Building Thought Leadership That Performs.

How I helped Roundel, Target's retail media network, redefine its voice on LinkedIn and strengthen its position as a trusted leader in the retail media category.

Engagement Rate vs Industry

CTR Growth

Follower Growth QoQ

ROI Lift

Disclaimer: Work for Roundel was completed as a contracted strategist through approved partner agencies. This case study reflects independent creative and strategic contributions, and is not endorsed by Target Corporation.

The Challenge

Roundel, Target's in-house retail media network, was scaling fast but lacked a distinct B2B voice to differentiate it from consumer-facing Target channels and competitors like Walmart Connect and Amazon Ads.

Its early social presence relied heavily on promotional content, creating awareness but not authority. To win in a crowded space, Roundel needed to evolve from brand announcer to industry thought leader, one that attracted partners, talent, and attention on the strength of its ideas.

The Strategy

I built a content and voice system for Roundel's LinkedIn presence, designed to showcase credibility through education, not promotion.

My work centered on:

Defining Roundel's B2B personality—authoritative yet accessible, data-driven but human.
Structuring content pillars around Storytelling, Leadership, and Innovation.
Ideating modular creative templates that scaled effortlessly across teams and campaigns.
Building an analytics loop curated to Roundel's specific goals, measuring engagement quality and audience growth without overcomplicating reporting.

The Execution

Voice Development

Developed a consistent B2B tone rooted in clarity, curiosity, and confidence.

Content Architecture

Reorganized Roundel's social narrative into strategic content pillars.

Creative Systems

Built flexible templates for carousel, video, and static formats.

Thought Leadership Series

Launched recurring spotlight content on leaders and industry events.

Cultural Credibility

Positioned Roundel as a brand that leads conversation, not just campaigns.

The Impact

Within months, Roundel's LinkedIn evolved into a high-performing B2B channel, driving stronger partner engagement, attracting industry talent, and amplifying Target's leadership in the retail media landscape. The result: a confirmed content system that turns community growth into measurable business equity.

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Better metrics were the byproduct.
The real win was building credibility in a crowded category.

Jasmine Stokes, Founder & Lead Strategist, Stöks Strategy