Confidential Working Document · May 2026

A LinkedIn programme
for Straumann's
senior commercial leaders.

A founder-led, white-glove programme that puts dedicated strategy, content and outbound behind a small group of your commercial leaders. Built to sit alongside the EVP, careers content and corporate channel Hannah and comms have already put in place.

Straumann Group

×Ingrained Digital

Prepared for Hannah King · Global Employer Brand

02Where You're At

A global employer-brand remit running on a fraction of one person's time, with the commercial bench still quiet on LinkedIn.

Straumann's employer brand function is carrying a global remit on a fraction of one person's time. The corporate channel runs once a week and the EVP and careers content are in good shape.

The layer that doesn't yet exist is the senior commercial leadership on LinkedIn. The people running EMEA, the Americas and the regional P&Ls are largely silent on the platform, and there's no dedicated programme building their presence today.

Meanwhile the expectation from above is that LinkedIn activity is measurable, and that it ties back to talent cost, reputation and commercial pipeline in language the exec will recognise.

~15%

Share of one role allocated to employer brand against a global remit.

1×/wk

Corporate LinkedIn cadence. A solid rhythm, but a hard ceiling on reach.

0

Senior commercial leaders running an active, supported LinkedIn presence.

£0

Dedicated budget today for personal-brand work on commercial leaders.

The corporate scaffolding is in place. What's missing is dedicated capacity behind individual commercial leaders, run as a proper programme rather than something Hannah picks up in her 15%.

03The Opportunity

Three shifts that turn senior visibility into commercial outcomes.

01

Lead from the front, properly

Give a small group of Straumann's commercial leaders a real LinkedIn presence so the wider recruiter community and sales org have a credible internal benchmark to follow. Top-down advocacy that doesn't sit on Hannah's plate.

02

Turn LinkedIn into a commercial channel

Move beyond hero content sitting on the careers site. Daily presence, targeted outbound and warm-network reactivation that opens doors into priority customers, DSOs, distributors and dental decision-makers across each leader's region.

03

Built around regional nuance

A senior leader in Basel doesn't sound or build trust on LinkedIn the same way as one in the US or in South Africa. Each ambassador's voice, rhythm and tone is built around their market and their own temperament, with no single Anglo-default playbook bolted onto a global org.

A founder-led programme that gives the commercial leadership a credible, owned LinkedIn presence, and gives Hannah and comms data and language they can take to the exec.

04Our Approach

Three pillars. One dedicated team per leader.

Content

Authored posts in the leader's voice

3+ posts per week per ambassador, written by a dedicated copywriter and reviewed in-house. Built from a tone-of-voice profile and a one-hour content session per month that pulls a full month of material in a single sitting.

Community

Always-on engagement, manual and on-brand

We log into the leader's account daily to like, comment and engage with the right conversations across their network. The layer most agencies skip, and the one the new LinkedIn algorithm quietly relies on.

Outbound

Targeted DMs and warm-network reactivation

Targeted outreach to the right customers, distributors, DSOs and dental industry decision-makers. Personalised connection requests, conversation-led DMs and warm-network reactivation, paced under spam thresholds. Warm replies routed to the relevant sales team. Works with or without Sales Navigator.

How the team is structured

Freddie leads the account, with a dedicated team behind him.

Account Lead

Freddie Hogan

Owns the relationship, strategy and quality bar across every Straumann ambassador. Single point of contact for the comms and EB team.

Account Executive

Day-to-day delivery

Supports the account lead on scheduling, content sessions, approvals workflow and the daily operating rhythm of each leader's account.

Partnerships Lead

Outbound & network

Owns the outbound layer: targeting, connection building, conversation handover and warm-lead routing back to the relevant sales team.

Specialist Copy Team

In-house writers

Writers trained on each leader's voice profile, with cover for European corporate tone and multilingual nuance where needed.

In-house Creative

Video & design

Profile assets, post graphics, carousels, plus filmed and remotely-edited video for the leaders who want to bring their presence to life on camera.

