IBM QUANTUM / 2022–2025
0 → 100K
BUILDING AN AUDIENCE AROUND QUANTUM COMPUTING.
THE SITUATION
IBM Quantum had no LinkedIn presence in 2022. I built the channel from zero and ran it alone for three years, no team, no budget for paid growth.
I owned the full run of show: content strategy, writing, publishing, and coordinating with IBM Masterbrand and executive channels to keep quantum's voice distinct while still playing well with the broader company.
DEFINING THE
FRONTIER
IBM Quantum's biggest stories lived at the edge of science and technology, from quantum error correction and utility to major hardware and software announcements.
The challenge was to translate that complexity across each story for a technical and broader audiences alike without jeopardizing authenticity.
PROCESS
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Launching a new channel involves working with many cross-functional stakeholders. I built the strategy based on wanting to serve our existing technical audience (and the stakeholders that answered to and marketed to them) without alienating newcomers.
This involved creating a deck flush repeatable content ideas, educational video series, live event coverage, and building a voice for social that was intelligent without being condescending.
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Working hand-in-hand with far more savvy and technically bereft writers was key to my success. Their editorial knowhow stemming from their work on our blog (our primary content driver) allowed me to understand and distillate incredibly dense information to our social audiences without losing the core story.
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Another opportunity to grow the influence of IBM Quantum as a brand showed itself in leveraging the thought leadership of then-Director of IBM Research Dario Gil, and then-VP of IBM Quantum Jay Gambetta.
I worked with Dario Gil’s chief-of-staff and with Jay Gambetta directly to ghostwrite social posts and define opportunities for them to jump into the conversation to extend the storytelling that originated on the IBM Quantum LinkedIn.
TRANSLATING THE FRONTIER.
Growth wasn't linear. It spiked around specific moments (timeline below):
By the time I departed the role in June 2025, IBM Quantum's LinkedIn had outpaced IBM Research's own channel, a channel with more institutional resourcing behind it. The foundation continues to hold long after I’ve left.
A channel with a strong foundational audience who is consistently served content that meets its appetite remains loyal and assists in the long-term engagement, growth, and overall health.
The channel worked because of a specific translation problem I solved.
IBM Quantum's content was primarily deeply technical research major hardware and software announcements, the kind of material that's easy to either oversimplify into mush or bury under jargon.
I wrote from the position of someone genuinely distilling the information for a general audience, not talking down to them. Working alongside scientists and engineers who understood the physics far better than I did made the translation possible.
My job was to find the version of the story that a curious reader with little quantum background would still want to read.
THE STORIES THAT MOVED
THE CHANNEL