10 Inspiring Scottish Executives You Should Follow on LinkedIn in 2026
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You're already on LinkedIn. You've got the profile, you're putting out content, you're doing the work but you know there's another level. One where your posts spark real conversations, attract the right opportunities, and actually reflect the leader you are.
The question is: how do you get there?
That's exactly the question we set out to answer.
We used Claude to run a deep analysis of the LinkedIn presence of 10 Scottish C-level executives, going beyond surface metrics to look at content strategy, core themes, post formats, engagement patterns, audience targeting, and overall positioning.
Whether you're a founder, a senior leader, or an executive building your brand from the ground up, there's something to steal from every single person on this list.
And if you want to start putting these lessons into practice straight away, Will is your AI LinkedIn strategist in WhatsApp, ready to help you write, publish and grow without a big time investment. Try Will free for 14 days.
Jane Fraser - Chair And CEO, Citi
Jane Fraser stepped into her role as Chief Executive Officer in March 2021, instantly initiating a comprehensive multiyear effort to reshape one of the largest financial institutions in the world.
As she travels across different global markets, she analyzes the distinct mindsets separating organizations that actively build for the future from those focused entirely on protecting their historical legacy assets.
About Citi
Citi operates as a prominent global financial partner serving clients across 180 countries and maintaining a local banking presence in almost 100 markets. Under current leadership, the corporate structure underwent a significant simplification that involved exiting 13 international consumer markets and reducing 20,000 roles to focus capital on high-return services, with the core Services division managing over 25% of global cross-border payments and holding 250 billion dollars in interest-bearing deposits by early 2026.
LinkedIn Content Strategy Analysis
Who should follow Jane: Global finance executives, banking professionals, policymakers, corporate leaders navigating a complex geopolitical environment, and anyone watching the strategic reshaping of Citi.
Core Value Proposition: Chair and CEO of Citi, Jane positions herself as a front-row observer of the global economy with 463,000+ followers. Her feed is a curated stream of high-stakes engagements, from state visits to boardroom milestones, always filtered through the lens of Citi's transformation and what it means for the world's movement of capital.
Key Themes & Topics
- Geopolitics and Global Economic Access - Some of her most distinctive posts come from places few executives can reach. State visits to China, the US-Saudi Business Council co-chairmanship, the FII Institute Summit in Riyadh, and APEC in South Korea all appear in her recent feed, each framed around Citi's purpose as a connector of global commerce.
- The Citi Transformation Narrative - There is a deliberate through-line in her posting: a bank that has rebuilt its engine and is now ready to demonstrate what it can deliver. Investor Day content, CFO transitions, and restructured business units all get personal context from Jane rather than being left to the communications team.
- Leadership Spotlights and Women in Finance - She is notably consistent in celebrating colleagues, and the posts that highlight women in banking tend to perform best. Recognitions from American Banker and Fortune's Most Powerful Women list are occasions she uses to amplify the talent around her.
- AI, Digital Assets, and the Future of Banking - Commentary on where finance is heading appears regularly, from digital asset infrastructure and payment rails to the questions raised at Citi's annual TMT Leadership Summit. The framing is always strategic and client-centered rather than promotional.
Format & Presentation Style
- Polished, unformatted prose - Posts are written in full paragraphs without bullet points, lists, or bold text. The writing is authoritative and precise.
- Heavily image-supported - Roughly 22 of 30 recent posts include images, typically from events, official meetings, or graphical quotes.
- Minimal hashtag use - Hashtags appear infrequently and are event-specific (#FII8, #FortuneMPW, #MIGlobal). There is no audience-growth hashtag strategy.
- No reposts - Every post in her recent feed is original. Citi company content is embedded or linked rather than reshared.
Engagement Strategy
- Event-triggered posting - Posts follow high-profile trips, summits, milestones, or announcements rather than running on a regular cadence.
- Colleague and counterpart tagging - She frequently names and tags executives at Citi and partner organisations, which extends reach into those networks organically.
- No newsletter or content series - Her strategy relies entirely on the weight of her position and the quality of her access rather than a structured content program.
Performance Indicators
At 463,000+ followers, her engaged posts generate strong numbers. One of her best recent performing posts celebrated a group of women leading the financial industry, including Citi colleagues named to American Banker's Most Powerful Women list, drawing close to 1,000 reactions. A post reflecting on Citi's annual TMT Leadership Summit and a conversation with Microsoft CEO Satya Nadella on AI drew 848 reactions. A post announcing her co-chairmanship of the US-Saudi Business Council generated 584 reactions.
Overall Strategy Summary
Jane Fraser's LinkedIn is one of the most controlled and purposeful executive feeds in global banking. Nothing is accidental. The absence of reposts, the minimal hashtag use, and the consistent personal framing of major corporate events all point to a deliberate effort to make the CEO the trusted narrator of Citi's story rather than a broadcast amplifier. The feed works because the access is real and the voice is consistent.
Allison Kirkby - Chief Executive, BT Group
Allison Kirkby grew up in Glasgow, Scotland, launching her professional journey as a trainee accountant in the Scotch whisky sector before spending two decades expanding her operational knowledge at Procter & Gamble.
She developed profound telecommunications expertise by leading three major Scandinavian telecom corporations before returning to the United Kingdom to break historical barriers as the first female leader of BT Group in February 2024.