A dedicated team that lives inside each leader's account, handles content, community and outbound on their behalf, and adapts the operating rhythm to how that leader actually works.

05Monthly Deliverables

What we deliver every month, per ambassador.

12+

Authored posts / month / leader

Minimum three per week. Thought leadership, point-of-view, narrative client stories and reactive takes. All in the leader's voice.

Daily

Community engagement

Likes, thoughtful comments and replies from the leader's account every working day. Manual, on-brand, no automation.

Targeted

Outbound & connection building

Personalised connection requests, conversation-starter DMs and warm-network reactivation, focused on customers, DSOs, distributors and decision-makers. Paced under LinkedIn's spam thresholds. Tooling adapts to what the leader has access to (Sales Navigator if available, native LinkedIn if not).

Reactive

News & industry triggers

Async ideas via Slack or WhatsApp, turned into same-day posts. Built for sales-conference moments and industry news.

Ongoing

Profile optimisation

Headline, banner, featured section, About. Kept current as each leader's narrative and Straumann's commercial story evolves.

Hand-off

Warm leads to your sales team

We surface intent and pass qualified conversations directly to Straumann's regional sales leaders. The close stays with you.

A consistent monthly rhythm of content, conversation and outbound, with optional video for the leaders who'd benefit from bringing it to life on camera.

06Voice & Approval

It sounds like them because they're in the loop.

Tone-of-voice profile per leader

Built from each leader's existing comments, interviews and the way they actually speak. Critical for European execs where tone is everything and a misstep is felt immediately.

Drafted and reviewed in-house

Every post is drafted by a dedicated copywriter and reviewed by Freddie before it leaves the building. Nothing reaches the leader half-finished.

The leader approves every post

Nothing goes live without explicit approval, via shared Google Doc, Slack or WhatsApp, whichever fits the leader. Always one click away from a yes or no.

Credibility is the whole game at this level. Every post is written in the leader's voice and approved by them before it goes live. Nothing leaves the building they wouldn't say themselves.

07Exec Time

One 45-minute call per month. Plus async approvals.

45 min

Monthly content session

One scheduled call per leader per month. Freddie comes prepared with questions, much like the recruiter-style interviews you already run, that pull a full month of content out in a single sitting.

Async

Approvals on the leader's schedule

The month's content arrives in a single Google Doc for one-pass review. Reactive ad-hoc posts get a quick yes or no on Slack or WhatsApp. No standing meetings.

On-site

In-person time when it matters

We're happy to fly out (Basel, Villeret, New York or wherever the leader sits) to build trust face-to-face. Especially with execs who are sceptical of remote-only relationships.

Built for leaders who are running businesses. The process invites their input where it matters and lets them hand the rest over to a team they can trust.

08Reporting

Monthly transparency. LinkedIn as a measurable channel.

Monthly data report per leader

Reach, engagement, follower growth, top posts, audience composition. Plus, more importantly, the warm conversations and qualified replies generated from outbound and engagement.

Commercial framing, not vanity metrics

Every report ties activity back to the brief: who engaged, why it matters, and what it's worth in talent cost, reputation reach, or pipeline depending on the leader's remit. Written to be socialised internally to comms and finance.

Always-on Slack channel

Direct line between Hannah, comms and our team between reports. Questions, news triggers, ad-hoc approvals all happen in one place. No ticket queues.

Every month you'll see exactly what we did, what it returned, and where the warm conversations are sitting, in language that lets you defend the spend internally.

09Proof

Programmes we've run with the kinds of leaders you described.

Industrial · South Africa / US / Spain

Sceptical-industry CEO, multi-region

An intelligent motor-control business with a CEO who is, by his own admission, 'a really boring industrial leader'. Multi-region operation across South Africa, the US and Spain. We translate that corporate language into a credible LinkedIn presence that wins commercial conversations against competitors who aren't showing up.

