Positioning Daniela Campos as an expert in her field

Finding the sweet spot was hard: position Daniela as a true expert, stay credible with senior peers, and still leave room to grow… All without oversimplifying for one crowd or overcomplicating for the other.

BUT most of our resources went to Instagram (main channel), so LinkedIn and the newsletter had to be handled lean and strategically.

I hit that sweet spot by turning each week's theme insights into thought leadership that worked on two levels at once (clear enough for newcomers, sharp enough for peers), plus platform-native content spanning her coaching and corporate life.