About BT Group
BT Group serves as the leading provider of fixed and mobile telecommunications and secure digital services across the United Kingdom. Current executive plans involve directing a massive 15 billion pound infrastructure initiative to roll out fiber broadband to 25 million homes by 2026 alongside a long term cost reduction strategy aimed at optimizing corporate efficiency by 2030.
LinkedIn Content Strategy Overview
Who should follow Allison: Telecom industry professionals, UK business and tech leaders, corporate communications practitioners, and anyone tracking BT Group's strategic direction.
Core Value Proposition: As CEO of BT Group and a LinkedIn Top Voice with over 45,000 followers, Allison uses her personal profile as an extension of BT's brand voice, bridging executive leadership with corporate communications. Her positioning centers squarely on one idea: building "A Better BT for All of Us."
Key Themes & Topics
- Corporate Brand & Strategy - The dominant thread across her activity:
- BT's "Behind Brilliant Things" brand narrative and what it means to the country
- Annual results and strategic delivery milestones
- The #ABetterBTForAllOfUs master hashtag as a throughline for almost every post
- Technology & Innovation - Substantive posts that go beyond announcements:
- Quantum security and BT's decade-long research investment
- Next-generation cybersecurity tools for UK businesses
- BT's role building quantum-secure networks
- People & Purpose - A consistent effort to humanize the company at scale:
- Spotlighting colleague contributions alongside corporate wins
- Digital inclusion work (BT + AbilityNet's "Training on Track" initiative)
- Acknowledging teams by name, creating warmth within formal communications
- Major Partnerships & Sponsorships:
- UEFA EURO 2028 as BT's Official Telecommunications Partner
- Community and national connectivity narratives tied to sporting moments
Format & Presentation Style
- CEO amplifier model - A significant portion of her posts involve sharing official BT Group, BT Business, or BT Consumer company page content with a brief personal statement layered on top. This keeps her feed active while reinforcing brand consistency.
- Short personal commentary - Her own words tend to be concise: a sentence or two of genuine endorsement or pride before the company post does the heavier lifting.
- Direct posts are warmer and longer - When she writes from scratch, posts run to several short paragraphs and carry noticeably more personal voice.
- Video and visual - Brand campaign launches come with video, signaling where BT invests most in production value.
Engagement Strategy
- Signature hashtag - #ABetterBTForAllOfUs appears in nearly every post, functioning both as internal rallying language and external brand identity.
- Tagging colleagues and partners - Agency partners, leadership team members, and external collaborators are regularly tagged, broadening organic reach.
- Contextual hashtags - Topic-specific tags like #quantum, #cybersecurity, #Euros2028, and #digitallnclusion are added purposefully rather than in bulk.
- No call-to-action or newsletter integration - Unlike many executives, Allison does not funnel followers to external content. The content is entirely purpose-driven around BT.
Performance Indicators
Posts generate solid but variable engagement, ranging from under 10 reactions for company amplification posts to 250+ reactions and 30 comments for content where Allison speaks more directly about BT's strategy or appears in external media. One of her best recent performing posts involved a CEO-level interview discussing BT's direction alongside Sir Richard Harpin, which drew notably stronger comment volume than typical brand amplification content, suggesting her audience responds more when she puts herself in the frame rather than stepping back behind company announcements.
Overall Strategy Summary
Allison is operating LinkedIn as a corporate communications channel with a human face on it. The strategy is disciplined and brand-first: she rarely strays from BT's narrative, and almost every post reinforces the same few ideas about connectivity, national purpose, and organizational pride. The approach works well for institutional credibility but leaves little space for the kind of perspective-led content that tends to drive outsized individual engagement. Her strongest posts are the ones where she moves from spokesperson to protagonist.
Poonam Gupta - Chief Executive Officer And Founder, PG Paper
Dr. Poonam Gupta OBE initiated her international commercial venture directly from her kitchen table in 2003, successfully steering the company through volatile global market shifts to build a highly resilient enterprise.
Her dedicated work to foster deeper trade collaboration between Scotland and India earned her a spot among the top influential figures in UK-India relations and the Ernst & Young Entrepreneur of the Year distinction.
About PG Paper
PG Paper operates as a highly successful global export firm that specializes in purchasing and selling diverse paper varieties across five continents. The broader portfolio commands an annual turnover of approximately 100 million dollars, conducts active operations across more than 60 countries, and maintains dedicated international offices in India, China, Sweden, Turkey, the United States, and the United Arab Emirates.
LinkedIn Content Strategy Analysis
Who should follow Poonam: Women entrepreneurs, SME founders, international trade professionals, Export Champions, and anyone interested in the realities of building a global business from scratch.
Core Value Proposition: CEO and founder of PG Paper Company Ltd, trading across 60+ international markets, Poonam presents herself as a frank and values-driven entrepreneur who operates at the intersection of global commerce, women's empowerment, and principled business leadership. The OBE is part of the personal brand, but so is the willingness to speak openly about the harder parts of running a business.
Key Themes & Topics
- Entrepreneurship, Resilience, and Mindset - Her most active content thread. Short reflective posts on stress, setbacks, difficult business partners, and the gap between those who build things and those who comment on them. The tone is direct and occasionally confessional.
- International Trade and Exporting - In her role as a UK government Export Champion, Poonam posts practical content aligned with the Department for Business and Trade and campaigns like #SoldToTheWorld. This is her most functional content category.
- Women's Empowerment and Notable Meetings - Posts documenting meetings with the Dalai Lama, Princess Diya Kumari, Kate Forbes, and Shazia Ilmi tend to perform well. International Women's Day generates several dedicated posts. These are among her highest-engagement content pieces.
