Selected Work
A significant part of this work is confidential by nature. What follows reflects the range without compromising the trust.
Case Studies. Strategy. Editorial. Identity. Across Europe and the US.
Each engagement is a personal branding project built for a specific senior professional in the language of their market. Here: four case studies from Roberta Sneider, personal branding strategist for senior professionals across Europe and the US. Three languages, four professional contexts. Each one different. The same in what mattered: making expertise visible.
personal branding strategist senior professionals Europe
Executive Search - Brussels - English & Italian
From Corporate Partner to Independent Voice
Thirty years building one of the sharpest minds in pan-European executive search. A reputation that preceded him in every room. A LinkedIn profile that did not. When he returned to the platform after a period of absence, the brief was simple: one comeback article, one topic, his voice.
What followed was not simple at all.
Recognising the strategic moment—a senior professional of his calibre, at a pivotal point in his career, with a network that deserved a stage—I built the full architecture around him.
Positioning him as an executive sparring partner rather than a traditional search professional.
Defining his editorial territory across succession, leadership dynamics, and European market complexity.
Developing a tone of voice framework that matched his register precisely.
Building a four-month editorial calendar.
Writing the content.
His voice. My architecture. His results.
Healthcare & Education · Zürich · German & English
Building a Brand for a Specialist Practice
An early childhood development specialist in Zürich was building toward a larger institutional concept—the Family Academy Kilchberg—with a long-term goal of cantonal recognition and public co-financing.
The brief: develop the go-to-market concept, optimize the LinkedIn presence, produce bilingual content in German and English, write outreach communications to collaboration partners, and develop a testimonial interview framework for a case study video.
Deliverables: four-phase go-to-market strategy, LinkedIn profile rewrite, Instagram and LinkedIn content, outreach emails to three institutional partners, bilingual brochures, and a structured interview guide in Italian, German, and English.
GHOSTWRITING · EDITORIAL STRATEGY · BRAND VOICE
Heritage & Citizenship Consulting · United States · English
A Voice That Needed to Be Heard
A US-based heritage strategist and Italian citizenship consultant with a distinctive perspective on Italian culture, identity, and the American experience of European heritage.
The brief: develop a LinkedIn editorial identity and ghostwrite long-form articles that felt genuinely hers — not polished, not generic, unmistakably personal.
Deliverables: three-register tone of voice framework, ongoing LinkedIn articles on Italian healthcare, cultural history, citizenship legislation, and seasonal content.
Each piece written in the Intimate Observer register—specific, warm, and never promotional.
The constraint: every word had to sound like her.
None of it could sound like anyone else.
GHOSTWRITING · TECHNICAL COPYWRITING · TOV · EDITORIAL PARTNERSHIP
Construction Equipment · North Italy · Italian
Making Technical Excellence Readable
A construction equipment company operating across four locations in Italy needed editorial content
that was technically precise, commercially effective, and human enough to read.
The brief: develop a house tone of voice, produce articles for trade fairs and product launches,
adapt case studies, and build a content structure that non-specialist readers could navigate
without losing the depth that specialist readers need.
Deliverables: Master TOV Brief, SaMoTer 2026 trade fair content, product articles for crane and
equipment launches, case study adaptation, and an ongoing editorial partnership.
All case studies above are published with client awareness. Names and identifying details have been adapted where requested.
“The most valuable work often goes unattributed. Ghostwriting, strategic direction, and brand architecture for senior professionals who prefer their partner invisible—that discretion is not a limitation. It is the service.”