The CEO who hired us in her first month on the job.
Lyudmila Milenina became CEO of First Sport Media in September 2020. The same month, she hired us. Six years later, she's still our client.
The context.
First Sport Media is a sports advertising network. They aggregate 80+ sports websites — LiveScore, SofaScore, Sportskeeda, FootBoom, and dozens of regional sports media properties across Brazil, Asia, Africa, and Eastern Europe.
Their reach: 82 million monthly unique visitors, 6.88 billion monthly ad impressions, 63+ countries, 71% claimed share of SEO sports traffic.
Their advertisers: primarily iGaming operators targeting sports bettors.
The starting state.
September 2020. Lyudmila had just been named CEO. Her LinkedIn profile had a few hundred followers. FSM's corporate page was barely active.
She didn't have time to build either herself. Most new CEOs don't.
What we built.
We started with a strategic foundation document — voice, values, vision, mission, positioning. The kind of work most agencies skip.
Then we ran what eventually became our Demand Generation System: outreach plus visibility plus content, with both her personal profile and FSM's corporate page as deliverables.
The same PM for six years.
Yana Khoryshchenko has been Lyudmila's lead Project Manager from the beginning. Six years, one PM. Other team members have rotated through the account over time, but Yana has been the through-line.
When agencies tell you they offer continuity, this is what they mean — or rather, this is what they wish they meant. Most of them can't actually point to a single account where the same lead has stayed in place for half a decade. We can.
Yana is the operational backbone of this case study. She's why Lyudmila's testimonial says it's "felt like a true collaboration" and that we "help structure ideas, challenge thinking when needed." That kind of relationship doesn't develop in twelve months. It develops over years, with the same person across the table.
Cumulative results across six years.
- +145,000% connections — 13 → 18,975
- +108,000% followers — 21 → 21,653
- +714 MQLs handed off to FSM's sales team across the engagement
- Average post views: 2,867
- Top 1% Social Selling Index in her industry and network
- Reach across 60+ countries
A representative single month: January 2025.
- 448 connection requests sent, 234 accepted — 52% acceptance rate (target was 20%, so 2.6× target)
- Sent across 45+ countries
- 532 active conversations in the month
- 8 named MQLs handed to her sales team, at companies including Entain, TIPICO Group, LeoVegas Group, and Sportium
- 2% organic follower growth in the month
- Best post of the month: 4,274 views, 94 reactions
- SSI rose from 73 to 77 in 3 days
"We've been working with Content Chameleon for over 5 years now, and they've been a strong partner in building and scaling both my personal LinkedIn presence and our corporate page.
From the start, it's felt like a true collaboration — they don't just execute, but help structure ideas, challenge thinking when needed, and turn our inputs into clear, high-quality content. What stands out the most:
— a deep understanding of tone of voice and positioning
— the ability to translate complex business ideas into compelling content
— a meaningful contribution to pipeline, not just 'posting for the sake of posting'
If you're looking for a team that can work alongside you — not replace you — and help turn your expertise into a strong, consistent LinkedIn presence, I'd definitely recommend them."
Lyudmila's CEO tenure (September 2020 – present) and current follower count are publicly visible on her LinkedIn profile.