- PG Paper Company Values and Leadership - Longer-form posts on the company's operating principles, integrity in international transactions, and what sustainable trade looks like in practice.
- Accountability and Advocacy - A thread of posts on legal disputes, digital harassment, and the treatment of women who insist on accountability is distinctive and reflects personal experience. It sits differently from the rest of the feed but adds a candid dimension to her public voice.
Format & Presentation Style
- Two distinct registers - Short motivational posts with an accompanying image (quote-style) sit alongside longer analytical pieces on trade, ethics, and leadership. The mix creates a varied but occasionally inconsistent feed.
- Image-heavy - Around 16 of her recent own posts include images, often from meetings with notable figures or celebratory business moments.
- Hashtag consistency - #Leadership, #entrepreneurship, #SoldToTheWorld, and #ExportChampions are used regularly. Hashtags are clustered at the end of posts rather than woven into the text.
- Video and media links - She links to YouTube interviews and media appearances, extending her reach to longer-form content off-platform.
Engagement Strategy
- Roughly even split of original and reposted content - The reposts tend to be industry or government trade-related content, keeping the feed professionally anchored even when the original posts take a more personal turn.
- No newsletter or regular series - Content is episodic rather than structured around a recurring format or schedule.
- Personal origin story as peak content - Her most powerful posts draw on lived experience as a founder who refused to choose between her children and her global ambition.
Performance Indicators
With 13,000+ followers, reactions on own posts range from single digits to 143. One of her best recent performing posts was a photo from a meeting with the Dalai Lama, quietly captioned "A rare moment of peace and perspective," which drew 143 reactions. A deeply personal origin story beginning "Twenty-two years ago I made a choice no one around me understood" about building PG Paper while raising young daughters earned 121 reactions. A video acknowledging recognition from India received 120 reactions.
Overall Strategy Summary
Poonam's strongest content tends to be personal, specific, and emotionally grounded. The international trade and export content serves a narrower functional audience. The combination of high-profile relationship documentation, honest entrepreneurial reflection, and values commentary gives her feed an authenticity that is harder to fake at scale. The challenge is that the feed covers a lot of different territory, and a sharper editorial structure would likely help her strongest content land further.
David Ferguson - Executive Chair, Seccl
David Ferguson dedicated fifteen years of his professional career to guiding the financial platform Nucleus, scaling it into a corporate powerhouse managing 20 billion pounds in assets under administration.
Following an intentional career break to recharge, he assumed leadership at the fintech scale-up Seccl in January 2022 to spearhead its mission of rebuilding wealth management software for a modern digital landscape.
About Seccl
Seccl functions as a high-growth financial technology firm that provides custom software infrastructure to banks, wealth managers, and investment platforms. Securely backed by the investment manager Octopus, the company transitioned out of its early startup phase to manage over half a billion pounds in assets under administration with an expanding team of over 80 professionals.
LinkedIn Content Strategy Analysis
Who should follow David: UK wealth managers, financial advisers, fintech operators, platform sector observers, and anyone building or evaluating financial services infrastructure who appreciates being told the truth.
Core Value Proposition: Executive chair of Seccl, a B Corp-certified embedded investment platform backed by Octopus, David positions himself as the most candid voice in UK wealthtech. He publishes Seccl's growth story not as a press release but as a series of personal posts that mix industry critique, genuine conviction, and occasional profanity.
Key Themes & Topics
- Seccl's Growth and Market Position - AUA milestones, net inflow records, transaction volumes, platform comparisons, client launches, and new integrations appear regularly. The framing is always personal and contextual rather than promotional.
- UK Adviser Platform Sector Critique - Some of his most engaged content is bluntly critical of the sector he operates in. Legacy technology, fragmented data, poor transfer processing, and the "complacent drift toward mediocrity" of established platforms are recurring subjects. He names no names but leaves little to the imagination.
- Embedded Investing and Infrastructure - The structural argument for API-first investment infrastructure as the future of the sector, and Seccl's specific position in that shift, comes through in multiple posts linked to reports, press coverage, and industry conversations.
- Personal and Human Moments - A Saturday morning barbershop scene in Scotland involving two French brothers and a Kurdish barber. A tribute to someone the industry lost. A Women in Platforms evening at the Seccl office. These posts land differently and consistently perform well.
- Team and Culture - Shouting out colleagues by name, celebrating Seccl's B Corp status, amplifying hiring posts, and marking company anniversaries are woven throughout the feed.
Format & Presentation Style
- Unformatted prose - Posts are written as flowing paragraphs without bullet points or headers. The style is conversational and direct, occasionally colloquial.
- Emoji as navigation signals - He uses 👇🏻❤️💥 combinations consistently when amplifying content from others, which makes those posts visually distinct from his original commentary.
- Minimal hashtag use - Hashtags are sparse and functional (#FinTech, #WealthTech, #FTAdviser) rather than audience-building tools. The posts rely on voice rather than discovery.
- Occasional sharp humor - Posts like "Curious to know if 'horseshit' makes it through the LinkedIn filter" sit comfortably in the feed and generate significant engagement.
Engagement Strategy
- Original voice is the primary mechanism - Around 6 reposts appear in his feed, with the rest being original. He amplifies colleagues and ecosystem voices using the emoji pattern rather than formal reposts.
- Opinion posts as conversation starters - His more provocative commentary on the sector reliably generates comments, which extend post reach.
