Joanne Howarth

Joanne has been my client since May 2024, longer than any founder I write for. She runs Planet Protector, an Australian manufacturer that turns waste wool and recycled denim into pharmaceutical packaging and building insulation. She came to me to turn her LinkedIn into something that worked for the business.

The first phase was hands-on. We worked closely to lock her voice and the way she sees her industry. Once that was set, Joanne did the thing most founders never manage. She let go. Her LinkedIn runs through me and her Head of ESG on a monthly call. Joanne still feeds in ideas, but she doesn't write the posts or sit in the weekly detail. She trusts the process and spends her time running the company.

It kept working without her in the room. Since her first post on 13 May 2024, that setup has produced 537 posts that pulled 1.37 million impressions, 22,652 reactions, 2,686 comments, and 900 reshares. One of them reached 92,000 people and pulled 1,337 reactions on its own. LinkedIn News Australia featured her early on. She is the most visible founder I write for, and most months she gets investor inbound and a podcast invitation.

The clearest business result came from a product. When Planet Protector launched Jeanius, its recycled-denim building insulation, I built the content that carried the launch. It drove so many inquiries that the sales team couldn't keep up, and the team asked me to post about Jeanius less often.