LinkedIn — Founder Posts

Personal reach is where the real engagement lives. Founder profiles significantly outperform brand pages for reach and engagement on LinkedIn — this is one of Aureum's most valuable growth assets. Together, the two founder profiles create a stereoscopic view of Aureum that no single brand page can replicate.

Status: Active Cadence: 3–4 posts per week per founder = 12–16 posts per month combined Source material: Same monthly topic bank, filtered through each founder's lens

Two voices, one studio

María-Inés Fuenmayor — Strategic & Conscious Leadership Angle

Posts that explore the intersection of business strategy, ethical leadership, and AI transformation.

Element	Description
Register	Warmer and more personal than the brand page
Angle	The human dimension of AI decisions. What conscious AI adoption actually looks like in practice. Client stories told from the strategic framing perspective.
Authority origin	Extends naturally from established Lighthouse audience into AI space
Example topics	Why this client's AI implementation needed a business-strategy rebuild first. The identity shift required for founders adopting AI. Conscious leadership under AI transformation.

Gemma Went — Technical & Operational Angle

Posts that demystify the build.

Element	Description
Register	Technical but never exclusionary
Angle	What an agentic system actually is. Why a particular architecture decision was made. What breaks in AI implementations and why. Operational intelligence that enterprise leaders rarely get from vendors.
Translation rule	Always translated into business implications — technical credibility without jargon walls
Example topics	The architectural decision behind one recent build. Why "just plug in ChatGPT" is structurally fragile. Training AI on methodology vs. training on documents.

The founder collaboration moment

Once a month: publish a joint post — a genuine conversation between both founders on a single question.

María-Inés's strategic/values take
Gemma's technical/build take
Same problem, different lenses
Tag each other
Cross-promote to both audiences

This demonstrates the full Aureum capability in a way neither individual profile can alone. It's a living example of why every client gets both founders.

Voice rules

Both founders write in their own voices — NOT in Auria's voice. Auria is reserved for the company page and newsletter.

See Auria vs María-Inés for the voice-routing matrix.

Cross-posting rules

Both founders draw from the same monthly topic bank, but NEVER post the same piece.

Each founder post is a native expression of one theme, filtered through that founder's angle. See Platform Differentiation Matrix for worked examples.