Chris Robinson
The Goat Agency
Well, certainly according to Chris Robinson! As Paid Social Director at global social-first marketing agency, Goat, he has been banging this drum for the past 3 years, and in 2023 he established himself as a leading voice and personality within the industry. With over 3,000 followers on LinkedIn, Chris shares his insights and recommendations on the value of performance-led influencer and paid social marketing. He has written for publications like The Drum and CX Network, helped to develop a Goat Influencer Report on driving conversions through social, delivered a guest lecture at University of Southampton, and is a mental health advocate in the community. Within Goat itself, Chris has helped to grow the Paid team from a handful to 25 full time employees across multiple markets, built attribution models that enable us to prove the performance of influencer, and led performance-driven campaigns for many of our key clients. As stated in a recent LinkedIn post, "Paid social is a harder job than most people realise. We’re expected to not only be strategists, consultants, buyers and planners - we’re looking at data analysis to make decisions and advise next steps. We’re informing creative, writing copy. We’re planning tests, reviewing landing pages, clued up on tracking, attribution & more. It’s multi-faceted, always changing, with new problems, restrictions and policies every week. It’s why I've got so many greys, but equally why I love it".