Leadership communications · Executive visibility

Executive visibility and CEO positioning for B2B leaders

A voice your market, your board and the talent you want will listen to, built from your own ideas and written by Raluca.

Last updated: 19 October 2026

Executive visibility is the deliberate positioning of a company leader as a trusted, visible voice in their market: a clear point of view, published consistently where buyers, partners and talent pay attention, usually LinkedIn first. Vias Digital positions Chief Commercial, Business and Marketing Officers and CEOs of established B2B companies, writes their content in their own voice, and reports what it moves: reach among decision-makers, conversations started and the pipeline it touched.

Talk to Raluca Leadership communications

What you get

A positioning session: what you stand for, for whom, and the three themes you will own
Your voice captured in a short style guide, so every piece sounds like you
A LinkedIn presence written by Raluca from your ideas, on a weekly rhythm agreed with you
Your profile, headline and featured section rebuilt around the positioning
Competitive intelligence on your market and peers, so you speak first on what matters
Engagement with the people who matter: buyers, partners, analysts and journalists
A monthly review against your commercial goals

Signs it is time

You are a year or two into the role, the strategy is set, and the market has not heard it
Your company is profitable and respected, and almost invisible online
You post now and then, write it yourself late at night, and nothing compounds
Competitors' leaders are quoted and invited; you are not
You want to lead on AI and modernisation without sounding like everyone else

Why it pays

95% of hidden buyers, the people who shape a deal without ever meeting sales, say strong thought leadership makes them more receptive to outreach (Edelman and LinkedIn, 2025).
In Brunswick's UK Connected Leadership research, employees and financial readers trusted a CEO who uses social media more than one who does not, by three to one.
40% of B2B marketers surveyed by LinkedIn call it their most effective channel for high-quality leads.

Proof from Raluca's previous leadership roles

Raluca built a CEO's executive visibility from a quiet profile to 1.9 million organic LinkedIn impressions in one year, up 144% year on year. Company anonymised; figures from its own analytics. In 2026 she is ranked the number 1 Branding and Brand Strategy Voice in Switzerland on LinkedIn.

How it works

Week 1: positioning session, first piece agreed and published
Month 1: voice guide, profile rebuilt, publishing rhythm running
Every month: a review of what moved against your commercial goals
Every quarter: themes refreshed from what your market and competitors are doing

Ghostwriting, done properly

Every piece starts from your ideas: a conversation, a voice note, a decision you took this week. Raluca writes; you approve. Nothing is published in your name without your yes, and AI never replaces your voice. It handles research and monitoring so the writing time goes into what only you can say.

How leadership communications fits together

Speak directly with the founder

Raluca Baciu founded Vias Digital in Zurich after 15 years in European healthtech and B2B communications. You speak with her, not a sales team.

A short video call, in English
You describe the situation: an acquisition, a new market, a positioning question
You leave with a clear next step, whether or not we work together

Or write to raluca@vias-digital.com

Questions

What is executive visibility?

Executive visibility is the deliberate positioning of a leader as a trusted, visible voice in their market, through a clear point of view published consistently where buyers, partners and talent pay attention.

What is the difference between executive branding and CEO positioning?

CEO positioning defines what a leader stands for and for whom. Executive branding is how that position shows up: profile, content, speaking and media. We do both, positioning first.

How much of my time does it take?

A short weekly conversation or voice note, plus approvals. The point is to take the writing off your plate, not to add to it.

Will it sound like me?

Yes. We start with your voice, your stories and your vocabulary, and you approve every piece. If it does not sound like you, it does not go out.

Is it only for CEOs?

No. Most of our work is with Chief Commercial, Business and Marketing Officers and Heads of Corporate Communications, often alongside their CEO.

Which channels do you cover?

LinkedIn first, because that is where B2B buyers and boards look. Articles, podcasts, conference talks and press follow where they serve the commercial goal.