Overview
Cell Signaling Technology (CST) is a global life sciences company creating antibodies and tools used in research and drug discovery. Its audience — biopharma scientists and academic researchers — is highly technical, highly skeptical, and not the kind of crowd that engages with traditional B2B marketing. The opportunity: build a social presence that earned the trust of a scientific community without sounding like everyone else in the category.
Role
As Senior Social Media Manager, I lead organic-first social strategy across LinkedIn, X, YouTube, and Meta, building the channel architecture, content frameworks, and measurement systems for a brand that serves biopharma and academic audiences worldwide. My focus is making complex scientific and clinical content feel human, accessible, and worth engaging with — without losing the rigor the audience expects.
Deliverables
Scaled LinkedIn audience from 20K to 38K+ (~90% growth) over two years through platform-native storytelling, audience-first content frameworks, and targeted paid amplification
Developed the content strategy, voice guidelines, and editorial frameworks that guide CST's organic social presence across channels and markets
Partner cross-functionally with Marketing, Product, R&D, and HR to translate complex scientific research and product innovation into clear, engaging social narratives
Built the KPI, reporting, and measurement framework that informs content optimization, platform prioritization, and quarterly planning decisions
Lead LinkedIn paid social strategy integrated with organic programs, achieving 1.7x ROAS and $300K+ in attributed annual revenue
Integrated AI tools into the day-to-day content workflow for ideation, performance analysis, and faster reporting cycles — with editorial judgment to shape and refine the output