- Named colleague tagging - He calls out individuals across the Seccl team by name regularly, creating a culture of visible internal recognition that also pulls those people's networks into the conversation.
Performance Indicators
With 7,000+ followers, David generates engagement that punches above his follower count. One of his best recent performing posts was an amplified industry survey on technology fragmentation in financial advice, which drew an exceptional 2,026 reactions, indicating his audience is highly networked within the sector. His announcement of moving into the Executive Chair role at Seccl drew 367 reactions. A candid reflection on four years at the company, comparing the first day of April 2026 to the whole of April 2022, pulled 304 reactions.
Overall Strategy Summary
David Ferguson runs what is effectively an anti-corporate LinkedIn strategy that turns out to be excellent for Seccl's business. By refusing to sound like a communications department, he generates trust and credibility with the precise audience Seccl needs to reach. The company's growth numbers appear in the context of real moments rather than milestone announcements, which makes them land as proof rather than promotion. His voice is his strategy, and it is working.
Darren Auld - CEO And Founder, ClearSky Logic
Darren Auld gathered deep technical and leadership experience delivering complex projects within the energy sector at Spark Energy before co-founding ClearSky Logic with his business partner.
He launched the firm to directly address the common misconceptions surrounding digital transformation, arguing that successful modernization must focus on solving business problems rather than simply deploying new technology.
About ClearSky Logic
ClearSky Logic operates as an Edinburgh-based digital transformation agency that builds bespoke software, automated workflows, and custom CRM systems. A recent nationwide survey conducted by the agency revealed that 88% of Scottish small and medium enterprises prioritize productivity gains when deploying artificial intelligence tools within their corporate systems.
LinkedIn Content Strategy Analysis
Who should follow Darren: UK tech founders, mid-market business leaders evaluating AI and digital transformation, Scottish entrepreneurs, and anyone scaling a software business who wants the unedited version of what that looks like.
Core Value Proposition: CEO and founder of ClearSky Logic with 6,400+ followers, Darren is building a founder-creator brand around the identity of "The Tech Enabler," positioning ClearSky as the company that delivers bespoke AI and software solutions for UK businesses that are serious about growth. His LinkedIn doubles as a podcast launchpad and a public leadership journal.
Key Themes & Topics
- AI in Business, Demystified - Some of his most thought-out content separates enterprise AI from the chatbot-wrapper noise. Posts on what AI actually means for business productivity, the engineering paradox of having 100 agents with no strategy, and the financial realities facing major AI players all sit in this category.
- ClearSky Logic and Future Labs - Company milestones, new client platforms, team building, the launch of the AI-focused Future Labs division, and rebranding moments are documented across the feed. He weaves these into personal reflections rather than posting them as announcements.
- Scottish Entrepreneurship - A consistent thread runs through his feed connecting ClearSky to the broader ambition of building world-class businesses from Scotland. He references The Hunter Foundation's Entrepreneurs Manifesto multiple times and has hosted and attended related roundtables at Gleneagles.
- Founder Vulnerability and Real Leadership - Some of his strongest posts describe moments of failure or discomfort: sitting in silence at a business roundtable and leaving feeling like he let himself down; receiving an award in the post while buried in a legal buyout. This candor distinguishes him from more polished executive voices.
- Recognition and Credibility Building - LDC Top 50 Most Ambitious Business Leaders, EY Entrepreneur of the Year finalist, Scottish FinTech Awards judging appearances, and press coverage in The Scotsman are all integrated into the content without overplaying.
Format & Presentation Style
- Long-form narrative posts - Darren writes in full paragraphs, often opening with a scene or a confession before broadening to a business lesson. Posts tend to be longer than average for LinkedIn.
- Bold Unicode text for emphasis - He uses Unicode-formatted bold in headlines and numbered points to create visual structure within posts, giving some content a near-article feel.
- Heavy image volume - 26 posts in the visible feed include images, many from events, team moments, or location shoots.
- Consistent hashtag strategy - #ClearSky (14 uses) and #TheTechEnabler (13 uses) are deliberate personal brand anchors. #Leadership, #ScaleUp, #AI, #FutureLabs, and #ScotlandTech appear alongside them regularly.
- Podcast integration - "The Tech Entrepreneur" podcast is referenced across multiple posts, with links to Spotify and YouTube, using LinkedIn as a discovery channel for long-form audio content.
Engagement Strategy
- Podcast as a content multiplier - Darren is the only one of these six leaders running his own podcast, and LinkedIn functions as the primary promotional channel for episode drops and key takeaways.
- ClearSky company page content frequently amplified - He reposts the company page around 16 times in the visible feed, blending the personal and corporate channels more closely than most.
- Vulnerability as a differentiator - In a feed full of polished executive content, posts about choking at a roundtable or getting floored by a cold before a big event create genuine contrast and connection.
Performance Indicators
Reactions on own posts range from 7 to 126 in the recent feed. One of his best recent performing posts described receiving his LDC "One to Watch" trophy in the post rather than at the ceremony, reflecting that being absent from the awards room to deal with a legal buyout and client delivery was what ambition actually looks like in practice. That post drew 126 reactions. An account of an evening with Scotland's business leaders at Gleneagles Townhouse, wrestling with the question of whether the country is building the infrastructure for world-class businesses, generated 91 reactions. A post following a Scottish FinTech Awards judging experience and the experience of presenting on stage for the first time drew 79 reactions.