Co-founders · UK / Brazil / Germany

Two founders, two very different operating styles

An HR & benefits platform led by two co-founders, one Brazilian, one German. The processes ran in two completely different ways: different content sessions, different strategies, different daily rhythms. A direct parallel for running an ambassador programme across South Africa, EMEA and a Swiss-German HQ.

Property · UK enterprise CEO

Industry-leading CEO, written + filmed

A CEO programme that goes beyond writing: long-form posts on LinkedIn, plus video edited remotely from on-location filming, used across YouTube, TikTok and Instagram Shorts. The blueprint for what 'bringing it to life through video' could look like at Straumann.

Enterprise · US

Sales-team enablement at FedEx

Trained a specific FedEx sales department on using LinkedIn properly. A useful complement to a leader programme when the wider commercial team needs to follow the example being set from the top, and a useful template for the UK sales conference moment Hannah flagged.

On NDAs and named European references

A meaningful share of our roster is confidential. Clients hire us specifically because they don't want the market to know they're working with a ghost team. We'll surface named European references (and where possible, conservative-temperament leaders) ahead of any internal review with comms.

More client stories on our site

Testimonials and case studies from founders and CEOs we've worked with.

www.ingrained.digital

A range of geographies and temperaments under the same operating model. A meaningful share of the roster is under NDA. We're happy to walk through named European references on request.

10So what?

The "so what?" of a 6-month pilot.

What you can put in front of the exec

At the end of six months, this is what lands on the table in your words, with your data behind it.

01

A small cohort of your senior commercial leaders with a credible, owned LinkedIn presence built around their voice rather than a template.

02

Hundreds of authored posts and personalised DMs, plus six months of consistent daily engagement across their networks.

03

A measurable warm-lead pipeline routed back to your sales teams, sized and characterised in monthly reports.

04

A defensible internal case study: data, language and outcomes you can take to the exec to make the call on year 2.

Click through the tracks · the wins to hold us accountable to

Track · Visibility

From silent profile to a presence the market recognises.

What 'showing up properly' tends to look like once a senior leader has a real, supported LinkedIn presence behind them. These are indicative ranges. We don't treat them as promises.

What it looks like in practice

A handful of posts breaking out beyond the leader's existing network.

Profile-view lifts around conferences, congresses and product moments.

Comments and DMs from named industry peers, rather than silence.

0×

Realistic follower growth per leader over 6 months

2–3×

Compounding

Month-on-month growth in profile views and post reach

Peer-led

Engagement that comes from named industry peers

Click through to see every track

None of these are guarantees. They're the realistic shape of a well-run 6-month programme, reviewed monthly with Hannah and comms, and written up so it can be defended internally.

11Investment

Volume pricing scaled to the size of the ambassador group.

Single Leader

£3,500/leader / month

Standard rate for one ambassador on a 6-month minimum. Full programme: content, community, outbound and reporting, with a dedicated team behind one leader.

  • 12+ authored posts per month
  • Daily community engagement
  • Targeted outbound & connection building
  • Reactive content & profile optimisation
  • Monthly content session + reporting
Recommended starting point

2–4 Leaders

£3,000/leader / month£3,500

£500/leader/month off list

Recommended for a multi-region rollout (e.g. one EMEA, one Americas, optional add-ons). Same dedicated team across each leader, with shared strategic oversight from Freddie and a joint reporting framework.

  • Everything in Single Leader, per ambassador
  • Shared strategic oversight
  • Joint reporting, easier to socialise internally
  • On-site time included where it makes sense
  • Optional further discount if paid up front

5+ Leaders

£2,500/leader / month£3,500

£1,000/leader/month off list

For a full ambassador programme across the senior commercial bench. Volume rate per leader, with a dedicated cross-account team and a single quarterly review with the EB and comms leadership.

  • Everything in 2–4 Leaders, per ambassador
  • Dedicated cross-account delivery team
  • Quarterly programme review with EB & comms
  • Group voice/training session for new joiners
  • Custom reporting view for the exec

Prepared by

Freddie Hogan · ingrained.

freddie@ingrained.digital · www.ingrained.digital