear on what you want to be known for

This is the foundation of everything.

If you can't articulate the one problem you solve in a single sentence, your audience won't figure it out for you.

We dig into your work, your clients, your expertise until we land on positioning that's both true to you and valuable to your market.

Step 2: We fix your profile

Your profile needs to communicate what you do in ten seconds.

We rewrite your headline, about section, banner, featured content. Everything points to the same clear message.

When someone lands on your profile, they should immediately know if you're relevant to them.

Step 3: We build a system to create content in your voice

This is the part people don't realize.

I don't coach you on writing posts. I write them for you.

We do a deep voice interview. I extract your stories, frameworks, insights. Then I turn those into posts that sound exactly like you.

You review, approve, post. That's it.

The content proves you understand the problem your audience has. Every post reinforces your positioning and builds trust.

Step 4: We make sure content leads somewhere

Getting visible is pointless if people don't know what to do next.

We build clear offers into your content. End with a next step. Make it easy for the right people to raise their hand.

Comment if you want this. DM me to discuss. Book a call here.

Whatever makes sense for how you work.

Step 5: We grow your reach through the right people

Once the positioning is clear and the content system is working, we focus on distribution.

Engaging strategically with the right audience. Building relationships with people who matter to your business.

Not vanity metrics. Focused growth that brings qualified attention.

That's the process.

It's not complicated. But it requires getting crystal clear on what you're building toward and consistency in execution.

If you're a business owner who's great at what you do but stuck getting traction on LinkedIn, this is how we fix it.

What's holding you back from being more visible right now?

It took me months to ask Devin for a recommendation.

Because I'm much better at doing the work than talking about it.

That's the weird part about running your own marketing business. You can grow brands, build systems, turn other people into category leaders. But when it's your own name on the post? Suddenly it's harder to press publish.

Devin was one of my first big yeses. She hired me to grow her LinkedIn following. We ended up building a lot more than that.

A full brand and content strategy. Her book launch plan for "B2B Content Marketing Strategy." Conversion landing pages. A LinkedIn content system that took her from 9k to 15k followers in 6 months. And maybe most importantly, a framework for showing her thinking, not just her experience.

That last part is what I love most about this work.

Helping brilliant operators turn the way they think into something visible. Something trusted. Something category-defining. And stress-test those ideas in public to gather feedback and continue to grow.

If that's what you want in 2026, let's talk.

Everyone's doing year-in-review content right now.

Spotify Wrapped. Favikon. LinkedIn is filling up with "biggest lessons" posts.

I'll admit, I rolled my eyes at first. Then my AI note-taker roasted my entire consulting practice.

I use Granola to record my client calls. 

Turns out it knows I am spending three hours sculpting one sentence. I tell clients "don't be precious" while agonizing over commas myself. 

The last slide killed me: "Executive Director of Narrative Construction and Keeper of the Viral Moment."

For consistently turning vague "I have an idea" moments into "Holy shit, look at those impressions" outcomes.

I mean, it's not wrong.

Here's what surprised me... when you're in it every day, you don't see the patterns. You're just moving from call to call, draft to draft, fire to fire.

Then something holds up a mirror and shows you what's actually happening under the hood.

Maybe that's why these year-in-review trends catch on. Because they seem to know you a bit better than you know yourself.

This is what I do. I interview founders and executives who are brilliant at their work but stuck articulating it. I extract the good stuff, shape it into content that sounds like them, and build systems so they can show up consistently without burning out.

Then we test their marketing strategy live on LinkedIn. Tweaking offers. Testing messaging angles. Seeing what lands before they commit to bigger campaigns.

The result is more trust, stronger inbound, and a reputation that positions them as the go-to in their field. And more confidence in their next business move.

But yeah, it does involve me obsessing over one sentence for way too long. And reminding clients that done beats perfect. And translating rants into thought leadership.

Apparently, my AI knows me better than I know myself.

AI roasted my business

Everyone's talking about hiring "storytellers" now.