Overall Strategy Summary
Darren is at an earlier stage of building a recognizable public voice than the others in this group, but the strategic direction is clear and deliberate. The podcast, the hashtag repetition, the Scottish positioning, and the consistent founder-vulnerability narrative all point toward a creator-CEO model rather than a traditional executive presence. The engagement is growing and the content is distinctive. The next stage is likely to be about sharpening the editorial focus and widening the audience beyond the existing ClearSky orbit.
Caroline Briggs - Chief Executive Officer, MyAmici
Caroline Briggs took a brave solo leap into the world of entrepreneurship in 2005, founding her specialized procurement business from her home and holding early supplier meetings directly around her dining table.
She systematically guided the firm through major technological upgrades and international expansions, earning the prestigious Disruptor Award in the LDC Top 50 Most Ambitious Business Leaders program.
About MyAmici
MyAmici, recently rebranded from Amici Procurement Solutions, delivers an end-to-end cloud-based laboratory operations and inventory management platform. The organization employs over 100 professionals and supports more than 200 biotech, medtech, and life science organizations across the United Kingdom and the United States, recently expanding into the Swiss market through a strategic corporate partnership.
LinkedIn Content Strategy Analysis
Who should follow Caroline: Lab managers, biotech and pharma procurement leads, R&D operations professionals, and life sciences executives looking to streamline lab operations.
Core Value Proposition: Caroline positions herself as a seasoned LabOps insider with 25+ years of hands-on experience, championing smarter procurement and operational efficiency across biotech and pharma.
Key Themes & Topics
- Conference Presence and Networking - Her most consistent activity. Posts covering event attendance and speaking engagements:
- London Lab Live (exhibiting and speaking on "Invisible Drag")
- Swiss Biotech Day and BIA Women in Biotech Cambridge
- GAMBICA Annual Conference (a speaking slot that drew her highest engagement)
- Lab Operations and Automation - The core of her professional identity:
- AI and process optimization in lab environments
- The concept of eliminating "invisible drag" (hidden work that should be delegated, automated, or removed)
- Procurement inefficiencies and the cost of LabOps chaos
- Company Updates and Partnerships - Promoting MyAmici and its ecosystem:
- New partnerships (Kisco Pharma Outsourcing Solutions)
- Hiring posts for senior and technical roles
- Webinar content on 2nd-hand lab equipment decisions
- Personal Professional Moments - Humanizing content that sits alongside the business focus:
- Book reviews (Malcolm Gladwell's Outliers), podcast shoutouts, and reflections on industry events
Format & Presentation Style
- Short to medium posts, typically conversational in tone rather than formally structured
- Event-led content drives the majority of posts, often paired with photos from the booth, stage, or venue
- Light on hashtags, with occasional use of event-specific ones like #SwissBiotechDay and industry tags like #LabEquipment
- Tagging-heavy posts that acknowledge partners, colleagues, and conference organizers
- Occasional structured content, such as numbered challenges or bullet-point breakdowns, for more educational posts
Engagement Strategy
- Event anchoring - Conferences act as recurring content hooks, generating pre-, during-, and post-event posts across multiple weeks
- Partner amplification - Joint posts and shoutouts to Kisco, MyAmici, and individual team members extend reach organically
- Speaking platform - Caroline uses her conference speaking slots as credibility signals, not just announcements
- People-first moments - Posts that highlight team members or celebrate community connections consistently attract comments
Performance Indicators
Engagement is modest but meaningful for a niche B2B audience, ranging from a handful of reactions on routine company posts to 44 likes on a GAMBICA conference speaking post and 30 likes on a healthcare industry dinner. One of her best recent performing posts was tied to her GAMBICA speaking appearance, where the combination of industry credibility and a personal photo clearly resonated with her network. Book and podcast recommendations also pull above-average comment activity relative to her usual posts.
Overall Strategy Summary
Caroline is using LinkedIn primarily as a visibility and relationship channel for MyAmici. The approach is genuine and community-oriented rather than growth-optimized. Her strongest content is event-driven and people-focused, but the platform is not yet being used to its full potential for thought leadership or demand generation. There is a real opportunity to lean more heavily into her "30 years in LabOps" expertise with original insight posts that go beyond event updates.
Craig Letton - CEO, hyble
Craig Letton earned a first-class honors degree in management and finance from the University of Aberdeen before stepping into his parents' traditional printing shop in Scotland and identifying a major digital opportunity.
He noticed that sales representatives in the global drinks sector spent valuable hours manually creating marketing collateral, prompting him to challenge the status quo and transform the small shop into an international marketing technology powerhouse.
About hyble
hyble operates as a high-growth marketing technology company that automates design, brand compliance, and invoicing workflows for global beverage suppliers and distributors. Under current executive leadership, the platform secured three rounds of growth equity funding from BGF, raised 8 million dollars, expanded revenue tenfold since 2017, and now serves leading brands across more than 50 international countries.
LinkedIn Content Strategy Analysis
Who should follow Craig: Beverage alcohol distributors, drinks brand marketers, on-premise sales reps, and hospitality tech founders looking to understand where legacy POS systems are falling behind.
Core Value Proposition: Craig positions himself as the CEO who built a product by living the problem first. Having spent time as a beverage industry sales rep before founding hyble, he frames his expertise around customer proximity over technical credential, and uses LinkedIn to make the case for on-demand POS as the obvious next step for a sector still stuck in outdated workflows.
