Kunal Gandhi: Leading with Personality in B2B Social Media Marketing Panel

2025

Apr 11

At SocialMedia Fest 2025, Kunal Gandhi, Global Social Media Leader at PwC, will take the stage to share his insights on how B2B brands can show up more authentically on social media by leading with personality. With nearly 15 years in the social media space, Kunal has worked across various industries, including financial services, professional services, and education, developing social strategies that resonate with audiences in meaningful ways. Now, as the leader of PwC's global social media function, he’s known for his innovative approach to humanising B2B brands and driving business results through personality-led content.

About Kunal Gandhi

Kunal’s social media journey started by accident, but over the years, it has become a career he’s passionate about. What began as a side interest in his first graduate job grew into a full-time career in social media, where he now leads global social media strategies for PwC. Kunal has worked across a variety of industries, from local businesses and charities to financial services and professional services.

Throughout his career, he’s managed everything from solo social media efforts to leading award-winning teams. At PwC, Kunal has built a social media function from the ground up, delivering creative content that aligns with business goals and drives measurable results. His work spans content strategy, employee advocacy, executive positioning, and social listening. Under his leadership, PwC has more than doubled its social engagement and expanded its reach through data-driven insights and experimentation. Kunal is passionate about helping businesses see the value of authenticity on social media and advocates for humanising B2B brands to build trust and deepen audience connections.

What to Expect from the Leading with Personality in B2B Social Media Marketing Panel

In this session, we’ll explore how B2B brands can step out of their traditional corporate shell and lead with personality on social media. The focus will be on humanising brands, embracing authentic leadership presence, and breaking away from formulaic corporate content. This is especially crucial on platforms like LinkedIn, where audiences crave more than just polished messaging.

Key Areas of Focus

Bringing humanity into B2B social strategies: Kunal will share how B2B brands can infuse character and personality into their content to connect with audiences on a deeper level.
The power of personality-led content: Even in “serious” sectors like finance and professional services, personality-driven content is not just a luxury; it’s a competitive advantage.
Activating internal leaders on LinkedIn: Practical tips on how to engage and empower your internal leaders to create compelling content and share their perspectives.
Overcoming challenges in risk-averse environments: Kunal will also discuss how to encourage boldness and authenticity while balancing brand safety in corporate settings.

Key Takeaways

Attendees will leave with the knowledge to:

Infuse more humanity and character into their B2B social media strategies.
Understand why personality-driven content consistently outperforms in professional sectors.
Learn how to activate senior leaders and internal voices on LinkedIn to enhance brand visibility.
Navigate the challenges of encouraging bold content creation in risk-averse corporate environments.

What’s Exciting in Social Media Right Now

Kunal’s highlight over the last year has been the rise of unpolished content from senior leaders, which has provided a refreshing contrast to overly produced corporate messaging. More major organisations are recognising that authenticity is what resonates with today’s audiences, even in traditionally formal B2B sectors.

However, Kunal also acknowledges the ongoing challenge of striking the right balance between brand safety and bold storytelling in B2B, especially as platforms evolve and audience expectations shift. Another major hurdle remains proving the true business impact of social media beyond vanity metrics, which continues to be a key challenge for the industry.

A Social Media Success Story

One of Kunal’s most rewarding successes was empowering senior leaders to share their personal perspectives during a significant business transformation. The result? A campaign that far outperformed the brand’s official social media efforts, driving higher engagement, trust, and reach. It was a game-changer for the business and reshaped how PwC viewed the value of social media in their broader communication strategy.

Favourite Social Media Campaign

Kunal’s favourite campaign of the year is Duolingo’s TikTok antics. The brand’s irreverent and unpredictable approach to content has been a masterclass in knowing your audience and platform, while staying true to its voice. The campaign highlights the power of humour and authenticity in driving engagement and connecting with followers, even for a traditionally educational brand.

What Kunal Would Like to See More of in Social Media

Kunal hopes to see more B2B brands embracing personality and humanising their content. For him, the future of social media lies in companies becoming more authentic, empowering their people to take ownership of their social presence, and recognising that in a content-saturated world, trust and authenticity are the keys to cutting through the noise.

Connect with Kunal

Want to learn more from Kunal? Follow him here:

LinkedIn: Kunal Gandhi

Kunal joins a lineup of leading industry professionals at SocialDay's Social Media Marketing Festival 2025, where top minds in social media marketing will share their insights and expertise.