I've been doing this work for 11 years. Before it had a clever job title.

At Arc, I built a zero-to-one content engine. Interviewed the CEO weekly. Translated complex product thinking into clear narratives that drove our GTM.

Now I run Orchard Strategy doing exactly what these companies are hiring for.

Here's what most of them get wrong:

They think they need a writer.

What they actually need is someone who can:
• Interview execs who can't articulate their own expertise
• Extract insights from rambling conversations
• Engineer voice so content sounds like the founder, not a content marketer
• Build a repeatable system that scale authority

The real skill isn't storytelling. It's translation.

Taking what lives in someone's head and making it accessible. Turning expertise into content people trust. Building narrative infrastructure that works when you're not in the room.

Most "storyteller" hires will fail because companies don't understand the difference between:
• Someone who writes pretty copy
• Someone who can build a content engine

One produces posts. The other builds positioning.

I've watched founders who are brilliant at what they do completely stuck articulating it. The bottleneck isn't creativity. It's extraction and structure.

That's the work. Not campfire stories. Strategic narrative architecture that grows the business.

Welp, if it isn’t that time of year again.

Us doing the yearly scramble to tie Spotify Wrapped back to our brands.

Parasocial is Cambridge Dictionary’s Word of the Year. Fitting.

This year, I interviewed 16 top marketers on the Marketers Do Coffee Podcast. They're folks growing real businesses, not just building audiences.

And one theme kept surfacing...

In B2B, especially when deals are high-stakes or founder-led,buyers don’t just want to trust you. They want to feel like they *know* you.

Big difference.

The marketers getting real results aren’t flooding the feed with more content. They’re building familiarity, on purpose.

That's content strategy that makes people say
“I get how this person thinks. I’d work with them.”

That’s the real advantage in a world of AI slop where content is infinite.

I’m breaking this down in my final newsletter of the year, the biggest lesson I’m taking into 2026.

You’ll get:
– The 3 stages of parasocial connection
– Playbooks from the guests who nailed it
– How I’m applying this in my own business

Link’s in the comments if you want access.

I still have folks reach out to me today about that episode of Marketers Do Coffee saying how helpful it was for them to create better content.

I help high-integrity professionals translate their stories into content that connects. LinkedIn Ghostwriter | Podcast, Webinar and Live Event Host | Content Marketer | Writer

Nobody will remember AI slop. That is why an experiment I ran years ago is more relevant today than ever. 

I wrote 300 LinkedIn posts by hand. No AI. No shortcuts. Just friction.

I was working at Uberall, one of Germany’s biggest SaaS success stories. We were sitting on a goldmine of technical content. But the expertise was trapped in PDFs that nobody was reading.

So, I made a decision that sounds inefficient in 2025. I decided to run the company LinkedIn account manually.

I didn't ask an LLM to summarize the white papers. Instead, I digested the complexity and edited them into individual posts over 7 months.

It was sometimes a slog. 

But that friction was the point.

Because I had to wrestle with the words, I learned exactly what resonated. We didn't just get "likes." 

We turned a broadcast channel into a community.

I was talking to Christine Orchard about this in the summer(clip below).

We realized that today, we have the opposite problem. We have removed all the friction with AI, and the result is "Slop." Generic, polished, empty noise.

I still believe the only way to cut through is to go deep. 

Today, I don't write by hand, but I use a "Deep Interview" process to get that same level of human nuance. 

I sit with leaders. I record the stories. I capture the "ums" and the "ah-has." And then I translate it.

The tools have changed. But the requirement for human depth hasn't.

If you are a founder sitting on a mountain of stories but you're afraid of adding to the "Slop," you don't need a better prompt. You need a translator.

Is there a part of your work that you refuse to automate because the 'friction' is actually where the value is? I’d love to hear what you still do the hard way.

A post that told us to "be weirder on LinkedIn" got 3,800 likes and 1,100 comments.