Key Themes & Topics
- Industry Disruption Through Analogy - His most distinctive content format. Craig draws comparisons between familiar technology shifts and what hyble is doing for beverage POS:
- The iPod-to-Spotify shift as a frame for legacy vs. on-demand POS
- The PayPal model applied to beverage distribution marketing
- Technology exposing "expert gatekeepers" as manufactured delays across seven industries
- The Business Case for On-Demand Print - Practical, numbers-driven arguments for switching away from pre-printed POS materials:
- Waste (up to 80% of pre-printed materials never reach a venue)
- Cash flow impact of holding versus spending as needed
- Operational burden of warehousing, inventory tracking, and write-offs
- Company Building and AI Transformation - Honest, inside-view posts on running a fast-scaling tech company:
- Leading a full company-wide AI transformation, with the Head of People rather than the CTO steering it
- The human and cultural challenges of AI adoption, not just the technical ones
- What it means to run a technology company without a technical background
- Broader Business and Economic Commentary - Posts that step outside the product lane:
- The UK "doom loop" of relentless negativity in media and public discourse
- The 2026 World Cup as a massively underestimated commercial opportunity for beverage brands in North America
Format & Presentation Style
- Long-form, story-first posts that open with a hook and build toward a product or business insight
- Analogies as the primary teaching tool, making niche industry problems legible to a broader audience
- Numbered lists and bullet breakdowns for the more practical, data-led posts
- Video content occasionally used alongside text, particularly for founder-perspective pieces
- No reposts at all - every piece of content on the feed is original, which is rare and signals a deliberate publishing strategy
- Consistent CTA in the profile rather than in every post, with a HubSpot booking link for demos
Engagement Strategy
- Zero reposts means Craig's feed is entirely his own voice, building a consistent and recognizable perspective
- Topical hooks beyond the product (World Cup, UK economy) show an effort to reach outside the core beverage industry bubble
- Founder-as-practitioner framing runs through almost everything, grounding product posts in lived experience rather than marketing language
- No hashtag dependency, with tags used sparingly and purposefully
Performance Indicators
Engagement ranges from around 6 to 28 likes per post, with comments appearing on the stronger pieces. One of his best recent performing posts was a sharp piece on the UK's negativity cycle and why building still makes sense, which drew 28 likes and 12 comments, well above his average. His second-strongest post argued that running a tech company without a technical background is an advantage when you used to be the customer, paired with a video. Both of those top performers stepped away from direct product content and into broader, more resonant territory.
Overall Strategy Summary
Craig is building a clear and consistent founder voice in a narrow but commercially active niche. The no-repost discipline and heavy use of analogy give his feed a distinctive feel that stands out from typical B2B SaaS LinkedIn content. His biggest untapped opportunity is growing the audience beyond people already in his industry orbit. The posts that travel furthest are the ones that connect beverage POS to bigger ideas, and there is room to lean further into that frame.
Adrian Gillespie - CEO, Scottish Enterprise
Adrian Gillespie built extensive operational experience during a sixteen-year tenure at Scottish Enterprise before transitioning to the University of Strathclyde to serve as its first Chief Commercial Officer.
He returned to lead Scotland's national economic development agency as Chief Executive in June 2021, leveraging his commercial background and accountancy training to guide a global team focused on national economic transformation.
About Scottish Enterprise
Scottish Enterprise operates as an executive non-departmental public body of the Scottish Government dedicated to boosting business innovation, capital investment, and international growth. Over the past five years, the agency supported key projects driving 2.3 billion pounds of innovation investment, generated 600 million pounds of income, and created or safeguarded 75,000 national jobs.
LinkedIn Content Strategy Analysis
Who should follow Adrian: Scottish business leaders, economic development professionals, investors considering Scotland as a destination, sector leaders in energy, space, and life sciences, and policy stakeholders with an interest in public-private investment.
Core Value Proposition: As CEO of Scottish Enterprise, Adrian uses LinkedIn as an official channel to signal where Scotland is investing, who is being backed, and what the country's economic ambitions look like in practice. His feed is less a personal brand play and more a running record of institutional activity.
