Cell Signaling Technology
Cell Signaling Technology (CST) is a global life sciences company creating antibodies and tools used in research, drug discovery, and clinical diagnostics. Its audience — biopharma scientists, academic researchers, and clinical labs — is highly technical, highly skeptical, and not the kind of crowd that engages with traditional B2B marketing. 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 serving biopharma and academic audiences worldwide. My focus: making complex scientific and clinical content feel human, accessible, and worth engaging with — without losing the rigor the audience expects.
What I Built
A B2B social presence that earned trust by treating science as a story, not as proof. Editorial frameworks, voice guidelines, and platform-specific strategies that turned a dense scientific catalog into content scientists actually share. Cross-functional partnership with Marketing, Product, and HR to embed social into campaigns from day one. AI integrated into the daily workflow for ideation, performance analysis, and reporting — without losing editorial judgment.
Results
Scaled LinkedIn audience from 20K to 38K+ (~90% growth) in two years
Drove 1.7x ROAS and $300K+ in attributed annual revenue through integrated paid + organic LinkedIn strategy
Established the KPI and measurement framework that now guides content optimization, platform prioritization, and quarterly planning
Built editorial voice and content frameworks that established CST's social presence as a recognizable voice in a category that typically defaults to dense scientific copy