How Kurogo Helped Intuit Turn Senior Leaders Into Visible Industry Voices

The Challenge

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Intuit is one of the world’s largest technology companies. At that scale, executive personal branding is not simply about generating impressions.

Every post needs to serve the wider organisation, remain consistent with corporate communications and brand guardrails, while still sounding like the individual executive behind the profile.

Intuit had previously worked with another agency on executive social, but were not satisfied with the results. They came to Kurogo looking for a more strategic approach to building the LinkedIn presence of senior leaders across the business.

The objectives were broader than simply growing an audience:

• Create additional executive voices to amplify Intuit’s messages and increase brand awareness.
• Build relevant networks around each leader so they could participate in conversations around company and industry developments.
• Establish executives as recognised leaders within their respective industries.
• Strengthen each executive’s professional profile and create opportunities outside of their immediate role.
• Build an established communication platform that could also be used when Intuit needed senior leaders to communicate quickly and credibly.

The challenge was balancing the objectives of a $90bn+ global business with the individual voice, expertise and role of each executive.

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Our Approach

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We applied Kurogo’s positioning and amplification model across the executive team.

Rather than creating one centralised “Intuit voice” and replicating it across different profiles, we built an individual strategy around each executive.

Each strategy accounted for the wider objectives and narratives Intuit wanted to communicate, while identifying the specific experiences, expertise and perspective that gave that executive a reason to be followed.

For one example, for example, we built the content strategy around three pillars:

1. Intuit Updates

Product launches, partnerships, customer stories and important company milestones gave Intuit another credible channel through which to communicate what the business was building.

2. Industry Perspectives

We used the exec’s experience to discuss AI, innovation and the trends affecting SMEs and mid-market businesses, establishing him as a relevant industry voice rather than simply a spokesperson for Intuit.

3. Leadership in Action

The final pillar captured customer conversations, leadership meetings, travel, events and everyday experiences from inside the business.

This became particularly important.

Our analysis found that some of the strongest-performing posts weren't conventional product announcements or thought leadership. They showed people what leadership at Intuit actually looked like.

Customer visits, leadership meetings and personal reflections humanised the company while giving audiences a more rounded picture of the executive behind the role.

Rather than replacing strategic company communications, this content supplemented them. The result was a balanced content ecosystem spanning company updates, industry perspectives and real leadership moments.

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The Results

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Across the executive programme, the content has generated:

• 300,000+ views across the executive team
• For one executive alone, their first 25 posts generated:
  • 101,703 impressions
  • 2,699 engagements

But the objective was never simply to generate LinkedIn metrics.

The increased visibility has translated into tangible professional opportunities for the executives themselves, including consistent invitations to speak at events, dinners, discussions and podcasts.

One executive was invited to an industry leaders dinner and discussion with Havas. Another invitation asked an executive to appear alongside other senior commercial leaders on a B2B sales podcast.

Internally, the impact has been noticed too.

One senior Intuit leader told the team she was now receiving recognition from Intuit's wider leadership team, alongside direct messages from people who had been inspired by her content.

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Enterprise Content Without Losing the Individual

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Perhaps the most important part of the programme has been creating content that works at both levels.

It needs to represent Intuit accurately.

But it also needs to be worth following even if you remove the Intuit logo.

That's why we've increasingly focused on capturing the moments already happening inside each executive's role: customer and partner visits, leadership meetings, international travel, conferences, speaking engagements and interactions with their teams.

These moments give us a consistent source of authentic content without manufacturing stories or waiting for the next corporate announcement.

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The Client Feedback

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The results have been matched by strong feedback from both the executives and Intuit's communications team:

“There's no folks I'd rather work through it with than you guys. Thank you for making it as easy as it can be.”

“It’s always exciting to work with you guys.”

“I appreciate the support we've had and you really stepping up and being able to help carry and take things forward.”

And, after reviewing the content:

“We have taken a look through it as a social comms team. Very happy with it. There's nothing in there that we would change.”

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The Outcome

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The programme has helped Intuit build something more valuable than a collection of active LinkedIn accounts.

It has created a network of visible executive voices capable of amplifying company narratives, building relationships with their respective industries and strengthening their own reputations at the same time.

The key was not choosing between the corporate brand and the personal brand.

It was building a strategy where each makes the other stronger.

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