The woman who wrote it? Jillian Richardson 👋

She made "unclench your butthole" a legit LinkedIn strategy (no, seriously). Her work has been featured in big names like NYT and NPR. Plus Esther Perel and Priya Parker share her content.

Here's why this matters.

Most LinkedIn profiles read like resumes. Clean. Professional. Keywords optimized.

That's fine if you're job hunting.

But if you're trying to sell? It's costing you money.

Blending in doesn't drive revenue.

Jillian's spent years helping execs, consultants, and founders stop treating their profiles like corporate resumes and start treating them like actual human introductions.

After helping dozens of clients polish their profiles, she's perfected what actually works.

So we're doing profile teardowns next up on Marketers Do Coffee

Jillian will show you how to rebuild your profile so it sounds like you AND drives revenue.

Want your profile reviewed? Drop your link below and we'll pick a few to tear down live. Fair warning: we might be brutal... but that's kind of the point.
👇👇👇

She’s the only guest who came in through a cold pitch! And it become our top episode on Spotify this year 🙌

🎧 Marketers Do Coffee Podcast

From cold pitch to #1 episode

Narrative Architect | Executive Content Strategy @ UXCam | Translating Quiet Power into Undeniable Authority

I sent a cold pitch to a LinkedIn Marketing Leader. It became her #1 episode of the year.

In early spring, I was listening to the Marketers Do Coffee podcast on a walk. Specifically the episode with Kendall Breitman, Head of Community at Riverside.fm.

I didn’t just like the content. I was struck by the host, Christine Orchard.

Christine has the kind of brain that moves faster than you can keep up with. She parses information instantly and finds the questions that make you stop and say, "How did she even think of that?"

In that moment I felt an immediate resonance. A clear recognition of shared values and standards.

I didn't hesitate. I went back to my house and cold-pitched her immediately.
But here is the difference between spam and alignment.

I have managed inboxes for CEOs and Founders in the past.

 I know the reality of what lands there. Copy-pasted templates. Generic requests. Low-effort noise.

I take the opposite approach. I put in the heavy lifting upfront.

Swipe to see the exact pitches I sent in the carousel. 

You will notice I didn't ask "Can I be on your show?" Instead, I pitched fleshed-out concepts:

Specific Angles: I offered concrete topics like "Making Webinars Feel Like Experiences" and "From SEO to Story."

Audience Alignment: I explicitly stated why this would matter to her listeners (marketers tired of transactional events).

Credibility: I mentioned my upcoming work with Riverside to signal I was a safe bet.

The result? She booked me immediately. We recorded a conversation about "Quiet Power."

And today I found out that our episode was her #1 Podcast Episode on Spotify and #1 YouTube Short of the entire year.

You don't need to be the loudest person online. You need to find the people you align with, and show up with so much preparation and intent that you become undeniable.

PS: The screenshots show the exact wording I used—steal this structure for your next pitch.

Logos and titles get attention for about 3 seconds. People see "ex-Google" and wonder what you know.

But curiosity dies fast without proof.

If there's nothing behind the title, no evidence of how you actually think or solve problems, that 3 seconds is gone.

Most experts can't translate their own expertise into shareable content.

They solve problems instinctively. But they can't explain their process in a way that scales.

So they stay invisible.

And invisibility costs real money.

When you're invisible online, you miss the inbound deals. The partnerships that start because someone found your thinking. The press opportunities. The board seats and advisory roles.

Most importantly, you lose optionality.

The invisible expert plays a one-to-one game where every opportunity requires manual effort, warm intros, or luck. The visible expert has built a system that compounds.

Yes, LinkedIn started as a digital resume platform. But that version died years ago.

LinkedIn is now the largest B2B business platform on the planet. The people deciding whether to acquire you, invest in you, or buy from you are checking if you understand their problems.

This isn't about job seeking anymore. It's business infrastructure.

LinkedIn becomes the perfect playground to test ideas and see what resonates. What works feeds back into your business, positioning, courses, or products. You're not just building visibility. You're validating your IP in real time and informing your entire business strategy.