Key Themes & Topics
- Major Investment Announcements - The backbone of his content, covering significant funding decisions and the businesses behind them:
- Ryanair's planned £40 million investment in maintenance and repair operations at Prestwick Airport, creating 450 jobs, backed by a £11.6 million Scottish Enterprise funding package
- £10 million additional investment into Celtic Renewables in Grangemouth, a university spinout now progressing toward a full-scale demonstrator plant
- A renewed agreement with the Energy Transition Zone in Aberdeen, with up to £20 million of capital investment intended to unlock £65 million in total renewables funding
- International Trade and Investment - A consistent thread around Scotland's growing global footprint:
- UAE Scotland Week in January 2026, building on an inaugural event and the first-ever Investopia Global hosted in Scotland
- A Letter of Intent between Space Scotland and the Mohammed Bin Rashid Space Centre, covering satellite manufacturing, launch services, and research collaboration
- Meetings with sovereign wealth funds and key investment ministries during the UAE visit alongside Deputy First Minister Kate Forbes
- Company Visits and Business Milestones - First-person accounts of visiting the businesses Scottish Enterprise supports:
- Opening The Victor Pizza Co's new £3 million manufacturing facility in Coatbridge
- Marking Clyde Fasteners' 60th anniversary in East Kilbride
- Attending Alexander Dennis in Larbert for an announcement on retaining Scottish manufacturing sites
- Inclusion and Workforce - Occasional but deliberate posts on culture and leadership:
- International Women's Day panel at Scottish Enterprise, featuring practical advice from senior leaders on barriers women face and how to address them
- Scotland's Priority Sectors - Posts that reinforce Scottish Enterprise's strategic focus areas:
- North East energy transition infrastructure (Port of Aberdeen South Harbour, ONE BioHub, ONE SeedPod)
- Scotland's space sector, highlighted at SpaceComm Expo and through international partnerships
Format & Presentation Style
- Formal, institutional tone throughout, written as official first-person reporting rather than personal reflection
- Announcement-led structure, with posts typically opening by naming the event, visit, or decision, then providing context and significance
- Photos from official visits accompany most posts, showing Adrian at factory floors, ribbon-cuttings, and government meetings
- Minimal hashtag use, with only occasional tags such as #SpaceCommExpo
- No listicles or structured breakdowns - the writing is continuous prose, consistent with how a public sector leader would communicate externally
Engagement Strategy
- Tagging key stakeholders - Posts routinely mention government ministers, company leaders, and partner organizations, which drives engagement from institutional networks
- Occasional reposts of Scottish Government content to reinforce alignment between Scottish Enterprise and broader economic policy
- Consistent posting cadence tied to real-world activity, meaning content volume reflects how busy the investment pipeline is rather than a content calendar
Performance Indicators
Engagement on Adrian's posts skews toward comments over likes, which reflects an audience of peers and stakeholders rather than a large general following. One of his best recent performing posts was the Ryanair and Prestwick Airport announcement, which attracted 7 comments, with readers tagging colleagues and responding to the significance of the 450 jobs created. Space Scotland partnership content and the Celtic Renewables investment posts also drew strong comment threads. The pattern is consistent: the bigger the economic impact of the announcement, the more the professional community responds.
Overall Strategy Summary
Adrian is operating LinkedIn as a public accountability and signal channel for Scottish Enterprise rather than as a personal brand. The feed tells a coherent story about where Scotland is placing its bets economically, and it does so with clarity and consistency. What it does not do is build personal connection or thought leadership beyond the role itself. There is headroom to add more editorial perspective alongside the announcements, which would distinguish his voice from a press release and give the audience more reason to follow him specifically rather than the Scottish Enterprise company page.
Jane Morrison-Ross - CEO, South Of Scotland Enterprise
Jane Morrison-Ross established a highly successful twenty-five-year career as a corporate strategy and transformation consultant, including seventeen years in senior management roles at Capgemini UK Plc.
Driven by a desire to build true digital democracies, she led major national digital inclusion initiatives before accepting her appointment as Chief Executive of South of Scotland Enterprise in February 2021.
About South of Scotland Enterprise
South of Scotland Enterprise operates as an economic development agency established on April 1, 2020, to support businesses, communities, and the environment across its specific region. The agency functions under unique legislation dictating a holistic view of the economy, ensuring that critical foundational factors like housing, transport, and education are developed alongside traditional commercial investments.
🔗 Visit South of Scotland Enterprise
LinkedIn Content Strategy Analysis
Who should follow Jane: Scottish entrepreneurs and small business owners, rural and regional economic development professionals, public sector stakeholders, innovation programme participants, and anyone invested in the South of Scotland's growth as a place to start and scale a business.
Core Value Proposition: Jane brings an informal, enthusiastic personal voice to a role that could easily default to institutional communication. She positions herself as a genuine champion of the South of Scotland, someone who visibly loves the region and the people building businesses in it, and that energy comes through in almost everything she posts.
Key Themes & Topics
- Regional Innovation and Entrepreneurship - Her most energetic content, covering programs that put South of Scotland businesses in the spotlight:
- Regional EDGE, an innovation showcase that Jane posts about in real time, tagging founders and calling out pitches across sectors from AI to lifesciences to tartan
- The Borderlands Deep Tech Accelerator Hub (BDTAH), which she promotes as a way for ideas to be developed and scaled without leaving the region
- CivTech Scotland Demo Days, where she has taken an active role including hosting fireside chat sessions
- Economic Development and Investment - Reflecting her executive mandate across FDI, strategic partnerships, and regional growth:
- Amplifying funding opportunities and support resources for startups and entrepreneurs
- Highlighting South of Scotland Enterprise's sector specialists and their work with clients across hydrogen, agriculture, AI, and textiles
- Promoting trade and investment opportunities relevant to the region
- People and Community - Some of her most engaged content sits here:
- Warm, personal shoutouts to departing colleagues and long-serving professionals
- Celebrating community and charity involvement, most notably a personal Cancer Research UK fundraising campaign where she committed to 15 minutes of skipping a day throughout May
- Amplifying Women in Leadership content and equity-focused posts with clear personal conviction
- Amplifying Others' Voices - A significant portion of Jane's activity involves sharing and briefly commenting on posts from colleagues, partners, and organizations across the Scottish business ecosystem, from job listings at partner agencies to events she wants her network to know about
- Personal Professional Moments - Occasional glimpses of genuine personality:
- A #bestmonday post about visiting mountain bike trails as part of her work, captioned "Have I mentioned I love my job?"
