Project type. Executive visibility & thought leadership
My role. Social media strategist & copywriter

MassMutual
A leading mutual life insurance company, operating for the benefit of its members and policyowners rather than shareholders, with a broad suite of financial products and services for individuals, businesses, and institutions.

Team. Burson
Copywriting, digital strategy, employee engagement

Story. MassMutual wanted to elevate its executive leadership presence on LinkedIn and across earned media, ensuring senior leaders’ voices reflected the company’s mission and values.

Approach. We built an executive leadership program from the ground up—conducting competitive audits, designing measurement standards, and shaping quarterly content strategies. Deliverables ranged from keynote speeches and internal memos to short- and long-form LinkedIn thought leadership content tailored to each executive.

In Q1 2024 alone, the program generated over 231K impressions, 7.1K engagements, and a 2.7% engagement rate across seven executives.