The Brief

Following a major rebrand from Waste Management to WM, the company sought to reposition itself as a forward-looking sustainability and environmental services leader. The new identity emphasized renewable energy, recycling, and environmental innovation—marking a fundamental shift from the company’s legacy perception as a traditional waste hauler.

WM recognized that credibility in this space would come from its people. The C-suite would need to embody the company’s purpose, using their voices and expertise to lead industry conversations.

Our Strategy

We developed a multi-executive visibility strategy designed to translate WM’s corporate sustainability vision into authentic leadership narratives. Each executive received a tailored content plan highlighting their unique expertise—ranging from recycling innovation to clean-energy solutions—while maintaining alignment with the company’s overarching message.

Key components included:

• Thought Leadership Development: Elevating WM leaders as authorities on sustainability and recycling.
• Social Media Strategy: Building steady, consistent presence, primarily on LinkedIn, to reach target audiences.
• Personalized Content Creation: Aligning topics with each leader’s priorities and voice.
• Milestone Activation: Leveraging moments such as WM’s annual golf event for brand amplification.

The Work

VVK designed and delivered original thought-leadership posts, infographics, and engagement frameworks to sustain authentic visibility. Every post linked back to WM’s broader sustainability commitments, reinforcing the brand narrative while humanizing it through leadership storytelling.

The Impact

• 158% increase in impressions
• 115% growth in engagement
• 30% growth in followers
• 1.1 million total impressions

The initiative diversified WM’s digital reach, positioned its executives as trusted voices in sustainability and directly supported the company’s rebrand by showing—not just telling—how WM leads through action and innovation.