The fix isn't posting more.

It's building a system that turns what you know into content that works.

Take a real example:

𝗘𝘅𝘁𝗿𝗮𝗰𝘁: You just closed a deal where pricing was the objection. Record a 5-minute voice note on how you reframed value to close it.

𝗗𝗶𝘀𝘁𝗶𝗹𝗹: Pull out the repeatable framework. Acknowledge the concern, reframe around ROI timeline, show comparable case study, offer structured pilot.

𝗗𝗲𝗽𝗹𝗼𝘆: Turn that into a post. "Here's how I handle pricing objections that actually work." Break down those four steps with one sentence each.

And you don't need to do this yourself. You need a system that runs for you.

That's what makes expertise visible. Not volume. Structure.

Publish it once. Now that thinking lives online. The next founder facing the same problem finds you.

You don't need a million followers. You need a repeatable process that runs whether you feel inspired or not.

Build it once. Let it surface you to the right 100 people.

Your competitors are shipping their thinking every week. You're betting on logo recognition and hoping someone makes an intro.

How much longer can you afford to stay invisible?

Counting down my top 10 moments from the pod this year.

By the way, I send one email a month with the most useful bits from each conversation. If you’re not on the list yet, now’s a good time.

For those who want to see what great marketing looks like from the folks I admire most, you’ll like it here.

Season two drops in January. Link in the profile.

Bright yellow. The brain.

You know it’s a Katelyn Bourgoin 🧠 post before you even read the name. 

That didn’t happen by accident. 

Sarah Hart ✤ designed a visual identity so recognizable it stops the scroll on sight like a glitch in the system.

In our conversation, Sarah breaks down:

- Why most people use Canva wrong
- How to build visual consistency that compounds
- The difference between templates and strategic design

We're sharing Season 1 highlights all December.

This one's for anyone who knows their content deserves better than stock templates.

Catch the takeaways and full episode here: https://lnkd.in/g84DKPge

Counting down my favorite moments from the Marketers Do Coffee Podcast this season!

“So… where’s the revenue?”

The content team had just shown a slide full of likes, comments, shares.

The CEO leaned back.
One question.
Total silence.

The problem wasn’t the content.
It was the positioning.

If buyers can’t place you in their head, they won’t pick you when it matters.

That’s what Justyna Ciecierska, MSc calls the Marketing Waiting Room™.

Funnels assume buyers are always moving.
They’re not.

Most of the time, they’re just lurking.

📂 Scanning
📂 Filing
📂 Forgetting

And when the trigger hits?

They don’t Google.
They remember.

The 2-3 brands that already stuck.
Everyone else disappears.

If you’re not in the room before the decision,
you’re not in it at all.

Christine's convo with Justyna is a must-watch → https://lnkd.in/gvZBXHm4

Follow for more top moments from season 1 of Marketers Do Coffee Podcast.

Jillian and I will be recording my next episode of the pod tearing down LinkedIn profiles (to help you make them better). Submit yours!

I help you share your brand's distinct flavor of weird through ghostwriting, 1:1 coaching, and groups

Want your LI profile critiqued (lovingly) by me for FREE?

Comment below.

I'm going on Christine Orchard's podcast this Thursday, and we're going to do some real-time profile reviews. 

If you're not brave enough, I'll share the link afterwards so you can learn from their mistakes.

Edit: WAY more people are interested in this than I expected! 

If this post reminded you that you want to spruce up your profile, I also offer this as a paid service. You can find it here: 

https://lnkd.in/ec_ZGgaU

Thought it was a joke when they picked white

Pantone Cloud Dancer white is Color of the Year 🤷

Comment if you’re using LinkedIn to sell and want your profile reviewed by Jillian Richardson 👋 and me!

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Christine Orchard's Linkedin Analytics

Christine Orchard

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Christine Orchard's Best Posts (last 30 days)

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Christine Orchard

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);}Christine Orchard's LinkedIn Performance

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Christine Orchard's Linkedin Analytics

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