Cassandra McKinney
001
Introduction
Client
Cassandra McKinney
Year
2025
RANDOM ghostwrote LinkedIn content for Cassandra McKinney during her tenure as EVP and Executive Director of Comerica's Retail Bank. The program drove a 62% follower increase, 247K+ post impressions, and 3K+ profile views in a year.
Comerica wanted to build employee advocacy across the bank. The fastest way to model what good looks like was to take one senior executive's profile and show what's possible when LinkedIn gets treated as a real channel.
001
Introduction
Client
Cassandra McKinney
Year
2025
RANDOM ghostwrote LinkedIn content for Cassandra McKinney during her tenure as EVP and Executive Director of Comerica's Retail Bank. The program drove a 62% follower increase, 247K+ post impressions, and 3K+ profile views in a year.
Comerica wanted to build employee advocacy across the bank. The fastest way to model what good looks like was to take one senior executive's profile and show what's possible when LinkedIn gets treated as a real channel.
002
Challenges
Most executive LinkedIn content reads like it came out of a press release, and the audience can tell.
For the program to work, every post had to sound like Cassandra actually wrote it. That meant ghostwriting in her voice, picking up her perspective on retail banking and women in financial services, and timing posts around the recognitions and events she was already part of. It also meant earning her trust to post on her behalf.
002
Challenges
Most executive LinkedIn content reads like it came out of a press release, and the audience can tell.
For the program to work, every post had to sound like Cassandra actually wrote it. That meant ghostwriting in her voice, picking up her perspective on retail banking and women in financial services, and timing posts around the recognitions and events she was already part of. It also meant earning her trust to post on her behalf.
003
Results
62% YoY increase in total followers. 247,600+ post impressions on LinkedIn. 3,000+ total profile views.
The original posts drove most of the engagement. Strategic reshares of Comerica content, including the announcement of her American Banker "Most Powerful Women to Watch" recognition, extended the bank's reach without making the feed feel corporate. The work became a model for how Comerica develops other senior leaders' external voices.
003
Results
62% YoY increase in total followers. 247,600+ post impressions on LinkedIn. 3,000+ total profile views.
The original posts drove most of the engagement. Strategic reshares of Comerica content, including the announcement of her American Banker "Most Powerful Women to Watch" recognition, extended the bank's reach without making the feed feel corporate. The work became a model for how Comerica develops other senior leaders' external voices.
More case studies.
Scroll the archive. Every engagement, every industry, every outcome we can share publicly.
Get in /touch/.
Get in /touch/.
Got a brand that deserves better marketing? Let's talk.
Contact