- Candid reflections on redundancies in the startup community, with personal commentary rather than corporate language
Format & Presentation Style
- Casual, informal language throughout, often with lowercase openings, exclamation points, and words like "fab," "wow," and "please share"
- Very short original posts, typically one to three sentences of personal comment followed by a tagged post or a link
- High volume of reposts, making up close to half of all activity, with Jane adding a brief personal reaction rather than letting the repost stand alone
- Heavy tagging of individuals by name, which drives notification-based engagement from people mentioned
- Hashtag variety, with a mix of programme-specific tags (#BDTAH, #regionalEDGE) and more personal ones (#bestmonday, #timeforchange)
Engagement Strategy
- Relationship-first posting - Jane's engagement style is conversational and community-oriented rather than broadcast-oriented, reflecting how she operates professionally
- Amplification as strategy - By sharing and briefly endorsing others' content at high volume, she keeps a frequent presence in the feed without requiring long-form content production
- Authentic personal moments - The posts that generate the most comments are the ones that feel most human, not the institutional ones
- Regional tagging - Consistently mentioning people and organizations from the South of Scotland ecosystem keeps her visible within the community she serves
Performance Indicators
Engagement is modest in likes but more active in comments, particularly on posts with a human or personal dimension. One of her best recent performing posts was a Cancer Research UK fundraising appeal, where 14 comments and a strong reaction count reflected the goodwill she has built with her network. A CivTech Scotland Demo Day post she was personally involved in hosting also drew 22 reactions. The Regional EDGE posts, despite their energy and tagging, tend to generate lower measurable engagement, possibly because the content is so specific to a regional audience.
Overall Strategy Summary
Jane is using LinkedIn as a community engagement tool more than a personal brand platform, and that is not necessarily a weakness. Her informal, high-frequency approach keeps South of Scotland Enterprise visible and positions her as an accessible, people-focused leader. The trade-off is that the feed can feel scattered, with no single consistent thread tying the content together beyond general enthusiasm for the region. Bringing more of her personal perspective into the economic development content, the way her charity and personal posts already do, would give the overall strategy more coherence and increase the reach of her professional work beyond her existing network.
Nicola Connelly - Chief Executive Officer, SP Energy Networks
Nicola Connelly established an exceptional nineteen-year track record across a variety of senior financial and control roles within the ScottishPower Group before earning her promotion to Chief Executive Officer.
An electronics and electrical engineering graduate who qualified as a chartered accountant, she applies meticulous analytical skills to guide massive utility operations through complex regulatory price controls.
About SP Energy Networks
SP Energy Networks handles transmission and distribution activity for 3.5 million homes and businesses across central and southern Scotland, Wales, Cheshire, and Merseyside. The corporation is executing a massive 12 billion pound investment plan to expand and modernize the grid, intending to facilitate up to 1.8 million electric vehicle connections and 1.1 million heat pumps by 2030.
LinkedIn Content Strategy Analysis
Who should follow Nicola: Energy sector professionals, utility industry leaders, regulatory stakeholders, and anyone tracking the UK's energy transition.
Core Value Proposition: CEO of SP Energy Networks, Nicola uses LinkedIn as a reflective platform for her executive engagements, tying personal observations on industry events to the broader responsibilities of delivering the energy transition for customers and communities.
Key Themes & Topics
- Energy Transition and Industry Strategy - Her most consistent theme. Posts following conferences like the All-Energy Exhibition and the Ofgem Annual Innovation Meeting where she reflects on what progress actually requires, including trust, accountability and follow-through from industry, government and regulators working together.
- People and Team Recognition - A recurring presence in her feed. Posts celebrating Women in Utilities Award nominations across SP Energy Networks, apprenticeship schemes, and employee participation in events like The Kiltwalk all sit within this thread.
- Community and Charitable Causes - Posts touching on charities she has supported personally, including her trusteeship of CHAS (Children's Hospices Across Scotland), add a warmer, more personal dimension to an otherwise professionally-oriented feed.
- Company and Industry Milestones - Announcements about telecoms contract partnerships, net zero infrastructure work, and apprenticeship openings anchor her to SP Energy Networks' strategic agenda.
Format & Presentation Style
- Reflective, flowing prose - Posts are typically three to four paragraphs, written in a calm and considered tone without lists, headers, or formatting devices.
- Image-supported - Most own posts include a corporate image, usually from a company page or event.
- Corporate and personal blend - Nicola's voice tends toward the formal, but personal conviction comes through in phrases like "we are the sector that will make it real" and references to lived experience as a charity trustee.
- Sparse hashtag use - When used, hashtags are event-specific (#AllEnergyUK, #Kiltwalk2026) rather than strategic audience-building tools.
Engagement Strategy
- Repost-heavy feed - A significant proportion of her activity is reposts of SP Energy Networks and ScottishPower company content, from apprenticeship announcements to award wins, rather than original authored posts.
- No newsletter or series content - There is no recurring content format or audience-building mechanism visible in the current feed.
- Tagging and amplification - She references industry partners, conferences, and organizations by tag to extend reach within the energy sector.
Performance Indicators
Own posts generate reactions in the range of 14 to 67 likes and reactions. One of her best recent performing posts was a reflection following the All-Energy Strategic Summit in Glasgow, drawing on conversations about trust and the responsibility of the energy sector to deliver, not just talk, which received around 67 reactions. A second post celebrating Women in Utilities nominations across SP Energy Networks matched that figure. Posts about charitable causes and community events typically sit toward the lower end of the range.
Overall Strategy Summary
Nicola's LinkedIn presence reads as a professional diary of her executive role rather than a proactive thought leadership platform. The high volume of company reposts means her personal voice is relatively infrequent. Her strongest content comes when she steps back from events and offers a genuine perspective on what the sector needs to do, and there is more potential in that register than is currently being used.
